Category: SEM

From AI-generated creatives to automated campaigns, learn how to adapt your paid media strategy for the AI era. Artificial intelligence (AI) is transforming every facet of PPC advertising, from creative assets to audience targeting, reporting and ongoing optimization. With the rise of LLMs as an alternative to traditional search, we’re also witnessing huge disruption to Google’s search business. This article explores the latest trends, tools and strategies to help you navigate the evolving search landscape and leverage AI as a copilot for improved paid media performance. AI’s impact on paid media strategy…

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Learn key mistakes to avoid when running Google responsive search ads, plus expert optimization tips to enhance your ad strategy. Whether you’re a seasoned PPC marketer or just starting out, creating and optimizing Responsive Search Ads (RSAs) is challenging. At SMX Advanced 2024, I highlighted the biggest pitfalls marketers face with RSAs, which make a difficult task even harder. Explore these common RSA mistakes and catch the full session replay to turn your ads around. Mistake 1: You’re looking at the wrong metrics You’ve heard a million times that you need to use the “right…

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Meta has been accused of running corporate ads next to content that sexualizes underage users. The allegations by Walmart, along with Tinder’s parent company Match Group, have been made public as part of a lawsuit filed by the New Mexico attorney general’s office last month. Why we care. Placing ads alongside illegal content poses a serious threat to brand safety. The potential fallout not only includes reputational damage but also significantly diminishes the chances of an ad reaching its intended audience, likely causing a significant impact on ROI. The claim. New Mexico…

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Land your next job in SEO or PPC. These brands and agencies are hiring to fill open search marketing positions right now. Looking to take the next step in your search marketing career? Below, you’ll find the newest jobs at brands and agencies in SEO, PPC and digital marketing – as well as positions we’ve shared in previous weeks that are still open. Newest jobs in SEO, PPC and digital marketing Head of Global Advertising, The Economist (New York, NY) Salary: $250,000 (annual) Responsible for delivering earned media revenue (print, digital,…

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No search volume? No problem! Columnist Pauline Jakober provides helpful tips for campaigns focused on low search volume, high conversion terms. What’s that you say? Not too many people searching for “Acme red widget maker webinars”? But those webinars are high converting — and one sale can make your entire PPC program worth it. So how do you take an unsearched event, keyword or important conversion point and turn it into an all-star PPC initiative? In this post, I’ll share two creative ways you can leverage Google AdWords features to do…

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Columnist Abraham Nord explores the benefits and disadvantages of one of the more common technical configurations for mobile sites: responsive design. Gone are the days when a mobile strategy could be delayed or ignored. Today, online marketers must consider how mobile visitors are addressed on their landing pages, and there are three widely accepted methods for this: responsive design, dynamic serving and separate mobile URLs. I will not go into all of the details of each here. Suffice it to say that responsive design utilizes a fluid layout which changes and adapts to whatever…

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Find out when and how to incorporate offline conversion tracking effectively and learn from lead gen success stories. Ever get the feeling you’re reporting on – or your agency or marketing team is reporting on – the wrong metrics? Put another way, how high is your frustration level that your marketing team is bringing in hundreds of leads without any noticeable effect on your pipeline? Smart marketers are using offline conversion tracking to solve the issues I just laid out. If you missed my SMX Advanced session, keep reading to…

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Want to improve your page load times? Image optimization is a great place to start! Columnist Tom Demers reviews five free image compression tools and notes their impact on page speed. Recently, I’ve found myself focusing more and more on optimizing page load times. Improving page speed is something that is generally pretty easily understood by clients, and it positively impacts user experience and conversion as well as SEO. The challenge, frequently, can be that some elements of improving page speed can require significant input from development resources (e.g., prioritizing visible…

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Wondering how you can have a better relationship with your client or paid search agency? Columnist Brett Middleton provides solid advice for both parties to communicate more effectively and work more efficiently. The reality of maintaining a complex business relationship where revenue is on the line is that there are several pitfalls that can destroy it. Although not all of these points will apply to all partnerships, the lesson is the same. If you’re in-house marketing staff: Do you treat your agency like they’re members of your team? How do…

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