PPC Audits: A Guide to Playing Fair
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 […]
7 Mobile Landing Page Tips You Can Implement Tomorrow!
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 […]
Get Your High-Performing Ad Copy Today! Buy Now!
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 […]
What Do These Google AdWords Features Really Do?
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 […]
Is There Hope For Your Prospective PPC Client Or Campaign? Giving PPC Tactics Essential Support (Search Engine Land)
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 […]
How To Drive Phone Conversions With PPC (Search Engine Land)
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 […]
Mobile PPC: For Control Freaks, Challenges Remain
(Warning: real-world data below!) Most advertisers continue to be unimpressed by subjective criteria in online advertising. And complex attribution patterns can involve too many leaps of faith. And yet… Is that a spring thaw you hear outside the window of your digital marketing event? No, that gushing sound you hear is the din of unanimity […]
Unleash Your Quality Score Beast Mode (Bing Ads Edition)
Thinking of getting fancy with Quality Score? It may be better to be more straightforward. Read on. Quality Score is the driving force in the PPC ranking algorithm at all major search engines; indeed, it has been since Google AdWords Select was released in 2002. You could do far worse than to model your strategy […]
PPC Managers and Deferred Gratification
Chatting with a conference speaker who just happens to be a longtime, focused SEO vendor, I didn’t have to wonder how long it would take before I’d hear the SEO lifer’s take on PPC: “It’s like the crack cocaine of marketing.” He got to that point in about six seconds. The characterization stems from the […]
Google, Partners, and Loyalty (Or: Thanks for the Espresso Machine, But…)
It’s been just over three years since Andy Rooney died. For a time, there may have been a shortage of curmudgeonly commentary on our planet. Luckily, I’m here to pick up the slack. Or if you like, pretend Andy has come back to life, channeling Eminem: “This looks like a job for me… cuz we […]
