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

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

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

An Essential PPC Marketing Checklist

Keyword advertising on Google, Yahoo and other search engines is paid media. But I think new advertisers often fail to plan for this expense, particularly if they’re planning to spend less than $1000/month. But even $50/month adds up – that’s $600 after a year! (hooray for grade school math!!) Why give Google any money at all if you don’t plan to maximize your investment in the traffic you’re paying for?