The past year has seen many interesting developments in the paid search world. Google released TrueView for Shopping ads, giving advertisers the ability to feature their products alongside their TrueView in-stream video ads. Yahoo’s Gemini platform expanded its reach to Yahoo’s desktop search results this year, giving marketers another platform in which to invest their paid search efforts. AdWords also released a handful of exciting new features in 2015, including Customer Match and Call-Only ads.
Yet despite all these new developments, readers on this site seemed most interested in columns that focused on broader topics related to account and campaign management. Frederick Vallaeys’ piece on how to be successful with AdWords, in which he provided a comprehensive checklist for managing campaigns, was the top paid search column this year.
Tactical pieces that garnered the highest interest were largely focused not on new features, but rather on perfecting the basics (such as retargeting and conversion rate optimization). As the industry as a whole matures, its practitioners are also becoming more advanced — and they’re looking for ways to take their PPC performance to the next level. The fact that AdWords scripts became a hot topic in 2015 is further proof of this.
For more expert insights and practical, actionable advice in the world of PPC, check out our top 10 paid search columns in 2015:
Methodology: Columns published in 2015 are ranked in order of pageviews measured by Google Analytics. Data includes all columns published through November 30, 2015. Social data provided by SharedCount.
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