Are you tired of those endless year-end lists? Well, too bad! I really enjoy reflecting on the highlights and low points of the year (and we have even more lists coming your way next week).

Today, I’m excited to share my top picks for the most insightful articles on paid search and PPC marketing from across the internet in 2015. These articles cover a range of important topics, including crafting compelling ad copy, optimizing conversion rates, mastering remarketing, leveraging mobile, and navigating the world of social ads. Let’s dive right in!

Ad Creative

1. How to Write the Highest-Performing AdWords Ads, Ever – Unbounce Writing ad copy that converts in a limited character count? That’s no easy feat, but Johnathan Dane definitely delivers. He emphasizes that we can achieve amazing results, even with limited space, by focusing on what users truly want. Takeaway:

• When creating your ad copy, always keep the visitor’s end goal in sight. Employ techniques like countdown timers and specific details to capture attention, and aim to make it feel as personalized as possible. 2. The Psychology of Emotion in PPC Ads – nexus-security PPC ads often get a bad rap for being dull, but they don’t have to be! Helen Edwards took on the challenge of analyzing countless client accounts to uncover the emotional triggers that can significantly boost click-through rates.

Takeaway:

• Emotions like anger, disgust, affirmation, and fear can be strategically incorporated into your PPC ad copy. However, before you start writing, carefully consider both the customer persona and the persona you, the advertiser, want to project.

Landing Pages & CRO

3. The Most Entertaining Guide to Landing Page Optimization You’ll Ever Read – Unbounce Oli Gardner never disappoints with his writing, and this article is no exception! Get ready to be both entertained and educated as you explore landing page optimization. It’s a comprehensive guide, possibly one of the most detailed introductions to landing pages out there! Takeaway:

• There’s something for everyone! Oli covers both fundamental and advanced techniques, providing insights into attention ratio, context, imagery, headlines, persuasive design, and much more. 4. Our Top 10 Tips & Tricks for Landing Pages – Ever – nexus-security Yes, you read that right – ever! Dan Shewan reveals the most effective, tried-and-true tips for optimizing your landing pages. From copywriting and layout to forms, videos, device optimization, and more, this article has you covered.

Takeaway:

• Prepare to be surprised! The number one tip on the list might just blow your mind – it completely eliminates the need for landing pages! Call-only PPC campaigns can be incredibly effective for conversions, and businesses should definitely take notice. 5. 3 Crazy PPC CRO Hacks To Boost Conversion Rates Right Now – Search Engine Land Hey there! It’s me again, and let me tell you, conversion rate optimization in the realm of PPC might not be what you expect. The truth is, most attempts to optimize your ad copy have little to no impact on your conversion rate. But don’t worry, I’m here to share the secrets to boosting those conversions! Takeaway:
• Stand out from the crowd (it sounds simple, but many struggle with this), utilize ad formats that consistently deliver high conversions, and always, always explore the power of remarketing as a top-notch CRO tool. 6. Crafting High-Impact Call-To-Action Buttons: 17 Best Practices – nexus-security Designing PPC landing pages can sometimes feel like an exercise in meticulousness. But there’s a good reason for our attention to detail – even small tweaks to your call-to-action button can significantly impact conversions. Megan Marrs provides an extensive list of tips to help you create irresistible CTAs.

Takeaway:

• From the shape and text to the color, Meg covers all the bases for crafting effective call-to-action buttons. 7. How Page Views, Time on Site & Bounce Rate Predict for Changes In Quality Score and Revenue – Search Engine Land Page views, time on site, bounce rate – oh my! These metrics can be overwhelming. But fear not! According to insightful data from Benjamin Vigneron, engagement metrics can actually serve as strong indicators for the well-known AdWords scoring system. This means your website can be a powerful tool for boosting your Quality Score. Takeaway:
• Metrics like bounce rate, click-through rate, and time spent on site were found to be closely linked to Quality Score. And guess what? A better Quality Score generally translates to a higher impression share and a lower cost per click. On a side note, this is one of the reasons why I believe Smart Goals can be a useful tool for certain advertisers.__. 8. 8 Google AdWords Hacks That’ll Double Your Conversion Rate – NeilPatel.com Let’s face it – waiting for those organic leads to come in can feel like an eternity. When you need a boost in traffic, AdWords can be your best ally. Neil Patel shares some fantastic strategies, supported by real-world examples and data, to help you double your AdWords conversion rate. Takeaway:
• The key to driving more conversions in AdWords lies in a two-pronged approach. Think strategically by considering the entire customer journey, and then get tactical by focusing on the finer details of a well-managed PPC account.

Day-to-Day Paid Search Management

9. The Secret To AdWords Success, Told By A Former Googler – Search Engine Land Any chance to gain insights into the inner workings of Google is a golden opportunity. In this comprehensive article, my colleague Frederick Vallaeys sheds light on the essential elements for AdWords success. And here’s a spoiler alert: many of the things we consider best practices are right there on the list! Takeaway:

• According to Fred, a successful AdWords account starts with a laser focus on the most important KPI for your business, ensuring it’s both measurable and achievable. Don’t forget to track supporting goals as well, as they provide valuable data points to inform your optimization decisions. 10. The Essential In-Depth Overview of PPC Bid Management – Search Engine Land Fred Vallaeys wisely says there’s no such thing as a bad keyword, only a bad bid. So how do you fix it? The answer lies in this detailed guide! From setting effective bid management goals to exploring various bidding strategies, including automated options, this article is your roadmap to success. Takeaway:
• One of the key takeaways from this article is the sheer number of factors to consider when establishing a bidding strategy. Having a well-defined strategy is absolutely crucial for a thriving PPC account. P.S. You may have noticed that both of the previous articles are penned by the brilliant Fred Vallaeys, whom I consider an AdWords genius. If you’re not already, you should definitely give him a follow on Twitter this year (@siliconvallaeys)! 11. Attention Keyword Hoarders: You Need to Delete 98% of Your AdWords Keywords – Here’s Why – Search Engine Watch We all know how easy it is to accumulate things we don’t really need. Just like that overflowing junk drawer, our keyword lists can become cluttered with ineffective terms. It’s time to channel your inner Marie Kondo and declutter those keywords!

