Search Engine Land

SEPTEMBER 7, 2023

As the PPC landscape continues to evolve, having the ability to predict future campaign performance is invaluable. This article will cover some of my favorite PPC forecasting techniques using Google Sheets and Vertex AI that paint a clearer picture of the future and empower clients with actionable insights. SUBSCRIBE See terms.

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Campaign Technique Represent Gaming 130

Search Engine Land

DECEMBER 8, 2023

Having the right tools is crucial for agencies navigating the dynamic PPC landscape. In this article, I will provide an in-depth look at the top 10 tools that have been indispensable in the growth of my agency. I felt like these suites could be categorized as one tool even though, technically, there are multiple.

Campaign 118

Campaign Gaming Clients Growth 118

Search Engine Land

NOVEMBER 30, 2023

The world of PPC management is changing faster now than in years past. New automation, economic shifts and developments in reporting capabilities are changing the role of a PPC agency. When I started out in PPC in 2012, I spent much of my time making manual bid changes. Misaligned communication styles.

Clients 103

Clients Drivers/motivators Education Campaign 103

Search Engine Land

FEBRUARY 13, 2024

Automation and AI have given us tools to reduce (often drastically) the time we spend on more tedious PPC tasks. Confirm where your clients (and your agency) stand with marketing analytics maturity Over the last decade, the marketing analytics space has grown exponentially. Where do your clients stand?

Clients 117

Clients Objectives and Key Results Consult Conversion 117

Search Engine Land

MAY 1, 2024

As the paid search advertising landscape evolves, AI and language model tools are gaining traction in streamlining and optimizing campaign restructuring processes. Bacchini , managing director of the PPC Chat community, emphasized the last point during her weekly Slack chat on “Diversification in PPC.” See terms.

Campaign 116

Campaign Strategize Conversion B2B 116

Search Engine Land

NOVEMBER 27, 2023

While Google Keyword Planner and SEO tools are useful, they focus on search volume and intent, not necessarily revenue. If you sell gardening supplies, find out if your customers are into tools, indoor or outdoor gardening, and whether they prefer growing vegetables, flowers, or succulents. This can result in more keyword data for you.

UX 124

UX Strategize Referrals Conversion 124

Search Engine Land

APRIL 4, 2024

PPCsurvey.com has just released a new State of PPC Global Report for 2024. PPC specialists from around the globe. The findings cover search marketers’ largest concerns, top priorities, spend data, automation insight and a wealth of information about the most pressing trends in paid search. PPC challenges. landing pages).

Trust 84

Trust Campaign Drivers/motivators Growth 84

Search Engine Land

MARCH 4, 2024

Cookies, the tool used to collect and share data on user behavior as they move across the open web, are the foundation of the adtech ecosystem and provide the data that powers the majority of all behavior and audience targeting. How will the absence of third-party cookies impact PPC campaigns?

Territory 116

Territory Market share Legal Strategize 116

Search Engine Land

JANUARY 22, 2024

Have you ever implemented the top-performing variation from a PPC ad copy A/B test but don’t actually see any improvement? This article tackles the top mistakes that cause PPC A/B tests to fail, plus practical tips to ensure your tests deliver meaningful results. Get the daily newsletter search marketers rely on.

A/B testing 105

A/B testing CTR Conversion Campaign 105

Search Engine Land

JANUARY 19, 2024

Major shifts in 2024 will disrupt the PPC industry. This article outlines seven key areas to evolve your PPC advertising approach in 2024 so you’re better prepared for what’s ahead. Dig deeper: Google Ads broad match: What the data reveals for PPC marketers 4. Get the daily newsletter search marketers rely on.

Campaign 103

Campaign Retail Engineering Gaming 103

Search Engine Land

DECEMBER 15, 2023

marketing company Cox Media Group (CMG) has reportedly admitted to monitoring conversations for the purpose of targeted advertising. Amid the worldwide push for enhanced privacy, including measures like the phasing out of third-party cookies , these statements have caught the PPC community off guard. Leading U.S. Why we care.

Conversion 131

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Search Engine Land

NOVEMBER 8, 2023

To scale your PPC efforts and reach a broader audience effectively, you need a strategy encompassing every stage of the customer journey, from brand discovery to taking action. This is where the concept of a full-funnel PPC approach comes into play. What is a full-funnel PPC strategy? SUBSCRIBE See terms.

Campaign 111

Campaign Clients Lead generation Presentation 111

Search Engine Land

FEBRUARY 29, 2024

Brands have focused most of their PPC budgets on these two search titans. This article explores how to leverage these additional search platforms to complement your existing PPC efforts and connect with customers throughout more touchpoints in their journey. For years, Google and Bing have dominated paid search.

