Budget considerations Can we make a difference? Good client rapport Have they got time for you? Are they a know-it-all? The client’s budget has to be appropriate for their industry category. You may run into significant problems if competitors spend ...
In some cases, clients are not receptive to new PPC account ideas. It’s even possible for PPC ideas to be kiboshed before they’ve had a chance to make it into campaigns. In this article, I’ll discuss some client obstacles and some important factors ...
As goes search, so goes paid search, at least in the sense that nobody would click on paid links near search results unless compelled by search engine results in the first place. So, changes in how people interact with search engines can affect where ...
A couple of my paid search columnists have offered some great tips on generating ad copy. I’m going to build on this and talk about gearing ad copy to the consumer buy cycle. By targeting specific stages, advertisers can increase relevancy by ...
Search marketers are pretty good at claiming credit for online sales, and they’re getting better at measuring phone sales as well. However, there’s a huge amount of activity in brick-and-mortar stores, in terms of walk-in sales in the offline world, ...
Although paid search is far more trackable than many media - even online display advertising - many paid search campaign managers have difficulty tying detailed paid search data to actual sales. This is particularly true with long-sales-cycle campaigns, ...
We’re all pretty familiar with the well reported search landscape of the US/UK. But, in other parts of the world, the search engine landscape is very different. In this article, I’ll focus on China, Japan and Russia. The goal of this article is to ...
I've been thinking a lot about landing pages lately. Last time, I talked about getting multivariate landing page testing straight. Today, I'll look at a specialized offer technique that employs what I'll call a Pain Reliever Page (PRP). A PRP is ...
These days, you can’t go anywhere without hearing about multivariate testing so I thought I’d walk through a landing page test. Along the way, I’ll provide testing pointers and leave you with several testing considerations. I'll highlight the ...
Last week, Page Zero Media held a seminar in Toronto called Winning the Paid Search Game. In the intensive half day seminar, we focused on tactical PPC issues like ad copy generation, landing page optimization and the differences between the search ...
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