Advertising

The Future Shopper

September 24, 2010

There is hardly anyone who would argue over the impact that search, social, and mobile technologies have had on the customer buying process over the last five years. However, while many companies worry about keeping ahead of their competition, they actually have a much bigger issue – keeping pace with their customers. Indulge me while [...]

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An Intervention for a PPC Addict

July 2, 2010

In my previous life, I was a social worker who helped mentally ill and chemically addicted adults on their road to recovery. I see many of the same symptoms of addictive behavior in too many pay-per-click (PPC) advertisers today. After all, there’s something terribly seductive about the simplicity of creating a PPC (define) ad; within [...]

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Why I Won’t Buy From You!

June 18, 2010

Actually the answer is pretty simple. You haven’t given me sufficient reason to choose you over your competitors. Today’s customer has more choice, more knowledge, and even tabbed browsing to evaluate you and distinguish you from all of your competitors. In the few seconds they’ll invest in your website, if they can’t decide why you [...]

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The Secret Behind Successful PPC Advertising

June 4, 2010

When we audit clients’ PPC (define) accounts, we look at their work from two aspects: the technical and the creative. While a 95-character ad shouldn’t be so challenging, common flaws appear in almost every account. Let’s start out by examining the creative aspect. Creating the PPC Searcher’s Journey For visitors to convert, the five steps [...]

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The Google AdWords Drama

April 20, 2010

You’ll laugh, you’ll cry, you might even kiss your money good bye. Google AdWords is one of the most remarkable advertising vehicles in the history of marketing. No matter how simple 95 characters seems to be, there is no denying the complexity of executing well. Of course, the fact that not all the rules or [...]

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How to Trim the Online Ad Budget

September 25, 2009

I hear one big question over and over again when I speak: where do I trim the fat from my online budget? If you aren’t being asked to do more with less, then just wait. You will. Online marketers that have well-monitored stews of traffic on their site are hesitant to do anything other than [...]

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