PPC platforms offer an amazing array of specific optimization opportunities. Once many details have been optimized, a “mature account” (it can take over five years for an account to reach that stage, especially as the competitive landscape and other circumstances change) might not require as much detailed optimization than during the earlier building and learning phases. There are...
Nimble PPC Optimizations to Address Seasonality
Extreme Relevance Won’t Pay the Bills: How to Broaden your PPC Campaigns
“… The end goal, as always, is to find a string that, when tugged, rings a clarion bell that draws physicists toward something new. As Einstein reportedly said, if you know how it’s going to turn out, it’s not science, it’s engineering.” – Daniel J. Levitin, A Field Guide to Lies: Critical Thinking in the Information Age Extreme relevance could be...
The Holy Grail of Extreme PPC Ad Relevance
We fans of “new media,” as it was once called, have, of course, been brave visionaries. Among other things, we have felt – nay, proven – that online advertising is typically far less wasteful than traditional broadcast and print advertising. The more measurable a process is, the less wasteful it’s likely to be. Waste is good business – for some. Just ask Tony Soprano. As the...
The Two Things You Must Absolutely Do (or Not Do) to Achieve PPC Success
“Do or do not. There is no try.” – Yoda Ol’ Yoda dispensed sage advice, but not for the reasons that amuse most observers. The thing that impresses me is that he included both “do” OR “do not”! A contingent mindset will make you more money than a bland how-to anytime. That’s why this 50-part series is not a bland how-to. The Science of PPC...
Fail to Succeed: Steer Clear of Overconfidence to Win at PPC
In what some readers interpreted as a piece of gentle advice to startup founders, Seth Godin recently took issue with the cocky approach to strategy embodied in the remark: “I don’t see how it could fail.” If you haven’t studied various ways that your product could fail to connect with its target market, then you might not have deep enough insight into how difficult the journey is going to be. If...
