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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.


How to Layer Audiences & Keywords to Uncover Cheaper Clicks

If you're looking for better Google Ads targeting, you need to try combining audiences and keywords. Here's how!

3 Major Differences Between Google Ads and Microsoft Advertising

While Google and Microsoft ads look similar, they are separate channels that require different strategies. Learn about their differences in ad scheduling, search partner targeting options, in-market audiences so you can optimize accordingly.

Learn How to Create PPC Campaigns for Addiction Treatment Facilities

We'll get you up to speed on the new policies surrounding PPC ads for addiction treatment facilities. Learn about the new certification requirement, which certification providers you can trust, and how to optimize your PPC campaigns for maximum success!

5 Key Factors That Impact the Pacing of Your Ad Spend

When it comes to PPC budget pacing, there are quite a few factors to take into consideration. Here, we're walking you through the five major factors you need to consider: stage of the month, advertising platform, campaign performance, campaign age, and ad schedules.

5 Tips for Better PPC Budgeting

It's easy to focus more on new ad types or exploring new channels than boring old PPC budgeting—even though those PPC budgets need your attention. Here are five tips to focus on PPC budgeting this year, including forecasting, flexibility, and more!

Google Doubles Its Life Event Targeting & Expands to Display Ads

Google Ads has double its life event targeting options and expanded the targeting to the Google Display Network. Here's everything you need to know to get started!

6 Easy Steps to Get Your Google Ads Ready for 2020

The new year is the perfect time to refresh your Google Ads account. In this guide, we share six easy steps to get your Google Ads account ready, including revisiting your list of KPIs, trying manual bidding, and more!

Allison Day
December 30, 2019 | Paid Search Marketing

Google Ads Is Killing Message Extensions-What You Need to Do NOW

Google is putting message extensions out to pasture. Here's what you need to do NOW to be prepared.

Mark Irvine
December 27, 2019 | Paid Search Marketing

The Top 10 Online Advertising Stories of 2019

The end of 2019 is near, folks, and we're taking a look at the past year in online advertising news. Here are the 10 top online advertising stories, including Facebook's data breach, Google's BERT update, and more!

Brad Smith
December 17, 2019 | Paid Search Marketing

The 11 Biggest Google Ads Updates of 2019

Google made a lot of changes in 2019—but for advertisers, some of the updates and innovations were more important than others. Here, we're rounding up the 11 biggest Google Ads updates of the year, including new search audiences, retirement of average position, and so much more!

Who Uses Bing, Anyway? 10 Surprising Ways You Probably Do

Who uses Bing, anyway? Let's face it, when it comes to search engine domination, only one company's name has become a verb that means to search for something online. But even if we're not all talking about "binging it," here are 10 ways most of us are still using Bing, including voice search, Windows devices, and more!

Mark Irvine
November 19, 2019 | Paid Search Marketing

The 8 Best Remarketing Ads the Internet Has Ever Seen

Here, we've rounded up some of the best remarketing ads the internet has ever seen and shared how you can make similar, effective ads by incorporating multiple channels, creating a variety of ads, using dynamic remarketing, and more!

Brad Smith
November 18, 2019 | Paid Search Marketing

3 Reasons Why Your Cross-Platform PPC Strategy Needs Quora Marketing

A cross-platform PPC strategy is about making sure that your efforts on multiple platforms complement each other and work together. Quora marketing is a good place to start—and we're sharing the top three reasons why.

95+ Ideas for Google Ads Remarketing Lists

Google Ads remarketings lists help you re-target users who have already interacted with your brand. Here, we're sharing 95+ possible remarketing lists that you can use based on page views, site engagement, social engagement, customer uploads, and time constraints!

How to Use Google Lead Form Extensions to Drive More Leads

Here, we're sharing what a lead form extension is, what you need to know about the new extension, and how you can create some to start boosting your mobile conversion rate!

Google’s Newest Ad Policy Restricts Debt Services Ads & Bans Credit Repair Ads

Google recently announced that ads for credit repair and debt management services will need to be certified. We're sharing what this means, when it will happen, how to get certified, and more!

Google Call-Only Ads with No Headlines Cut CPA by 28% [Case Study]

Google call-only ads are great when your prospective customer need your help right this second. We dug into a hunch that Google call-only ads helped your prospective customers get your help faster when they don't have headlines.

Is Your Company Rebranding? Follow These 11 Tips to Update Your Google Ads

Rebranding a company isn't easy, especially when it involves a name change. Here are 11 steps for updating your Google Ads account for your company rebrand, from updating or creating new campaigns to monitoring progress after launch and everything in between!

Guest Author
September 24, 2019 | Paid Search Marketing

10 Ways to Spend Less Time in Google Ads

Let's face it: Google Ads can be intimidating to use and time-intensive to manage. Here are 10 ways that you can start spending less time in Google Ads, including automated reports, saved filters, and more!

4 Google Ads Audience Exclusions You Need to Try Next

Sometimes a successful paid media campaign requires the “less is more” approach, and that's where audience exclusions come in. Here are four underused Google Ads audience exclusions that can help you sift out unfit audiences to save you money, including app audiences, site searches, and more!

So Long, SKAGs; Hello, Single Theme Ad Groups

With Google's recent match type changes, using singe keyword ad groups, or SKAGs, is no longer a reliable strategy. Instead, we recommend using single theme ad groups—or as we like to call them, STAGs. Here, we explain why you need to change your SKAGs and how STAGs will help.

The 11 Best Competitive Ads We’ve Ever Seen on Google

Running competitive ads in the Google search results is a super effective way to win new customers. Check out this guide to learn everything you need to know about how great competitive advertisements work.

Goodbye, Average Position: Everything You Need to Know

Earlier this year, Google announced its plan to retire average position. Now, the metric will be officially gone in September. Here's what you need to know, including how to prepare your account and how to to use Google's new metrics.

7 Surprising Lessons I Learned While Creating My First Google Ads Campaign

Setting up your first Google Ads campaign can be intimidating, but we promise it's not as difficult as it seems. Here are some of the lessons our summer intern learned in the process of setting up her very first Google Ads campaign.

Big Changes Coming to Phrase Match & Broad Match Modifier

Your phrase match and broad match modifier keywords will now match to same-meaning close variant queries. How will this affect your Google Ads campaigns? We've got everything you need to know!

7 Cost-Effective Ad Types for Small Businesses

Learn the seven most effective ad types for a shoestring budget, with success stories for inspiration!

11 Reasons Your Google Ads Aren’t Showing (& How to Fix!)

If your Google ads aren't showing, don't panic: There's a perfectly reasonable (and fixable) explanation. Check out this complete guide to learn more!