Editor’s Note: PPC Budget: Quick Definition A PPC budget is the money set aside for online ads, paying only when someone clicks. It supports goals like brand awareness, leads, or sales. Here’s how daily budgeting works in PPC campaigns. Plus, learn about all of the automated bidding strategies and options available. Daily budgeting Budgets are […]
Below are the initial steps in setting up a Search campaign in Google Ads. Campaign types When you add a new campaign in Google Ads, you’ll see the full menu of campaign types: Search. Click the Search option. Search campaign settings The primary settings at the campaign level include: When you create a new Search […]
Campaign structure is one of the most critical pieces of a successful PPC effort. There are numerous ways to consider structuring your campaigns. Below is a simple view of the structure and content of a PPC account: Each account will hold multiple campaigns. Each Search text ad campaign then has multiple ad groups. Ad groups […]
Payment information, key contact information, and permission access are housed at the account level in Google Ads. Each business or client should have a separate account, and there are times when one business will have multiple accounts. For text ads, Google enables advertisers to set up Responsive Search Ads. You can set up as many […]
Editor’s Note: What is Pay Per Click Tracking? PPC tracking helps you analyze how users interact with your ads, from clicks to conversions. It includes metrics like cost-per-click (CPC), calculated by dividing ad spend by clicks, to evaluate and optimize campaign performance. Tracking and measuring are essential for reporting on performance and optimizing your pay-per-click […]
Pay-per-click (PPC) advertising can be highly effective and efficient for brands and marketers. However, it’s also easy to quickly waste a lot of money without any sales or conversions to show for it. You need a strategy before you launch your first campaign. Here are some things you’ll need to prepare your PPC strategy. Goals […]
Bidding and bid adjustments allow you to manage budgets and optimize PPC campaigns based on your targeting objectives. Here’s a closer look at how bidding and bid adjustments work in paid search campaigns. Ad group & keyword level bidding Smart bidding strategies get set and automated at the campaign level based on the bidding goal, […]
We’ve covered keyword and other targeting options in an earlier chapter of this guide, but there are several additional targeting levers available for PPC campaigns. Location targeting Advertisers can set campaigns to run in specific locations. Location bid modifiers allow you to increase or decrease the maximum CPC you’re willing to pay for clicks from […]
The search engines have been incorporating artificial intelligence and machine learning at all levels of paid search from bid simulators to ad copy. Google, in particular, has been moving toward automating the ad creation and testing process. There are several options for automating ad creative. Dynamic Search Ads At the very bottom of the campaign […]
Below is a walk-through of the workflow for ad rotation, ad scheduling and location targeting when setting up a new AdWords Search campaign. Ad rotation In August 2017, Google threw a wrench in the way advertisers had been accustomed to running ad tests in AdWords and trimmed the options for ad rotation settings. Learn more […]
The Accelerated Mobile Pages project released a new "amp-geo" component and full support for the "amp-consent" component which may help some publishers address GDPR compliance
A new Q&A series launches this week featuring answers to your questions from our community of SMX speakers and contributors.
After suspending rehab facility advertisers last year, Google will begin accepting these ads once again in July -- but only from certified providers.
A brief history of the many privacy disasters at the world's dominant social media platform, and what the most recent data exposure means for marketers, and other data Borg as Facebook's CEO faces Congress.
Role previously held by John Giannandrea to be split between Jeff Dean and Ben Gomes
Development of a new Accelerated Mobile Pages (AMP) component enabling publishers to acquire user consent is underway and accepting comments.
SEO wins bug bounty from Vulnerability Reward Program, Google search team confirms the exploit no longer works
Mental Health America selected as charity supported by the awards program, in honor of several search community members lost this past year.
To add more context to image results, Google will now display a caption with images in mobile Images search results.
This week, as we celebrate International Women's Day, we feature the lineup of female experts presenting next week at SMX West.
Standardization will allow sites to implement, and benefit from, AMP features without adopting the framework.
Though not yet available in the toolset, buildout of verification support within Bing Webmaster Tools is in progress.
Google updates the search results features with an expanded featured snippet targeting broad, nuanced queries
The new spec is available through the Gmail Developer Preview, with support in Gmail slated for later this year.
Does this doubling down on the mobile framework by adding the new, heavily visual and interactive format signal a more aggressive push toward AMP-only websites?
After years of pushing for 'secure by default' web sites, Google will identify insecure sites in the Chrome browser beginning mid-Summer.
The popular auditing tool used by developers and search marketers now enables users to run basic SEO checks against site pages.
Google's partnership with WordPress aims to jump-start the platform's support of the latest web technologies -- particularly those involving performance & mobile experience. And they're hiring WordPress experts.
This week brings a warm hello and a fond goodbye within the Search Engine Land team, along with another channel to stay up to date on Google search info, the Search Engine Land Awards and more honors for the search marketing community. Search Engine Land staff changes Good night and good luck, Jess Jessica Thompson […]
Federal judge invalidates five patents SEO platform provider Brightedge claimed in lawsuit against competitor Searchmetrics.
Later this year, the Google AMP cache will finally display publisher URLs instead of Google URLs in the search results.
As we head into the slow holiday stretch, the news likewise takes a breather. Of course Google did surprise the search community this week by confirming some algo updates, starting a new webmaster video series, and moving Eric Schmidt into a non-Executive Chairman of the Board position. Elsewhere we had these announcements and events happening […]
Longtime Google executive will transition to role of technical advisor.
As the updates continue to roll out, early indications suggest disruptions in mobile SERPs, sites with no schema data & those relying on doorway pages being most impacted
Our weekly roundup of news, announcements and events happening throughout the search marketing industry.
New feature to highlight the search marketing community launches today with this week's group of SEOs honored by their colleagues at Search Engine Roundtable.
Yext VP of Industry Insights Duane Forrester discusses his new e-book, "How Voice Search Changes Everything," and what marketers can do to adapt and compete.
Eric Ward, also known as “Link Moses,” passed away on Monday, October 16, 2017. He was 58 years young. Eric was the first person in the industry that I met who identified himself as a “link builder,” and he gave the first comprehensive presentation I ever saw on the topic — at a Search Engine […]
Google penalty notifications - and how to respond to them - continue to be confounding issues for SEOs. Our new guide provides answers and guidance.
Below is what happened in search today, as reported on Search Engine Land and from other places across the web. From Search Engine Land: Target expands voice-commerce relationship with Google to battle AmazonOct 13, 2017 by Greg Sterling Retailer joins Walmart in climbing aboard the Google Express. Google now has 50M Local Guides adding content […]