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A best (but rarely used) practice for Paid Search

Large advertisers have thousands and frequently tens of thousands of ad groups that reflect the diverse and complex nature of their businesses. However, usually only 20% – 25% of these ad groups drive the majority of the activity in an account. As expected, these high-volume ad groups are the focus of a range of efforts to improve SEM ROI through keyword acquisition, bid management and ad copy optimization. However, most of the other 75% – 80% of ad groups are…

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RSAs vs. ETAs: Stop Comparing CTR

Read the full article here @ PPC Hero: RSAs vs. ETAs: Stop Comparing CTR By Andrew Harder | Account Manager at Hanapin Marketing | July 17, 2019 We will not be comparing CTR between ETAs and RSAs. Why? For one, RSAs will show up for different queries, devices, etc., so it’s not an apples to apples test. And two, per a current Google Agency rep, Google created RSAs to be complementary to ETAs: they will win some auctions ETAs wouldn’t have and vice versa. 

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PPC and machine learning: Where do we draw the line on automation?

Read the full article here @ Search Engine Land: PPC and machine learning: Where do we draw the line on automation? By Simon Poulton on July 8, 2019 One of the most hotly debated (and least understood) topics in the PPC world, Automation, is a behemoth to take on. Functionally, we have 2 distinct levels of automation that are happening simultaneously on both PPC platforms and in the processes used to manage PPC media.

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