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Google’s New “Automated Rules” Lets You Shoot Your Eye Out

If you're looking for some joy from your AdWords accounts this holiday season and beyond, Google's new 'Automated Rules' tool might only makes things worse. 'Automated Rules' allows users to specify amounts by which to raise or lower bids whenever certain conditions are met, but gives very little guidance on how to do so in lower-risk ways that maximize your return.


Statistical Significance: Not Just For Geeks Anymore

The concept of “statistical significance” is probably one of the most misunderstood phrases in search marketing. People sometimes ask me to assess whether the difference between two clickthrough rates is “statistically significant” or not with the same look on their face as if they are asking if a particular rash looks infected. “The clickthrough rate […]


The Pitfalls Of Budget-Constrained Bidding

The downsides to overbidding on keywords are both plain and painful: low-quality traffic at a high cost-per-click (CPC) and a limited budget quickly blown away with little to show for it. But bidding too little, or just not properly accounting for budget constraints, also has consequences, some subtle and some more obvious. Here we will consider some lessons that will help you to avoid the pitfalls of budget-constrained bidding.

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