Paid Search Marketing

Paid Search Marketing / 14.12.2018

To all PPC heroes, rock stars, and ninjas: like the wolf in nature, a lone wolf cannot see as much. And wolves hunt in packs, don’t they? Sure, in agency work, a “single lead point of contact” is an important convention. Without a firm, experienced, and comprehensively trained account lead, no account can contend with tough competition. With one main point of contact, you also get consistent, unambiguous communications with the client or management. If you’re great...

Paid Search Marketing / 09.03.2018

CPG conglomerates accustomed to "spray-and-pray" ad practices have turned accusatory towards the most highly accountable forms of media of all time. Eliminating PPC ad campaign waste in the form of invalid clicks and underperforming segments etc is crucial. But in successful accounts, hypervigilance around waste gives way to ordinary levels of tightening....

Paid Search Marketing / 12.01.2018

To kick off the year, we’ve been treated to the usual round of roundups: expert predictions for what to expect in the coming year. For Search Engine Journal, an esteemed list of 25 PPC experts offered their prognostications about what to expect in our rapidly-changing field in 2018 and beyond. Other than my own product idea (an “old AdWords interface emulator”), what burning issues are the gang focusing on? Several analysts mention machine learning. The power...

Paid Search Marketing / 18.07.2016

As a PPC-focused agency, we've always hoped that our story would be easy to differentiate from the roughly several million wannabes who would like to dabble a bit in Google AdWords. If that differentiation were to come in part with the blessing of Google itself, we thought, so much the better. Google's push to encourage some standards in AdWords campaign management, and the beginnings of a drive to establish relationships with those who consider themselves qualified...

Paid Search Marketing / 21.03.2016

Along with insurance companies, car companies have been one of the major holdouts when it comes to their lingering attachment to relentless, expensive television advertising. It has its place, but how much is too much? The ads show to everyone - over, and over, and over again. That feels wasteful, if ROI is your thing. If only there were better alternatives (and sufficient inventory) online, advertisers would be turning even more quickly to newer, proven...

Paid Search Marketing / 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 / 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...