HomeBlogPaid Search Marketing

Blog Category

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 Works & What Doesn’t When Automating Ad Copy & Keywords

Here, we're discussing ad copy and keyword automation. We provide ways to save time on the two biggest cornerstones of your search campaigns without sacrificing performance.

Google’s Change to Exact Match Was Big, But Was it Actually Bad? [DATA]

Last month, Google announced another major change to its keyword match types. But what does that mean for your accounts? We looked at the data to find out.

Mark Irvine
November 12, 2018 | Paid Search Marketing

Google Quietly Introduces New Detailed Demographic Targets

A hard lesson for search marketers to learn is that their ads and keywords are only as good as the people who see them.

I Spent $4M on Google Ads – Here Were My 5 Biggest Mistakes

After ten years and millions of dollars, we've learned a lot about how to do Google Ads right! Here were our six worst budget-burning Google Ads mistakes so you can avoid them.

Asi Dayan
October 29, 2018 | Paid Search Marketing

Bing Ads Announces New LinkedIn Profile Targeting

Bing Ads announces integration with LinkedIn that will offer profile targeting. Advertisers will soon be able to directly target their search campaigns to a user’s company, industry, and job function by leveraging data from their LinkedIn profile.

5 Ways to Upgrade the Links in Your Google Ads

If you want to get the most out of your advertising campaigns and make sure each ad is as impactful as possible, you need to optimize your ad links. Here we share five ways you can upgrade the links in your Google Ads with deep links, tags and more.

How to Find Bigger AND Better Audiences to Reach Using Google Analytics

If you’re looking to grow your awareness, start by using the free data we have in Google Analytics. Here, we explain how to use audience reports to find new targeting options so you can reach a bigger and better audience.

5 Ways to Prepare Your Search Campaigns for Black Fiveday

With the Black Fiveday period falling a week earlier than in recent years, there is no time like the present to get preparing. Follow these five simple tips to get your search campaigns ready for the Black Fiveday madness.

5 More Ways to Lower Your Cost per Acquisition in PPC

Cost per acquisition is one of the most important metrics to watch in PPC. Here, we share five more ways you can lower your cost per action.

Which Google Ads Network Is Right for Me? A Pocket Guide

In this guide, we take an in-depth look at the pros and cons of the four primary Google Ads networks at your disposal: the search network, the display network, Shopping, and YouTube. You'll learn the advantages of each network and how to make them work for your business.

Expert’s Guide to Optimizing Automated Rules in Google Ads

Managing a Google Ads account can be a lot of work. Luckily, there are some ways to help automate your accounts built right into the platform. In this post, we walk you through Google's automated rules feature and give tips along the way to help you become an expert in no time.

3 Ways to Finally Get Started with Google Ads Scripts

Most people don’t realize that it’s easy to get started with Google Ads Scripts, even if you aren’t a techie whose greatest love is writing code. In this post, we walk you through three different ways you can use Google Ads Scripts, point out the pros and cons you need to know for each option, and even suggest some example scripts to get you started.

Navigating the Algorithmic Learning Period in Google & Facebook Ads

What is the learning period in Google Ads and Facebook Ads? What actions trigger a learning period? In this guide, you'll get answers to all your burning questions about how long it takes advertising platforms' algorithms to learn from significant changes to your account.

The Big, Vital, All-in-One Guide to Keyword Difficulty

The purpose of this guide is to give you an in-depth look at the importance of keyword difficulty in conducting effective keyword research for both organic and paid search. Check out our big, vital, all-in-one guide to keyword difficulty!

Google Shuts off Tech Support Ads

Google has begun restricting ads from all third-party tech support providers globally. If your tech suppor ads have been suddenly pulled from Google, here's what you need to know.

Mark Irvine
September 10, 2018 | Paid Search Marketing

Coming Soon: Exact Match Keywords to Match to Even MORE Variants

Starting in October, your exact match keywords are going to get even less exact -- again! Mark Irvine reviews the changes to how exact match keywords work and offers five ways to prepare your Google Ads account for the changes to exact match.

Mark Irvine
September 7, 2018 | Paid Search Marketing

3 Incredibly Useful Google Ads Features You’re Probably Not Using

There’s a good chance these three underused tools are going to make managing your Google Ads campaigns much, much easier, improving your results along the way.

Get Visible: Using Paid Search & Social for Brand Awareness

Paid search and social ads, from Google ads to Facebook to YouTube to LinkedIn, are an incredibly effective way to raise brand awareness and get a broader audience interested in your company and what you offer. Here's how to get started with your own brand awareness campaigns.

Google Expands Your Search Ads AGAIN! What You Need to Know

Google's brand new expanded text ads will allow advertisers to show up to 3 headlines and up to 2 descriptions: the biggest ads on the SERP, ever. Check out our coverage to get all the information you need to succeed!

7 Reasons You Should Be Using Scripts in Google Ads

Using scripts in Google Ads is a great way to automate tasks and free up your time to tackle other projects. And scripts aren't as difficult as you think. Check out these seven ways that AdWords scripts will make your life better.

The 411 on Low Search Volume Keywords

Low search volume keywords are keywords that don't get searched very often. In this article, learn what to do when Google marks your keywords as 'low search volume' and what it means for your paid search account.

Save Time & Money Managing Bing Ads with Scheduled Imports from Google

Bing Ads scheduled imports allow advertisers to save time by importing changes made to their AdWords accounts into their Bing Ads accounts. Learn why this is a no-brainer, and how to set it up in your own paid search accounts.

Top 5 Mind-Blowing Statistics from Google Marketing Live 2018

Google just announced some seriously exciting new features coming to Google Ads; and it seemed like behind each new feature was a riveting, previously unknown statistic. Check out our top 5 mind-blowing statistics from Google Marketing Live.

11 Big Changes Coming to Google Ads: What You Need to Know

There are whole slew of exciting new Google Ads features and innovations in the works! Check out the 11 most interesting features and changes announced at Google Marketing Live this year, plus our always piquant analysis.

Google Responsive Search Ads 101: Best Practices You Need to Know

Google's Responsive Search Ads allow you to create thousands of combinations of headlines and descriptions for each ad. Here's what you need to know about this exciting ad format.

The Case Against SKAGs

SKAGs, or, Single Keyword Ad Groups, are popular with some search engine marketers. But despite the simplicity of targeting with SKAGs, they're not for everybody. Here are some of the problems you could run into with single-keyword ad groups in your campaigns.

Goodbye, AdWords. Hello Google Ads

Google has made the executive decision to consolidate its overwhelming abundance of ad products under three brand new umbrellas: Google Ads, Google Marketing Platform, and Google Ads Manager. Behold, logos!