Marketing & Sales

Cut Through the PPC Clutter With One Simple Word

Posted on February 12th, 2015 in AdWords,Marketing & Sales,PPC,Strategy | No comments

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

Posted on December 22nd, 2014 in AdWords,Articles,Marketing & Sales,PPC,Strategy | No comments

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

Posted on December 19th, 2014 in Articles,General,Marketing & Sales,Strategy | No comments

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

Posted on July 16th, 2014 in Marketing & Sales,PPC,Strategy | No comments

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

Posted on May 2nd, 2014 in Conversion Optimization,Landing Page Strategy,Marketing & Sales,Strategy,Website Optimization | No comments

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

Posted on December 11th, 2013 in Conversion Optimization,Marketing & Sales,Strategy | No comments

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

Posted on December 11th, 2013 in Conversion Optimization,Marketing & Sales,Strategy,Website Optimization | No comments

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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Riding the Motivation Wave in Search Engine Marketing

Posted on October 16th, 2013 in AdWords,Marketing & Sales,Search Engine Marketing,Strategy | No comments

by Howard Jacobson. Every couple of months I get the urge to meditate. Like, to free myself once and for all from the illusion of separation and fully realize my oneness with all creation. Or maybe just to feel virtuous and spiritual. Or to help me avoid distractions so I can focus on important tasks, like writing this article – ooh, a squirrel! The reasons vary, but one thing has remained constant...

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Key Points To Remember When Using AdWords

Posted on October 3rd, 2013 in AdWords,Google AdWords For Dummies,Marketing & Sales,PPC,Strategy | No comments

Howard Jacobson (co-author of Google AdWords For Dummies, 3rd Edition) addresses important key points for anyone using AdWords or thinking about using AdWords for their business. What is the biggest AdWords challenge? Importance of market discovery. Writing target ads for your prospect. Finding the right keywords. Improving bid results. Why improving landing pages is so important. Tracking ad results.            

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2 Specific Strategies to Build Trust With Extra Cautious Prospects

Posted on September 24th, 2013 in Conversion Optimization,Landing Page Strategy,Marketing & Sales,Measuring Ideas,Strategy,Website Optimization | No comments

by Howard Jacobson. Despite having a comprehensive website, chock-filled with valuable information, one law firm found itself suffering from an opt-in rate for a free case evaluation of just 1.1 percent. The figure was so low that Google AdWords was an ROI-negative advertising medium. One of my colleague has been tasked with improving this client’s website, which offered services for people who...

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