SEM Blog

Paid Search Marketing / 13.08.2010

Are companies doing what they can to identify, nurture, and maximize the paid search asset? Here are some things they should be doing. Can a well-honed advertising campaign be considered an asset? A mature paid search campaign is an asset, in the sense that it's a complex, diversified portfolio of laser-targeted advertising touch points (search keywords, and other relevant customer segments) that each come with their own expected return and the flexibility to bid higher or lower....

Paid Search Marketing / 30.07.2010

The biggest sin in the marketplace isn't asking questions and digging up data from people; it's not asking, not digging, and getting it wrong. Can an advertising campaign be an asset? I don't mean asset as in "Say, Biff, you're a real asset to Norelco. Another quarterly sales increase, and thanks for taking care of my dog in July!" I recently stumbled on this idea posed as an accounting question in places like Harvard Business School (with thanks...

Paid Search Marketing / 16.07.2010

The difference between the newbies in AdWords Nation and the veterans. On a recent trip to Italy, I was struck by the pricing gap between "insider deals" you might get if you were a local, and the prices paid by harried newbies who just got off the plane. It's price discrimination against the "rich," or anyone who is new to the scene. It extends to everything from real estate to pizza slices. And of course, there are probably...

Paid Search Marketing / 18.06.2010

You won't necessarily find these techniques in a Google AdWords certification course. Second in a two-part series. In my previous column, I expressed skepticism that black hat techniques are relevant to the world of paid search. This time, let's look at some aggressive techniques that are worth considering - and aren't necessarily black hat. Let's call them "edgy." Confusion in "hat" debates in PPC (define) arose when some players began calling "edgy" techniques "black hat." If you're...

Paid Search Marketing / 04.06.2010

Search marketers who use black hat techniques in paid search advertising are misjudging the guvernment of Google. Here’s how. With apologies to SNL’s Seth Meyers and Amy Poehler: this column is about black hat paid search advertising. Really. I’m a white hat. Really. So to you clever black hats out there: you still want to convince us...

Paid Search Marketing / 21.05.2010

In today's paid search environment, there's a myth that content targeting doesn't convert measurably for advertisers. Let's dispel that myth. I admit it. Along with about 90 percent of AdWords advertisers, I was once a card-carrying member of the "Content Targeting is Scary, Kind of Like a Toyota, Club." At SES New York one year, using the best analogy any boy can come up with (a car analogy, in other words) to describe the quality of...

Paid Search Marketing / 07.05.2010

A look at the results of a bid increase test to see if a slightly higher ad position justifies an aggressive bid. No wacky stories this week - just numbers. Below I share the result of a bid increase (ad position) test, with the goal being to find out whether that slightly increased average ad position on a core keyword generates enough volume at a reasonable ROI (define) to justify the more aggressive bid. Did the Auction Change...