Channel: SEM

How to sync your keywords and ad labels with an AdWords Script

The label functionality in AdWords can sometimes be a bit bewildering, and manually having to label a lot of ads or keywords is a task we wouldn’t wish on anyone. We’ve all been there: You make a bid adjustment, label some keywords in an ad group to reflect this change, and then when looking at ads within that same ad group, you can’t see the labels. So you set about the...

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Edible Arrangements files $209M trademark suit against Google

Google is being sued in federal district court in Connecticut by the company behind Edible Arrangements for trademark infringement and unfair competition. The central claim is that when users search for “Edible Arrangements” (or versions of that name), they’re seeing product ads for competitors, such as 1-800-Flowers. The company is seeking more than $200 million in damages for lost profits and trademark infringement. The company claims that consumers are confused about which...

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Federal Election Commission proposal toughens political ads disclosure rules

The nature of political advertising is manipulation and deception. This was taken to extremes in 2016 as fake news and ads from outside actors and extremist groups sought to manipulate public opinion and influence the presidential election. Now, with Russia expected to meddle in the 2018 midterm elections, the Federal Election Commission (FEC) is considering additional rules and disclosure requirements for online political ads. According to a Bloomberg report: The proposal, written...

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Invest in a killer PPC campaign by using these smart budget strategies

Budgeting is one of the most important components of pay-per-click (PPC) account management. They are a direct reflection of a campaign’s priorities and are the bridge that ties strategy and tactical execution together. Without well-thought-out budgets, a PPC program can never reach its full potential. This article discusses how to think through the budgeting process to ensure priorities are met and goals are reached. Budgeting: The fuel that makes strategy go One of the...

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Links to competing shopping engines in UK Google Shopping results

How’s that “inclusive” new look for Google Shopping results in the EU coming along? Kind of strangely, it seems. Last summer, the European Commission fined Google nearly $3 billion for favoring its own shopping content in search results and hurting competition. The Commission ordered the company to deliver a solution that offers “equal treatment” to competing comparison shopping engines in its results. The search giant has denied wrongdoing, but last fall, the...

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Optimizing for quality score is a best practice, except when it’s not. Here’s why.

Quality score is a complex metric because it is a basic but fundamental component of ad rank. Optimizing for quality score is a best practice, except when it isn’t. A high quality score is a sign of account health, except when it isn’t. Like any other paid search “best practice,” it is only a best practice when it works in your favor. Because quality score is a fundamental element of an account...

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5 New Year’s resolutions for your PPC campaigns

It’s never too late for New Year’s resolutions, so why not give your PPC campaigns a little New Year’s love? In this article, I’ll provide suggestions to tune up your campaigns in 2018 and get them firing on all cylinders. 1. Review your ad copy Upgrading decent ad copy into fantastic ad copy almost always leads to better campaign performance, driving more sales and increasing conversions. In my opinion, it’s some of...

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Comparing two performance marketing tools/agencies

As performance marketers, we’re conditioned to want to test everything. From the impact of feed titles to the incrementality of each channel, we want to be sure that we’re making the right choice before we commit all our resources to something. That goes for deciding which tools/agency to use as well. Moving your performance marketing activities from one tool/agency to another (or picking one to start with) is a big commitment...

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3 AdWords features you’re probably underutilizing

The wonderful thing about AdWords is that we all have our favorite ways to utilize it. We PPC practitioners each have our favorite reports and features, and we all have our own personal preferences for how we like to build and manage our campaigns. Unfortunately, this means we’re prone to getting stuck in our ways, often neglecting to explore features, reports and methods that we’re not familiar with. These will differ from...

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Google adds keyword functionality to the AdWords app

We haven’t heard much about development on the AdWords app lately, but there’s a new update out today that makes the app more useful. Advertisers can now add, edit and remove keywords from their campaigns using the AdWords app. To add a keyword, simply click the new round blue “plus” button that appears in the bottom right corner of the various Keyword views in the app. To delete existing keywords, click on the...

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