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Latest PPC News & Opinion

  • 2015 – The Year of the Stock Portfolio in PPC Marketing
    Ahh, remember the days when It was just Google Search, Yahoo Search and Bing Ads were the only platforms that Search Marketers had to worry about? Remember the catastrophic disaster of importing Google Search campaigns into Yahoo Search via failed spreadsheets? (geez, the more I think about it, that does seem like a very long time ago) Since the evolution of Display, Retargeting, Mobile and Social, our strategies are turning into a Chinese menu of sorts and we have to keep up with all of the changes if we want our clients to succeed in today’s world. In this article, I will take a “deeper dive” into why it is so important to have a “stock portfolio” approach mindset.   Where are all the Fish in 2015? Remember the old saying “Fish where the Fish are”?, well that is an understatement these days. Today, there are many different oceans, lakes and ponds that ...

  • Geico Outspends Flo and Aaron Rodgers to Dominate PPC
    Alright, it’s quite obvious that these Insurance Companies are spending tons of money on these very entertaining TV commercials and we can all agree that they have succeeded in cementing their brands into our subconsciousness. However, I was interested in seeing how these companies compared in the PPC World and what I found was pretty surprising. In fact, it appears that these Insurance Companies are putting a ton more money in PPC now than in any other years. Let’s discuss Overall Summary: As you can see in this screenshot provided by my friends over at, the insurance company(s) State Farm, Geico and Progressive have some strong competition going on in terms of keyword coverage. Statefarm provides the largest amount of keywords, while Geico and Progressive are similar. However,  it’s hard to imagine that (3) different advertisers are bidding on over 253k+ of the same terms, yet as you will see shortly, ...

  • Google Wants to Own Bid Management Industry
    Typically, it has been the 3rd party software companies that provided Bid Management Solutions for Adwords and Bing Ads platforms. However, Google is pushing their own “new and improved” best practices guide to try and help advertisers get the most of their strategies (or in other words) their budgets. So with this latest move by Google, should those 3rd party automated bidding companies be concerned? Is Google strategically trying to control that market as well. Let’s discuss….   Google announced a new guide (via .pdf) entitled A Bid for Every Auction which covers key topics like:An in-depth look at auction-time bidding and why it’s important to take advantage of itChoosing the automated strategy that makes the most sense for your accountThe best way to test bid automation in your accountMaking a successful automated campaign perform even better  Here’s a screenshot from the Guide.What does this mean for 3rd Party Companies? One word. Money. ...

  • Is Perfecting PPC Campaign Structures Driving You Crazy?
      Years ago, I was told by in Father-in-law and backed up by others in the Family that there is an old Italian Myth which claims that a Donkey thinks about killing its owner 9x a minute everyday. That is crazy right? Well, let’s consider how many times have PPC marketers go back and forth on how to organize campaigns and adgroups. For my experience, it’s one of those constant things that always seem to question the initial strategy. However, there are “rational” reasons to change up the structure once in a while to get the most out of the advertisers budget.   Classification Anxiety Depending on the client’s industry, trying to “intelligently classify” campaign and adgroups structures can not always be a “set it and forget” strategy. In many cases, marketers go back and forth based on some of these variables:Product/Service Category/SubCategory Brand/Sub Brand Author Name Part #, ISBN#  The best solution to this problem is to have ...

  • Google Channeling “Magazine Layouts” for Better Mobile User Experience
    Ahh, the evolution on online behavior keeps on changing and in many cases, it’s starting to reinvent itself into the “ol magazine” world. We went from Desktops, to Smartphones, then Tablets. As more and more of these devices are being developed, Google has once again “stepped up the plate” to leverage all of these variations so that advertisers can get their most bang for their buck, or shall I say Googles’ buck. Let’s discuss…   In a recent article entitled “Building the next generation of display ads for a multi-screen world” Google makes the case that Mobile has created a new and interesting digital canvas for advertisers, however it’s not exactly benefiting the user-experience (just yet). So, they are launching what they call “new generation of display ads is changing how advertisers engage with consumers on mobile devices.”   Over the next couple months, Google is going to roll-out specific, new ad formats just ...

