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Can machine learning be applied to your PPC accounts to make them more efficient? Columnist David Fothergill describes how he utilized machine learning to find new keywords for his campaigns. A key challenge when working on what we could term “large-scale” PPC accounts is...

PPC is about more than just managing accounts — it’s about managing client relationships, too. Columnist Matt Umbro provides some advice for how to talk to your clients about industry updates and account issues. As hectic as it can be, we are lucky to be in an...

Need to update your ad copy in light of recent AdWords changes? Columnist Jason Puckett explains his process for rolling out AdWords expanded text ads. In April of 2016, a small percentage of search marketers received notices from their Google reps that AdWords was changing. At...

B2B Marketing Automation Platforms: A Marketer’s Guide is the source for the latest trends, opportunities and challenges facing the market for marketing automation tools. This 49-page Marketing Land report, sponsored by Salesforce and Marketo, includes: profiles of 13 leading...

Over the past few years, retailers have seen steady growth in product listing ad (PLA) channels as a result of their capacity to qualify traffic. As a result, retailer investment in PLAs has grown, and PLA channels have become increasingly crowded. Due to growing competition and...

Looking for inspiration when it comes to designing and running tests in your PPC accounts? Columnist Aaron Levy recaps a session on this topic from SMX East 2016. A wiser man (or woman) than I coined the quintessential acronym of paid search. Rather than the ABCs of sales (Always...

In this helpful how-to piece, columnist Andreas Reiffen explains how to find anomalies in your paid search campaigns and address them for improved performance. In search marketing, we’re always trying to get that little bit of extra performance out of our paid campaigns. But what...

Nothing is more top-of-mind for marketers than attribution. It’s a complex topic, and there are lots of questions. This guide from AdRoll examines the history of attribution models and dives deep into platform data, third-party research and advertiser survey data to make the case...

After a few focused hours, you’ll be ready to write high-ranking content, optimize copy for organic visibility, create visually stunning display ads, and more. Compelling content is your key to driving search marketing success. Join us in two weeks at SMX Create — online Tuesday,...

Your job is hard enough — don’t sabotage yourself by making these reporting mistakes. Columnist Frederick Vallaeys recounts common paid search errors and advises how to avoid them. One of the most important elements of building a successful marketing career is to be a...