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Paid advertising is a fast yet effective way to bring relevant traffic to your website. In this section, we collected actionable guidelines, checklists and case studies from PPC practitioners that will help you go through the most important stages of planning, managing and evaluating a PPC campaign.

As useful as Google AdWords is, it can be time consuming to maintain and update your campaigns. That’s where scripts come in. Do you want to frequently monitor for errors and ad disapprovals? There’s a script for that. Do you want to alter your bid based on real-time data? There’s a script for that, too. There are hundreds of scripts available that can ease the campaign management burden.
One of the most overlooked features of Google AdWords – and one of the most useful – is the household income tier targeting option. Hidden inside a few drop-down menus, this campaign targeting technique isn’t challenging to test and integrate into existing campaigns and can yield insights that are far more useful than “people are clicking our ads.” Not to mention that it cuts advertising costs due to enhanced targeting. 
Are you setting up your landing page properly? Matthew Macchia of provides a primer on some best practices.
In this blog post, you’ll learn why you should consider using retargeting as an effective channel to boost your sales, as well as how to enhance your retargeted ads with already proven methods and techniques. Also, I’ll discuss some outstanding examples of ads that may help you streamline your creative process.
By using profit-driven optimization techniques, advertisers can maximize their profits. The point at which the profit is highest is where the current ROI is equal to 1/E, where E is the current price elasticity (see the article: How to Drive Profit with PPC Campaigns). Therefore, the target ROI of the campaign cannot simply be an arbitrary decision of company management. It solely depends on the shape of the curve of the price elasticity of clicks.

As people migrate more of their day-to-day interactions to smart devices, publishers won’t be able to exist without mobile. Success revolves around being able to deliver responsive experiences on everything from smartphone screens to Apple Watches to devices that haven’t yet been developed. You want to provide a seamless experience, whether a customer is on her smartphone or laptop – which is why having the best possible backbone of technology is critical.
One of the most popular forms of pay-per-click is search engine advertising, and Google AdWords is the most popular PPC advertising system. It allows advertisers to bid on keyword phrases that are relevant to their target market. In our latest SEMrush Chat, we discussed different aspects that we all hate about PPC. Many experts, including PPC specialists, joined our discussion and shared their thoughts.
You know that retargeting works, but not for everyone. Tom Bukevicius will go through, point-by-point how to make it work for you.
PPC managers need to have a wide range of skills to succeed from being analytical to creative. If you are looking to hire a PPC specialist, these are the ten skills to look for in a candidate.
For the past five years, companies have hired me to come in and review their internal digital marketing efforts. I refer to these as audits, because I am essentially auditing their work. In the last 20 audits I have conducted on the work of internal teams, I have noticed none of them have even considered using income tiers in their AdWords.

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