Howard Jacobson

Howard Jacobson

Emotional Intelligence & Empathic Inspiration Officer

VitruvianWay

Articles by Howard Jacobson

How to Niche Your PPC Ads

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What do you do if you’re in a market in which all the ads are saying more or less the same thing? Choose a niche to target. Be willing to serve a few people extremely well, rather than serving a lot of people in a mediocre fashion.

Writing Search Ads in Context

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As an advertiser, your challenge and opportunity is to claim a piece of territory in the search results page fray. Once you’ve identified your ideal customer, here’s how you can use the principles of choice architecture to get the clicks you want.

Use Empathy to Create Breakthrough PPC Ads

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Desperately seeking inspiration or to obliterate writer’s block and create relevant and engaging PPC ads? Creative breakthroughs generally come from two places: empathy and context. So let’s talk about empathy and how to generate it for PPC.

Search Marketing & the Fine Art of Nexting

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Our subconscious has habit of predicting what is just about to happen, or "nexting." So it's critical for search marketers to create “nexting-friendly” landing pages that match prospects expectations, based on the promise of the ad they click.

How to Find a PPC Niche & Attract Customers

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Think you’re stuck with a not-so-great market or competitive environment? In search marketing, you often have a lot more control over those factors than you might think. Here’s how you can create an environment in which you can thrive.

Running Lean With AdWords

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No question that Google AdWords is, as Ash Maurya says, the perfect traffic source for optimization and scaling. But it’s still the quickest, fastest, and cheapest way to get your prospects to tell you honestly what they think of your offers.

Tell Me Three Times: A 3-Pronged PPC Balance System

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Don’t rely on your AdWords, adCenter, or Facebook PPC data exclusively for data on the health of your account. Instead, achieve feedback redundancy by incorporating at least two independent data sources by adding analytics and business results.

How Green Does Your AdWords Garden Grow?

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Once your account reveals the existence of a high-volume keyword, it’s time to become a keyword ecologist, exploring the habits, habitat, potential, and life cycle of the keyword. These insights can enrich your account and nurture leads and sales.

Where Are Your Website Visitors Coming From Just Now?

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Your AdWords traffic can arrive from two different universes: search and display. Since the visitors are different, your ads need to be different, and the two universes need to arrive at different landing pages to help them accomplish their goal.

PPC Split Testing: Who, What, Why & How

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Your AdWords split tests should consist of four tuners: the who, what, why, and how. Start with the weightiest question of who, and then successively plan and fine tune your PPC advertising ideas with ever more precise degrees of tuning.

4 Foundational Secrets to Effective PPC Advertising

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As you plan your next AdWords campaign, be willing to spend for results, but start by spending your creative energy first. How can you get the right message to the right people at the right time in a way that sets you apart from your competition?

2 Non-Obvious PPC Split Tests

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Simple PPC split testing can provide market insights that allow you to connect deeply and powerfully with your prospects. All that’s required is a willingness to think, wonder, and ask. Here are two questions to jump-start your own deep curiosity.