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Online Advertising in the Age of Agility
Pay-per-click (PPC) advertising is not at all like a Ronco Grill! If you just set it and forget it you can also kiss your money goodbye. We have been telling clients this for the last several years. So...
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The Must Have Big Data Tools
In the column, “Claiming your Unfair Advantage, I describe four types of “Big Data” tools. Before I elaborate on these tools, I want to share a lesson from my friend Mark Huffman of P&G. When Mark...
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Google Adwords Conversion Rates by Industry
My friend, Larry Kim just published some research his company Wordstream just released. Wordstream used the data collected by the AdWords Performance Grader, a free AdWords account audit tool which has...
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Conversion Optimization 101: PPC Landing Pages
This week’s Conversion Optimization challenge is to look at a PPC ad I found on Google for the search term “SEO Management Software.” Here is the ad I clicked on: and here is the landing page (image...
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Conversion Optimization 101: Perfectly Persuasive PPC Landing Pages
Last week, in our Conversion Optimization challenge we looked at the following PPC ad: and the corresponding landing page (image capture below): How would you optimize the ad and the landing page? My...
View ArticleThe CMO’s Marketing Analytics Optimization Framework
In my last column, I shared recent research about how CEOs have lost trust in CMOs’ ability to be focused on business performance. Hopefully, when asked how your company currently measures its digital...
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PPC Pro – You’re Being Replaced
You’re fired, laid-off, downsized, terminated, made redundant, rightsized, pursuing other opportunities, discharged, dismissed, pink-slipped. Search Engine Marketing professionals are becoming...
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How Can You Evaluate This Kind of Performance?
I just finished reading this article about an EBay study that questions the value of Google’s main Adwords service. I’ve been really impressed with eBay’s performance as of late, especially their...
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Super Bowl 2014 Advertisers: Did They Win the Search Game?
There were many aspects of Sunday’s game that left people quite disappointed. Forget the game. I don’t even want to comment on the persuasiveness of the Super Bowl television ads. Today, we are just...
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Conversion 101: Creating an SEM Legend for Improved PPC Campaigns
In part one of this post, we took a look at the challenges a home remodeler or contractor might have at getting prospects to contact them and fill out a form from their landing pages. Before I go...
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