Five Quality Score Myths Busted
You know that Quality Score is important. But here’s a look at exactly what it is and what it can or cannot do. In search marketing, it’s easy to get people obsessed with a particular metric: you express it on a scale of zero to 10. (Remember Toolbar PageRank?) It’s only been a few months […]
Insider Thinking
Strong cognitive abilities don’t automatically lead to rational behavior in online marketing and life. How to avoid being a ‘cognitive miser.’ 2009 was a wacky year. Example: I received a perplexing voicemail from the perpetrator of one of the top (alleged) Ponzi schemes of all time. “I want to know your company!,” he chirped. Presumably, […]
Paid Search Era Ushers in a Whole New Mind
Got math? Got stats? Think you’re golden? Think again. One of the amazing qualities of paid search is its addictiveness. Once in the profession, people tend to stick around. Even CEOs of good-sized companies have been known to cling to the campaigns they initially set up, ceding the work to specialists only after colleagues and […]