Common PPC mistakes and how to avoid them
Columnist Laura Collins lays out five mistakes she commonly sees in paid search and explains how to avoid them.
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Laura Collins's latest articles
Should you hitch your campaigns onto the sporting bandwagon?
Capitalizing on sporting events can be a great opportunity for advertisers, but will this strategy work for everyone? Columnist Laura Collins looks at the results of some recent campaigns to find out.
Expanded Text Ads: Are they living up to the hype?
Expanded Text Ads will be available to all AdWords advertisers by the end of the year, so how might this impact your accounts? Columnist Laura Collins shares some data from Merkle|Periscopix clients.
Big changes to device bidding in AdWords: What could they mean for your accounts?
Columnist Laura Collins discusses the impact of individual device bid adjustments in AdWords, an upcoming change recently announced during Google Performance Summit in San Francisco.
Dynamic remarketing: not just for retailers anymore
Think dynamic remarketing is only for retailers? Think again! Columnist Laura Collins explains how non-retailers can set up these campaigns and discusses the success her agency's clients have seen by utilizing this tactic.
Customer Match: Common Questions & How To Answer Them
Feeling apprehensive about using Customer Match? Columnist Laura Collins tackles some frequently asked questions about this relatively new targeting feature in AdWords.
Get Your Priorities Straight: Structuring Google Shopping Campaigns
A good campaign structure can have a significant impact on performance, but what structure is right for your business? Columnist Laura Collins discusses some options that have worked well for her clients.
Making the Most Of Google Analytics Audiences Within Your Search Campaigns
Search marketers, have you been using Google Analytics in conjunction with Remarketing Lists for Search Ads? If not, columnist Laura Collins is here to explain the benefits.
TrueView For Shopping: Making YouTube The Next Big Shopping Destination
Want to enhance your video ads? Columnist Laura Collins discusses the impact that TrueView for Shopping has had on client shopping campaigns.
Get To Know Your Users With Audience Insights From AdWords
What do you really know about your audience? Columnist Laura Collins shows how the Audience Insights report feature can help you better target your users -- and perhaps even discover new ones.
Holidays Are Comin’: Preparing Your Paid Search Programs For The Festive Season
Time to start planning those Black Friday campaigns! Columnist Laura Collins shares her tips for getting the most out of your paid search campaigns this holiday season.
Custom Columns: Your Data, Your Way
Google launched Custom Columns for AdWords back in December, but many paid search marketers aren't utilizing them yet. Contributor Laura Collins discusses the benefits of this new feature and explains how to set it up.
Create Your Own Display Audiences With Custom Affinity Segments
Know about Custom Affinity Segments for the Google Display Network? If not, columnist Laura Collins explains why and how to utilize these in your display campaigns.