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In this installment of our PPC Guide, we look at what you’ll need before launching that first campaign. PPC has proven to be a highly effective and efficient marketing channel for businesses of all sizes and industries. However, it’s also very easy to waste a lot of money and...

Contributor Kevin Lee looks at creative synergies and the power of collaboration to increase the efficiency of branded content using PPC campaigns. Branded content and pay-per-click (PPC) aren’t ordinarily included together in the same section of a digital media plan, but there...

Maximize the potential of programmatic advertising with these five recommendations that will help set up your campaigns for success. Programmatic advertising enables digital marketers to buy advertising space through automated technology and machine learning, typically using a...

What happens when your paid search campaigns are experiencing a sudden and unexpected performance drop? Columnist Jeff Baum shows how to handle this situation — without losing your clients’ trust. The most important thing I’ve learned from my 15 years of PPC...

Contributor Jacob Baadsgaard shows how ROAS, or return on ad spend, can be used to show the effectiveness of advertising campaigns and whether they are worth the money spent on them. Do you want to improve your paid search campaigns? There are a lot of paid search metrics, but...

Learn how to approach four outside-of-Google, ecommerce PPC optimizations that will boost your chances of success this holiday season. Performance Max is a wonderful advertising technology, but it comes with a significant downside: All advertisers receive the same advantage....

Columnist Jacob Baadsgaard shares insights from a study looking into how various paid search metrics correlate with return on investment (ROI). Are your AdWords campaigns working… like, really working? That might be a surprisingly hard question to answer. Anybody with an AdWords...

Wondering if an email or phone call from a PPC agency is legit? Columnist Pauline Jakober shares some tips for weeding out the scammers. Most PPC agencies or professionals who want to get more business have some form of marketing in play. And many of us have come across the more...

So, your boss just told you that managing PPC is being added to your list of responsibilities. What to do? Columnist Pauline Jakober offers tips on how to get up to speed. Does this sound familiar to you? Your company has finally agreed to spend some resources on pay-per-click...

Both advertisers opted to drive users to their own sites instead of YouTube. As the Patriots’ Tom Brady was showing fans and foes alike why you should never count the seasoned veteran out, 84 Lumber was showing marketers how an advertising newcomer can make a major splash on a...