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,

All We Are Saying, Is Give Bing a Chance…

I’ve recently found myself in the not-so-unique position of trying to convince a client to test out keyword advertising on Adcenter (Bing & Yahoo). After over a decade running campaigns on all three of the top search engines (remember when Bing and Yahoo were two separate platforms?), I know that it works for some people some of the time. I feel it’s at least worth a test. So how can

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.

PPC Budget

FAQ: How much should you spend on paid search?

Welcome to the first post in my new blog category, “frequently asked questions.” Aren’t you excited? I know I am! My very first question comes at me at least twice a week from various sources, so it makes sense to address it once and for all. How much should you spend on paid search? It pains me to write this on my blog almost as much as it pains me

Five Things You Should Do Before Launching a Paid Search Campaign

Paid search is a do-it-yourself medium. It takes literally five minutes to set up an AdWords account, fund it, create your first campaign and launch. Google, in particular, has been aggressively targeting small businesses by providing $100 coupons and vouchers through hosting companies and ISPs, as well as reaching out directly to small businesses. For all of the above reasons, as well as the continued pressure to find new leads

PPC Confessional: What Sex Toys Taught Me about Paid Search

Did I get your attention? No? How about now: That is the logo of the best client I’ve ever worked with, and I’m not just saying that for brownie points because, alas, my time with them is finally coming to an end (as of October). First a short background. Babeland sells sex toys at four brick and mortar locations (three in New York and one in Seattle) and via their

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

10 (Paid) Search Marketing Predictions for 2011

Google will get rid of live employees entirely. AdWords customer service will be provided by heavily interlinked, redundant help files which give only vague, cursory explanations and ultimately link back to old Webmasterworld.com forum posts (thus resolving any and all issues). Microsoft Adcenter will collapse under the continued strain of absorbing all of Yahoo’s keyword advertisers. After several weeks of complete confusion and chaos, ad serving will resume via the