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Paid Search Marketing

Paid search marketing is a critical tool for any marketer or small business owner. But it’s not easy. From navigating the world of bidding, to writing ad copy that resonates, to setting up Google Ads conversion tracking and more: there are a lot of skills that fall under the paid search marketing umbrella. At WordStream, we’re here to help you refine those skills. Check out our paid search marketing blogs and get the knowledge you need to succeed.


10 Dos and Don’ts for Sitelink Extensions

Sitelinks are an easy and highly effective way to increase your Google ad CTR. But there are some gotchas to be aware of and opportunities you don’t want to miss. Get the most out of your AdWords sitelink extensions with these ten dos and don'ts!

Erin Sagin
September 6, 2016 | Paid Search Marketing

Hotel Advertising & Marketing Best Practices [Infographic]

If you're in the hotel industry, you need to see the latest data and trends on hotel marketing and advertising, including top hotel-related search terms and more....

Larry Kim
September 1, 2016 | Paid Search Marketing

NEW in AdWords: Demographic Targeting for Search Campaigns

Great news for advertisers: Google has finally enabled demographic targeting for search campaigns. Learn why this targeting option has so much potential, plus tips and best practices for targeting and excluding by age, gender, and more in AdWords.

Mark Irvine
September 1, 2016 | Paid Search Marketing

The New Google Merchant Center: What You Need to Know

Google has recently given Merchant Center more than just a fresh coat of paint. Along with a new responsive user interface, there’s also lots of new features to get familiar with. Here’s a quick overview.

Guest Author
September 1, 2016 | Ecommerce Strategy

6 Perfect Playlists For PPC Account Management

FACT: Music makes millennials more productive! Check out these six perfect Spotify playlists to listen to while doing various PPC account management tasks.

Review: Google’s New Account Health Score for Search (Beta)

See a sneak peek of AdWords latest beta feature, Account Health Score for Search, and how it compares to WordStream's AdWords Grader.

4 Emails to Include in Every PPC Lead Nurturing Campaign

Figuring out the email content in your lead nurturing campaigns can be a challenge. Start with these four easy lead nurturing emails to help your newly captured leads interact with your business.

A 6-Step Process to Write PPC Ads at Scale

If you manage a large AdWords account, keeping your accounts organized with multiple ad variations gets complicated. Here are our best tips on how to scale your ad copy.

Brad Smith
August 16, 2016 | Copywriting

How to Apply Game Theory in PPC Marketing

Ever seen A Beautiful Mind? In this post, Larry Kim explores two ways that game theory can be applied to PPC marketing in AdWords.

PPC Cum Laude: 3 Smart Strategies for Higher Education Marketing

Higher education keywords are expensive and tricky to master. Here are three smart ways you can increase lead volume in your higher ed PPC accounts.

How to Create Expanded Text Ads [Guide + FREE Template]

Expanded Text Ads are no longer the exception in Google AdWords, they’re the rule! Learn how to create super-clickable Expanded Text Ads line-by-line and build them out in your AdWords account. This guide includes a FREE Excel template download to help you out.

Remarketing for Dynamic Search Ads (RDSA): Your Google Ads Campaign on Steroids

Have you ever thought about why the heck an athlete would do steroids? You might say it is cheating because they’re essentially putting in the same amount of work or less and are performing at a level that is unheard of or is just way above the competition.

Google Brings Back Device-Level Bid Adjustments for Tablet & Desktop Devices

Google just released device-level bid adjustments! You can set different bids for mobile, tablet and desktop devices. Learn how to use this new feature here.

The After Effects of Brexit on Global CPCs

Great Britain's voluntary departure from the European Union sent shockwaves through the international community - but did Brexit have an impact on global CPCs? Mark Irvine delves into the data to find out.

7 Expanded Text Ad Best Practices for Better Performance

They were announced at the 2016 Google Summit, and now expanded text ads are the default ad type in Google AdWords. We now have a lot more space to explain our products, services, and value proposition in every ad. Hurray! Check out our expanded text ads best practices.

3 Underused Google Ads Features That’ll Blow Your Mind & Boost Your Bottom Line

These hidden, underused Google Ads features can have awesome effects on your campaigns! Check out these cool targeting and reporting features you may have missed.

3 Reasons to Drop Everything & Build Expanded Text Ads NOW

Should you bite the bullet or ignore the ETA update? Erin Sagin argues that the best time to build your new ETAs is NOW!

4 Super-Actionable Google Ads Tips to Try Right Now

Looking for some fresh strategies to implement in your AdWords account? Here are 4 super-actionable AdWords tips and techniques that deliver proven results!

NEW AdWords Price Extensions Rolling Out of Beta

AdWords price extensions, a powerful new ad formatting feature, will soon be available to advertisers. Here's everything you need to know about the new AdWords price extensions.

Account-Wide Ad Countdown Customizers in 15 Min: A Step-By-Step Guide

Ad customizers in Google AdWords are a super powerful way to increase click-through rates on sales and specials, and not enough people are using them! We found a way to bulk-create and manage Countdown Customizers that will make your life much easier.

3 Ways to Get Inside Your Prospects’ Inboxes with PPC

Most businesses find email to be one of their most effective marketing channels. Here are three clever ways to use PPC to get access to your prospects' email inboxes.

PPC Audits: The Easy 8-Step Checklist

Time for a PPC audit to find and fix any costly mistakes you might be making! This easy, 8-step PPC audit checklist will walk you through everything you need to know.

How SaaS Startups Should Be Using Google Ads

If you run a SaaS startup, Google AdWords could be the greatest customer acquisition platform you’ve never tried. Here are 7 ways to make AdWords work for your SaaS business model.

How to Create Universal App Campaigns In 60 Seconds (or Less!)

Universal App Campaigns are quick to implement, cheap and easy to maintain. Here's how you can get started with your own Universal App Campaigns in no time!

9 Mistakes that Sabotage Your Ads (And How to Fix Them)

If you're making any of these common online advertising mistakes, your ad costs are going to soar. Learn what to avoid and how to fix these common ad problems in AdWords, Facebook, and Twitter.

Brad Smith
June 8, 2016 | Facebook Ads

5 Perilous Mistakes That Will Destroy Your PPC Budget

Your PPC budget can disappear at the blink of an eye. Here are the five craziest real-world scenarios our account management team has encountered, with tips on how avoid them in your accounts!

RLSA for Competitive Markets: A Ridiculously Awesome Way Forward in PPC

AdWords RLSA campaigns in and of themselves won't move the needle, because they tend to steal conversions for your regular search campaigns. However, combined with social ads, they make for a ridiculously awesome way forward in PPC! Learn the full strategy here.

Larry Kim
June 6, 2016 | Marketing Ideas