Three Takeaways from the Nov. 7 “PPC vs. SEO” Session at Pubcon 2017

Last week, with my colleagues Cory Kleinschmidt and Mona Elesseily, I attended and spoke at Pubcon in Las Vegas. To refresh your memory, Pubcon is the tactical digital marketing conference that just won’t die. As other conferences slowly decline due to changing tastes, this one keeps going and going like the Energizer bunny. Sessions are […]

Mobile PPC: For Control Freaks, Challenges Remain

(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 […]

Interview: Randomness, Black Swans and Fragility and How they Affect SEM (PPC Hero)

Yesterday we had an amazing opportunity to talk to Andrew Goodman who talked about Randomness, Black Swans and Fragility & How They Affect SEM. PPC Hero: Could you start by telling us a little bit about your background in PPC? Andrew: It’s nearly as simple as having tinkered with AdWords Select in Mar 2002 & being blown away […]

Building the Anti-Fragile PPC Campaign

Learning better decision-making by understanding basic statistics. Part one in a two-part series. Nassim Nicholas Taleb, author of “The Black Swan,” has been an unexpected and much-appreciated influence on my view of the complex world of PPC keyword advertising. I’ve searched somewhat in vain for analogies in our field that map well to the scenarios […]