Search Marketing

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

Prepare for Landing

A recent post on Search Engine Land titled, “Death to the Cliche Landing Page” by Scott Brinker got me thinking about a few recent conversations I’ve had with business owners who are interested in testing paid search, but haven’t put much thought into creating an ideal landing experience for their site visitors. In his post, Mr. Brinker notes that great content does not necessarily translate into the optimal conversion generating

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

Infographic: Peering into the mind of a searcher

What do you get when you marry search statistics with really cool graphics? THIS: Here’s a summary of what I find most interesting: 46% of searchers fall into the “give me exactly what I asked for category” – this speaks volumes for ensuring that your content is supremely relevant to the keywords you’re bidding on. I also found it very interesting that one of the top categories for this is

Your Campaign is Doomed from the Start If…

Words of advice. Words of experience. Heed them, or you will strangle your lovely PPC flower before it ever has a chance to bloom. Your campaign is doomed from the start if… Your daily budget is carved up into too many $8/day or $10/day campaigns. For the love of all that is holy, allocate more funds to fewer campaigns You’ve loaded your geographically and budget-constrained campaign with hundreds of broad

You don’t need me anymore, or do you?

This post by Larry Kim of Certified Knowledge got me thinking about the disparity between PPC budgets, and how much time people spend obsessing over their PPC campaigns and what it all means for me, a third party PPC consultant. I mean, it’s all about me, isn’t it? Or is it? To sum up: Larry states that not all AdWords campaigns are created equal (budget-wise). As such, you can’t expect

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