The Google AdWords ‘Tourist Tax’
The difference between the newbies in AdWords Nation and the veterans. On a recent trip to Italy, I was struck by the pricing gap between “insider deals” you might get if you were a local, and the prices paid by harried newbies who just got off the plane. It’s price discrimination against the “rich,” or […]
Five Edgy Paid Search Techniques That Aren’t Black Hat
You won’t necessarily find these techniques in a Google AdWords certification course. Second in a two-part series. In my previous column, I expressed skepticism that black hat techniques are relevant to the world of paid search. This time, let’s look at some aggressive techniques that are worth considering – and aren’t necessarily black hat. Let’s […]
Black Hat PPC: Really? (Part 1)
Search marketers who use black hat techniques in paid search advertising are misjudging the guvernment of Google. Here’s how. With apologies to SNL’s Seth Meyers and Amy Poehler: this column is about black hat paid search advertising. Really. I’m a white hat. Really. So to you clever black hats out there: you still want to […]
Three Effective Tactics for Content Targeting
In today’s paid search environment, there’s a myth that content targeting doesn’t convert measurably for advertisers. Let’s dispel that myth. I admit it. Along with about 90 percent of AdWords advertisers, I was once a card-carrying member of the “Content Targeting is Scary, Kind of Like a Toyota, Club.” At SES New York one year, […]
Ad Position: Do You Need to Rethink Your Assumptions?
A look at the results of a bid increase test to see if a slightly higher ad position justifies an aggressive bid. No wacky stories this week – just numbers. Below I share the result of a bid increase (ad position) test, with the goal being to find out whether that slightly increased average ad […]
Paid Search Ad Copywriting: 7 Heavenly Virtues
If you want to reach your potential in the landing page optimization world, follow these seven steps. In the landing page optimization world, only a small elite reach peak performance. Those are the multitalented practitioners who have the good fortune of being fueled with data from a decade’s worth of testing, and who excel above […]
Paid Search Interfaces: Smoother Sailing, But at What Cost?
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 we don’t have to sell […]
Paid Search Ad Copy: Five Things Newbies Don’t Know
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 time you heard someone tweet: […]
5 Stages of Digital Marketing Professional Development
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 a digital marketing career these […]
Stumped for Strategy? Acquire 100,000 New Customers
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 communications tone. The largest of […]