Archive for Tony Wright

23 articles
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Tips for Being a Great PPC Client
Tony Wright tells you what it takes to be a great PPC client, getting the most out of the client-agency relationship. Aug 27, 2007
The Long Tail Is Dead -- Long Live the Long Tail
Search is not the well-kept secret it once was, and targeting the long tail is becoming hard to do. Tony Wright has some tips for playing the long tail in today's SEM market. Aug 20, 2007
Google's Local Search Land Grab
Google wants to digitize local search information, and Tony Wright tells you how you can help. Aug 13, 2007
Microsoft adCenter Could Win the Search Battle
Tony Wright thinks Microsoft adCenter can win the search wars if it can scale the audience. Aug 6, 2007
PR Pros Make Great Search Marketers

Tony Wright tells you why public relations pros make the best search marketers and wants to convince more of them to participate in "The Search."
Jul 30, 2007
Do You Really Need to Overhaul Your Landing Pages?
As summer rolls around, many clients resort to tweaking their landing pages. Tony Wright tells you how to determine whether or not this is really necessary. Jul 23, 2007
Boosting CTRs in a Search Fragmenting World
Tony Wright reports further on the fragmentation of search with reader-submitted tips and some of his own. Here's what you can do to keep your CTRs up. Jul 16, 2007
The Beginning of the Fragmentation of Search
Tony Wright ponders the evolution of search marketing from its heady first years to the competitive situation today. Can this be the beginning of the fragmentation of search? Jul 9, 2007
Zen and the Art of Paid Search Maintenance
Discipline is the key to achieving paid search enlightenment ... aka success. Tony Wright gives you a few tips for implementing some regular processes to ensure top performance from your paid search campaigns. Jul 2, 2007
Can Google Analytics Be Evil?
Tony Wright has a question for you about Google Analytics. Like most marketers, he preferred third party analytics tools due to data privacy concerns. However, a recent experience with Google Analytics was so positive that he wants to know what you think. Jun 25, 2007
The Five Characteristics of Highly Effective PPC Specialists
As anyone in the search marketing industry can tell you, talent is scarce. Tony Wright has come up with five characteristics of successful PPC specialists. If you can find one with all these traits, hire him/her on the spot. Jun 18, 2007
Five Tips for Hiring a Paid Search Agency
Have you ever been burned from a bad experience in the management of your paid search campaigns? Or maybe you want to outsource but donâ��t know where to start. Tony Wright gives you his list of the five most important questions to ask vendors when looking for someone to manage your PPC campaigns. Jun 11, 2007
Setting Campaign Goals and Metrics for Success
The first step in a paid search campaign is to establish client goals and expectations for the campaign. Listen as Tony Wright tells you the importance of setting your initial metrics for success. Jun 4, 2007
Ego Bidding Gone Wild
What happens when the ego gets in the way of smart bidding and positive ROI? Tony Wright talks about the danger of ego-bidding and how to stop a client from bidding their business into the ground. May 21, 2007
Upset you missed Mothers Day this year? Your mom probably was upset as well. But it's not too late to take advantage of last minute marketing opps for Dads and Grads. Here's how. May 14, 2007
Microsoft AdCenter: Hear My Plea
Tony Wright lets off some steam, recapping some of AdCenter's most recent failures and begs the team: stop the madness! May 7, 2007
The Google World is Growing: Should Advertisers Be Scared?
Tony Wright takes a critical look at the rapid reach of Google power, and questions how growth will have long lasting impact on the advertising world. Apr 30, 2007
Paid Search, Trademark Legalities and Liability -- Oh My!
Tony Wright offers a fresh perspective on search advertising, and the trouble bidding on trademarked terms can bring. One lawyer, savvy in search advertising, provides some legal insight on how search marketers can handle problems that arise. Apr 23, 2007
One Disgruntled Consumer, One Effective Solution
A story that proves online reputation management isn't limited to organic search. One angry customer can make a big impact on your paid search campaign in a short amount of time. Find out how to resolve the problem swiftly and effectively. Apr 16, 2007
A Week in the Life of a Paid Search Marketer
See what it's really like to spend a week at a search engine marketing conference, as columnist Tony Wright walks you through his approach to SES NYC, while gathering tidbits of search advertising advice. Apr 9, 2007