Why call tracking helps improve PPC lead generation account performance

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Columnist Jeff Baum explains that when properly set up, call tracking can help you both measure the value of your PPC campaigns and optimize them for better ROI.

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What you didn’t know about recent Quality Score changes

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Columnist Frederick Vallaeys discusses the impact of some recent AdWords changes on Quality Score and provides an updated version of a free script that calculates account-level Quality Score.

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Updating your SEM toolbox with new, shiny tools –- SMX East 2016

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Ask any PPC professional the secret of their success, and they’ll often point to tools that help them do their jobs better. Columnist Pauline Jakober recaps a session at SMX East where the best of these tools were discussed.

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Plan device-specific user experience strategies with Google AdWords’ bid modifier

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Google recently announced some changes to the way bid adjustments works in AdWords. Columnist Thomas Stern explains how this might affect your device-specific bidding strategies.

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The junior data scientist’s guide to AdWords search campaign structure: how to mine hidden gems for huge wins

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In this helpful how-to, columnist Todd Saunders explains how to structure your AdWords account so as to glean useful insights about your target audience.

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