Resource Library: PPC


Effective Landing Page Optimization – Best Practices to Lift Conversion

The landing page is often the first thing customers see when they interact with your brand online. Whether it is a web page, Facebook app or mobile interstitial, landing pages exist to deliver relevant messaging that converts visitor traffic. If … read more »


7 Factors to Consider When Choosing a Search Bid Optimization Platform

In its early days, search marketing was relatively simple: all campaigns were aimed at the desktop. As technology evolved, new opportunities rapidly became available. Today’s search campaigns run on desktop, mobile, and tablet devices, with many new ad formats and … read more »


Search Guide for the Holidays

Online holiday shopping is turning into a yearly endeavor for consumers—and a yearly challenge for marketers. We already know search can be complex. But it becomes even more complex when you consider your holiday to-do list: on top of the … read more »


Algorithms and Optimization for SEM

We can’t control economic ups and downs or consumer behavior, but we can control our online response. So when our current marketing strategy produces results that are less than optimal, it’s time to enlist a different approach. With Adobe’s portfolio … read more »


10 Ways to Use Your Product Catalog to Maximize Retail PPC Campaigns

Every retailer has a database of products for sale, commonly referred to as a product catalog. Not every retailer, however, is using their product catalog to the fullest extent possible to maximize their retail PPC (pay-per-click) campaigns. Without employing a … read more »


The Search Marketer’s Guide to Creative Testing and Optimization

Turn Impressions Into Clicks, and Clicks Into Conversions In a search landscape where millions of keywords define intent, generating the most compelling creative can prove to be a daunting task. For paid search programs, big and small, creative optimization remains … read more »


PPC Bidding Basics: What you don’t know is probably hurting you

The Subtle Science of Bidding Bid management for brand keywords is a complicated beast. If you’re perplexed by campaign results, it’s possible that seemingly intuitive methods—like bidding all brand keywords at high levels and always aiming for position 1.00—could in … read more »


Bid Testing Best Practices

Many digital advertisers think of bid testing as a risky activity. Yet in reality, nearly every digital advertiser engages in bid testing, which in its simplest form means changing a bid and observing the results. This white paper looks at … read more »


“Why Care About Combination Clickers”

Search marketers often try to profile consumers who click on paid ads against those who prefer natural search results. But the reality is there is little discernable difference between paid and organic clickers. Your better targets are consumers who click … read more »


The 20-Minute PPC Work Week

Most small businesses get weak results from PPC for one simple reason: They don’t spend enough time in their accounts. You don’t have to spend days or even hours per week working on PPC to make a difference. You can … read more »