Over the last few years there has been a lot of attention in the paid digital world over the “Portfolio” approach to paid search campaign management. Some view this as way to maximize opportunity, while others try to draw analogies with stock portfolios as a way to manage risk. Unfortunately, there is still a lot of […]
Bidding on brand terms in search campaigns is hotly debated. In one camp are those who argue that these are cheap conversions, so of course you should bid on them. In the other corner are those who say you will get those conversions anyway through organic, so it is simply a waste of money. They […]
Recently, I answered this question on Quora: “If the cost of PPC is £10, what is the ROI?” A simple question, right? But assessing ROI for PPC campaigns has hidden dangers, so I used the opportunity to not just answer the ROI definition question, but to point out some common misconceptions in optimizing to a pure […]
Marketing is about creating success. Why, then, are marketers so often reacting to the numbers, rather than using the numbers to create success? Here are some of the current challenges in numbers-based digital marketing, with an eye to solutions. Low-Cost Eyeballs vs. High-Value Actions Historically, media was sold by the eyeball. In a business model […]
Google recently published a “think with Google” article on Profit-Driven Marketing. They describe it as a “new” trend driving successful campaigns. We’re thrilled that Google is on board, as we’ve been pushing the envelope with Profit-Driven Marketing for the last eleven years! But why is Google on board now after all this time, and what’s different […]