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Case Study: The Anatomy of a Killer Quality Score

I’ve told you over and over that Quality Score is super important. It lowers your cost per click. It lowers your CPA. It improves your ad rankings. In short, high Quality Scores correlate really well with overall account success. OK, OK, you’re saying, I get it! But how do I actually get these high Quality Scores? Rather than spout the usual list of advice, let’s take a close look at a real...
October 01, 2013
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Best of the Month: September’s Greatest Hits

While compiling the “Best of September” post this month, I happened across this, on Tumblr: Seasonal Babysitters Club covers are the best way to celebrate any holiday or change of season. Print this out on a sweatshirt and wear it while sipping your pumpkin-flavored whatever. Wow, I wish I had known about this before! Please tell me I’m not the only person in the search marketing industry who...
September 30, 2013
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Targeting Bilingual & Spanish-Speaking Audiences in AdWords: The Why & How

As digital marketers, we are always under the gun to drive more qualified searchers to our website. This can be a challenging job, especially once a PPC account is well-optimized. So what do you do when your performance starts to plateau? Look for missed opportunities. Hands down, the most common area of missed opportunity I see in US-based accounts is not advertising to the bilingual, Hispanic...
September 26, 2013
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Creative PPC: 5 Clever & Interesting Ways to Use PPC Marketing

I admit it. As a marketer, sometimes I get stuck with ideas when I try to promote my own self. Maybe it’s a cultural stigma that somehow self promotion is a shameful thing (hence the term “shameless self promotion”). And I’m pretty sure I’m not the only one. But one day (as I was TOTT-ing … “thinking on the toilet,” term you see posted on the back of bathroom stall doors) it dawned on me: “Heck...
September 25, 2013
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New Commands for Google Voice Search: It Doesn’t Get Much Lazier Than This

Google voice search – because who has time to type these days? We all have better things to do, like binge-watching Breaking Bad or looking at pictures of babies trying to lift weights. Finger exercise was the last remnant of physical activity for office drones, which means this future is only a few decades away: Thanks Google! We could debate about how much Google had contributed to the...
September 24, 2013
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PPC for Lead Generation: How to Get More Leads with PPC

Ask any business owner what he or she needs, and you’ll likely hear “more customers.” Businesses can’t just rely on their existing customers to fuel growth, so there’s a constant need for more leads who will eventually become clients. This guide will tell you how to use pay-per-click (PPC) advertising with Google AdWords to get more leads and grow your business. Who PPC Lead Gen Works For A...
September 23, 2013
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The Best Keyword Research Tools (For Experienced Fishermen & Fisherwomen Only)

Doing great keyword research is like being a fisherman. Reeling in the big profits takes knowledge, a Speedo, and a thermos. Whether you like it or not, keyword research is at the core of pay-per-click marketing and SEO practices. If you aren’t bidding or using the right keywords, short- or long-tail, then you could be selling yourself short on your potential success. And wouldn’t you rather...
September 18, 2013
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PPC Storytelling: How to Make an Excel Bubble Chart for PPC

The Excel bubble chart is often overlooked by PPC advertisers, because it can be tricky to set up. However, when used properly, a bubble chart lets you clearly present and compare categorical data (e.g. campaign, ad groups, device, etc.) – represented by the number of bubbles – as well as quantitative data (e.g. cost, conversions, CTR, etc.) – represented by the size of the bubble and its...
September 17, 2013
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How to Create Squeeze Pages: What Makes an Awesome Squeeze Page Design?

What is a Squeeze Page? A squeeze page is a landing page designed to capture opt-in email addresses from potential subscribers. The goal of a squeeze page is to convince, cajole, or otherwise ”squeeze” a visitor into providing one of their most sought-after and coveted pieces of personal data: the email address. What Makes a Good Squeeze Page? As its name suggests, there is an element of...
September 16, 2013
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The 80/20 Principle, Part 3: Finding Your Natural Persuasion Groove

This is Part 3 in a three-part series on the Pareto Principle by Perry Marshall, author of 80/20 Sales & Marketing and The Ultimate Guide to Google AdWords. Read Part 1 and Part 2. The most important 80/20 of all is the 20% of your skills that produce 80% of your results. Yes, 80/20 applies to your time, and your customers, and your product lines. But the greatest source of satisfaction of...
September 11, 2013
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