Do you handle situations like a rookie or a paid search pro? The secret of “being advanced” is…well…it’s sort of like “Being John Malkovich.” You have to put in your 10,000 hours. Or, as Geoffrey Colvin deftly explains in “Talent Is Overrated,” the greats in any field achieve most of it
By providing consumers with the ability to opt out of tracking, will Google undermine its business? At first glance, in tacitly accepting the rumblings of the do-not-track online advertising legislation crowd, Google seems to have released an instruction manual on how to wreck Google’s business. How far can this go?
Test and hone these four tactics and you’re bound to profit. Mavericks seem ubiquitous. Anointed (and sometimes self-appointed) radicals abound: entrepreneurs like Mark Cuban, politicians like John McCain, and even golf pro Phil Mickelson have been tagged mavericks. Think the label might be overused? Speaking of Lefty, here’s his secret.
Why e-commerce businesses competing in paid search auctions must optimize all facets of their communications – not just keywords and bids. In PPC these days, half measures simply don’t work. E-commerce businesses competing in ferocious paid search auctions must be thorough in optimizing all facets of their consumer-facing communications –
How to assess marketing options based on risk and unexpected benefits. In the column, “Evaluating Your Marketing Mix: An Exercise,” I encouraged marketers to evaluate their marketing mix on a more varied and flexible set of parameters than pure return on investment. As marketers, we often forget there are other
Before allocating your marketing budget, consider this approach to assessing your options. On top of being massively successful, entrepreneurs like Geek Squad founder Robert Stephens are often blissfully free of academic distinctions. Call it marketing. Call it unmarketing. Call it “doing what works.” Stephens is widely quoted as saying: “Advertising
Are you using ROI to justify your ad spending? An alien analysis might be more effective. In online marketing, everything is good to do, and nobody wants to be left out. That is to say, all sub-disciplines, sectors, channels, tactics, and professional organizations in online marketing and advertising compete for
Are other people’s marketing allocation decisions driving you crazy? Is there a way to make a firmer case against these decisions? Let’s examine a strange form of madness: other people’s marketing allocation decisions. Hereafter, OPMAD’s. Maybe it’s a client, or senior management of the company. They’ve passed over the important
Want to more reliably test key variables in your Google AdWords accounts? Try these two tests. Issues of test design, keyword auction dynamics, and statistical significance are complex. To help marketers more reliably test key variables in their AdWords accounts, Google has created a killer little feature called AdWords Campaign
When managing ad campaigns in small markets, it can be difficult to obtain statistically significant conclusions. Here’s how to overcome that obstacle. How can one apply North American search marketing insights to a very small market in Europe? I was reminded of this question when I recently spoke at a
