Ad CTR: When to Pause an Ad (and Why)

I often help friends to optimize their Google Adwords accounts. Here is a very common mistake which I see in practically every account: people don’t pause weak ads. There’s a very good reason to delete the weak ads. Let’s look at the...

Offline Sales with Digital Marketing

Matt Lawson, Director at Google for Performance Ads Marketing, wrote a blog post in May 2014 about a new idea at Google. He also included a Google document on profit-centric marketing. The links at Google are: The Profit-Driven Marketer: Setting a New Standard for...

How to Track Conversions from Facebook, Twitter, Email, etc.

I wanted to keep the book at a strategic level for directors and CMOs, so I didn’t go into technical detail or documentation (otherwise, they won’t read it.) The goal is for them to know that it can be done (and assigned to staffers for implementation.) If...

eBay Research on PPC

An eBay research study Consumer Heterogenity and Paid Search Effectiveness, by Thomas Blake, Chris Nosko, and Steven Tadelis (2013, bit.ly/10E5mDU) looks at the effect of PPC. My summary of the research: PPC does not increase sales to people who already know the...

Finished the SEO and PPC Chapters

The book is coming along quickly now. I finished the draft chapters for SEO on Saturday and PPC yesterday. Next is metrics. I have it outline form; now I turn that into a readable draft. The goal is to finish the first draft by Friday. (I’m on a 90-day schedule...

Which US Cities as Test Markets?

Q: Andreas, you say we should carry out marketing tests where we market in some cities but not others, so we have control groups. This lets us see if the marketing was responsible for the change in results. But what cities should we use? – Perplexed in Peoria A....