We had a client recently who decided to bring PPC in house. That’s not exactly what an agency wants to hear but yes, it does happen now and then. What struck me about the process was the frantic call we got on the last day looking for help in moving their Adwords account into Yahoo [...]
Ah, Seattle. The Emerald City. You’ve taught me so much. Things like, “the morning’s weather is in no way a forecast of the afternoon’s weather” and “cream cheese and hot dogs belong together.”
In addition to being the place where I learned that it’s okay to throw fish, our fair city is also the place where I learned about PPC. Seattle tends to have its own way of doing things, and pay-per-click marketing is no exception. In no particular order, please enjoy:
A few weeks ago, I was speaking to a colleague about making gut decisions in bid optimization - and realized that I had never discussed this with anyone before. But… we all do this, right? She and I can’t be the only two people who go into accounts, see that things aren’t quite where we [...]
Attended the local chapter of the American Marketing Association yesterday and recieved some good insights, as the title says. Here are some of them:
First up, Hillary Miller – Wunderman
Mobile is not brochure ware on your phone. You have to think about your mobile strategy and implementation. Need to know the composition of your audience before [...]
Today, Microsoft unveiled its newest mobile device product, the KIN. Designed and developed by the same group that created the Sidekick, KIN is a phone designed with a heavy focus on social networking, right down to a radical new user interface that brings status updates front and center. It’s a bold step for Microsoft - [...]
Mobile – Again.
Yes, as I have stated before in my last blog post, thoughts on mobile marketing, and I will say again – This market isn’t going away, but will only get bigger and better! In my last post, I described and provided an overview from my perspective, the mobile market, its potential, user [...]
We’ve all seen websites with hotel reservations, affiliate marketing, and webinar signups where in order to make a purchase or become a lead, a visitor needs to go to a third-party page. Well, I have worked with a few like that and in every case tracking is the first thing that needs to be addressed. After all, if we do not know how many people completed the CTA, how could we claim that the campaign is a success?
This kind of tracking has an undeserved reputation of being difficult to implement. But in reality, all you need is Google Analytics code on your site and a little bit (honestly!) of coding.
Anyone who knows me, knows I try to optimize EVERYTHING. Period. Whether it’s which lane of traffic I’m in on I-90, what ingredients I put in my compost bin, or my bidding strategy on a content network campaign, I try to maximize efficiency and monetize efforts.
A little more than a month ago, I attended a Seattle Direct Marketing Association (SDMA) event and the discussion topic presented by Romi Mahajan has stuck with me, as intended. Is our profession (marketing) still 3 parts Art and 1 part Science? OR has it totally flip flopped and very few of us think about the ART /creative part of marketing any more and has the science part become our mantra? Are we measuring too much and just tweaking? Are we spending all of our time digging through data and not enough time brainstorming big ideas? Are we consistent singles hitters, not risking a strikeout to hit a grand slam?
Not sure if this belongs on a search marketing blog, but can’t help myself. Visiting Japan is as always enlightening. Growing up in an ethnocentric US culture, one naturally believes the world revolves around you and the rest of the world are the great unwashed masses. Turns out this thinking is a bit wrong. In [...]
In order to free your bidding strategy from the paralysis that comes from accounting for all possible variables, certain assumptions have to be made. Commonly, one of these assumptions is that increasing a keyword bid increases the ad position, and increasing the ad position increases the CTR. But it’s not always true.
To test, I looked [...]
