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Channel: Laura Collins, Author at Search Engine Land
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Get To Know Your Users With Audience Insights From AdWords

It goes without saying that as an advertiser, the more you know about your audience, the better. When you know your customers well, you can make informed decisions about your marketing campaigns and...

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TrueView For Shopping: Making YouTube The Next Big Shopping Destination

Shopping campaigns, or Product Listing Ads (PLAs), have proved revolutionary for AdWords e-commerce. They combine a visually engaging experience on the search results page with the ability to...

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Making the Most Of Google Analytics Audiences Within Your Search Campaigns

Since its launch in 2013, Remarketing Lists for Search Ads (RLSA) has become such an integral tool for PPC marketers that it’s hard to remember what our campaigns looked like without them. Did we...

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Get Your Priorities Straight: Structuring Google Shopping Campaigns

I’m a big fan of Google Shopping. As a user, it provides an easy-to-use platform for comparing products and prices at a glance. Instead of clicking through to eight different websites to find the item...

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Customer Match: Common Questions & How To Answer Them

When Google released Customer Match last year, PPCers got very excited. For years we’ve been seeing a noticeable shift in focus from keywords to audiences, and this audience-focused tool promised to...

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Dynamic remarketing: not just for retailers anymore

It would be every advertiser’s dream for a user to convert on the first visit to their website. You’d only pay for one click; there would no need for attribution. Oh, how simple things would be!...

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Big changes to device bidding in AdWords: What could they mean for your...

Anyone who runs PPC campaigns will be well aware that behavior varies across devices. Even if you don’t manage PPC accounts, you need only to think about yourself as a user (and what device you turn...

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Expanded Text Ads: Are they living up to the hype?

Just as the numbers 4-4-2 will be immediately familiar to any soccer fan, 25-35-35 is a combination few people who’ve ever worked in PPC could easily forget. A 25-character headline and two...

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Should you hitch your campaigns onto the sporting bandwagon?

For any of you out there who aren’t sports fans, this probably isn’t shaping up to be the best summer of your life. Between Euro 2016, Wimbledon and the Olympics, we’ve been bombarded with reminders...

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Common PPC mistakes and how to avoid them

I was once asked to list my favorite PPC mistakes. To me, this seemed like a contradiction in terms; I don’t hold any of the mistakes I’ve made in particularly high regard. Perhaps a better phrase to...

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