- 49
- articles
- 2011–2015
- on Search Engine Watch
- PPC
- most covered
Howard Jacobson
2013
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…
Email Autoresponder Bridge Building: The Art of Following Up
If you don’t set up your website to capture your visitors’ contact information and follow up with them over time,…
2012
Why Your PPC Ads Must Meet the True and Positive Needs of Prospects
Because people are most often and powerfully motivated by some combination of fear and greed, we focus their attention on…
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…
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…
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.…
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…
Why Quality Score is One of the Least Important AdWords Metrics
Advertisers spend way too much time and energy trying tricks to increase their quality score in the hopes of reducing…
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…
Relevant, Actionable & Timely PPC Feedback: Better Decisions, Better Results
High quality feedback has three essential qualities, summarized in the acronym RAT: it’s relevant to the goal, actionable, and timely.…
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