“Careful! It’s a setup! A Google Ads setup, that is.” OK, I admit it, I just stuck that part in to help with SEO… Hello PPC’ers, I’ll be delaying my game plan for GDN targeting by at least another week. Some delays and illnesses have pushed back interviews with key experts, including Google product specialists. I have to admit, the economic world has been turned...
Statistics & PPC: There’s More You Can Do
This may be one of the shorter columns I bang out on the ol’ Lenovo X1 Carbon. My fingers have been cramping up of late. (So, no proofs, screen shots, product recommendations, or detailed how-to’s. Sometimes, this week included, I’ll mention ideas and leave it to you to learn more.) Last week, I promised a detailed plan for exploiting the Google Display Network. If all goes...
Display Advertising for Performance: Reawakening the Lost Art of Managing Placements
In Part 16, we talked about how to broaden PPC campaigns beyond the obvious high-intent search inventory. This week, I’ll reopen an age-old conversation: can the Google Display Network perform for your business? I won’t bury the lede. I’ve seen Display perform well—so much so that the ROI on a carefully curated list of Display placements is comparable to Search. For real? Yes...
Nimble PPC Optimizations to Address Seasonality
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...
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...
