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...

Can We Just Build It and They Will Come?

Over the past year, I’ve been working on a bunch of projects with various clients. Generally, they want more traffic, which means they need more visibility among their target audience. Many companies assume they can “Build It and They Will Come”. But...

Another Reason to Use Content Marketing…

  GlobalWebIndex’s data (July 2015) shows 27% of online adults aged 16-64 regularly use adblockers; Europe tops the table on 29% and the rest are close behind. It’s also likely that these users are the ones who know most about their computers, which...

Virality and Word-of-Mouth: A Pathology of Epistemology

I’m researching virality. How do ideas start and grow explosively? Everyone knows things go viral (cat videos, etc.), but very few understand why this happens. Although marketing agencies talk about this, practically none of them can do this repeatedly. It turns...

SEM, PPC, Paid Placement… It’s Just Advertising

The following words are useless in 2015: PPC (pay-per-click) was the name for advertising in Google, but you can also place ads in Google and pay for the display (impression), not the click. So the term PPC is now useless. SEM (Search Engine Marketing) became the new...