Takeaway:

• More keywords don’t necessarily translate to a better Quality Score or improved conversions. While expanding your keyword set can be beneficial, it’s crucial to regularly review and remove those that aren’t performing. 12. 5 Ways to Use the 80/20 Rule for AdWords – Search Engine Journal You’ve probably encountered the 80/20 rule in various aspects of business and life, especially if you’re familiar with Perry Marshall’s work. In this insightful article, Rocco Baldassarre demonstrates some ingenious ways to apply the 80/20 principle to AdWords for maximum impact. Takeaway:
• From optimizing location targeting, time of day, and keywords to refining your approach to products, services, and more, the 80/20 rule can be applied across a wide range of AdWords scenarios to enhance effectiveness.

Advanced PPC Tactics

13. How To Track Your AdWords Competitors Over Time Using Auction Insights – Search Engine Land Who doesn’t love a good hack? In this article, AdWords scripting wizard Daniel Gilbert shares a clever script that helps you identify your top five competitors based on their impression share. It even allows you to delve into historical data. Takeaway:

• This script is pure gold! Run it and unlock valuable insights about your competition. And for more AdWords scripting magic, be sure to follow the brilliant Daniel Gilbert (@danielgilbert44) on Twitter! 14. New to Google Shopping? Read These 9 Tips To Own It – PPC Hero Feeling a little lost in the world of Google Shopping campaigns? Kirk Williams has you covered. In this excellent overview of the ever-evolving shopping channel, he provides a clear roadmap for navigating the intricacies of this platform. (By the way, a huge shout-out to Google Shopping guru Kirk for his incredible contributions to the PPC Hero blog, Moz, and other platforms!)

Remarketing and Display

15. Debunking the Myths: 10 Remarketing Facts to Reshape Your PPC Strategy – nexus-security In 2015, I felt compelled to address the misconception that remarketing is somehow “creepy.” The truth is, remarketing is a powerful strategy for a variety of reasons, and I’m here to set the record straight.

Takeaway:

• If you’re looking to expand your reach into new channels (including social), lower your advertising costs compared to search ads, build brand awareness, and enjoy higher conversion rates, remarketing is definitely the way to go! 16. Three Must-Download Remarketing Lists To Use With Your Search Ads – Search Engine Land Remarketing lists for search ads (RLSAs) introduced a game-changing way to target potential customers. In this informative article, Matt Lawson outlines three audience types to experiment with and offers downloadable lists that you can easily import into your campaigns. Takeaway:
• Don’t be afraid to dive in and start exploring the power of RLSAs!

Mobile and Local

17. 26 Smart Strategies to Generate More Phone Leads with PPC and CRO – Part 1 and Part 2 – Econsultancy If Drake had a PPC campaign, he probably wouldn’t be singing about missing those late-night calls! But for businesses and marketers, missing out on calls is not an option. In this excellent article, Johnathan Dane outlines effective methods for generating more phone leads through PPC. Takeaway:

• People who pick up the phone are often closer to making a purchase compared to those who simply fill out a form. These are some of the most valuable leads for small and medium-sized businesses today, so pay attention! 18. Under The Hood: How Google AdWords Measures Store Visits – Search Engine Land Back in 2014, the marketing world took notice when Google AdWords introduced the ability to track in-store visits. But how exactly does it work? Googler Matt Lawson takes us behind the scenes in this captivating article. Takeaway:
• Google Maps has an incredible amount of data about physical locations, even down to the shape of buildings. Combine this with information from Wi-Fi signals, cell towers, and GPS, and the level of detail becomes even more impressive. 19. Mobile Marketing 101: The Efficient Formula for Unleashing Your Full Potential – Search Engine Journal It’s no secret that your target audience is using smartphones. So, it’s time to prioritize those mobile ad campaigns! Andrew Lolk provides a comprehensive starter guide to effectively reaching mobile users in this informative article. Takeaway:
• When it comes to mobile ads, simplicity is key. Focus on concise, action-oriented copy and landing pages that are optimized for mobile viewing. This doesn’t necessarily mean less content, but rather content that is well-organized and easy to digest on a smaller screen.

Social Advertising

20. Everything PPC Advertisers Need to Know About LinkedIn Ads – Part 1 and Part 2 – Marketing Land LinkedIn is often overlooked in the social advertising landscape, but it offers some unique opportunities worth exploring. In this two-part series, Sahil Jain provides a thorough overview of LinkedIn’s potential and highlights often-overlooked features that could benefit your brand. Takeaway:

• With its evolving features and targeting options, LinkedIn deserves a closer look, especially if it aligns with your target audience and marketing goals. 21. The Ultimate Guide to Paid Social Media Hacks – nexus-security If you’ve seen me speak at any conferences this year, you know I’m all about those social media hacks! In this article, inspired by a webinar I co-hosted with Matt Umbro, I’m sharing some of the most effective hacks I’ve discovered for maximizing your social media ROI.

Takeaway:

• From boosting your quality scores on Facebook and Twitter to mastering advanced targeting techniques, this article is packed with tips and tricks to take your social media advertising to the next level.