Engineering 121

Engineering Campaign Education Service 121

Search Engine Land

AUGUST 25, 2023

Most digital agencies today are willing to hire beginner marketers. Unfortunately, many do not provide meaningful training on pay-per-click ( PPC ) marketing. To address this, here is a basic five-step growth plan to become a PPC expert as fast as possible. PPC beginners will rarely work on operational strategy.

A/B testing 92

A/B testing Strategize CTR Clients 92

Search Engine Land

SEPTEMBER 8, 2023

While skilled recruiters excel in traditional hiring methods, digital marketers can also contribute to ensuring the recruitment process’s efficiency and effectiveness. PPC advertising can be hugely impactful for attracting and recruiting talent across any industry. Get the daily newsletter search marketers rely on.

Healthcare 132

Healthcare Strategize Promote Campaign 132

Search Engine Land

AUGUST 16, 2023

Users now need to be Blue subscribers to access the tool, which has been rebranded as XPro under Elon Musk’s reign. Some people will feel disgruntled about paying for a tool that has historically been free, so may leave the platform and look for alternatives. Why we care. Disappointing. ” Final nail in the coffin.

X-functional 93

X-functional User Experience Engineering Service 93

Search Engine Land

SEPTEMBER 28, 2023

In any PPC campaign, the ultimate goal is to improve and deliver better results year after year. In this article, you’ll learn some steps to address PPC mistakes, missteps and errors that have helped my team get things back on track. Ideally, trendlines in your performance charts are going up and to the right.

Campaign 117

Campaign Promote Start-ups Engineering 117

Search Engine Land

MAY 28, 2024

Over-reliance on communication tools, such as Slack. However, tools such as CliftonStrengths or the Enneagram can help build and optimize remote agency teams. That said, we see notable differences in the makeup of our leadership, SEO and PPC teams. Our PPC team is a blend of Arranger, Strategic Thinking and Relationship.

Relationship building 101

Relationship building Strategize Clients Presentation 101

Search Engine Land

APRIL 18, 2023

SEO or PPC? Like everything in marketing, it would be great if there was a simple answer to the SEO vs. PPC question. This improved visibility comes without the expensive costs per click of PPC. PPC, or pay-per-click, are the ads that appear on a page of search results (typically in premium positions).

Objectives and Key Results 101

Objectives and Key Results Minimum Viable Product A/B testing Engineering 101

Search Engine Land

NOVEMBER 28, 2023

The pressure is on for marketing leaders as we round out the year. in 2024, a boost that will see the market top $1 trillion for the first time ever,” according to WARC’s Global Ad Spend Outlook 2023/24. With that in mind, the ideal PPC budget begins with your targets. Tools like the Google Performance can help.

Launch 98

Launch Campaign CRM Start-ups 98

Search Engine Land

JANUARY 4, 2024

If your marketing heavily depends on targeted advertising with third-party cookies, it’s time to reconsider your tactics. The final decision depends on resolving competition concerns from the UK’s Competition and Markets Authority. Get the daily newsletter search marketers rely on. Why we care.

Engineering 139

Engineering Process 139

Search Engine Land

FEBRUARY 1, 2024

The language capabilities of generative AI , specifically GPT-4 , have proven helpful in various PPC tasks like managing keywords, writing ad text, and helping with audience development. To address these, PPC marketers working with GPT-4 can focus on four aspects: Prompt engineering. It’s not just limited to public data.

Construction 122

Construction Campaign Engineering Technique 122

Search Engine Land

OCTOBER 27, 2023

PPC best practices come from a variety of places. Many PPC professionals can relate: You see “Google” on your caller ID, and you momentarily feel a boost in ego. I’m happy Google Ads rolled them out and made a great tool almost 10 years ago. Get the daily newsletter search marketers rely on. The Help Center.

Non-Profits 121

Non-Profits A/B testing Campaign Networking 121

Search Engine Land

MARCH 8, 2024

Trends and hurdles are already taking shape for all PPC marketers in 2024. This was an area most PPC marketers only needed to know the basics in. Get the daily newsletter search marketers rely on. For an account manager or a marketing department, control is difficult to give up. See terms.

Campaign 109

Campaign Retail Manufacturing Clients 109

Search Engine Land

JUNE 12, 2023

TikTok has launched a free AI tool that can create scripts in a matter of seconds. And the best part is, if digital marketers happen to hate the scripts generated, they have the option to run their enquiry again, as many times as they like, for no cost at all as the tool is completely free. What has TikTok said?

