This article by Howie Jacobson was originally posted on Search Engine Watch. We lost a client recently. Not because of anything we did (if it were that kind of story, I wouldn’t be telling it here). When we landed the account, we looked at their AdWords traffic, cost per click, and cost per conversion,...Read More
PPC
This article by Howie Jacobson was originally posted on Search Engine Watch. Think of an AdWords account like a garden. Most gardeners measure success by yield: bushels of tomatoes, armloads of sweet peppers, ovenfuls of zucchini bread, and so on. But these outputs, as delicious and motivating as they...Read More
This article by Howie Jacobson was originally posted on Search Engine Watch. After two weeks exploring Botswana, my family and I returned to South Africa on a hot and dusty late morning via the Bray border crossing, one of the least utilized in the country. Getting to Bray required a jarring 70 kilometer...Read More
This article by Howie Jacobson was originally posted on Search Engine Watch. One of the first things we learn as PPC advertisers is to pay attention to the numbers. We can all hold our cherished opinions about our ads and landing pages, but the cold, hard numbers don’t lie. Click-through rates (CTRs)...Read More
This article by Howie Jacobson was originally posted on Search Engine Watch. PPC advertisers face two common problems when they try to tackle split testing: no ideas, or too many ideas. If you have no ideas about what to split test, that’s a sure sign that you’ve been spending too much time in your...Read More
This article by Howie was originally posted on Search Engine Watch. Split testing is fueled by curiosity, by wonder, by knowing that you don’t know something. Some gap in your understanding of your prospects’ psychology and outlook is potentially responsible for lower than desired marketing performance....Read More
Howie chatted today with Jason McDonald, an AdWords/SEO/Social Media consultant and trainer in the Bay area, who was one of the first 1000 advertisers to discover AdWords, before it was open to the public. Jason has taught thousands of people how to use AdWords, and in this interview he cautions against...Read More
Keywords can also tell us important things about our searchers, if we understand how to decompress them back into their original concept-desire states, and how to respond to them. To explain what I mean, let’s go to the movies. Your Prospect Types Like Scotty… In Star Trek IV, the crew of the...Read More