Machine learning, artificial intelligence, Moore’s Law and ongoing automation by the big search engines are accelerating the evolution of PPC. So much so, the role of the PPC pro has to evolve just as ...

AI is helping PPC managers focus more on strategic initiatives, such as campaign inputs and back-end management, rather than manual operations. Increased efficiency and effectiveness? This evolution ...

Figuring out why the performance of a PPC account has changed can be one of the most time-consuming tasks in PPC. Not only is it a big time drain, but it’s also often associated with a fire drill, ...

A lot of PPC accounts are built from the bottom up. You start with keyword research, group them by themes or match types, maybe throw in some location targeting, and go from there. But then reporting ...

For some businesses, there is only a small team, or even one individual, in charge of all the pay-per-click, or PPC advertising. And that one person, or team, may have other responsibilities that cut ...

Automation has been reshaping PPC account management for years, from rules, scripts, and API-driven workflows inside Google Ads. Most marketers are already comfortable with automated bidding, ...

Before getting into the more detailed elements of a local PPC (pay-per-click) account and why it is important, you need to know what a local PPC account is. This type of PPC account targets customers ...

Google AdWords is a pay-per-click service. Unlike traditional advertising, PPC ads cost money only when someone clicks on your ad. Most importantly, AdWords enables you to track the success of your ...

Many people look at pay-per-click (PPC) performance at the channel level: Google, Bing, Facebook, LinkedIn and so on. That view is useful, but it hides something important: Not all clicks are equal. A ...