Industry

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? 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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Responsive Search Ads Coming To Microsoft Advertising (Bing)

Read the full article here @ Microsoft Advertising Help: About responsive search ads By Microsoft Advertising Help | June 2019 Responsive search ads make creating ads easier by eliminating the need to figure out which headlines and descriptions work well together. You provide up to 15 headlines and 4 descriptions, and using these, Microsoft Advertising will mix and match the most optimal combinations to create effective ads for potential customers.

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Case Study: The Effect Of RSA Inclusion On Campaign Click Volume

Read the full article here @ PPC Hero: Case Study: The Effect Of RSA Inclusion On Campaign Click Volume By Dan Rocklin | @punkrocklin | Account Manager at Hanapin Marketing | May 13, 2019 Over the past few years, a major theme of Google’s updates to its ad platform has been to encourage more automated management. The release of Responsive Search Ads (RSAs) fits well within this trend, as the ad type dynamically combines ad assets to more closely match a user’s search term. But…

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Best Practices for Creating your First RSAs

Read the full article here @ Google > Support: Create a responsive search ad In this article, you’ll learn best practices for writing responsive search ads and some common mistakes to avoid. Remember to create only one responsive search ad for each ad group and make sure there is also at least one expanded text ad in the ad group. Tips Providing redundant headlines and descriptions restricts the system’s ability to assemble ad combinations. To increase the likelihood that your ad…

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3 Things You Need to Know About Google’s New Prominence Metrics

Read the full article here @ Marin Software: 3 Things You Need to Know About Google’s New Prominence Metrics By Wesley MacLaggan   February 26th, 2019 Google announced that they’ll eliminate the “average position” metric in the third quarter of this year. New metrics to give advertisers more control over their “race to the top” of the SERP will take its place. In this article, we review what these metrics are, how they work, and how marketers can prepare.

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