If you’re a bit TOO digital in your orientation, you can forget or ignore the fact that a large amount of business is still done on the phone. I know I ignored this, at one point, in my digital enthusiasm. But different people and different generations prefer different communication channels. And consumer communication habits vary …
One subtle aspect of pay per click optimization you have to get right (if you want your changes to have positive effects) is date ranges. Boy is that a nerdy and boring topic! But it’s critical, because using the wrong date ranges can lead to inaccurate assessments and changes that have surprisingly bad effects on …
Google shows ads to people outside your geotargeting if they deem the search to be “relevant”. What? Really? Yep, I read about this recently and immediately called our AdWords people, and they confirmed it. AdWords parses all searchers’ queries- if a searcher is outside your geotargeting, but their search query appears to be relevant, they …
This Tuesday, 1/27/2009 at noon PST, I’m giving a free 1-hour online webinar for SEMpdx, Portland’s SEM community. But anyone can attend, and sign up is easy : Sign Up Here The formal event description is: “The 5 Steps to PPC Optimization is based on my 5 step process for optimizing anything. I created that …
1. ROAS reports For Revenue-Based Accounts For whatever strange reason, AdWords will give you ROAS (return on ad spend) in the Reporting Center, but not in the Campaign Summary interface. If you’re doing lead generation and cost per conversion is your KPI, that’s easier- ads and keywords have that. But if ROAS is your metric …
George Michie just wrote a really cool blog post about PPC RFP’s (requests for proposal). So I was a list of what should you ask a PPC firm before hiring them. It’s a really authoritative, awesome looking post that I find too intimidating to read completely, but I do like George, and really respect him …
Advertising dollars are moving from traditional to online. The recession is accelerating this shift. Advertisers want to spend smarter. As more companies use enterprise-level analytics to track ad spend ROI and see what works best, they’ll move from directly-negotiated media placement to AdWords (both search and placement-targeting). AdWords beats other advertising methods because you can …
#1 Myth: AdWords Is Media Placement This is a misconception of ad agencies and clients who have done more media placement than pay per click. In media placement, you place your ad somewhere for a set fee, and that’s it. We can make analogies between that and pay per click, but it’s not the same. …
What’s the number one reason for PPC’s strong growth as an advertising channel? High ROI. PPC is one of the most profitable advertising and marketing channels. This view is shared by most online marketers, who in 2007, according to Marketing Sherpa, ranked PPC and email marketing as the two channels with the highest ROI. 1. …
After working with about 100 different interactive clients in various industries over the last five years, I can confidently say… When you work at an agency, there are things clients can do to help you succeed for them. And there are things clients can do to make it difficult or impossible for you to help …
