I consider the use of a solid modern analytics solution a basic necessity when running any type of search campaign, paid or otherwise, and require it of all the websites I work closely with. In the past it was much harder to gain actionable insight from these tools, but now I spend as much of [...]
Most politicians are old; it’s basically a job requirement. It makes sense. The accruement of knowledge takes time and learning what to do with it takes practice.
Not many politicians would be classed as outright ‘ignorant’, but I’m afraid that if you can’t tell me, generally, the difference between Facebook and Google, you’ve got some modern [...]
CTR optimization is all about testing. The synergy between the keyphrase someone looks for and the ad that you present them is vital (not forgetting the keyword that triggers the ad in your account, and the space between the search term and searcher intent left by match-type).
The definition of Quality Score, as provided by Google themselves, seems to almost revolve around this mysterious ineffable quality called relevancy:
“The AdWords system calculates a ‘Quality Score’ for each of your keywords. It looks at a variety of factors to measure how relevant your keyword is to your ad text and to a user’s search [...]
It goes without saying that most PPC management professionals are pretty well versed in how keyword match type settings affect ad display (if not, read up!), but what about the flip side of the information, when a PPC campaign builder or an SEO is doing keyword research in the first place?
Return on Ad-Spend, or ROAS, is a metric calculated by dividing the revenue generated from an ad campaign, by the cost of that campaign. It can be applied to any sales situation that has an advertising spend, even a bake sale:
Lets say your mother gave you a pan of brownies to sell at the bake [...]
While slurping hot chocolate (Montreal is frikkin’ cold!) this past week, I’ve been trying to write an epic post on how searcher intent is all too often ironically ignored in the search marketing world. I wanted to write big, elegantly placing keyword based advertising in the larger framework of the all encompassing field of marketing. [...]
Have you ever had a client who is crazy for PPC, but is so addicted to the instant gratification it brings that they don’t want to dabble in long-term SEO work? PPC can actually act as a tool to help you ease them into the world of organic search – a little duel-edged work which [...]
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