Bid Management Automation: Three More Inconvenient Truths
Last time, I covered some shaky assumptions behind bid management automation, including the assumption of an easily pinpointed target CPA. In this...
Andrew Goodman
Andrew Goodman is founder and President of Toronto-based Page Zero Media, a full-service agency obsessed with PPC performance since 2002. Current clients include Well.ca, Princess Auto, and Nuts.com. Andrew wrote 2 editions of Winning Results With Google AdWords (McGraw-Hill), a pioneering book on PPC strategy and tactics. He continues to speak regularly at SMX and other events. He was also an adviser to (and later, co-founder of) a consumer review startup, Toronto-based HomeStars, acquired by HomeAdvisor in 2017.
Bid Management Automation: Fraught with Questionable Assumptions
Today, there’s no viable “con” position in the “paid search bid management” debate. Either you sing the praises of...
AdWords Landing Page Quality Refresher
“Everyone has a plan until they get punched in the mouth.” This gem from heavyweight boxing legend Iron Mike Tyson also applies to...
Wall Street Meltdown and the 2009 Digital Marketing Outlook (Part 2)
As promised in Wall Street Meltdown: 11 Ways It Affects Digital Marketers, I’m wrapping up with a continuation of the 60,000 foot view of our...
OK, We Admit It: Paid Search Works Best for High Intent Prospects
Since 2002, we who advocate the paid search niche of marketing have been pretty vocal about how much more this stuff can do than people realize....
Wall Street Meltdown: 11 Ways It Affects Digital Marketers
Tim O’Reilly (like me, as you’ll see below) seems to believe we’re in a bit of a bubble that’s set to burst, even though, as...
Whither DART Search?
SES San Jose 2008 is now in the books and another Google Dance — that annual bash that provides us all with so much safe, clean YouTube fodder...
Google Ad Planner: Another Disruptive Technology From Mountain View
When I tried out the new Google Ad Planner recently, I had no idea my reaction would be so out of step with the reactions of various observers on the...
Revisiting Content-Phobia In Paid Search
While I am on holiday this week, through the magic of Internet time and custom tubes, my column isn’t. During this time off I’ll be...
Instant (Bad) Karma’s Gonna Get Ya: AdWords Account Quality At Startup
This one’s for all of you consultants, agencies, and in-house SEM’s who find themselves “inheriting” a sloppily-built account...
Make Your Ads Better: Three Powerful Techniques
Tomorrow I’m giving a talk at the eMetrics summit in San Francisco. A search marketing perspective can often seem “refreshing” in...
Spy On Competitors, But Don’t Copy Their Mistakes
Maybe it’s just me, because I’ve spent years ingesting the Purple Cow Kool-Aid. But I can never get over the number of cookie-cutter, copycat...
Keyword Intent: Tidy Campaigns Avoid the ‘Dump and Chase’
Another bundle of advertising flyers just landed on my front porch, only to go straight into the recycle bin. Although I merely dream of the distant...
Danny Sullivan Tackles Search 3.0 And 4.0 In SMX West Keynote
I thought I’d gracefully retired from the Danny Sullivan Keynote Review business. Comparing Danny to Edward R. Murrow, assessing how the...
What, Exactly, Are Google AdSense “Other” Relevancy Factors?
It’s been well established that a core—predominant, even—component of the Google AdWords quality-based bidding formula is...
Website EKG A Must for ROI
I was casually chatting with a super-savvy Web 2.0 friend – we’ll call him Mac – about a website I work closely with. We’d spent the last...
Search Industry Nostalgia: A Reminder of How Far We’ve Come
If I were writing the local County Cross Country Ski Club newsletter, a retrospective might cover two or three minor changes in the field, and a...
The Mysteries of Ad Quality Revealed (Yet Again)
Perhaps it was lucky fate that Anders Hjorth (of Relevant Traffic, a European SEM agency) and I didn’t have too much time to compare notes going...
Confessions Of A Lapsed Analyst: Joey Metallica Goofs Off, Gets Rich Faster
If you’re like me, you often figure out ways to work smarter on your marketing campaigns in the time allotted. In fact, you secretly suspect...
AdWords Quality Score: Can Your Business Model Be Banned?
Let’s get this uncomfortable truth out of the way up front: Google’s actions, manifested through a variety of methodologies to rank (and...