Howard Jacobson

Howard Jacobson

Emotional Intelligence & Empathic Inspiration Officer


Articles by Howard Jacobson

Tips for Marketing a Sales Call & Free Sample


One important element of any search-based lead generation campaign is the offer – what does your prospect get after you get their contact information? A good offer can bring in oodles of qualified prospects, but a poor one can kill your lead flow.

Master Google AdWords in 3 Steps With the 80/20 Rule


When you focus on direct marketing rather than brand advertising, permission rather than interruption marketing, and exact rather than broad keywords, you get to expend less than 1 percent of the effort and reap over 50 percent of the rewards.

How to Niche Your PPC Ads


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


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


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


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


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


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


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?


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?


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.