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...
Ten Telltale Characteristics of Failed PPC Accounts
Much of the thrust of The Science of PPC – like much of the published literature in our industry – is to provide advice. Tips and tricks, even. “What to do” is generally the stock in trade of marketing-related content. I guess you could consider this week the “What Not to Wear” of digital marketing. To all of you slovenly, shabby, outmoded, career-limiting accounts: your friends and family have...
Ad “Creative” for PPC: Let the Data Speak
Every few years, the technology powering paid search creative undergoes a major shift. Advances in computing power have us on the cusp of the next major shift—user-specific customization—but before we cross that threshold, it's important to understand and execute on the basic principles that got us where we are today.
