Tony Wright tells you what it takes to be a great PPC client, getting the most out of the client-agency relationship.
Articles by Tony Wright
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.
Google wants to digitize local search information, and Tony Wright tells you how you can help.
Tony Wright thinks Microsoft adCenter can win the search wars if it can scale the audience.
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."
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.
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.
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?
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.
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.
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.
Have you ever been burned from a bad experience in the management of your paid search campaigns? Or maybe you want to outsource but don'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.
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.
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.
Tony Wright lets off some steam, recapping some of AdCenter's most recent failures and begs the team: stop the madness!
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.
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.
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.
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.
Search advertising columnist Tony Wright discusses the value of bidding on your company's branded keywords, and testing to see if advertising on your brand name(s) improves conversion.