  • Hertz Rental Car Winning in PPC Marketing
    The Rental Car Industry is not only a $24 Billion Dollar Industry, it is also highly competitive landscape, especially within PPC Marketing and Social Media. According to the USA Today article entitled Rental car companies court customers on social media, author Garry Stoller interviews Unmetric CEO Lux Narayan and reveals that “Hertz has the best use of Twitter and the best YouTube channel, and Enterprise has the best use of Facebook. It’s interesting to find that the two largest rental-car companies in the world, Enterprise and Hertz, have found separate niches for building up their social-media presences.” However, when we analyze PPC, SEO and Social Media trends from the top Rental Car Companies (with the help of, we uncover another interesting mix of strategies, success and missteps. Lets discuss…  Average Adwords Daily Budgets (Per Day) As you can see, Hertz spend the most in PPC, while their closest competitor is spending ...

  • Organic Wine Retailers Reveal Diverse PPC Strategies & Budgets
    As someone who has improved his palate over the years and is becoming sort of a “wine snob” these days, I decided to see what the PPC Landscape looked like for Organic Wine Retailers, and boy is it diverse. The Keyword coverage and budgets are vastly different and begs a few questions like: (1) Were they poorly executed from the start?, (2) Too much Competitive saturation? (3) Is it the right audience for a healthy ROI? With the help of PPC Competitive Software such as SpyFu, I have the ability to identify and compare what keywords specific online retailers are bidding on, as well as budget trends and even keyword phrases that are both same and different from each other. In this post, I have chosen (3) different Organic Wine Retailers who are in the top positions for the search query “Organic Wine”. In the screenshot below, you will see the ...

  • Hey Nonprofits! Meet Salesforce’s Power of Us Program
    The Foundation, (also known as Power of Us Program) help nonprofit organizations and higher education institutions can get access to products and resources to help expand our collective impact. These resources, combined with the programs and expertise of thousands of nonprofit organizations, allows us to create positive change in the world. The Power of Us Program includes:10 donated Enterprise Edition licenses Deep discounts on additional licenses, products and/or services from Discounts on training Discounts on events Access to nonprofit and higher ed specific user groups, events and Webinars Discounts on participating Apps and consulting partners from the AppExchange  Who is Eligible? makes it clear that even though they offer a powerful, enterprise level suite of products with the potential to dramatically transform the Nonprofit, they recognize that it is not for everyone To be eligible to apply for the Power of Us program, your organization must be recognized as a charitable, nonprofit, or ...

  • Hey 501(c)(3) Nonprofits! Want $10k in FREE Adwords Advertising?
    Google Grants Overview: Google Grants is a unique one-of-a-kind advertising program which is designed specifically for 501(c)(3) Nonprofit organizations. The goal of this program is to utilize and transform the Google Adwords system into a powerful tool to spread advocacy, awareness, volunteer-ism and provide the ability to increase donations. Google provides approved 501(c)(3) Nonprofits with $10,000 per month in in-kind AdWords™ advertising. However, if the Nonprofit consistently spenda the $10k per month for at least three months, Google will increase your monthly allowance beyond the $10k/month.   Who is Eligible for a Google Grant? If you are within the United States, your organization MUST have a current 501(c)(3) status, registered through the Internal Revenue Service and have an NTEE Number from If you are outside of the United States, you can view Google’s List of International Charitable Organizations.   Who is NOT Eligible?Organizations already participating in the Google AdSense program Organizations that are either religious or ...

  • Why Startups Need Search Marketing Experts
    Many Startups during their infancy stage have very limited resources as well as advertising budgets to help them get off the ground running. So, there is this delicate dilemma that Startups face where they need “Big Agency” services but can only afford small “Boutique” prices. In this post, I will discuss experiences as a Startup Agency myself and how I helped various Startup clients get off the ground and succeed even further once they reached that next level of success. Understanding Startup Mentality: I was fortunate enough to be a part of two Tech Startups before starting my own SEM agency. This valuable experience enabled me to have a much better understanding of the common questions, concerns and goals/objectives. For example, below are a few things that helped not only my business model, but also the client relationship.Setting achievable expectations Creating a Process for building a solid foundation Setting initial shorter length contracts so ...

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