PPC

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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PPC Optimization: The Road to Recovery Workshop

June 23, 2010

In a couple of weeks, I will be on the road again to help people optimize their Pay Per Click marketing efforts. From July 7-9th, I’ll be in Boston, Philadelphia and New York City for the Online Marketing Summit tour. Here is a description of the PPC Optimization workshop I’ll be doing: Over $10 Billion [...]

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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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SEM Intent & Landing Page Conversions

April 12, 2010

If you knew the true intent of a search inquiry (query) and you could respond to that intent perfectly then you’d convert most of the time. For more than a decade Bryan, John and I have been working with clients to determine all the different buying modalities (read “Waiting For Your Cat To Bark?“) and [...]

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