paid search

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,

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

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

Why Search Is Special

Advertisers are extremely thrilled when search works because it REALLY works, but baffled and discouraged when it fails. The core misunderstanding of how to manage search and why it should be managed differently is why it fails. Search is special because: It is technology and media – not one or the other. The reason search works is because there’s a technological machine on the back end of things matching ads