Launch 120

Launch Engineering Service Product 120

Search Engine Land

APRIL 26, 2023

At some point, your PPC performance will take a nose-dive. Once you’ve managed PPC campaigns long enough, you will likely navigate numerous crises. Here’s how PPC managers can embrace root cause analysis to mitigate performance issues and get things back on track. Get the daily newsletter search marketers rely on.

Technique 85

Technique Account management Click Through Rate Campaign 85

Search Engine Land

APRIL 9, 2024

PPC experts have consistently emphasized the importance of leveraging AI to stay ahead in marketing. Google Cloud’s advanced gen AI tools will be integrated with WPP’s proprietary marketing and advertising data. I believe this will be a game-changer for our clients and the marketing industry at large.”

Campaign 135

Campaign Clients Technology Technology 135

Search Engine Land

FEBRUARY 19, 2024

SEO and PPC are incredibly valuable. Many also believe that ChatGPT is already stealing market share from Google. If true, this would mean a huge shift in search marketing strategies, both paid and organic. Will traffic from search engines to your website drop 25% by 2026 as a result of the rise of generative AI answer engines?

Engineering 134

Engineering Entertainment Market share Consult 134

Search Engine Land

MARCH 22, 2023

Understanding macro trends is crucial for making informed decisions within your PPC account. 3 ways to stay on top of PPC performance covered how to monitor your paid search performance comprehensively. Contextualize your PPC performance with macro-trend monitoring Various external factors may impact your paid search efforts.

Territory 86

Territory Campaign Click Through Rate Strategic planning 86

Search Engine Land

JULY 11, 2023

Writing compelling, must-click ads was, until recently, one of the last aspects of PPC that couldn’t be automated. But with the introduction of ChatGPT and the rise of other large language models (LLMs), automation in PPC is now on a whole new level. So how can you use GPT to your advantage in PPC? ” 4. .”

Gaming 98

Gaming Campaign Territory Technique 98

Search Engine Land

MAY 6, 2024

A PPC professional’s job goes beyond just launching paid search campaigns. This guide will walk through some key reports, tools and analyses that can yield impactful insights for optimizing your paid search efforts. Dig deeper: How to improve PPC campaign performance: A checklist Get the daily newsletter search marketers rely on.

CTR 88

CTR Objectives and Key Results Click Through Rate Campaign 88

Search Engine Land

JANUARY 26, 2024

Onboarding PPC clients Learn the business Sure, you won the business because you are an expert in search marketing. You are a partner in their success and not just delivering search marketing services. Dig deeper: What clients expect from their PPC agency Be curious Yes, you are being hired for a specific reason.

Clients 94

Clients Referrals Trust Pitch 94

Search Engine Land

MARCH 28, 2024

While Google Ads has built-in bidding algorithms and optimization features, some PPC marketers and advertisers still rely on Google’s Search Ads 360 (SA360) for managing complex campaigns. Dig deeper: How each Google Ads bid strategy influences campaign success Get the daily newsletter search marketers rely on. See terms.

Profit margin 86

Profit margin Retail Cross-sell Campaign 86

Search Engine Land

NOVEMBER 2, 2023

Feed management in PPC , especially within platforms like Google Ads and Microsoft Ads, is crucial for organizing and updating product or service data. With AI tools like ChatGPT and Google’s FeedGen, you can enhance your product or service data to deliver more relevant and accurate information to your audience. Show information.

Product 109

Product A/B testing Retail Presentation 109

Search Engine Land

JUNE 30, 2023

PPC advertising can be a game-changing tool for small businesses looking to kickstart sales or increase brand awareness. When your budget is tight, it’s crucial that you set yourself up for success when creating a PPC account. Get the daily newsletter search marketers rely on. SUBSCRIBE See terms.

Campaign 93

Campaign Niche Gaming Start-ups 93

Search Engine Land

APRIL 24, 2024

Looking to improve your PPC lead generation efforts? PPC audience targeting for lead generation Improving lead generation involves targeting specific groups: People in your niche. Most marketers are familiar with brand bidding, which can be a great tool for gaining visibility but also comes with many caveats.

Legal 105

Legal Contract Gambling Lead generation 105

Search Engine Land

AUGUST 31, 2023

ChatGPT ‘s Advanced Data Analysis, formerly known as Code Interpreter, has been a game-changer for many search marketers since its launch in March. Advanced Data Analysis also holds significant potential for aiding PPC marketers in swiftly revealing actionable insights. Get the daily newsletter search marketers rely on.

CTR 117

CTR Conversion Launch Gaming 117