Pauline Jakober
SearchEngineJournal®
Arlington, MA, United States
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Past articles by Pauline:
Sitelink Assets (Extensions) Best Practices & Examples
Learn how to get the most out of sitelink assets, previously known as sitelink extensions – a versatile & strategic addition to Google Ads → Read More
How Worried Should You Be About Fraudulent Ad Clicks?
No company wants to spend more on their advertising than they need to. Which is why the prospect of advertising dollars going towards fraudulent ad clicks → Read More
Lead Forms in Google Ads: Is It Time for a Second Look?
Lead forms have been around for a while in the Google advertising network, but when we first tested them in late 2019, we didn’t get great results. But → Read More
The Secret Sauce of PPC Success? Thinking Longer-Term
It’s not uncommon for clients to offer us additional PPC budget a few weeks before the end of a fiscal quarter. They do their accounting and find they → Read More
How to Get Your PPC Ad Messaging Right
Last week, a prospective client speculated that his previous advertising agency was using automation to create his ad messaging. He… → Read More
7 Dos & Don’ts for Taking Charge of Your PPC Program (Again)
With recent economic changes, many marketers are finding themselves back in charge of PPC. Here are some dos and don’ts to help you get your footing. → Read More
7 Signs Your PPC Program Is Being Mismanaged
What are the signs of PPC mismanagement that you should look for as a business owner or marketing director? Here are seven of the most common ones. → Read More
Google Ads Announces $340M in Ad Credits for Small and Medium-sized Business
On March 27, Google announced that it would give ad credits to small and medium-sized businesses (SMBs) to help alleviate… → Read More
Do You Really Need to Translate Your Google Ads?
Have an international PPC campaign? Translating your Google Ads can lead to higher click-through rates. These 10 tips can help make the process easier. → Read More
Go Beyond Keyword-Only Targeting in Paid Search Marketing
Some keywords garner so many clicks, you can quickly drain your budget if you use them. So you (or your marketing team) might resort to the tactic of only running those ads for an hour or two a day. I understand the problem. But limiting the amount of time you run these ads isn’t the best solution. A better approach is to move beyond keywords and get more precise in your targeting. Fortunately,… → Read More
6 Reasons to Run Responsive Display Ads (& 2 Reasons Not To)
Responsive display ads can play a helpful role in your Google Ads program. Here are six reasons to take another look (and two reasons why you shouldn't). → Read More
3 PPC Fundamentals You Shouldn’t Overlook When Launching Google Ads Campaigns
By the time you become a PPC pro, you’ve probably launched hundreds of Google Ads campaigns. But even with all this experience, you can sometimes overlook key PPC fundamentals in a rush to get ads live — or when grappling with Google Ads changes and updates. And naturally, this kind of thing is even more likely to happen to PPC newbies. In today’s article, I’m going to hit on three fundamentals… → Read More
Do You Really Want a 100% Google Ads Optimization Score?
What happens if you apply all of Google’s PPC recommendations? Here's what I found out when a client asked to get his Google Ads optimization score to 100%. → Read More
4 Ways to Prepare for PPC in 2020
It may be tempting to slow down, but now is a great time to get a head start on the new year. Here are four areas to focus your PPC efforts. → Read More
Is It Time to Give Google Ads Message Extensions Another Try?
Given the further growth in mobile and messaging use, it might be time to give Google Ads message extensions another try. → Read More
What You Should (& Should Not) Do with Your Sitelinks
Here are tips and examples on how you can leverage sitelinks to improve your paid search campaigns' performance and brand awareness. → Read More
Brand Awareness is Your Insurance Policy Against Dirty Tricks in PPC
The paid search community was recently caught up in a flurry of tweets on the topic of a certain “dirty… → Read More
Should You Choose a Generalist or Specialist Marketing Agency?
Should you choose a generalist or specialist marketing agency? There's no wrong or right answer. But here are some questions to help you decide. → Read More
Don’t Get Entangled in These PPC Snags!
If you don't know what to look out for, you can hit some snags in your PPC program. Here are three PPC snags you need to avoid. → Read More
SEO vs. PPC: A Few Forgotten Truths
Still torn about the merits of SEO vs. PPC? These five forgotten truths in the SEO versus PPC debate can help you come to a good conclusion. → Read More