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Search Engine Watch November 1, 2010 Ryan Woolley	Secrets to Paid Search Success Revealed, Part 2 Want to save thousands of dollars on your paid search advertising campaigns? Use these tips on running exact, phrase, and broad match.
Search Engine Watch September 17, 2010 John Lee	Unleash Your Full PPC Potential by Leveraging Google AdWords' Match Types Exact match, phrase match, and broad match working together: build a winning PPC team.
Search Engine Watch February 8, 2011 Kyle Costello	3 Key Differences Between adCenter & AdWords Whether you're new to adCenter or just looking to more effectively manage your search campaigns following the Search Alliance, keep these three key differences in mind when managing paid search campaigns in the new, consolidated marketplace.
Search Engine Watch November 16, 2010 Thi Thumasathit	Broad Match: Desperately Seeking Cinderella Solely utilizing broad match can return the equivalent of a long line of ugly stepsisters -- and channel the real Cinderellas to other marketers-in-waiting. Here's how broad match can improve your search campaigns.
Search Engine Watch February 4, 2010 Jason Tabeling	Review your PPC Keywords Search engines are always changing, and so are the ways people search for your products and services. So your keyword list should change as frequently.
Search Engine Watch August 5, 2010 Melissa Mackey	Modified Broad Match -- Broad Match as it Should Be You should be making extensive use of modified broad match in your PPC campaigns. And here's why.
Search Engine Watch June 23, 2004 Dana Todd	Use Caution when Going Broad with Overture and Google Running a pay-per-click (PPC) campaign on Google and Overture can get complicated, especially now that both networks offer different types of keyword matching options when placing bids. Here's how to avoid trouble and maximize your campaign's effectiveness.
Search Engine Watch August 18, 2010 Joseph Kerschbaum	How to Review Keyword Ideas Presented by the Opportunities Tab in AdWords Best practices for reviewing the keyword suggestions contained within this often overlooked tool within AdWords.
Search Engine Watch September 25, 2006 Catherine Seda	Compare & Contrast: Search Ad Program Strategies Google, Microsoft and Yahoo's pay-per-click (PPC) programs are similar, but each have unique features that require different campaign tactics to use effectively. How do you get the maximum advantage from each program?
Search Engine Watch March 23, 2009 Ron Jones	Setting up PPC Campaigns 101, Part 2 Don't be afraid to try something different to see if it will make an improvement. PPC management is all about dialing it in and then making small methodical course corrections to squeeze out a little more performance when you can.
Search Engine Watch June 22, 2010 Jeremy Hull	Paid Search Management: Campaign Organization, Part 3 An in-depth look at two special considerations that will help you get the most out of your Microsoft adCenter account campaigns.
Search Engine Watch January 4, 2011 Ryan Woolley	How to Structure an AdWords Account -- A Practical Guide A walk-through of some of the core components in setting up your Google AdWords account, plus tips on particular AdWords features that can help improve your program's performance.
Search Engine Watch January 12, 2009 Ron Jones	Search Ad Quality Score 101, Part 2 Getting a good quality score requires that you create relevance and continuity from beginning to end of the search experience. Then you need to test, test, test.
Search Engine Watch November 3, 2010 Ryan Woolley	Secrets to Paid Search Success Revealed, Part 4 Measurement and tracking is at the heart of any paid search campaign. Here's how to figure out where to focus your time and money.
Search Engine Watch July 21, 2010 Joseph Kerschbaum	Details on How the Yahoo/MSN Merger Will Affect Your PPC Campaign Latest update and tips on the upcoming merger, plus what it means for your adCenter and Yahoo PPC accounts.
Search Engine Watch September 15, 2010 Joseph Kerschbaum	5 Things to Try to With Google AdWords Campaign Experiments (ACE) We review the different types of experiments that can be launched using ACE, and where the feature needs improvement.
Search Engine Watch July 7, 2010 Alex Cohen	3 Techniques to Avoid the High Cost of Free Search Marketing Tools Don't let people, process, or platforms stand between you and better paid search results.
Search Engine Watch January 16, 2011 Frank Watson	Session-Based Ads: Smarter Than the Average Ad or a Boo-Boo? Session-based broad match can't be controlled by AdWords advertisers, and some users aren't happy about the wasted ad spend. Is Google losing its focus on its core products?
