Paid Search Marketing Articles

Paid Search Marketing Articles / 26.02.2016

Everyone's talking about Google's recent decision to remove AdWords ads from the right rail. Let me humbly add the most incredibly cogent response to date. A few folks noticed Google's tests prior to the rollout. Some folks, like Moz's Dr. Pete Myers, noticed a lot more than others. Are some observers overreacting? Probably. Some of those in the bleachers tend to enjoy spectating primarily in terms of the superficial look and feel of the SERP. Since the playing field is...

Paid Search Marketing Articles / 25.02.2016

Recently, I had dinner in Orlando with Bill and Ted (not their real names), some pretty successful digital agency owners. (By successful, I mean more than 50 employees and strong annual revenues.) They’ve been friends of mine for a long time, so I assumed they’d be up for a little of the usual expert banter. The first punch in the gut came when I casually explained about some PPC bidding methods we routinely use. My friends had...

Paid Search Marketing Articles / 29.01.2016

Recently, I came across a social media post that — honest to goodness — went on at length about the price the poster would be willing to pay for a new brand of ketchup. “I’d need 50 percent off to give it a try,” opined the timid tomato tester. “If I turn out not to like the product, it’s just a whole lot of wasted time, and a waste of food .” “This calls for snark!” some alien voice...

Paid Search Marketing Articles / 03.12.2015

At our company’s informal book club, we recently had a nice discussion of David Hand’s The Improbability Principle: Why Coincidences, Miracles, and Rare Events Happen Every Day. Belief in causation where there is only correlation, faulty assumptions about how “randomness” works and similar errors are shockingly common, even among the educated. Superstition can be a nightmare for the marketing practitioner, who can be praised or blamed for factors that fall outside of her control. Better measurement helps, of course — but...

Paid Search Marketing Articles / 05.11.2015

Historically, the Google Display Network (GDN) had limited features, and it was impossible to fine-tune and narrowly target segments/users/customers. Today, there are more ways advertisers can target people/users interested in buying products or services. Furthermore, we’re better able to layer products so they work in tandem. In this article, I’ll discuss some of the targeting options available and discuss some of the ways I like to layer them into campaigns. The inspiration for this article came from a...

Paid Search, Paid Search Marketing Articles / 30.09.2015

[This post is a companion to a panel session at SMX East in New York, Sep. 30, 2015: The Great PPC Account Structure Debate - #smx #23B] It's no secret that I'm no fan of needless busywork in PPC account management. Just as SEO firms used to bill clients for what Jill Whalen famously reduced to "boondoggles" -- filling potholes that don't exist, if you will -- I've generally been wary of long to-do lists in...

Paid Search Marketing Articles / 11.09.2015

I recently learned some neuroscience tips at a seminar called The Human Mind & Usability, which was hosted by well-known usability experts the Nielsen Norman Group. In this article, I’ll discuss easy and effective ways to incorporate the discipline of neuroscience into landing pages. The same principles can obviously be used for other website pages too. Why is this important? Cognitive Load Reduces Our Effectiveness Our brains get overwhelmed (and, as a result, don’t work effectively) if they’re too...