What We're Thinking

Too often, display advertising has been coddled, while paid search ads will do anything to make the paying customers happy. While search marketing has often…

It’s important to think about long-term strategies and compromises that minimize the damage caused to paid search ROI with needless rebuilds. In golf, there’s a…

A look at some categories of meta messages that might be relevant to your ad strategy. Last time, I explained that ad formats and copy…

Make sure you don’t just focus on what your ads literally say, but, more importantly, on what they convey. When Google first made qualifying advertisers…

Five reasons we change the channel to turn away from our core focus on overall rates of customer acquisition, aggregate revenue growth, and total profit.…

It’s important to add new tricks to your repertoire, but not at the expense of overall client performance. Remember the world’s formerly greatest golfer, Eldrick…