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Cut Through the PPC Clutter With One Simple Word

In addition to generating brand awareness and website visitors, PPC can serve several other important business functions. You can assess the competition quickly, comparing several players on a single search results page. You can test new messages, learn about prospect demographics, and psychographics, and quantify market size and cost per click. You can even perform go/no-go testing on start-up ventures...

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VOOM Podcast #2: Keyword Changes You Need to Know About

Podcast: Play in new window | Download Welcome the second episode of the Vitruvian On Online Marketing (VOOM) podcast. In this podcast, we share short tips and strategies for improving your online marketing results. In today’s 15-minute episode, Vitruvian CEO Kristie McDonald tells us about keyword match types: what they are, and how you should use them the sneaky AdWords feature change that...

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VOOM Podcast 01: Google AdWords Ad Extensions


Podcast: Play in new window | Download Welcome the first episode of the Vitruvian On Online Marketing (VOOM) podcast. In this podcast, we share short tips and strategies for improving your online marketing results. In today’s 13-minute episode, Vitruvian CEO Kristie McDonald tells us about AdWords ad extensions: what they are why you should be using some – if not all – of them why...

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2 Mistakes That Cause Advertisers to Quit AdWords Just When They’re on the Verge of a Breakthrough

When people find out I’m the author of Google AdWords for Dummies, the second most common reaction, after “What’s AdWords?”, is “Oh, I tried AdWords. It didn’t work for me.” I’m biased, certainly, and I understand that AdWords isn’t an appropriate advertising medium for every business, but the truth is that many advertisers give up on AdWords way too soon. In this...

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How to Solicit Feedback from Prospects and Customers

My wife and I are just waking up in a small bed and breakfast in Chimney Rock, North Carolina, which is about four hours away from picking up our 14-year-old son from summer camp. We hope he’s had a great time, but since we haven’t received a letter since his second day, we really have no idea. That’s not entirely true. If he were miserable, he would have written to complain. In this...

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Pre-PPC Strategies For Launching a New Product

PPC has long been the cheapest, quickest, easiest way to test-market products and services, offers and pricing, positioning and copywriting. But in order to use PPC to ask and answer questions about what the market thinks of your offers, you have to already have a product or service ready to go. Whatever your ad promises, your landing page has to begin to deliver. And no savvy entrepreneur would create...

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One Easy Trick to Convert Website Visitors Into Leads


Fifteen years ago, I got a beautiful bound journal. I remember the month and year because the first entry in that journal is dated September 21, 1999. My intention was to journal every day – I’ve heard from many successful people that the journaling habit is a crucial part of their success formula. My second and third entries were also from that month. The fourth entry was made in August 2001,...

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Stimulate Your Search Marketing Creativity With the Random Input Technique


Search marketing is often a logical, market-driven endeavor. We can identify our prospects’ wants and needs, survey our competition, tweak and test ads and copy, and iteratively and ploddingly improve our creativity and our results. But sometimes we get stuck. Our tweaks all start looking the same. We obsess over punctuation rather than significant differences in messaging. We’ve tried...

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What ‘Quick Win’ Metric Can You Identify & Measure For Your Prospects?


Despite everything we know about diet, exercise and health, most of us don’t eat or work out the way we think we should. An entire industry of wellness programs and lifestyle medicine have arisen to help us turn our bad habits into good ones. A startup client of mine jumped into the nutrition and wellness space several months ago. They offer 10-day meal plans, called Jumpstarts, to businesses...

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Gamification in Marketing: Lessons from the Khan Academy Website


by Howard Jacobson. In 2011, my family and I spent a year in a remote region of South Africa. My children homeschooled and I was nervous about being their math teacher, until we discovered Through our experience with their site, I learned valuable gamification tips marketers can use to better connect and answer their website audience’s needs. If you’re unfamiliar, the site offers...

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