Do not automate SEO!

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“Why don’t you just automate your SEO?” We hear this question from time to time, and it makes me cringe. We recommend against using any SEO tool to automate SEO efforts. Using an algorithmic system to optimize a site meant for human consumption will lead to flawed and incomplete recommendations. Of course, the idea is […]

The Final Countdown: Use Ad Customizers to Create Limited-Time Offers

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“Without a sense of urgency, desire loses its value.” – Jim Rohn One of the best ways to create urgency and drive results is to use a Limited Time Offer. Limited Time Offers work because they create a sense of a ticking clock; by adding a Countdown, we can make this phenomenon literal. Naturally, I […]

UET DOT what? An easy set-up guide to track Bing and Yahoo ads

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We must upgrade to Universal Event Tracking for Bing Ads by April 15th. The good news is that this new tag can be linked to your Yahoo Gemini account, meaning you can track Bing Ads, Yahoo Stream, and Yahoo Search with one pixel. There has been a lot of chatter about the setup for this […]

Free April 1st webinar: get up to speed on Facebook ads

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Blink and you’ll miss something new in the land of Facebook advertising: powerful targeting upgrades, hot new ad types, an acquisition that lays the seeds for something big in the months to come. And as each quarterly report shows, advertisers who aren’t on Facebook are getting farther and farther behind a very important curve. We’re […]

Poor Man’s Guide to “Persona-lized” Testing

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Your site’s visitors don’t all think, behave, and most importantly, convert, the same. Different segments of visitors respond better to different triggers. So if you’re lumping all of your visitors together in your A/B tests, you’re getting the average conversion results. But averages lie. Even if you don’t have the budget for personalization testing software, […]

Use These 5 Free Competitive Advantages in SEM

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There are so many ways to leverage SEM, regardless of the industry you’re in! One of my personal favorites is utilizing the free ad extensions in Google and Bing (in this post, we’ll focus on Google). Applying ad extensions will make any AdWords beginner look like a pro amongst the competition. Let’s take a minute […]

QA: What is it, and why do we do it?

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One of the most important parts of our jobs as SEMs is a little thing we call QA, or Quality Assurance. It’s so important, yet it’s so often brushed off or done half-heartedly because I don’t think it’s something that any of us would classify as fun. But it’s something I’m going to talk about […]

Acquiring context on our big announcement

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Shortly after dinner Sunday night, I received a text from my agency saying: “We need all 3Q employees to be in the office for a special All-Hands on Monday, 3/16 [note the use of “special” rather than emergency], at 10 AM PDT. A dial-in will be provided for our remote employees.” Now, being at the agency […]

Why It’s Time to Rethink the Programmatic Creative

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It’s so obvious that it hardly needs saying: You can have the best programmatic targeting in the world, and your campaign will still fail if you have a terrible creative. Studies have found that more than half of a campaign’s sales impact can be traced to creative variables. In other words, the format, message, and design of […]

When to Opt Out of Google Dynamic Sitelinks

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In case you missed the memo, Google launched dynamic sitelinks in July. Here’s how they appear and work. Google is not charging for clicks on these yet, which is good since it is not possible to find anything about them in the AdWords interface. Even though extra real estate and free clicks are typically welcome, it […]