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ELI5: How does Paid Search Marketing work?

  I was recently asked for a good, basic ELI5-style answer to the question “How does paid search marketing work?” If you’re not familiar, ELI5 (“Explain Like I’m Five”) is a popular subreddit where people request responses that are “friendly, simplified and layman-accessible explanations – not responses aimed at literal five-year-olds.”  Here’s my attempt at a[...]
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How Important is History in AdWords?

A lot of people are afraid of deleting or even changing elements of their PPC campaigns for one simple reason: They don’t want to lose their history. It’s such a common concern that people are guided by it without even thinking about it. In this article, we’re going to think about it.
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What the Heck is a Conversion?

When I meet with clients, I always like to explain that instead of focusing on secondary metrics (like impressions or clicks), it’s better to look at business goals – primary metrics such as conversions. Problem is, most people don’t know what that means. “Conversion” can mean many things I’ve been speaking the language of “PPC” for[...]
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How to Target Household Income in AdWords

In my opinion, targeting household income in AdWords is one of the ultimate easter eggs. It’s not hard to do, but it’s very, very hidden (under the Location targeting in Settings). Adding household income data does not actually create new targeting in your account, it just creates a new segment you can take action on,[...]
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The Myth of the 20-Minute PPC Workweek

  20-minute-ppc-workweek The first time I saw a tutorial promising a 20-minute workweek for PPC management, I took notes. Even though I had several years experience running AdWords accounts (in retrospect, I probably had more experience than the guys doing the training), I’m a sucker for a codified instruction guide for paid search.
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