AdWords

Where to Find the New Google AdWords Competitive Advantage

Posted on April 18th, 2013 in AdWords,PPC,Strategy | No comments

This article by Howie Jacobson was originally posted on Search Engine Watch. AdWords doesn’t have to be hard, complex, or time consuming. You can still set up campaigns and ad groups without a lot of knowledge or skill. Just follow the prompts, choose a couple of obvious keywords, and accept all the default settings. But don’t expect to make money. Because your savvier competition will have such...

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Don’t Hire Yoda to Run Your Search Marketing

Posted on April 2nd, 2013 in AdWords,PPC,Strategy | No comments

This article by Howie Jacobson was originally posted on Search Engine Watch. When Yoda encourages Luke Skywalker to persist in his attempt to lift his ship out of the swamp in “The Empire Strikes Back”, Luke shrugs his reluctant acquiescence: “All right, I’ll give it a try.” Prompting Yoda to famously pronounce, “No! Try not! Do. Or do not. There is no try.” Great...

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Your Hidden PPC Prospect: Google

Posted on March 19th, 2013 in AdWords,PPC | No comments

This article by Howie Jacobson was originally posted on Search Engine Watch. When using AdWords or any advertising medium, you always create ads with the prospect in mind. But unlike most other media that will run your ad as long as your checks clear and you don’t violate editorial policy, Google cares very much that your ad is relevant and appealing to its users. Google began with a couple of guys...

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Why Your PPC Ads Must Meet the True and Positive Needs of Prospects

Posted on December 27th, 2012 in AdWords,PPC | No comments

This article by Howie Jacobson was originally posted on Search Engine Watch. When you think about it, search is really one of the most fundamental human activities. Pretty much everything we do, say, and think about is a form of search: an attempt to scan our environment to get what we need from it. So if we want to become effective search marketers, it behooves us to understand the urge to search...

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Master Google AdWords in 3 Steps With the 80/20 Rule

Posted on December 13th, 2012 in AdWords,Strategy | No comments

This article by Howie Jacobson was originally posted on Search Engine Watch. Know a novice marketer who aspires to mastery? Tell them to begin by learning how to write a single Google ad for a single exact match keyword. That advice may seem counterintuitive, given that AdWords is the most competitive advertising real estate on the planet. Why would you start developing your chops in the big leagues? AdWords...

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How to Niche Your PPC Ads

Posted on November 29th, 2012 in AdWords,PPC,Strategy | No comments

This article by Howie Jacobson was originally posted on Search Engine Watch. When I planted beets this summer, I followed the instructions on the seed packet and spaced them 6 inches apart, with 15 inches between rows. In a three-foot wide bed, that meant I had room for only two rows, or a total of about 32 plants. After all, each plant had exactly the same requirements for growth: the same nutrients,...

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Writing Search Ads In Context

Posted on November 15th, 2012 in AdWords,Marketing & Sales,PPC,Strategy | No comments

This article by Howie Jacobson was originally posted on Search Engine Watch. A mother gives her son two ties for his birthday. He goes upstairs, puts on one of the ties, and comes back down to show his mother. She looks him up and down, then says, “What’s the matter, you didn’t like the other tie?” This mother understands something that many search advertisers don’t: we make all our choices...

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Use Empathy to Create Breakthrough PPC Ads

Posted on November 1st, 2012 in AdWords,PPC | No comments

This article by Howie Jacobson was originally posted on Search Engine Watch. Desperately seeking inspiration or to obliterate writer’s block and create relevant and engaging PPC ads? Creative breakthroughs generally come from two places: empathy and context. So let’s talk about empathy and how to generate it for PPC. Empathy By empathy, I mean something more than “I feel your pain.” That’s...

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Why Quality Score is One of the Least Important AdWords Metrics

Posted on October 18th, 2012 in AdWords,PPC,Strategy | No comments

This article by Howie Jacobson was originally posted on Search Engine Watch. Recent discussion among search marketers over whether lowering a keyword bid can lower quality score reminded me of a totally different topic: the way pharmaceutical companies sell us unnecessary and harmful drugs that keep us from getting healthy naturally. Drug companies make a lot of money by inventing diseases so they...

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True Split Tests Return to AdWords – Whew!!!

Posted on October 17th, 2012 in AdWords | 2 comments

At Vitruvian, we’re big fans of Google AdWords. It’s the best medium we know for immediate traffic and accountable results. But we love AdWords even when it’s not a great medium for generating leads and sales. It’s the market insight that AdWords provides that’s its most valuable benefit. Because it’s a big world out there – much bigger than AdWords. When our...

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