Paid Search Marketing Articles

Paid Search Marketing Articles / 14.08.2015

If you’re a seasoned online marketer, you’ve probably been exposed to user experience gurus, conversion rate improvement experts and their ilk. Even without knowing the high-level principles, many designers and performance marketers have developed a bias in favor of simplicity. Concepts such as the use of white space and decluttering a page have been bandied around for years in the normal course of creating better experiences for users. Lurking behind much of the advice are higher-order principles of...

Paid Search Marketing Articles / 22.07.2015

Arbitrary destruction of reputations turns people into slaves. -Nassim Nicholas Taleb, recent Facebook post Ever been taken down by an “ambush audit”? It’s not fun. Tempted to win new business yourself by ambushing an incumbent agency? Tempting, but… Is your organization actually built around approaching businesses and cold-pitching them, with the “ambush audit” as the mainstay of your approach to winning new business? Well then. You are the embodiment of evil. Continue reading on The SEM Post....

Paid Search Marketing Articles / 16.07.2015

So you've set up your mobile PPC campaigns, but are these searchers converting? Mobile, mobile, mobile. It’s all we hear about these days! Even so, many marketers are still not taking steps to fully optimize their PPC landing pages for mobile users. In this article, I discuss several factors that can really make a difference when it comes to your mobile pages. Note that these tips can also be used on “regular” (non-PPC) mobile site pages. Continue reading on Search...

Paid Search Marketing Articles / 18.06.2015

Despite what many think, writing ad copy isn’t easy. It takes time to come up with good ad copy! As a result, many in the industry have developed and refined processes for generating high-performing ad copy. In this article, I’ll summarize the process that I follow and share some useful tips I’ve learned from others. Whether you’re starting from scratch or revisiting ads that are fatigued, this process can help you to create compelling, effective ads that boost conversions. Continue reading on Search Engine...

Paid Search Marketing Articles / 26.05.2015

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 some of the more thoughtful professionals in these ranks have been known to blithely enable a range of tough-to-fathom default settings...

Paid Search Marketing Articles / 21.05.2015

Many businesses look to paid search to kick-start their online marketing, but columnist Mona Elesseily notes that you need to have the right elements in place before you can launch a PPC initiative. There are significant obstacles that could impede your online marketing success when working with a client — and they’re not always related to the way PPC accounts are set up. You can have the perfect bidding, ads and landing pages, yet still see only limited...

Paid Search Marketing Articles / 23.04.2015

Back in the day, we used phones for everything! We dialed 411 to find someone’s contact information, called shops to inquire about store hours, and bought items from a catalog over the phone to have them shipped to our homes. Enter the digital age. As internet access became widespread, we marketers became consumed with connecting with our audiences and prospects digitally. We assumed this was the way of the future and the way in which people wanted to connect. We forgot about the phone...