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Monthly Archives: January 2012
Today’s post is a guest entry from Ian Lopuch, a top online marketing executive who has had direct P&L responsibility on over $150 million of search engine marketing spend during his 7+ years in the industry. In his spare time, Lopuch is an avid domainer, web developer, and blogger at PPC Ian. Are you searching for the perfect SEM agency? As someone who’s managed some of the top SEM programs across most major verticals on the Internet, I’m thrilled to share a few tips today that will help you … Continue reading
About two years ago, our Founder and CEO, David Rodnitzky, issued a challenge to all PPC Associates employees to “find a repeatable method for improving Quality Score.” Sounds simple enough, but four offices and 30-plus new employees later, that prize is still up for grabs! In my pursuit of “the answer,” I’ve come across just about every QS myth imaginable. Let the debunking begin! 1) Myth: Quality Score is at the keyword level. For even intermediate SEMs, quality score seems to be thought of as a keyword’s attribute. … Continue reading
Last week’s “SOPA blackout” was a massive success. Almost 100,000 people changed their Facebook or Twitter profile pictures in support of the blackout; Google blacked-out their logo on their homepage and sent people to an online petition against SOPA, resulting in upwards of seven million signatures; Facebook CEO Mark Zuckerberg posted on (of course) Facebook strongly criticizing the bill; and Wikipedia shut down entirely for one day, resulting in eight million people searching for contact info for their member of Congress. The public outcry was so overwhelmingly anti-SOPA, … Continue reading
Nobody roots for Goliath. – Wilt Chamberlain I am an unabashed, die-hard, life-long New England Patriots fan. In the late 1980s and early 1990s, this was – well, if not cool, at least largely sympathetic. (We stunk. Like, 1-15 stunk.) Then came Bill The Self-Promoting, Credit-Taking Conqueror (Parcells) and Drew Bledsoe, then – ignoring Pete Carroll years – Bill The Grim, You’d-Never-Call-Him-Evil-If-He-Was-Yours Genius (Belichick) and Tom Brady. Three Super Bowls and one laying-of-waste 18-0 run later, and the ex-Patsies had made cute little underdogs out of the New … Continue reading
I believe in simple campaign structures. From a grouping/theming standpoint, I tend to view keywords as 1’s and 0’s, and I don’t put too much stock in thematic groups at the campaign level. Given that PPC Associates uses a single-keyword ad group methodology, theming, as it related to ad copy, is irrelevant. What I do care about on the campaign side is whether my campaign structure accomplishes the following: best use of campaign-level settings and enabling of efficient optimization and scale. The first piece is relatively simple. If … Continue reading