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An Outside Perspective Helps

RobLenderman — Mon, 20 May 2013 23:52:37 +0000

The curse of knowledge, as made famous by Dan & Chip Heath’s book, Made to Stick, says that once you learn something, it’s hard to remember what it was like NOT to know it. Without realizing it, you tend to assume that “everyone knows that.” This is important for PPC copywriting because in-house copywriters — [...]

Weekly PPC Update – And, I’m Spent Edition

Tom Demers — Sun, 19 May 2013 23:54:16 +0000

Hope everyone had a great weekend. We spent approximately 18 hours watching kids’ baseball games and are just settling in for a long spring’s night, errrrr, PPC update! First from Google….. Google AdWords blog goes web design! This post talks about a recent Think Insights development into advising advertisers how to build their [...]

Moving Beyond Keyword Match-Up

Jeffsexton — Fri, 17 May 2013 16:04:51 +0000

Before we do anything else, guess which ad outperformed the other: Answer: Ad B outperformed Ad A by 817%. Let that sink in for a minute — Ad B created an 800% increase in Click-Through Rates! So what’s the big difference? Here are the obvious ones: Shop vs. Find Modern & Unique vs. Eclectic Containers [...]

The Right Word and the Almost Right Word

Jeffsexton — Mon, 13 May 2013 15:58:03 +0000

Today’s column will give you two tips for the price of one. But first, check out the contest that demonstrates both tips: OK, first tip: beware of the emotional association of your words. Yes, cheap does mean “inexpensive.” But it also means “of poor quality, inferior” and “worthy of no respect” and “vulgar.” NOT the [...]

Weekly PPC Update – Happy Mama’s Day to All the Mamas!

Tom Demers — Sun, 12 May 2013 15:49:23 +0000

Happy Mother’s Day to all our readers who are mothers! We hope you have a lovely day. Let’s kick it off proper, not with breakfast in bed, but with the freshest, most delicious PPC news from this week! First, from Google………….. In the next few weeks, if you are only using features [...]

The Clean Bathroom Approach to PPC Ad Copy

Jeffsexton — Thu, 09 May 2013 23:26:15 +0000

We naturally believe in the principle of internal consistency. It may not make sense in every situation, but we believe it anyway. If you walk into a restaurant’s bathroom and it’s filthy, you wonder how clean — or disgusting — the kitchen is, even though it’s unlikely that the same people who clean the bathroom [...]

Are Your PPC Ads a Joke?

Jeffsexton — Mon, 06 May 2013 15:09:15 +0000

When you’re telling a joke, you’ve got to hold the punchline until the end. It’s the surprise punchline that gets the laughs. Works great for comedy, but it’s lousy for PPC Ads. When people scan search results, they’re looking for immediate confirmation of relevance — will this result take me to what I want? — [...]

Weekly PPC Update – Cinco de Mayo Edition

Tom Demers — Sun, 05 May 2013 20:05:11 +0000

Hello friends! Hope you are enjoying your weekend, but let’s put down our margaritas for a moment to catch up on the past week’s latest PPC news, shall we? First, from Google…….. Google is sunsetting the spreadsheet edit feature effective May 30. This makes sense since they’ve been rolling out bulk edit features [...]

Precipitating Events

Jeffsexton — Mon, 29 Apr 2013 21:00:08 +0000

Some of us are proactive some of the time. And by some of the time, I mean like 2-5%. The other 95 to 98% of the time we are reacting to something, whether it’s a sudden opportunity or a newfound problem. I mean, do most of us buy running shoes just because? Or do we [...]

Weekly PPC Update – Spring Flowers Edition!

Tom Demers — Sun, 28 Apr 2013 21:23:58 +0000

It seems like we are getting a proper spring here in New England this year. Leaves and blossoms seem to be exploding on the trees and from the ground and we have a week of mid-60s temps ahead of us (and behind us). Usually, it goes from snowing to sultry, but not this year! Hope [...]