Paid Search

Paid Search / 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 / 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 / 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 / 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, Paid Search Marketing Articles / 30.09.2015

[This post is a companion to a panel session at SMX East in New York, Sep. 30, 2015: The Great PPC Account Structure Debate - #smx #23B] It's no secret that I'm no fan of needless busywork in PPC account management. Just as SEO firms used to bill clients for what Jill Whalen famously reduced to "boondoggles" -- filling potholes that don't exist, if you will -- I've generally been wary of long to-do lists in...

Paid Search / 31.07.2015

There are literally hundreds of ways of telling the old marketing joke about the “FRESH FISH SOLD HERE TODAY” sign that appears by the fishmonger’s stall in the open-air market. (Here’s a really thorough version.) For those who’ve never heard it, the helpful observer helps the business owner whittle down the redundant words in the sign. Today? Obviously. Remove the word. Here? Where else? Remove the word. Sold? Are you giving the fish away? Remove the...

Paid Search / 23.03.2015

[mashshare] (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 regarding the importance of the mobile channel. That’s a far cry from years ago when advertisers simply raced to turn mobile off. Searches...