Using broad match as your keyword discovery tool will help you expand the keywords in your account and once you have found good performing keywords its smart to add them as phrase and exact match too. With the same keyword on broad, phrase and exact match, results can be segmented based on match type and […]
My Best Of 2012
This year I watched 85 movies Best Movies: Drive, Hot Coffee, Chronicle, Looper, Cabin In The Woods, Headhunters, 50/50, The People vs George Lucas Worst Movies: Red Tails, Take This Waltz I watched 158 episodes of TV Best show: Breaking Bad Funniest: Modern Family, Runner Up: Workaholics IÂ Read 32 Books Best books: Republic Lost, So […]
Paid Search Device Targeted Keyword Parity Using VLOOKUP
It’s smart to build out separate campaigns targeted to mobile and tablet devices exclusively, as this can lead to much higher efficiency, but the problem is keeping all of these duplicate campaigns up to date with your desktop campaigns. You may add new keywords that perform well on desktop but neglect to add them to […]
False Proxies In Online Marketing
Seth Godin wrote a post explaining: “Sometimes, we can’t measure what we need, so we invent a proxy, something that’s much easier to measure and stands in as an approximation…You’ve already guessed the problem. Once you find the simple proxy and decide to make it go up, there are lots of available tactics that have […]
Arbitrage In Real Time DSP Display Advertising
Demand Side Platforms (DSPs) enable you to bid for individual ad impressions in real-time auctions across multiple ad exchanges. Instead of buying impressions in bulk from hand picked sites, you can use behavioral targeting data collected from cookies and data exchanges that determine the value of the impression and place a bid accordingly. This allows […]
Optimize Keywords With Top Vs Side Report
An ad that is shown in the top position usually has a much higher click through rate than an ad shown on the side. If you could get your highest performing keywords in the top position more often it can pay big dividends in volume and revenue. How do you identify those keywords that aren’t […]
PPC Diminishing Returns
Paid search is subject to the law of diminishing marginal returns where the last dollar spent has a lower ROI than the first dollar spent because the most cost-effective keywords are always purchased first. There are two constraints at work here: budget and search volume. With a limited budget you will bid on the highest […]
In Between Brand Advertising and Direct Response Advertising
There have been two main points of view with marketing a new product: Elevate The Brand vs. Sell The Product or Go To Market vs. Go To Customer. Elevating the brand is the sexy side of marketing. These are TV commercials, YouTube homepage takeovers and big interactive social engagement plays. All of these initiatives are […]
Online Marketing Growing Pains
For years direct response marketing online via paid search, seo, email, affiliate and comparison shopping engines have been very efficient and predictable. But we are currently in a transitional time for online marketing where these modes of advertising are not as efficient or predictable as they used to be. There are two changes that are […]
Balancing Paid Search Volume And Profit
Quality Score, CTR, conversion rate, – all are a means to an end. The end for all paid search is profit. If you know what your costs of good sold is and what your cost per conversion is, then add them together minus your revenue and you can determine what your profit is. The trick […]