These days, it seems like every SEM campaign I work on has more or less the same issue: they can’t spend their budget in full. Now a lot of marketers will say “hey no big deal, we’ll just roll over the remaining dollars into the next quarter or period”, but in my experience, allowing your [...]...
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Is Position 4 The New Position 1?
We recently posted an article regarding suspicious behavior surrounding Google’s own use of Adwords titled “Is Google Manipulating Adwords?”. In it we illustrated how Google is somehow able to maintain the top right ad position over a wide array of generic, advertising-related keywords. In sum, while other PPC advertisers...
Is Google Manipulating Adwords?
While my experience pales in comparison to some of the SEM guru’s and evangelists of our industry, I’ve been around long enough (I think) to have formed my own inherent intuition when it comes to paid search. And it’s that intuition that has led me to channel my inner muckraker and raise an eyebrow at [...]...
SEM 202 : SEM Ad Copy Testing
Like we’ve said in other posts, there’s no ‘set it and forget it’ approach to Search Engine Marketing. Successful campaigns require attention, optimization, and constant testing in order to truly maximize your results. Amongst the most important way to optimize your campaigns is via ad copy testing. Now, a lot of...
SEM 203: Brand vs Generic Account Structure
If you’ve read our SEM 103 article, it’s safe to say you’ve got a handle on the basics of Search Engine Marketing account structure. However, by no means is that all there is to know about organizing your campaigns. Now it’s time to take a deeper look. Following the Brand vs Generic approach to SEM [...]...
SEM 103: Paid Search Account Structure
Think of SEM account structure as a giant organizational chart. Your keywords are organized into ad groups, and your ad groups are what make up your campaigns. Most search newbies make the mistake of throwing all their keywords into one campaign and hoping for the best – not on our watch. The ideal end result [...]...
SEM 102: How To Write Good Ad Copy
Search marketers often spend the majority of their time focusing on the right keywords to bid on and overlook a critical component of SEM: writing the right ad copy. Now everyone’s got their own opinion on what copy is the ‘right copy’, but there are a few guidelines and best practices that there’s really no [...]...
