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The Greatest Intro to PPC EVER: 10 Years of PPC Experience in 40 Minutes

What would it do for your business if you were able to crawl inside my brain and wallow in crazy-effective PPC knowledge, gained over more than ten years working in paid search every single day? The insane insights and experience you would take away would become your ultimate PPC secret weapon, giving you the power to slay the competition and squeeze every last drop of ROI out of your AdWords...
April 09, 2014
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PPC for Seasonal Businesses: 5 Ways To Get Your AdWords Account Ready For Spring

Here in Boston, we finally had a day that one could call “Spring-like.” It was warm (a whole 52 degrees!), people were walking around without jackets, and there was a general feeling of “I really hope we are done with the snow” filling the air. Ah, spring! Along with this, a number of my clients are cleaning up their AdWords accounts and getting ready for the spring and summer months ahead. For...
April 09, 2014
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AdWords Dynamic Parameters: A Sneaky Way to Double Your CTR

Ad text relevancy is important to keeping your audience engaged, and in some cases can dramatically improve key metrics like click-through rate (CTR). Whether it’s advertising your latest promotion, lowest sale price, or resonating with an audience interested in up-to-date stock prices, there are many scenarios when switching up your ad text is not only valuable but imperative. Constantly...
April 08, 2014
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PPC: Impossible? Not for WordStream’s Elite Paid Search Agents!

WordStream recently received intel from one of our field agents that Kristi Anderson, VP of marketing for GetOutfitted.com, was attempting to maximize the effectiveness of her PPC campaigns and increase conversions. Despite facing overwhelming odds, Kristi succeeded in her mission by using WordStream’s not-so-super-secret paid search technology. Over the course of 30 days, Kristi learned...
April 07, 2014
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How to Create a Ferocious Unique Selling Proposition

Unless you’re fortunate enough to be the only player in your industry (say, the only dedicated supplier of lion-taming equipment in North America), you’ll need to differentiate yourself from your competition through your unique selling proposition, or USP. A strong, instantly recognizable USP can make or break businesses operating in competitive markets and niche marketing industries, so it’s...
April 07, 2014
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Diving Deeper into Search Network with Display Select

To the uninitiated, the Google Display Network can be more than a little intimidating. Despite the vast potential of the GDN to expand AdWords advertisers’ reach, the costs and time management involved in running a GDN campaign put many people off, particularly small businesses with limited paid search budgets. For these reasons, Google launched its latest hybrid campaign type, Search Network...
April 04, 2014
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Goodbye Google AdWords Regular PLA Campaign Type, Hello Shopping Campaigns

By late August, Google will retire their regular PLA campaign type and switch all product listing ads users to Shopping campaigns. Beta launched in October 2013 and fully rolled out in February, Shopping campaigns have a number of unique features that make them particularly attractive to e-tailers: The ability to browse inventory within the AdWords platform and create product groups using...
April 03, 2014
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Help! I Raised My AdWords Bids and Got LESS Traffic!

If you’re a reader of this blog, you’re probably familiar with the basics of the Google AdWords auction. You place a bid, you win a position on the page. And the higher your position, the more likely you are to get the click. So… … right? Wrong. If you’re a small business with a limited budget, you’ll need to be smarter than this. Let’s use a simple example to illustrate why. Related: How to...
April 03, 2014
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If People Don't Link to Porn Sites, How Does Google Rank Porn?

In his latest Webmaster video, Matt Cutts answers the question: “How does Google separate popularity from authority?” (This question came from a “Blind Five Year Old,” by the way! That’s our friend AJ Kohn unless someone stole his alias.) It’s an interesting question, but I’m particularly interested in an offhand comment that Cutts makes at the beginning of the video. To distinguish between...
April 02, 2014
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3 Things I Learned by Writing 3 Million Words in 3 Years

My first SEO copywriting job (which is what most content marketing used to be called before “web content” was a thing) was working as a freelancer for a national British travel agency. Although the work itself amounted to little more than stuffing awkward long-tail keywords into flowery copy about tourist hotspots across the Mediterranean, it was an invaluable learning experience and set me on...
April 02, 2014
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