Similar to SOPPC 37, this week’s installment applies as much to broader business strategy as it does to close-up PPC execution. But company names – or even more specifically, domain names for company websites – do have a direct impact on a user’s cognition, trust, psychology in general, etc., over potentially millions of discrete interactions per year. So although this “naming thing” sounds like...
Target ROAS for You, Inefficient Spend for the Hoi Polloi: What to Expect as Google Collapses Bidding Strategies
In SOPPC 21 and 22, I wrote about the various automated “Smart” bidding strategies offered by Google to advertisers who have clear goals and who are looking to save a bit of time managing bids and underlying bid adjustments. Earlier I also wrote about the prerequisites for this type of bidding to result in positive business results. I must continue to stress: there is no “retire to a spacious...
Nurturing Newborns: Vigilance is a Must for New PPC Accounts
Hello again! Sports analogies are still my lazy brain’s way to kick off a piece or to reinforce a point. Why stop now? I’m on a hot streak. Put me in, coach. Ever hear of a rookie major-league pitcher doing well the first time through the league, but once professional hitters have caught onto his “stuff,” and what initially fooled them no longer does, because they’re professionals that have...
What Do We Know About “Unknown”? What May or May Not Be Going on Inside That Elusive Demographic Segment
Once upon a time, U.S. Secretary of Defense Donald Rumsfeld noted: “…as we know, there are known knowns; there are things we know we know. We also know there are known unknowns; that is to say, we know there are some things we do not know. But there are also unknown unknowns—the ones we don’t know we don’t know. And if one looks throughout the history of our country and other free...
Four Misconceptions About Audiences for SEM
Audiences, layered over other means of targeting in PPC platforms like Google Ads, can provide us with further means of refinement in our marketing campaigns. If one delves into all of the available types of audiences, the prospects can seem tantalizing. For years, the main types of audiences used tended to be for remarketing. In many cases, that hasn’t changed. Not only can you come up with...
