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Elisa Gabbert's Blog

Blog List

It's My 3-Year Anniversary at WordStream: Look How Far We've Come!

My first day at WordStream was three years ago today. A lot has changed since I started this job. For example, this is how our PPC software looked in 2009: Check out the column headings in that “Keyword Group Segmenter”: “%v”! “%k”! “!”! I’d tell you what they mean, but I don’t remember I don’t think I knew what they meant in the first place. o_O Luckily, at some point we figured out that...
April 27, 2012

Announcing the WordStream Internet Marketing 150: The Top Internet Marketing Software/SaaS Providers 2012

The Internet marketing industry is a vast sea of companies of different types and sizes, operating in areas from email marketing to crowdsourcing to SEO. It’s virtually impossible to operate a business in 2012 without engaging in Internet marketing, and it’s very easy to get lost in this sea of providers. So we’ve created a map to guide you on your journey through the Internet marketing...
April 25, 2012

What Is Negative SEO? The Rise of Competitive Google Bombing

Negative SEO – have you heard this term before? To be perfectly frank, it’s new to me as of this week. “Google bombing” has been around for years, a kind of hack using links and anchor text to manipulate the search results as a prank – the famous example being a biography of George W. Bush returned as the first result for the query “miserable failure.” But negative SEO is a slightly different...
April 20, 2012

AdWords Experts Share the Secrets of Their PPC Success, Part 15

This is the latest in a series of interviews we're conducting with AdWords advertisers who got unusually high scores using our AdWords Performance Grader. We're reaching out to high scorers to find out what strategies contribute to their strong AdWords performance. For more in this series, see: AdWords Experts Share the Secrets of Their PPC Success, Part 1 AdWords Experts Share the Secrets of...
April 17, 2012

Split Testing Ideas for PPC Advertising [Infographic]

We're often on about the importance of AB testing multiple versions of your ads as a means of seeing what messaging really works with your audience and thereby maximizing your clicks and conversions. It's one thing to acknowledge the importance of split testing, but it's another to implement that strategy if you're not sure what to test. The folks at AdChop have put together an infographic with...
April 13, 2012

Facebook Buys Instagram for $1 Billion … But Why?

Last week, waaay at the bottom of my post on the ethics of search, I included a couple of links to articles about Instagram culture. The photo-sharing app had just been made available on Android OS, which had a lot of Android users cheering and a lot of iPhone users jeering (as in, “Hey, WTF? Our exclusive little club just got a lot less exclusive…”) That was pretty minor news compared to what...
April 12, 2012

How Do Google Alerts Work? Why Are They Not Working?

Are your Google Alerts not working? Maybe you've set it up wrong. But before we walk you through how to correctly set up a Google Alert for yourself, let's revisit how does Google Alerts work. Google Alerts are a way to monitor the search results for a given query. In theory, setting up a Google Alert is a great time-saver, because you get an email from Google whenever your specified query...
April 10, 2012

Ethics of Search: The White Lies, Gray Zones, and Black Hats of SEO

  Two weeks ago, I wrote about Google’s warnings that it is planning to issue an “over-optimization penalty,” AKA the OOPS penalty. Similar to the Panda update, an algorithm change intended to punish spammy sites with “thin content,” the so-called OOPS penalty is supposed to prevent sites that are over-optimized from ranking. But where is the line between regular optimization and over-...
April 06, 2012

Top 10 Google Update Codenames

Yesterday Google announced another big round of “search quality highlights,” i.e., changes to the algorithm that serves up your search results. These lists – which Google has been publishing on the Inside Search blog since December 2011, supposedly in an effort to “push the envelope when it comes to transparency” – have just gotten more unwieldy and impenetrable over the last several months. The...
April 04, 2012

Hello and Welcome to the PPC Idea Center!

Here you’ll find a steady stream of strategic search marketing advice as well as smart commentary on emerging web marketing trends. This content is hand-picked for customers to help you make the most of WordStream Advisor, your AdWords campaigns, and other marketing endeavors. We hope you’ll find it interesting and insightful. Check the PPC Idea Center often – you’ll find fresh tips and ideas...
April 03, 2012