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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.


3 Reasons to Use Google Ads Dynamic Exclusion Lists (+How to Do It)

Learn how Google Ads dynamic exclusion lists protect your time, budget, and reputation, plus what exactly makes them dynamic, who can set them up, and how.

Google Ads Location Targeting: 10 Smart Tips to Maximize Your ROI

Get our top 10 tips to make sure your money goes to the right place—literally!

7 Things to Know About the NEW Google Ads Creative Studio

Should you try the new Google Ads Creative Studio? Learn exactly what it is, how it helps with rich media ad creation, and what to know before you get started.

19 Pesky Google Ads Disapprovals and How to Fix Them

Find out 19 Google Ads disapprovals that could be tripping you up, what they mean, and how to fix, appeal, and prevent them!

How to Succeed in Google Ads Without Modified Broad Match

Modified broad match may have gone away, but we have a workaround! Learn how to combine broad match with audience targeting in Google Ads so you can both expand your reach and get quality leads.

Should You Let Google Ads Apply Recommendations Automatically?

The newly expanded Google Ads auto-applied recommendations have been met by advertisers with mixed feelings. Learn about the pros and cons of this new feature as well as best practices for identifying and applying the right recommendations for you.

8 Google Ads Conversion Tracking Hang-Ups and How to Fix Them

Google Ads conversion tracking gets complicated fast. That's why we're going through the eight most common hangups we see in Google Ads conversion tracking—and how to fix them—so you can make sure your data is accurate and ultimately increase conversions!

Should You Use the New Google Ads Insights Page? [Pros & Cons]

Google has released its Insights page out of beta—should you be using it? Take a look at exactly how to use the Google Ads Insights page and learn the pros and cons to see if it's right for you.

How to Set Up Ad Scheduling RIGHT (+the Finer Details You Need to Know)

Ad scheduling is a huge money-saver, but the process has nuances across Google, Microsoft, and Facebook. Equipped with the finer details of ad scheduling on each platform, you'll learn how to set it up right and save money.

4 Ways to Collect Valuable First-Party Data in a Cookieless World

With iOS 14's tracking opt-out feature, Google's plan to do away with third-party cookies, and other privacy measures being taken, a first-party-first strategy is a must! Learn four tactics to help you start gathering more first-party data for your business.

How to Supercharge Your PPC Performance Using LinkedIn Audiences

LinkedIn audiences are one of the most powerful tools for high-performing Microsoft ads. In this post, you'll learn about the different types of LinkedIn audiences and what they entail, how to set them up for targeting in Microsoft Ads, and how to optimize your ads with bid adjustments.

4 Tips to Succeed Using Google Ads Broad Match (with Data!)

In this post, we share data from a successful use case with broad match (now that modified broad has gone away), and provide four tips for testing this safely while not breaking the bank: Monitor performance, trust automation, review your search query reports, and be patient with hitting targets.

15 Ways to Audit Your Google Ads Account Post-COVID

In this post-pandemic Google Ads account audit checklist, we cover the various aspects of your account that you should check before reactivating, so you can see success with your campaigns. We'll go over daily budgets, location targeting, ad copy, ad extensions, negative keywords, and so much more!

8 Must-Know Microsoft Ads Tips to Get More Clicks and Conversions

Looking to get more clicks and conversions on your Microsoft ads? From pre-qualifying your prospects to price extensions, this post covers 8 Microsoft ads optimizations to help you ensure you get the most of your budget.

6 Smart Ways to Grow Your Keyword Lists With Microsoft Advertising Intelligence Tools

Learn how to use Microsoft Advertising Intelligence to find new keywords for both Microsoft and Google Ads accounts with Keyword Suggestion, Traffic, Age Group, and Gender, Associated Keywords, Webpage Keywords, and Keyword Performance features.

Gmail Ads Are Going Away: Everything You Need to Know

As of July 1, 2021, advertisers will not be able to create or edit Gmail campaigns. This post covers the key features that are going away as well as how you can adapt by using Discovery ads.

5 Ways to Do More (Genuine!) Customer-Centric Marketing

This post provides 5 ways to make the 2021 customer experience better than ever, which may actually result in bigger profits for you, too.

2020: The Year in Review for PPC

This post covers the most important PPC events of 2020 that should inform your 2021 paid strategy, including Google's launch of Discovery Campaigns and GA4; its limitations within reporting, Gmail ads, and text options; Facebook's ad suppression; the iOS update; and developments in LinkedIn, YouTube, and Quora ads.

How (and Why) to Set Up Microsoft Ads Event Tracking with Google Tag Manager

In this post, we walk you through how to set up event tracking using Google Tag Manager. Why? Because it's the best way to set up conversion tracking in Microsoft Ads for those of us who cannot use URL rules, traditional conversion tracking in Microsoft Ads does not work. This step by step guide will

How to Bid Like a Pro in Google Ads (in a Fraction of the Time)

In this post, learn exactly what Google's automated bidding strategies are, how they help to maximize your budget, the key benefits of Smart Bidding strategies, as well as how to combine this technology with WordStream's to boost your conversions (by 83%)!

21 Essential Tips & Tools for Running International Google Ads

This post covers the details and nuances you need to consider to build out an effective international advertising campaign. You'll learn about location and language targeting, scheduling tips, ad copy guidelines, and more optimizations to get the most out of your internationl PPC budget.

5 Ways to Use Responsive Search Ads to Maximize Your ROI

Responsive search ads can supercharge your impression share and help you appeal to the masses in a targeted way. Learn about what RSAs are, how they help your PPC strategy, and five strategies to get the most out of your RSA campaigns.

Guest Author
September 22, 2020 | Paid Search Marketing

How (& Why) to Use Branding to Supercharge Your Advertising

For sustained business growth, your branding and advertising must go hand-in-hand. This post covers the reasons to incorporate branding into your ads, methods of doing so, and examples of businesses doing it right.

4 Killer Google Ads Optimizations to Stretch Your Budget Further

This post covers four lesser-known Google Ads optimizations to help you get the most out of every dollar you spend, especially on a tight budget. You'll learn how (and why) to Nnix the vanity metrics, rely on ITC column, add more exact-match keywords, use In-Market Segments, and more.

How to Optimize Network & Placement Targeting for YouTube Ads

This post covers how to choose the right network and placement types for optimal Youtube ad targeting, so you can reach the right audiences on the right channels and avoid wasting any of your precious ad spend.

3 Tips to Get More Free Traffic from Google Ad Grants

Google Ad Grants accounts for nonprofits have their limitations. Discover three workarounds to help you get the most out of your ads, including mobile app extensions, Dynamic Search Ads, and automated bidding.

How to Improve Your Microsoft Ads With IF Functions

Microsoft Advertising IF functions let you target your ad copy based on audience and device to better connect with your customers and improve your ads. Here's how to create IF functions, plus how to use them!