About Navah Hopkins

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So far Navah Hopkins has created 7 blog entries.
11 10, 2021

How Does Machine Learning Work in Paid Search Marketing?

2021-10-11T23:45:30+11:00October 11th, 2021|Search Engine Journal|

All modern ad platforms now factor machine learning into their algorithms. Managing successful campaigns requires an understanding of the machine learning in each ad network.This Ask the PPC question, from Chhote Lal in New Delhi, is an important one for account managers and those they report to:“How does Google’s machine learning work in paid marketing?”In this column, you’ll learn:What is [...]

12 07, 2021

How to Set Up Offline Conversions in Google Ads

2021-07-12T22:45:35+10:00July 12th, 2021|Search Engine Journal|

Google’s push towards conversion modeling, iOS 14.5 making accurate conversion tracking optional to customers, and other recent updates mean we can no longer rely on “native” conversion tracking as our source of truth.This Ask The PPC is dedicated to all of the search marketers who correctly see offline conversions as a way forward. A reader asks:How do I set up [...]

10 05, 2021

How to Get Started on Microsoft Ads Audience Network

2021-05-10T22:45:16+10:00May 10th, 2021|Search Engine Journal|

When most PPC professionals think about Microsoft Advertising (Bing Ads for the holdouts among us), paid search is the default.You might remember shopping but too often, the youngest (and in my opinion, the most promising) channel – the Audience Network – is forgotten.I was thrilled when this question came up for Ask a PPC, likely in relation to all of [...]

9 12, 2020

How to Restructure Google Ad Accounts Without Wiping out All Your Data

2020-12-09T23:45:41+11:00December 9th, 2020|Search Engine Journal|

Account structure is always a fierce debate amongst PPC pros.We’re always chasing a campaign structure that will give us the best ROI on our time and money.So this month’s Ask Me Anything About PPC column answers a question we all cut our teeth on.Kiel in Worcester asks:“If I’m using Target CPA bid strategy and I want to move ad groups [...]

13 10, 2020

How to Manage PPC Campaigns Without Complete Search Terms Data

2020-10-13T23:45:16+11:00October 13th, 2020|Search Engine Journal|

No Google Ads change incurred more ire from the collective PPC community than the depreciation of the Search Terms Report.We all went through the steps of grief:Denial: “They couldn’t really do this, could they?”Anger: “How dare they!?!?!?!?”Bargaining: “What if I take all my ad spend and put it somewhere else until you give me back my data?”Depression: “There’s no hope [...]

8 09, 2020

What Are Local Service Ads?

2020-09-08T22:45:19+10:00September 8th, 2020|Search Engine Journal|

There’s been a lot of news lately about Local Service Ads (LSAs), Google Guaranteed, and Google Screened. New industries added, changes to the platform, and other updates prompted me to answer: “Just what are these local service ads and how do I get the green checkmark?”What’s the Difference Between LSAs, Google Guaranteed & Google Screened?Local Service AdsLocal Service Ads are pay [...]

11 08, 2020

What’s the Best PPC Bidding Strategy?

2020-08-11T22:45:32+10:00August 11th, 2020|Search Engine Journal|

One of the most crucial parts of pay-per-click advertising is how you determine what to pay per click.In this installment of Ask Me Anything About PPC, we’ll tackle this question from Suleman in Lawrenceville.“Which is the best bidding strategy since Google continues to add new bidding strategies-Smart bidding, Manual CPC, CPA, ROI, Max Conversion? I tested CPA and Manual CPC and [...]

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