Effectively Prioritizing Your Paid Search Tasks
Aug 30, 2010 at 7:00am ET by George Michie
In my last Paid Search column I wrote about six common business fallacies that lead paid search managers to spend time unproductively. Unproductive work is costly in that someone internally or externally is paid to do work that adds no value, and that same person is prevented from doing work that is valuable.
Prioritizing tasks is difficult in the abstract: tasks that can generate the most impact for one account will be less important for another. Triage experience dictates that almost any weakness taken to an extreme can be devastating. Lousy, un-targeted, un-compelling ad copy can hur [...]
Filed in: Paid Search
Back to School Time: A Refresher Course on Writing Great Ads
Aug 23, 2010 at 3:38pm ET by Matt Van Wagner
In this month’s column, we’ll take a quick refresher course on what goes into writing great ads and then we’ll evaluate a few recent ads to see if they make the grade. Well-written ads define your brand, differentiate your products from competitors, give searchers important information about your features and benefits and create long-lasting competitive advantages for your campaigns.
Filed in: Paid Search
Google’s New Forced Transparency: Is Your Agency Ready?
Aug 16, 2010 at 8:00am ET by Brad Geddes
Google is making changes that require agencies to be more “transparent” in their reports to advertisers. But will this change benefit advertisers—or is it a move by Google to build its own brand and assure customer loyalty? The answers aren’t entirely… “transparent.”
Filed in: Google: AdWords, Google: Business Issues, Paid Search
Mobile Paid Search Advertising Strategies
Aug 9, 2010 at 7:00am ET by Mona Elesseily
In my last article on mobile PPC called Getting Started with Mobile Paid Search Advertising, I covered some basic tips related to mobile paid search marketing. In this article, I’ll build on these and cover some strategies related to mobile PPC advertising. With mobile PPC advertising, opportunities are slightly more limited so it’s even more important that ads are relevant and compelling.
Google maps
Incorporate Google Maps into your PPC mobile advertising. Sending people to your Google map listing can be an effective strategy in a number of ways. Take a look at the following ideas: [...]
Filed in: Paid Search
When More Is Actually Less In Paid Search
Aug 2, 2010 at 7:00am ET by George Michie
6 Common Business Fallacies can lead to costly mismanagement of a paid search program.
Filed in: Paid Search
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