Search Engine Watch August 22, 2008 Gregg Stewart	6 Tips for Aligning Your National, Local SEM Efforts The volume of local searches continues growing, which means national-level search advertisers must develop strategic plans for incorporating local search into their national search programs. The benefit: lower cost leads with higher conversation rates.
Search Engine Watch October 13, 2008 David Szetela	Reading the Tea Leaves: Interpreting Keyword Reports Once enough data has accumulated, it's important to run reports and take action based on the data. But what do all those numbers mean, and how should we make adjustments to improve PPC campaign performance?
Search Engine Watch April 14, 2010 Alex Cohen	Google Wants Your Profit Margin, Should You Give It To Them? Google is systematically trying to remove two barriers in paid search to maximize their profit. Here's how it impacts your business, and how you can respond. Part one of two.
Search Engine Watch November 6, 2008 David Szetela	The Account Quality Score: Money Pit for the Uninformed In Google AdWords, an ad's Quality Score calculation is based on how well the account's campaigns have performed over time.
Search Engine Watch September 2, 2010 Melissa Mackey	PPC August Roundup: 3 New Features Every PPC Manager Should Try Now Catch up on the latest: Google Reports, Google Campaign Experiments, and Facebook's "Broad Match Targeting."
Search Engine Watch October 29, 2010 Ryan Woolley	Secrets to Paid Search Success Revealed, Part 1 Ads designed to be more attractive to a searcher and more relevant to the search query can yield wildly profitable paid search campaigns.
Search Engine Watch February 22, 2011 Melissa Mackey	AdWords Campaign Experiments: Details and Pitfalls Campaign Experiments is a great enhancement that can really take your PPC campaigns to the next level, but it also poses many challenges and can be quite confusing.
Search Engine Watch December 20, 2010 Alex Cohen	A 10 Day Plan to Overhaul Your PPC Campaigns, Part 2 There have been many changes to paid search this year. Here are some tips on how to get started with targeting display ads above the fold, migrating to modified broad match, and testing click-to-call.
Search Engine Watch September 29, 2008 David Szetela	Judging PPC Performance: Focus on Conversions Knowing how and when to make decisions about your PPC campaign's keyword and ad performance can make or break your campaign. Just remember that almost every action you take to improve your PPC ad campaign should be based on conversion data.
Search Engine Watch June 15, 2009 Ron Jones	Effective PPC Ad Copy 101, Part 1 One of the most important factors of a successful PPC campaign is writing successful ad copy. You can spend a good deal of time on other aspects of your campaign but skimp on the ad copy and you might not get the results you're looking for.
Search Engine Watch August 11, 2008 David Szetela	Dynamic Keyword Insertion: Friend or Foe? Dynamic Keyword Insertion can sometimes help improve ad campaign results. But you'd be surprised how often it's a bad move. Indiscriminate use of DKI can result in generic ad copy and diluted messages that fail to match the searcher's intent or need.
Search Engine Watch September 16, 2010 Jason Tabeling	Diagnosing the Impact of Optimization on Your Quality Score These two Google tools can help you understand and track your quality score, as well as the effect of your paid search campaign optimizations.
Search Engine Watch April 19, 2011 Melissa Mackey	5 Often-Overlooked PPC Tips for Beginners If you're a PPC newbie, here are some basic strategies to get the best results from your PPC campaigns right away.
Search Engine Watch January 23, 2009 David Szetela	Google Conversion Optimizer: The Best-Kept Secret in PPC? Google quietly added Conversion Optimizer to every advertiser's AdWords account a few months ago. In a nutshell, it regulates keyword-level bids, promising to deliver as many conversions as possible, at or below a cost-per-conversion you specify.
Search Engine Watch August 4, 2009 Carrie Hill	Targeting your Search Advertising for Success Running successful search advertising campaigns can be a tricky pursuit. Anyone can do it, but being careful and educated about what you're doing is important to seeing a return on your investment.
Search Engine Watch October 15, 2010 John Lee	It's True: Optimizing PPC Campaigns for Quality Score is Still Important Some simple tips for optimizing your campaigns to improve quality score.
