Fastballs for Strikes: Overcome ADD and Win at Digital Marketing

By Andrew Goodman

In Campaigns & Account Structure, Methodology

July 11, 2022

O, the agony of the summer game as we approach the dog days of the season. And yet, we mustn’t turn away. Wisdom lies buried in the rhythms of the long 162-game season. Jacques Barzun wrote in 1954: “Whoever wants to know the heart and mind of America had better learn baseball, the rules, and reality of the game.” I don’t really have a clue what he meant. But I put a lot of faith...

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PPC Match Types Gone Wild: Fixing the “Five-Year Problem”

By Andrew Goodman

In Campaigns & Account Structure, Keywords

January 24, 2022

[Editorial note: The Prodigal PPC’er Returns. Apologies for the extended absence. I didn’t know if I’d ever take pen to paper again after wandering off. Happily(?), with this latest COVID lockdown in my neck of the woods, I can’t even break up my day by going to the gym or to brunch at Claudine’s, so I’ve decided hey, how about doubling or tripling my screen time and neck pain...

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The Future is Here: 7 Reasons Why the Coming Years are “Prime Time” for PPC

By Andrew Goodman

In Ad Creative, Measurement & Analytics, Shopping/Feeds

April 29, 2021

My grandfather-in-law came to Canada from Ireland with nothing and eventually found himself working a poor-soil “rock farm.” Combined with a lack of interest in farming, it made for some tough economic circumstances. Terrain matters. You don’t always have a choice. If you’ve actually chosen to make a living in digital marketing, I’m here to reassure you that the sun isn’t setting...

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Why Google Ads Smart Bidding “Works”: The Mutual Fund Manager Analogy

By Andrew Goodman

In Advanced Features, Methodology

April 22, 2021

A rising tide lifts all boats, goes the old proverb. Well, most boats. You can rule out those overloaded with anvils or built with holes in them. Consider a thriving sector with plenty of opportunity borne of technological changes or evolving consumer habits. To pick three random clients from our list, modern furniture, legal practice management in the cloud, and exercise...

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Pretty Little Liars: Low-Revenue PPC Conversions in Freemium B2B Models

By Andrew Goodman

In Keywords, Measurement & Analytics

April 15, 2021

Recently, I provided a small snapshot of accounts struggling with sagging conversion rates. This week, I’d like to address the sneaky phenomenon of accounts boasting pockets of mega-high “conversion rates,” and how that can actually be hurting financial performance. Of course, I’m not referring to conventional, easy-to-attribute, profitable sales. If your core ad targeting is...

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