Remarketing Vs. Retargeting: Are They The Same Thing?
Don’t get caught up in terminology; focus on their shared strategic goals. Discover the nuances between remarketing and retargeting in paid media advertising.
About
Susan is the Paid Media Reporter for Search Engine Journal. A marketing veteran of almost 20 years, she has managed tens of millions of dollars in the span of her career.
She speaks and teaches internationally at conferences on effective paid media strategies, and has worked with businesses of all kinds, from Fortune 100 companies to local businesses.
With an additional background in email marketing and content, she delivers unique and creative perspectives on using paid media to not just generate sales, but foster lifelong customer relationships.
Articles
4 Powerful Facebook Ads Targeting Options
Are you making the most of Facebook’s powerful ad targeting options? See if you can up your social PPC game with these tips.
Responsive Search Ads Are Now Default Type for Google Ads
Google Ads made it official: Responsive Text Ads are now the default ad type for advertisers.
Psychographic Marketing for PPC: A Beginner’s Guide
Brands have rich ad targeting options, but where do you start? Learn how to use psychographic marketing on Google Ads, Facebook & more.
Breaking: Google Ads to Phase Out Modified Broad Match
Modified broad match types will be phasing out, with phrase match expanding to cover these instances. The roll-out will be complete in July.
Google Releases Data on Cookie Replacement Mechanism Called FloC
FLoC will rely on aggregated groups of site user data, instead of individual-level cookie data in Chrome.
Facebook Updates Account Quality In the Midst of Its Own Failures
The new Account Issues section quietly rolled out during a week where many feel Facebook’s own lack of quality is brazenly showing.
Gmail Ads Absorbing Into Discovery Campaigns
Advertisers have until July 1 to run Gmail Ads. After that, they will become read-only, and Discovery campaigns will be the only option.
Facebook Advertisers Brace for iOS 14 Tracking Prompt Fallout
Recommendations for the days leading up to iOS 14 adoption have been issued by Facebook, along with what to expect in results & measurement.
10 Common Mistakes In Google Ads
Staying on top of Google Ads features and potential problems can be challenging. Here are 10 common issues in accounts to watch out for.
Google Ads Unveils Enhancements to Lead Form Extensions
Automation and efficiency for advertisers are welcome updates to the Lead Form Extension feature for Google Ads.
Black Friday’s High Stakes Ad Environment in 2020
2020 presented unique challenges for the biggest selling season of the year. Here are the factors, and some creatives that stood out in the noise.
How to Win in Competitive & Costly PPC Environments
Winning in high-cost verticals requires leveraging different tools and a marketing mindset. Here are six ways to get started.
Google Ads’ Smart Bidding Enhances Predictions & Insights
Google Ads’ Smart Bidding is adding additional transparency around the data it uses to make account bidding decisions.
What Is a Conversion in Paid Media?
Conversions in paid media come in many forms. Learn how to define a conversion for your campaigns and the value of your PPC marketing dollar.
Facebook Ads to Remove 28-Day Attribution Model
Facebook Ads will no longer have a 28-day attribution model option after October 12th. Advertisers are encouraged to take several steps to prepare.
Reddit Announces Inventory Type Options for Advertising
Reddit rolled inventory control options for advertisers to align with their comfort level of brand safety standards.
Facebook Removes the 20% Text Limit on Ad Images
First noticed by buyers as a lack of warnings and disapprovals, many are now sharing their Facebook reps have confirmed it’s gone.
Google Combines Custom Affinity and Custom Intent Into Custom Audiences
Custom Audiences will replace two previous audience definitions, and are available for display, YouTube, Discovery, and Gmail campaigns.
4 Essential Tips for Auditing Google Ads Accounts
Maximizing efficiency in Google Ads can sometimes mean digging in dark corners. Review these four areas to ensure you’re not leaking cash nor wasting opportunities.
Breaking: Facebook to Impose Limits on Number of Ads
Advertisers can expect to start seeing their ad volume limits enforced in February of 2021.
Google to Pass UK’s Digital Service Tax to Advertisers
Advertisers in the UK, Austria, and Turkey will all absorb the new Digital Sales Tax starting November 1.
5 Essential ROI Formulas PPC Managers Should Master
Understanding the PPC auction process is crucial for a successful Google Ads campaign. Here are five must-learn ROI formulas every PPC marketer should know.
Microsoft Ads Integrates LinkedIn Ads Targeting
Advertisers can now observe audience performance and adjust bids based on certain LinkedIn criteria.
Google Ads to Start Hiding Some Search Query Data
The announcement sparked spirited debate and real-life examples from managers who are concerned about further loss of PPC control.
Microsoft Ads Rolls Out Redesign of Management Interface
Advertisers will likely find this interface very familiar, and a welcome change for efficiency.
The Most Common Way PPC Ad Budget Is Wasted
Some Google Ads accounts are doomed from reaching their potential right when they launch. The common culprit? Definitions of a conversion.
Apple’s iOS 14 Poised to Slash Facebook Audience Network
Facebook is proactively announcing iOS 14’s impact to app advertisers, and putting mechanisms in place for the future of the placements.
Facebook Closing U.S. Election Ad Loophole
News organizations backed by political entities will be playing by a different set of rules vs. 2016.
5 Amazing Google Ads Tools You Need to Use
As Google Ads continues to evolve, so do the tools Google provides. Here are five tools within the platform to try out.