What Do These Google AdWords Features Really Do?
There are tens of thousands of PPC account managers out there today, which has led to a surprisingly wide range of account strategies. Can they all be right? If you’re an opinionated PPC pro like myself, you’re bound to think someone else’s theories are, well… weird. That bias being acknowledged, let the sparring begin! Even […]
Mobile PPC: For Control Freaks, Challenges Remain
(Warning: real-world data below!) Most advertisers continue to be unimpressed by subjective criteria in online advertising. And complex attribution patterns can involve too many leaps of faith. And yet… Is that a spring thaw you hear outside the window of your digital marketing event? No, that gushing sound you hear is the din of unanimity […]
Unleash Your Quality Score Beast Mode (Bing Ads Edition)
Thinking of getting fancy with Quality Score? It may be better to be more straightforward. Read on. Quality Score is the driving force in the PPC ranking algorithm at all major search engines; indeed, it has been since Google AdWords Select was released in 2002. You could do far worse than to model your strategy […]
PPC Managers and Deferred Gratification
Chatting with a conference speaker who just happens to be a longtime, focused SEO vendor, I didn’t have to wonder how long it would take before I’d hear the SEO lifer’s take on PPC: “It’s like the crack cocaine of marketing.” He got to that point in about six seconds. The characterization stems from the […]
Twitter Deal with Google: A Win For the Social Web
Twitter and Google have reportedly reached a deal to provide Google with access to Twitter’s entire database, including near-real-time tweets, essentially reviving a 2009 deal that lapsed in 2011.What impact will this have on the universe? In our view, the deal is not insignificant. For marketers, the Twitter-Google integration crystallizes intuitive principles of contemporary content […]
Google, Partners, and Loyalty (Or: Thanks for the Espresso Machine, But…)
It’s been just over three years since Andy Rooney died. For a time, there may have been a shortage of curmudgeonly commentary on our planet. Luckily, I’m here to pick up the slack. Or if you like, pretend Andy has come back to life, channeling Eminem: “This looks like a job for me… cuz we […]
Lowering PPC Bids: A Powerful Dynamic (Traffick)
With the holiday rush over, many advertisers will be resting up from — and taking stock of — the past six weeks of frenzied bidding, higher sales, and hopefully strong returns. But we also have to roll strongly into Q1 and do the many things necessary to succeed in a more stable seasonal environment. Those […]
Bing Ads to Release Powerful Universal Tag
Here at #BingAdsNext in Redmond, Nishant Gupta is announcing the impending release of Universal Event Tracking, a subtle universal conversion tracking and remarketing pixel similar to Google AdWords’ Universal Tag. The value of the universal tags is clear: install once; no re-tagging for different purposes; manage goals to your heart’s content within the interface. The […]
In Online Reviews, How Much Negativity Do We Really Want? (Traffick)
Recently, I was pleased to see such extensive coverage of Nancy Peterson and HomeStars in a piece by Diane Jermyn in The Globe and Mail. One common misconception that cropped up, and you see it often with accounts of today’s online review sites, is an assumption that you should see about the same number of […]
Are Your PPC Campaign Results Better Than They Look? Or Worse? (The SEM Post)
At this time of year, the pressure is on to “be ready” for the upcoming hot season, and to “work with increased budgets.” Various cheerleaders and naysayers in your company (and especially, our friends at the search engines) may be pushing you and pulling you every which way, trying to find justifications in current profitability […]
