Was “Classic” Coke so much better than “New” Coke? It sure was in the real world. Why mess with a good thing? A favorite formulation turned out to be, well, still a favorite in spite of a more modern, “scientific” formulation. Google creates products that are a lot more complex than a soft drink. When […]
Part one of this article is here. “Big money goes around the world” – Rush When we left off, I had shared the results of a first test for the home page of a small business ecommerce site. My colleagues and I went through a systematic process to work with the business owners (like us, […]
Hi. It’s mid-July, so as typically happens to me every year at this time, my left brain has gone on vacation. It’ll be back before too long as I work on a column about finding more click volume for your campaign when it just doesn’t seem possible. In the meantime, the right brain (“you can […]
Conversion rate improvement, for many of us, is as much a part of the overall process of optimizing a paid search campaign as, say, “off-page factors” are to SEO. Recall the holistic view taken in last month’s column, Your Paid Search Performance Is Relative. I spoke about the potential for widening the gap between your […]
Behold the noble savage. This mythical creature, an invention of 18th-century romantic philosophers, coexisted peacefully with his environment, uncorrupted by civilization. My advice to you as a paid search advertiser this week is: be as “corrupted” as possible, if corrupted means recognizing that peaceful coexistence is nearly impossible. You’ll be measured and graded on your […]
“Search isn’t sexy,” claimed one Yahoo! exec at a recent Panama launch event. Poor guy. He must be working in paid search, like me. Because he’s flat wrong to say search in general isn’t sexy. Thinking in terms of myths and tales suitable to audiences of all ages, it’s clear that search marketing tells a […]