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 on this fertile...
Why Google Ads Smart Bidding “Works”: The Mutual Fund Manager Analogy
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 equipment: all strong...
Pretty Little Liars: Low-Revenue PPC Conversions in Freemium B2B Models
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 working above...
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...
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...
