Should marketers be grateful for better PPC interfaces or worry about the lack of transparency? Just how excited should we be about new paid search interface features? At least as excited as we should be about new ad formats and new types of inventory. With a better interface, at least
Experienced search marketers even forget to test ads properly. Consider these factors. Maybe it’s the unassuming nature of short text ads or the endless potential for distraction in an industry long on chatter. But even seasoned marketers sometimes forget to test ads properly. Think about it: when was the last
What are the professional development hallmarks of a digital marketing career? Trade shows and conferences are like the Energizer Bunnies of the digital marketing industry. Despite hard times, demand for events has grown. I think I’ve figured out why. But first let’s walk through what it’s like to kick off
Do performance marketing, focus on growing the top and bottom lines, and then strategize in your spare time. There’s a common misconception in marketing that strategy always emanates from the top down. That companies need to go through rigorous planning processes to determine the appropriate marketing mix, brand strategy, and
In paid search, companies can waste a lot of cash if they neglect the Campaign Settings screen in Google AdWords. Here is advice on how to approach the five most critical settings. At just about any search marketing conference, someone will ask for a quick site review in a session
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
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
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
