Our top SEM columns of 2017

Though paid search has long since cemented its place as a pillar of digital marketing, changes in technology and consumer behavior have continued to reshape the PPC landscape and keep search marketers on their toes. In 2017, we saw the last of “standard” text ads in AdWords as expanded text ads, introduced in 2016, became the new norm. We also said goodbye to the literal definition of “exact” as Google expanded exact match targeting to include close variants.

Yet, on the whole, search marketers spent more of 2017 looking forward than dwelling on the past. Two of our most widely-read columns, penned by former Googler…

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