Search Engine Advertising, Google Adwords Tips, Yahoo and adCenter PPC Search Advertising

This article originally ran on ClickZ.com on March 27, 2009. It remains current because too few PPC search advertisers employ the correct balance of human and non-human intelligence required to get the most out of PPC search campaigns.

If you don’t use some level of automated technology to manage your bids, you may be missing [...]

This article originally appeared on ClickZ.com on March 20, 2009. It’s still timely and relevant, however, because the concept of “The Winner’s Curse” remains an important construct when marketers attempt to fathom the auction-driven marketplaces run by Google and the other major search engines.

Face it. If you’re in paid placement search, you’re often a winner [...]

This article was originally published on ClickZ.com on March 6, 2009, but I think you’ll agree with me that it remains highly current, because PPC search advertisers need to continue to work hard to realize all possible opportunities in this difficult economic climate, and that means “thinking beyond the shopping cart.”

The economic recession is the [...]

Counting exit clicks (a traditional index of failure) as a success metric might seem to require some kind of mental leap. But if you regard exit clicks correctly, you may find that they can inform your campaigns in unique ways. This article was originally published on ClickZ.com on March 6, 2009, but it remains current [...]

This article was originally published on ClickZ.com on February 27, 2009. It remains current and relevant, because the consistent use of analytics to inform PPC search campaigns remains highly spotty in the industry. As I note in the text, PPC search advertising enterprising marketers a wealth of data that they can (and should) take maximum [...]

This article was originally published on ClickZ on February 20, 2009. It remains highly current, because PPC marketers always need to be able to “put themselves in the searcher’s shoes” and devise copy that provides appealing, tangible benefits to searchers.

I’ve discussed the pros and cons of including search keywords in your ad creative at [...]

This article originally ran on ClickZ on February 6, 2009, but it remains highly current, because being able to group keywords in branded and non-branded categories is still a very useful practice.

I recently discovered that many of my readers are somewhat new to paid search and to my 300-plus columns, archived under “Paid Search Strategies.” [...]

This article was originally published on ClickZ on January 30, 2009, and I think its lessons remain highly current. Even today, too few PPC search professionals truly understand the dynamics of the auction-driven keyword ecosystem of Google and the other search engines or how to make optimal tradeoffs between campaign ROI and campaign scale.

Would you [...]

This article was originally published on ClickZ on January 24, 2009. I think it’s still highly current, given that this past year has revealed a major schism in the spending patterns of major PPC advertisers. Some “conservative” search marketers have responded to this difficult economic climate by drastically retrenching, while others (the “aggressive” ones) have [...]