Search Engine Watch September 8, 2008 David Szetela	Killer PPC Ads: The Final Word These simple guidelines will pave the way to pay-per-click nirvana: double-digit click-through-rates.
Search Engine Watch January 7, 2010 Jason Tabeling	Five Paid Search Resolutions for 2010 Here are five things you should consider doing to improve your paid search campaigns this year, and why they're important.
Search Engine Watch February 2, 2011 Thi Thumasathit	The Challenge of Parenting Single-Keyword Ad Groups Managing hundreds or thousands of single-keyword ad groups is a big challenge for SEMs. Here's how advertisers can provide "only-child"-style attention to all of their keywords, customized, highly relevant ad copy, and landing pages scaled across their entire product portfolio.
Search Engine Watch March 30, 2011 Duncan Parry	Easier Negative Keyword Management in AdWords Google introduced a useful addition to AdWords that potentially makes managing negative keywords across multiple campaigns a lot easier. Here's how to get the most out of them.
Search Engine Watch November 11, 2008 Mark Jackson	Google AdWords Quality Score -- That's Old-School for SEO By optimizing your Web site for organic search, and building out a bunch of pages for each keyword that you're honestly interested in targeting, you'll likely end up improving your Quality Scores as well.
Search Engine Watch May 26, 2010 Joseph Kerschbaum	How to Move an AdWords Campaign Without Breaking it If you need to make major changes to an AdWords account, such as moving ad groups between campaigns, or even moving campaigns between accounts, here are some tips to ease the process.
Search Engine Watch September 3, 2009 Melissa Mackey	PPC Integration: Integrating PPC with SEO, Part 2 Marketing silos aren't inherently bad, as long as there is communication. Sharing research and results between PPC and SEO teams will help improve both channels.
Search Engine Watch January 5, 2009 Ron Jones	Search Ad Quality Score 101, Part 1 Increasing your quality score for paid search campaigns will help you save money on your bid and increase your rank position.
Search Engine Watch March 16, 2009 Ron Jones	Setting up PPC Campaigns 101, Part 1 Are you starting a pay-per-click search advertising campaign and want to get everything set up for optimal efficiency? Or have you started a PPC campaign and realized that you're in over your head? Here's a step-by-step process for setting up PPC campaigns.
Search Engine Watch October 27, 2010 Alex Cohen	3 Holiday PPC Tips for Black Friday (And Beyond) Fine-tuning your text ad to answer the questions of shoppers is what will set you apart this holiday season. These tips will help you increase your relevance, improve click-through rate, and answer the most profitable holiday questions.
Search Engine Watch March 17, 2010 Alex Cohen	Paid Search Freakonomics: Finding and Ostracizing Losers Effective optimization is about picking on freaks and losers -- segments in your account that deviate from the norm. Here are six useful tools for setting context and hunting down paid search losers.
Search Engine Watch February 18, 2011 Joseph Kerschbaum	Automate Your AdWords Management with Automated Rules, Part 2 A walkthrough of the numerous requirements/criteria that you can use when setting up automated rules. Also, a review of the rules you can use at other levels of your account: ad group, keyword, and ad variation.
Search Engine Watch January 24, 2006 Patricia Hursh	Marketing in the Search Tail: Is the Pain Worth the Gain? Popular search terms tend to dominate the headlines, but there are literally millions of unique searches conducted every day, and savvy search marketers are taking advantage of the opportunities in the 'search tail.'
Search Engine Watch January 28, 2011 Ryan Woolley	How to Execute a Flawless Ad Copy Test in AdWords Ad copy strategies and the steps required to confidently execute the test within Google AdWords.
Search Engine Watch August 4, 2008 David Szetela	Awesome Ad Groups: Small is Good Trying to fit all your keywords in one ad group is not going to get you the results you want. Get those double-digit click-through rates with small, tightly-themed ad groups.
Search Engine Watch May 19, 2004 Patricia Hursh	Search Engines Turning Trademark Law Upside Down Search engines, most notably Google, are pushing the limits of trademark law, allowing anyone to use these protected marks in advertising. Some trademark owners are fighting back.