Hotwheels vs. Matchbox. Who’s on the Right Track in Online Marketing?
Before I dive into the details, have you ever noticed that in the Toy aisles of Dept. Stores, Matchbox and Hotwheels are always on either end of the aisle. Have you also noticed that they both often have the same retail price, yet Hotwheels has a bigger selection? (I have a 4 yr. old, I swear!!!!). Well, what we see “offline” can be imitated online and in this case, Hotwheels is the dominant winner in … Read entire article »
Filed under: Online Strategy, Paid Search in General, PPC Analysis & Case Studies
The Importance of Storytelling in PPC Marketing
When providing PPC Marketing Services to either a client or within a company, it’s important to gather all of the “before and after the click” performance data and simply just tell a story, instead of just throwing together an excel report with useless metrics. Unfortunately, I have witnessed this too many times and advertisers who are paying for these services are not getting the what they are paying for. In this post, I will discuss the … Read entire article »
Filed under: Featured, Featured Articles, Online Strategy, Paid Search in General, Web Analytics
If W. Edwards Deming Were a Search Engine Marketer…
WITH THE RECENT economic tough times we are facing it has become more and more important to make sure the work you do is profitable. That is not to say that your work should not always be profitable but I believe in times of prosperity it easy to get sloppy and lose focus on doing the right work that adds the most value to your customer. In Paid Search it is easy to get lost … Read entire article »
Filed under: Featured, Featured Articles, Google Adwords, MSN AdCenter, Online Strategy, Paid Search in General, Quality, Systems Thinking
Why PPC Marketing is Becoming a Universal Language
Recently, I was asked to review an Adwords account that was in a completely different language. At first, I was a little skeptical about how effective I could be at understanding the account, especially since I could not understand any of the keywords, text ads and landing pages. But honestly, I was surprised to know that it did not matter all that much and I came to realization that “in this case” Strategy was just … Read entire article »
Filed under: Google Adwords, Online Strategy, Paid Search in General
PPC Adgroup Expansion & Optimization Tips
In many cases, identifying a well structured PPC campaign usually consists of many “highly relevant” adgroups (keyword groups, text ads and LP’s). But one of the biggest challenges is Budget Allocation within those campaigns which contain those adgroups, especially when dealing with continuous expansion. Most of the time, certain adgroups will ether “suck up” all of the spend and/or provide the most conversions. In the fortunate case of having a few “goldmine” adgroups, it makes … Read entire article »
Filed under: Online Strategy, Paid Search in General, PPC Classroom
Systems, Search, Honeybees and The King Who Inspired Them All
LAST NIGHT I was watching the award-winning documentary ‘Vanishing of the Bees’ about the global phenomenon of the disappearance of honeybees, also referred to as Colony Collapse Disorder (CCD). The disappearance of honeybees has been suggested that the use of systemic pesticides on monoculture crops is one cause the affect of CCD. At the beginning of the segment in the documentary that dove deeper into this causality was a quote by Dr. Martin Luther King … Read entire article »
Filed under: Display, Google Adwords, Online Strategy, Search Engine Optimization, Systems Thinking
A Systemic Approach to Pay-Per-Click (PPC) Advertising
ANYONE WHO CLAIMS that paid search advertising is easy is misguided. Sure, at its core, the components that make up a paid search campaign are easy to assemble – campaigns>ad groups>keywords>text ads>landing pages. How to organize a pay-per-click account for Quality Score, conversion growth and cost efficiency is well documented but what is not well documented is the systemic approach that should be taken to achieve pay-per-click and search engine marketing results. Today, pay-per-click platforms like … Read entire article »
Filed under: Facebook Ads, Google Adwords, MSN AdCenter, Online Strategy, Systems Thinking
The “After The Click” vs. “Before The Click” Tug of War in PPC Marketing
What’s looks better in a report, does not mean it’s good for the client. One of the biggest misconceptions in PPC is “before the click” performance. There is so much attention being placed on traffic quality than actual conversion quality. The industry is lacking in “bridging the gap” between the before and after experience of effective PPC Marketing. Now let’s be honest here. When most people talk about PPC Marketing, they measure success around Quality … Read entire article »
Filed under: Online Strategy, Paid Search in General
Tips on How to Maximize Lead Quality in PPC Marketing
One of the biggest issues PPC Marketers face today is knowing what is a considered a GOOD lead and what is a BAD lead. Some would say that doesn’t matter to them, as they feel their job is to just drive leads and keep the ROAS% within their threshold, while others to strive for perfection and count on their clients for future referrals. Well, for those who don’t care about lead quality, that is just … Read entire article »
Filed under: Featured, Online Strategy, Paid Search in General
10 Things The Adwords Certification Cannot Teach You
Being Google Adwords Certified can only be a good thing to have under your belt. However, it’s hard to believe that just because you are certified, doesn’t make you successful, nor reputable. In fact, much of the “needle moving” of campaign success is not based on an exam question. It’s comprised of experience, strategy and an intimate understanding of the client’s goals, objectives and knowledge of their product or service. So below are 10 things … Read entire article »
Filed under: Google Adwords, Online Strategy, Paid Search in General
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