ClickZ Tag

Paid Search Marketing / 05.09.2014

Building a successful pay-per-click (PPC) campaign can sometimes be viewed as "sculpting" in the sense that you need to chip away at the parts that won't help you achieve your conversion goals until you are left with a strategy that works. Now, as ever, profitable pay-per-click (PPC) campaign structures lie waiting somewhere on the other side of opaque customer intentions, challenging competition, and confusing interface quirks. Like writing the great American novel, PPC is hard. The...

Paid Search Marketing / 11.08.2014

There has been much confusion about the changes to Google's Quality Score. Here's a look at how things have changed, how they've stayed the same, and what marketers should do going forward. Recently, some clients and colleagues joined me for a custom seminar at Google Canada headquarters. While some of the group may have focused on the content, and others were struck by the quirky office features like the balcony mini-putt course and the DJ booth,...

Paid Search Marketing / 13.06.2014

There is a lot more to bidding, keywords, queries, Quality Score, and overall prioritization of effort in a PPC account than initially meets the eye. Thinking in multiple dimensions is a must. On the surface, PPC keyword bidding looks simple and one-dimensional. Keep updating individual keyword bids until each is hitting your key performance indicator (KPI) target, and you should be fine. That's a start. But in reality, doing that is harder than it looks. And...

Paid Search Marketing / 16.05.2014

While Google does throw many "knuckleballs" at marketers, there are several "fastballs" in there, too, if you know where to look. Another year, another season of high hopes for my beloved Toronto Blue Jays. Our former Cy Young-winning knuckleballer, R.A. Dickey, offers hope and heartache. A strong seven-inning performance will be followed up by an agonizing start when opponents solve his mystifying pitch, sending numerous offerings flying readily over the center-field fence. Still, at the end of...

Paid Search Marketing / 18.04.2014

Our neighbors to the north have lots of work to do when it come to capitalizing on the many e-commerce opportunities available to them. With the approach of the first ever ClickZ Live Toronto conference in beautiful Toronto springtime, it's now apropos to remove my pan-North-American and global marketer hat, and definitely time to scale back on the Facebook selfies of me neck-deep in snow, in order to reflect on the unique qualities of the Canadian online...

Paid Search Marketing / 10.04.2014

By Andrew Goodman President and Founder, Page Zero Media @andrew_goodman Subscribe to RSS Last year, while many other advertisers were holding protests and doing the Chicken Little dance, I decided early on to say something different: Enhanced Campaigns were going to make things… yes…better. A year later, and we’re still living with the pain of something that was taken away: bid control over the tablet channel. What we gained was granular control over mobile bids at the ad group level if desired,...

Paid Search Marketing / 18.03.2014

Although there are endless touted benefits to ad extensions, here is a look why they may not be all they're cracked up to be, with 11 detailed reasons. OK, "hate" is a strong word. If I were appropriately British, I’d probably soften this to "Why Ad Extensions Are Sometimes Found Wanting." Being Canadian, all I can do right now is say, "Sorry, I got you to click even though I feel toward ad extensions an emotion...