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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 Double Click-Through Rates with HTML5 Ads

Ready to move beyond static display ads? Learn what HTML5 ads are and how to make them so you too can achieve a 276% increased click-through rate. You'll also see examples of effective HTML5 ads in action.

5 Things You Need to Do Before the Old Google Ads UI Is Retired

As of July 10, 2018, the new Google AdWords UI will be the only option for advertisers. Here are the five steps you must take before the transition date when the old AdWords interface is officially retired forever.

Paid Search Conquesting: How to Squash Competitors Without Starting a War

Competitive keyword bidding is notorious for starting bidding wars, where both parties can be negatively impacted as their brand name visibility is threatened and their CPCs increase. However, competitive search campaigns are also a way to capture brand visibility and awareness among a highly relevant audience. Learn how!

The Definitive Guide to Negative Keywords in Google Ads

Determining your most profitable keywords and creating relevant ad groups, ads, and landing pages based on those keywords is crucial to succeeding in paid search. Learn how to uncover and add negative keywords at scale in Google Ads!

NEW! In-Market Audiences Debut in Search Campaigns

Long gone is the world of managing search campaigns with keywords alone! In fact, the search marketer has almost as many tools to target their ads with different audience solutions as they do with keywords. Today, advertisers have a new tool to reach their audiences on the SERP – In-Market Audiences! WordStream Senior Data Scientist Mark Irvine dives into this new features, outlining what it is and how you should use it to target more qualified prospects on the SERP!

Advanced Remarketing: How to Build an Intent Map (And Get More Conversions)

I’m willing to bet a paycheck that you can make a few key changes and squeeze more out of your existing remarketing strategy, starting with kicking its degree of sophistication up a notch. In this post, we dive into how you can segment your remarketing audiences based on inferred intent, prioritize your audiences, and align your offers and ad creative to improve ROI.

The GDPR Is Coming. Here’s How It Will Affect Your Google Ads Account

If you’re based—or advertise to prospects—in Europe, there’s a pretty decent chance you’re familiar with the General Data Protection Regulation (GDPR). Today, we tackle how the GDPR will impact your Google AdWords account, touching on everything from conversion tracking and remarketing to custom audiences. Learn how to avoid regulatory nightmares in the coming months!

Google Gives Advertisers the Ability to Target Cord-Cutters Through YouTube

Google is making it possible for advertisers to reach a key segment of the millennial population: cord cutters. Through a slew of new YouTube TrueView features, including the ability to target tv screens, a light tv viewing audience segment, and an ad experience through Google Preferred that mirrors the tv-watching experience, Google has expanded your ad reach to the biggest screen in most people's homes.

Google Locks up Bail Bonds Ads

Yesterday, Google announced that it will soon ban all bail bond ads from its platforms due to the fact ads in this space tend to prey on people of color. Google's newest ad policy will not impact advertising for legal services, including criminal defense, but it will cost the search titan significant revenue: after all, bail bonds keywords are some of the most expensive in AdWords!

Google Resumes Ads for Certified Drug & Alcohol Rehab Facilities

In September of 2017, Google restricted search ads for rehab facilities in order to crack down on exploitation. Recently, they’ve announced a new path for qualified advertisers. Learn what you need to do to get your account back up and running again!

7 Smarter Ways to Approach Mobile Search Ads

More than half of marketers claim that their desktop and mobile campaigns are basically the same. This won't work in paid search! Here's what you need to do to make sure your mobile search campaigns are at least as effective as your desktop search campaigns.

5 Seriously Underused Paid Search Strategies

AdWords is one of the best ways to raise brand awareness and acquire new users, but it can be tricky. In this article, Asi Dayan outlines five effective paid search strategies that most advertisers tend to overlook.

A Look Inside Google Ads’ New Ad Suggestions Feature

Ad Suggestions are designed to help busy advertisers who aren't diligently split testing their ad copy do just that. Learn what ad suggestions are, how they work, and how they can positively impact your Google Ads account.

