Happy Friday!

Team Search Engine Watch hopes everyone is staying healthy and safe.

Here are today’s good reads for you.

Schneider Electric is a global specialist in energy management and automation. Their major challenge was marketing silos and limited investments that were creating under-funded campaigns, chasing search volume that simply did not exist, and a general lack of evergreen brand paid search. Evan Kent, VP Integrated Marketing at Schneider Electric, and Kimberly Dutcher, SEM Manager at Merkle detail the paid search strategy redesign that continues to drive positive business results. Find out how Schneider Electric drove a 137 percent YoY increase in CTR with this case study.

The machine learning-enhanced “Smart Bidding” capabilities on Google Ads offer an easy view of the campaign results you want while allowing you to take a more hands-off approach. Marketing consultant Gabrielle Sadeh takes the guesswork out of your PPC campaign management with five great ways machine learning improves PPC advertising. Gabrielle explains how you can optimize your campaigns with the ability to maximize clicks, impressions, and conversions on autopilot.