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SEM account management: Part 3 — How to get more responsibility

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In part 1 of this series, we showed how SEM account managers can avoid getting fired; part 2 detailed how they can improve account performance and “deliver the goods” to their organization in the form of conversions or sales. In my final installment here, I’d like to discuss how to …

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Here’s a script to help manage bids by keyword match type.

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Some account managers like to use the same keyword in multiple match types in their accounts to get better bid control or to show more relevant ads for queries that are closer to the keyword. To execute the strategy properly, bids for each match type need to be kept at …

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10 AdWords ad copy testing ideas you can use right now

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One of the most important attributes of a successful PPC manager is the ability to incorporate new technologies in existing management strategies. With the official sunset of AdWords standard text ads and the introduction of AdWords IF Functions, we must develop ways to fuse the new with the old. At …

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Manufacturing FAQs: The workhorse of content and search marketing

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Today, you can find FAQs on all types of websites, from local “Main Street” shops to global multinational corporations and everything in between. FAQ pages help people find answers to questions — and in doing so, can help improve customer service and the user experience. They can also reduce the …

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SEM account management: Part 1 — How to avoid getting fired

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This is the first of a three-part series about SEM account management. SEM is a fun and constantly changing online marketing channel. There are numerous things that account managers can do to improve their account performance, and even to excel and get more responsibility from their organization. However, the first requirement …

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3 free AdWords testing tools to adopt today

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As advertisers, we can’t afford to ignore data in our decision-making. Since you probably just sighed a little bit or rolled your eyes at that sentence, here are four facts that reveal why ignoring data is like ignoring the fact that you are currently on fire: 1. Online advertising is getting …

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Driving local marketing change with Uber, Lyft and self-driving cars

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Are you ready for pay-per-car marketing? That’s right, PPC is about to take on a whole new meaning. Uber and Lyft recently began testing programs in which local businesses pay for your ride to their locations — assuming you’ve splurged the requisite amount at their cash registers. The result: local marketing …

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