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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.


What is Target ROAS in Google Ads & When Should I Use It?

Google Ads Smart Bidding can sometimes make us feel...not very smart. Let's change that.

How Much Does Google Ads Cost in 2022?

All of the benchmarks, factors, and tips you need to determine your budget.

7 Ways to Save Money in Google Ads (From a Pro!)

A mix of creative—and cautionary—tips to plug leaks in spend and open the ROI flood gates.

How Does Google Ads Work in 2022? The Complete, Visual Guide

Learn how the Google Ads auction works once and for all—from keywords to costs and everything in between.

The 6 Essentials of a Successful Paid Media Strategy in 2022

Advertising online without these is like baking cookies without baking soda. Or butter...or sugar...or (you get the point).

Amy Bishop
February 10, 2022 | Paid Search Marketing

19 PPC Influencers You Need to Follow in 2022 (& Their Best Advice)

Need to phone a PPC friend? Follow these PPC influencers to get the insights you need in 2022.

Susie Marino
February 8, 2022 | Industry Insights

The Complete Survival Guide to Google Ads for Small Business

Learn how to compete with big businesses, build local awareness, make the most of your budget, and more!

10 Free Google Ads Tools You Didn’t Know About (But Should)

A list of secret weapons for everything from account audits and ad copy to reporting and RSAs.

How to Use the Google Ads Budget Report (+10 Can’t-Miss Budgeting Tricks)

Google Ads budgeting need not be a battle. Arm yourself with the Google Ads budget report and these smart tips.

The 10 Best Free Google Ads Training Courses for Every Level

Looking for free Google Ads training that is worth your time? Discover 10 of the best Google Ads courses for every level of learning.

8 Perilous PPC Mistakes to Avoid This Holiday Season

If you want to capitalize on increased consumer spending and engagement during the holidays, avoid these PPC mistakes—like spending too much, neglecting inclusivity, ad disapprovals, and more!

7 Things to Start Doing [NOW] Before Expanded Text Ads Go Away

Learn seven things to do with expanded text ads and responsive search ads before Google sunsets ETAs—like test while you can, establish RSA benchmarks, understand RSA reporting, and more.

11 Legitimately Scary PPC Stats Every Advertiser Should Know (+Survival Tips)

Learn 11 of the most concerning PPC stats out there and what you can do about each.

2021 Paid Search Advertising Benchmarks for Every Industry

What is the average cost per click for search ads in your industry? Find out with these search advertising benchmarks for cost per click, click-through rate, cost per lead, and conversion rate.

The Pros & Cons of Every Automated Bidding Strategy in Google

In this complete guide to Google Ads automating your bidding strategies, we walk through each of the options available to you and point of what you should watch out for with automation.

3 Clever Ways to Target Your Competitors’ Audiences Without Search Ads

Targeting competitor keywords on the Search network is effective but can get expensive. Learn three cost-effective ways to target your competitors' audiences using custom audiences and YouTube placement targeting.

Joe Martinez
September 20, 2021 | Paid Search Marketing

Google Adds Data Back to Search Terms Report–What’s the Catch?

Learn about what new data is included in the Google Ads search terms report, what data is eventually going away, and four tips to make the most of the data you have.

Susie Marino
September 16, 2021 | Paid Search Marketing

What Does Google FLoC Mean for Advertisers? 7 FAQs Answered

What is Google FLoC? What are third-party cookies? We're answering these questions and more to help you understand how FLoC proposes to help ad targeting without cookies.

Amy Bishop
September 8, 2021 | Paid Search Marketing

Expanded Text Ads Are Over. Here’s What It Means

Learn how and when Google Ads is sunsetting expanded text ads, what (and what not) you should be concerned about, and what you can do to stay successful with your paid search strategy.

Kristen McCormick
September 2, 2021 | Industry News

How to Improve Google Shopping ROAS with Priority Bidding

Learn how the Google Shopping priority bidding structure works and how to use it to optimize your bids and negatives for maximum ROAS—with plenty of pro tips and examples.

15 Ways to Lower Your Cost Per Click in Google & Facebook Ads

Find out the average CPC for Search, Display, Shopping, Facebook, and Instagram ads—plus 15 essential tips to lower your cost per click on each platform.

Why and How to Import Cost Data to Google Analytics (+Template)

Learn how to import cost data into Google Analytics so you can view your PPC performance metrics for Google Ads, Facebook ads, and other channels—all in one place.

11 Tips to Lower Your Customer Acquisition Cost (CAC)

Customer acquisition cost (CAC) is calculated by dividing your total marketing spend by your number of new customers. Implement these 11 tips to improve conversions throughout your funnel, get the most out of your spend, and lower customer acquisition costs.

8 Creative PPC Strategies to Overcome Today’s Challenging Landscape

Between privacy restrictions, platform changes, and the push for automation, the PPC landscape is undergoing a major shift. Use these eight creative PPC strategies to succeed in 2021 and beyond.

Google’s NEW 3-Strikes Ad Policy: The Full Scoop + 5 Tips to Prepare

Learn what the Google Ads three-strike policy system is, when the pilot will start, and how it will impact accounts—plus five tips to avoid strikes and suspensions.

The Easy Guide to Google Ads Image Extensions

Learn how to set up Google Ads image extensions, where to find images for them (plus specs), as well as best practices for image extensions and how to view your performance.

Does Google Ads Quality Score Still Matter in 2022?

Is Quality Score still relevant in 2022? Some advertisers think it is, some think it matters less and less. Get both sides of the story to see whether Quality Score is an important metric for your account.