3 Neuromarketing Considerations For Landing Page Optimization (Search Engine Land)
Last month, I attended a webinar by Tim Ash called “Understanding the Brain’s Need for Novelty & Shortcuts.” This made me think and realize that many of our PPC landing page strategies are “shortcuts” and relate directly to the field of neuromarketing. Neuromarketing is a relatively new field of marketing research that studies consumers’ cognitive and […]
The Great Enhanced Campaigns War of 2013: The Surprising Winner
As Google rolls out Enhanced Campaigns, many advertisers are petrified that prices will rise. Like all great rulers, Google has grand ambitions and a continuing need to finance them. While it has no shortage of cash on hand, its continuing source of cash – targeted clicks – has faced downward pricing pressure of late. Wall […]
Interview: Randomness, Black Swans and Fragility and How they Affect SEM (PPC Hero)
Yesterday we had an amazing opportunity to talk to Andrew Goodman who talked about Randomness, Black Swans and Fragility & How They Affect SEM. PPC Hero: Could you start by telling us a little bit about your background in PPC? Andrew: It’s nearly as simple as having tinkered with AdWords Select in Mar 2002 & being blown away […]
Building the Anti-Fragile PPC Campaign
Learning better decision-making by understanding basic statistics. Part one in a two-part series. Nassim Nicholas Taleb, author of “The Black Swan,” has been an unexpected and much-appreciated influence on my view of the complex world of PPC keyword advertising. I’ve searched somewhat in vain for analogies in our field that map well to the scenarios […]
7 Tips To Avoid High Bounce Rates On Landing Pages (Search Engine Land)
Five years ago, Avinash Kaushik famously described the sequence of the typical unsatisfied website visitor: “I came, I puked, I left.” There is a little less puking these days, but after clicking on an ad, far too many visitors are still squinting, yawning, shrugging their shoulders, or having trouble connecting their needs and wants with the […]
PPC: Fast and Slow
There might be pressure on you to hop into your PPC accounts and “drive them hard” at this time of year, but if you’re ready for the season, there should be no need for that. At our house, “Canada’s Worst Driver” is a huge hit. The show is so popular nationwide that it’s into its […]
Keywords & Search In 2013: Interview with Andrew Goodman (Search Engine Land)
On November 20, Search Engine Land published an interviewed with Page Zero founder Andrew Goodman about his thoughts on “Keywords & Search in 2013” after Andrew spoke at the SES Chicago conference on November 14, 2012. Read the interview on Search Engine Land
Your Holiday PPC Strategy for 2012: Yes, It’s Changed
There is still some time left to adapt to some of the major upheavals that have rocked the PPC world in the past year or two. Most online marketers spend the year quietly preparing for this make-or-break time of year, when searches, conversion rates, and sales surge. Some companies (for example, selling expensive equipment or […]
Remarketing for Search Ads: Your Peeps, Less Creep
Every so often it pays to ask yourself if you’re using remarketing judiciously, or excessively. The most exciting AdWords feature to be rolled out in some time is Remarketing for Search Ads (RFSA). The “audiences” for this feature work exactly as they do with classic remarketing; the difference is that the ads may now appear […]
Five Things Google Gives Away for Free
I’ve developed a slightly mystical belief: there is no free lunch. Or call it instead the Free Stuff Karma Syndrome. Better yet: Maybe You’ll Do Me a Favor Sometime. To sum it up, if you’re an end user, and you cherry-pick all the best online content and services without ever paying a penny for them, […]