In the marketing world, artificial intelligence is like teenage sex… …Everyone is talking about it, few people are doing it… and those who are doing it are usually doing it badly. OK, that’s a joke. But the truth is, most PPC bid automation tools are terrible. They shouldn’t be. Take Read more…
Welcome to the latest instalment of “Why you can’t trust Google.” If I remember correctly, this is episode 7 of season 3. And, in this episode, we’ll discuss what Google’s secretly doing to your remarketing campaigns. You see, you probably think your remarketing campaigns are showing ads to people on Read more…
I have a confession … I don’t use Google Ads to promote my PPC management services.
Does this make me a hypocrite?
Let me tell you a story …
Years ago, I was a regular on an online business forum. That forum was teeming with self-anointed SEO “experts.”
As you can imagine, with so many SEOs touting their services, there were a lot of (more…)
Ever gotten an incredibly low click rate? I mean less than 0.1%?
You might be thinking, “What the hell?” Maybe feeling a little unloved?
Well, don’t worry, it might not be such a big deal after all.
There are a couple of perfectly innocent reasons why this can happen …
Reason #1: Your ads are (more…)
With Black Friday and Cyber Monday coming up, I thought I’d share a nifty trick you can use to boost your PPC click rates.
It’s “countdown ads” and they look like this:Battersea Kayak Shack
20% off tandem kayaks!
Sale ends in 3 hours
That last bit is the countdown. You tell Google what time (more…)
Ever taken a course on Udemy?
Apparently, they can be pretty good. But one in particular caught my eye.
The title is, “Google AdWords Certification – Get Certified in Just 2 Days!”
That might sound like a pretty big promise … but it’s only just getting started …
The subheadline is, “Become Google AdWords Certified in Just 2 Days. Get Hired With Your Google AdWords Certification!”
That’s right, “get hired.”
You might be wondering, are there any catches?
Apparently not, as the bullets include:
* No Google Adwords Experience Required!
* No prerequisites or work experience required to take the exam or this course
That’s right, they’re taking complete newbies and teaching them how to pass Google’s AdWords exams … in just 48 hours.
You might think it’s a joke, but according to Udemy, 16,822 students (more…)
Earlier this month, I was at Turing Fest – a two-day marketing/tech conference in Edinburgh.
Whenever I go – this is my third year in a row – I feel like I’m behind enemy lines. For three reasons…
#1: I’m much older than most of the attendees. That sucks. Get off my lawn.
#2: I work with “real businesses,” while most attendees work for start-ups. You know, the sort of tech company that creates (more…)
I’m going to give you some advice on how to work with marketers.
But, before I get to the advice, I have to set it up with a story.
The story is about Wilhelm Steinitz, the first ever world chess champion, and it goes like this…
Steinitz was playing a game against another top player. After the game, the players went over the game. They discussed different ideas, and alternative moves that weren’t played.
While they were doing this, an unskilled amateur – in chess parlance, a “patzer” – kept interrupting and telling the masters what moves they should have played.
Steinitz, put up with this for as long as he could. But, finally, he snapped. He turned to the patzer and asked, “Sir, have you ever seen a monkey examine a watch?”
OK, what’s my point?
I was recently hired by a company to improve their PPC results. They were paying around £60 per lead, which was roughly breakeven. We set a target to get that down to £45.
So, I reworked their AdWords account and, straight off the bat, we were down to under £45 per lead. (more…)
Did you know Adwords allows you to target certain searchers that are most likely to buy from you? I’m not talking about keyword selection, time of day, geographic location, cpa bidding… or any of the other normal Adwords methods.
Instead, I’m talking about something that only 1% of Adwords advertisers are using to target the best prospects within (more…)
A couple of weeks ago, Google made a major announcement: they announced that they’ll force “close variant matching” on all advertisers. Why is this important? Two reasons: #1: Because this means phrase and exact match, as we knew them, are dead. It’s now all broad match. #2: Because, based on Read more…