The Daily Campaigner

The Daily Campaigner

Consistent digital marketing advice for publishers and agencies. Cutting edge topics from thought leaders. Content you can count on.

Latest Articles

Clarity Undelivered

In my ‘Three Challenges’ Post I wrote the following to describe one of the fundamental reasons why I think the process of managing paid search needs to be improved: There is a lack of clarity. It is amazingly difficult to get accurate...

Keyword Click-Through-Rates (CTR’s)

One thought I wasn’t able to put in the last post about missing and misleading click data, was about keyword click-through-rates. Do keywords really have click-through-rates? Objectively they do because the engines report them. But does that...

Clarity Pt.3 – Missing Clicks

Paid Search Managers spend a lot of time analyzing clicks. Which keywords got them? Did they convert? How much did they cost? But how much time is spent thinking about the clicks you didn’t get? How much information do you have about those clicks...

Google Agrees: Each Search is A Question

I’ve suggested before that you should think of each search as a question. Paid search ads are run in an attempt to raise your hand and deliver answers. Today Google noted that they are monitoring over 1 trillion URLs, for use in finding the...

Paid Search Clarity – Part I

Yesterday I noted that paid search managers face three challenges in trying to effectively manage paid search campaigns: A lack of clarity (reporting problems) Difficulty defining priorities (strategic and planning problems) Horrible inefficiencies...

Keyword Lawsuit Dropped

Another lawsuit aimed and preventing the use of trademarked keywords was dropped this week. This time it was American Airlines who had filed a lawsuit against Google for allowing other to use their name to trigger the display of competitive ads...

Fisking A Yahoo Blog Post

The search engines have an inventory of ad space they want you to buy. They want you to pay the highest price possible, although they obviously have to work within market conditions and create (or even deliver) value. They operate highly complex...