Dynamic Search Ads (DSAs) have the potential for high volume and profit—but they also have the potential for budget cannibalization and waste. Harnessing their powers for good requires planning ahead, establishing clear goals and workflows, as well as knowing when to transition budget to more restrictive strategies. I’m going to tell you everything you need to know about DSAs: What DSAs are How this ad type works When to avoid DSAs When to use DSAs…

All too often, keyword research is seen as only useful for SEO and, therefore, only useful when driving growth for an existing business. People see keyword research as something that comes into play only once your business has already created its products, brand positioning, and market strategy. You put a campaign or site together, then optimize it. Keyword research, in this case, is an “after” tactic. But what if you’re moving backwards? After all, there’s…

WordStream has some impressive employees in our ranks: from industry influencers to marathon runners, from analysts to authors. The Employee Spotlight series aims to highlight the talented individuals who work here. Each month, we’ll be featuring an interview here on the blog and on our social accounts. For this month’s Employee Spotlight, we’re featuring Alyssa Ozimek-Maier. Originally from Texas, Alyssa’s lived across the country—in San Francisco, in Chicago, and, of course, here in Boston. As…

If you haven’t been able to keep up with everything going on in the world of online advertising, don’t sweat it—we’ve got all the news you need. Mozilla Firefox has blocked third-party cookies by default, Instagram has introduced branded content ads, Microsoft Advertising is rolling out local inventory ads for Bing, and more. Firefox blocks third-party cookies by default Last week, the Senior Vice President of Mozilla Firefox, Dave Camp, announced a new feature of…

Welcome back to the online advertising news round-up! In this edition, we’ve got Google Ads retiring Enhanced CPC as a portfolio bid strategy, rolling out monthly campaign budgets to certain advertisers, upgrading the mobile app, and more. Google Ads retires portfolio bid strategies Responding to advertiser demands for simpler bidding, Google has announced the retirement of Enhanced CPC as a portfolio bid strategy. For those who may not know:  A portfolio bid strategy enables you…

The role of PPC specialists in an age of automation Automation is changing the workforce across industries all over the world, and digital marketing is no exception. From scripts that pause your ads when items are out of stock to automated bidding strategies to manage your bidding, automation can remove the laborious manual tasks associated with day-to-day account management and optimisation. Now what? But there’s no need for panic: Automation will not replace the role…