Launching a digital media campaign? Here’s an essential pre-launch checklist

It’s easier than ever to launch digital ads on sites like Facebook, Google and Bing. Their self-serve platforms were created with small advertisers in mind. But whether you plan on spending $500 a month on digital ads or $50,000 – there are some essential steps you should take before you flip the “on” switch to make sure you get the most out of your budget, no matter its size. Establish

Explaining Paid Search to Everyone’s Mom, Including Mine (Updated for 2018)

When I’m in mixed (non-search-geek) company, the question of work occasionally comes up. The conversation generally goes something like this. Me: Hi Kristine, I haven’t spoken to you in so long! How have you been? Kristine: Great – I’m just finishing up my degree in [insert tangible career choice here] Me: How wonderful that you’re studying [something concrete and easily relatable] Kristine: Thank you! I’m very excited! [awkward pause]. So,

5 Classic Signs Your AdWords Campaign Suffers from Neglect

In 2002 when AdWords was still a relatively new phenomenon, Google’s revenue was roughly 400 million dollars (as reported by Statista). Now, thirteen years later, AdWords is practically a household name (if your house happens to be an ad agency). In 2015, Google’s revenue was over 74 billion dollars – and that number will likely increase this year. This revenue is made up largely of ad sales.A So, since 2002,

An Army of (not) One

An article by Saya Weissman titled, “Why it’s not such a bad thing to get fired from your agency job,” caught my attention today. I read it with a lot of snorting and nodding (good thing I work from home). I’ve been self-employed for twelve years which (as I gaze out the window of my home office at the rapidly receding snow on my lawn) feels like kind of forever.

Dear Doctor, You’re Doing it Wrong – Paid Search for Physicians

The changing healthcare landscape has contributed to the need for more and more physicians to reach beyond their advertising comfort zone (namely print media and occasional radio spots), and try to find people online. To this end, search engines are a logical venue for physician advertising. According to’s latest healthcare study, 85% of U.S. adults use the Internet and 72% say they’ve looked for health info online within the

A quick, easy way to monitor quality score and minimum bid changes

So, am I the only one who thinks that Google needs to provide advertisers with a way to easily compare quality score and minimum bid changes via a convenient report within AdWords? I can’t be the ONLY one! I finally decided to do this myself and I’m so excited with the results, that I want to share them with you, my ones of fans. This requires a bit more than

Decoding AdWords Quality Score

Quality Score is Google’s way of measuring the relevance of a keyword you’re bidding on in AdWords to your ad’s copy and your landing page copy. As Craig Danuloff wisely said at SMX Advanced in Seattle last June, “Quality Score is a secret sauce that Google uses so we don’t know what the hell is going on.” Truer words were never spoken. But this doesn’t help to decode the quality