Google’s "More Results" Test Could Spell Drastic Change in Paid Search

In this post, we’ll give a full rundown on the More Results test as it has unfolded, and discuss the potentially substantial ripples it could send throughout the world of paid and organic search.

4 Boxes to Check Before You Think About Scaling Your Online Ads

Think it's time to scale your Google AdWords or Facebook ads? Think again! If you're not prepared, your wallet and your well-being could implode. Learn the four essential items you must complete prior to scaling your paid advertising efforts.

How to Link Google Ads & Search Console to Understand Your Paid & Organic Search Relationship

Learn how you can better understand the relationship between your organic and paid search marketing efforts by linking your Google AdWords and Search Console accounts.

8 Marketing Tips for Personal Injury Law Firms

Personal injury law is a highly competitive field, and costs can be high. But there are plenty of ways to make sure your advertising spend delivers a return. Check out these eight effective marketing strategies for personal injury law firms.

Inactive Google Ads Accounts Are About to Go Bye-Bye

Starting Monday, March 26, inactive AdWords accounts—defined by Google as those that have not spent any money at all in the past 15 months—will be cancelled. Here's everything you need to know about why it's happening (and how to reactivate your cancelled account).

PPC Playoffs: Improve Your AdWords Performance & Win $2,500 in Prizes

This year, for the first time, WordStream is bringing the excitement of playoff basketball to the world of AdWords. Starting March 5th, we’ll be putting on a winner-take-all tournament to decide, once and for all, who can most improve their AdWords account performance. Winner walks away with $2,500 in prizes!

Using Google’s New Mobile Speed Scorecard & Impact Calculator to Improve Your AdWords Account

Google just released two new free tools to help advertisers succeed on mobile. Today, we’re going to take an in-depth look at both free tools--the speed scorecard and the impact calculator--and discuss how they can be used to lower cost and improve performance in your AdWords account.

Allen Finn
February 27, 2018 | Paid Search Marketing

8 Ways to Improve Your Finance & Bank Advertising with AdWords

The financial and banking industries are highly competitive, and costs for advertising can be high. But that doesn't mean you can't advertise! Here are are eight smart, data-driven strategies to make your bank advertising a success.

Google Ads Event Tracking Made Easy

AdWords custom event tracking is an amazing way to quantify all those valuable actions taken on your website that regular old conversion tracking can’t capture. Today, senior paid marketing strategist Griffin Nauss discusses custom event tracking setup.

How Will Chrome’s New Ad Blocker Impact Your Ads?

Google just launched a new ad blocker for Chrome. Its primary purpose is to combat and eradicate poor mobile browsing experiences, but how will it affect your advertising? Here’s what the new Chrome ad filter is actually going to do (and how it’s going to do it).

Allen Finn
February 15, 2018 | Paid Search Marketing

7 Ways to Stop Burning Your Google Ads Budget

Using Google AdWords is the only way to ensure that your brand appears at the very top of the page when people are searching for products or services like yours. But it's easy to waste money on AdWords. Make sure you're following these practices to get ROI from your AdWords buys.

Google AMP Stories: What They’re All About

Google just announced AMP Stories, a new application for the search titan's mobile accelerated page tool. Learn what they are, how they can enhance engagement and user experience on mobile devices, and if you should use your creative resources to make some!

Allen Finn
February 14, 2018 | Paid Search Marketing

10X Your A/B Testing with Google Ads Variations

Google AdWords Ad Variations help advertisers test fresh copy at scale. But first you need to know how to use them. Learn about the three different types of AdWords text ad variations, how to implement them, and some unique ideas for testing brand new, high CTR ad copy in your account!

Allen Finn
February 12, 2018 | Paid Search Marketing

Are You Missing 80% of Your Conversions? The Importance of Call Tracking [Case Study]

AdWords conversion tracking is time consuming and confusing: one simple mistake can cost your business money. This is especially true for on-site call tracking. Learn how to resolve complex call on-site call tracking issues through this valuable case study!