Using AdWords IF Functions to Create Tailored Ad Experiences

AdWords recently introduced IF functions to users as a new method of creating customized ad content. The new feature allows advertisers to generate and serve personalized ad copy when specific conditions are met by their audience. How will this impact your AdWords...

Optimizing Desktop PPC Ads for Cross-Device Conversions

It should be no surprise to advertisers that mobile devices are important to robust PPC strategies. But that doesn’t mean that mobile PPC is the only important part of digital advertising. Desktop PPC ads are still a critical part of high-performing PPC strategies....

Optimizing Expanded Text Ads

Now that all AdWords users are obliged to use the new AdWords Expanded Text Ads format for their PPC campaigns, it’s time to start focusing on optimizing your expanded text ad campaigns to get the most out of your updated ads. Many advertisers are already seeing...

Best Practices for Leveraging Shopping Ads in 2021

A recent article in Search Engine Journal featuring predictions for PPC trends in 2017 indicated that Shopping Ads are going to be top of mind for PPC experts this year. And we couldn’t agree more. Over the last year, Google has quietly expanded impression share...

Why Smart Bidding for AdWords Might Not be the Smart Choice

Machine learning has become more and more integrated with the tools we use every day for personal and business purposes, from music recommendation apps to sales analytics software. And as of earlier this year, machine learning has also entered the search marketing...