Growing your agency with retainer-based relationships

How agencies can use marketing automation to create profitable growth Uncover some of the secrets behind building successful, ongoing relationships with clients — including leveraging marketing automation. In this white paper from Sharp Spring, you will: hear about the many benefits of retainer-based business. get tips on how to approach client relationships. learn how to … Continue reading Growing your agency with retainer-based relationships

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How to write PPC text ads in 2017’s sophisticated environment

I’ve been in the paid search industry for a nearly a decade. A lot has changed since I first learned how to write a simple ad with a 25-character headline and two 35-character description lines. Though the fundamentals of ad copywriting and testing remain in play, text ads have evolved to the point where you … Continue reading How to write PPC text ads in 2017’s sophisticated environment

Can we machine-learn Google’s machine-learning algorithm?

Google’s rollout of artificial intelligence has many in the search engine optimization (SEO) industry dumbfounded. Optimization tactics that have worked for years are quickly becoming obsolete or changing. Why is that? And is it possible to find a predictable optimization equation like in the old days? Here’s the inside scoop. The old days of Google Google’s … Continue reading Can we machine-learn Google’s machine-learning algorithm?

AdWords IF functions roll out for ad customization as Standard Text Ads sunset

IF functions arrive to let advertisers customize ads based on device and retargeting list membership. First, a moment of silence for the Standard Text Ad format that held on for 15+ years. Today marks the end. And with that, Google is rolling out AdWords IF functions globally to give advertisers the ability to customize their … Continue reading AdWords IF functions roll out for ad customization as Standard Text Ads sunset

Bing Ads rolls out scheduling for ad extensions

The option to show extensions during store hours or time-sensitive promotions is available in all markets. Advertisers can now choose when to show certain ad extensions in Bing Ads. Ad extension scheduling is rolling out for nearly all extensions globally. When ad extension scheduling becomes available in your account, you’ll see the “Selected days and … Continue reading Bing Ads rolls out scheduling for ad extensions

2016: The year in paid search (A year of massive change!)

This year will be seen as a watershed moment for mobile, with nearly every change reflecting mobile's now-dominant contribution to search. Lets take a breather and look back on all of the changes in PPC that came flying at us in 2016. Major, major changes this year There are always changes in paid seraches, but … Continue reading 2016: The year in paid search (A year of massive change!)

Three well-meaning paid search optimizations that might kill performance

That recent adjustment to your paid search campaign seemed like a good idea at the time, but now you're seeing a drop in performance. How could this happen? Columnist Andy Taylor notes some common issues that arise from well-intended optimization choices. I only recently learned of a Wikipedia page dedicated to inventors who were killed … Continue reading Three well-meaning paid search optimizations that might kill performance

Are your paid search ads making the right impression?

Impression share may not be the ultimate measure of paid search success, but columnist Jacob Baadsgaard shows how tracking this metric can lead to paid search improvements that can really boost your bottom line. Impression share is an interesting paid search metric. On the surface, you could argue that impression share is a fairly useless … Continue reading Are your paid search ads making the right impression?

Google to start showing local-specific phone numbers when location extensions appear in ads

Advertisers that depend on calls going to a central phone number for conversion tracking and other reasons will face a challenge as of January 19, 2017. On Thursday, some AdWords advertisers received an unexpected email from Google explaining upcoming changes to the phone numbers that appear in ads. The change affects campaigns that use both … Continue reading Google to start showing local-specific phone numbers when location extensions appear in ads