Because people are most often and powerfully motivated by some combination of fear and greed, we focus their attention on the various negative feelings that accompany their unmet needs. While this tactic can be effective, it has serious limitations.
Articles by Howard Jacobson
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.
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.
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.
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.
Advertisers spend way too much time and energy trying tricks to increase their quality score in the hopes of reducing cost per click. Just stop. Turn off the quality score column. It doesn’t correlate at all with profitability or better ROI.
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.
High quality feedback has three essential qualities, summarized in the acronym RAT: it’s relevant to the goal, actionable, and timely. PPC is overwhelming when you don’t apply the RAT filter to the feedback with a vengeance and cut out the noise.
Many PPC advertisers are willing to spend tens of thousands of dollars a month on clicks. Equally important are new landing page designs, strategies, and copy. Here’s why you should match your click budget with your conversion optimization budget.
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.
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.
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.
The foundation of the “hero’s journey” style of search advertising is deep empathy with your prospect. If you tell their story and highlight what matters to them, you’ll command their attention and stoke their hunger for transformation.
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.
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.
We may not be able to write like “Harry Potter” author J.K. Rowling, but we all can access deep wells of creativity, intuition, and empathy. When we draw upon these wells in the service of our prospects, marketing can be a magical thing.
There’s a dark side to focusing solely on numbers. Be aware of the dangers of managing campaigns solely on a rational basis – after all, numbers provide false certainty and aren't reality. Don't forget to look for the humanity behind the statistics.
Use the web to discover everything about your market. Craft your marketing, turn on the AdWords tap, and give it a try. Send some traffic to your landing page and see if you’re right about what people want. If not, pause, adjust, and test again.
This article examines Google Search Plus Your World from a different point of view. What is driving the integration of social and search? How does it work? And what’s the impact on our perception of Google’s relevance and usefulness?
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.