What to Spend on Google Adwords

Setting your maximum cost to acquire threshold (and using it for budgeting) On a recent business trip to California, I hired a car service to get from the east side of Orange County to LAX. This is about an hour’s drive. As boredom overtook us, the driver and I ended up speaking at length about…

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Common Issues with Mature Paid Search Campaigns

● Expect that the “campaign rules” were broken ● Look for bidding issues and opportunities ● Review and update your ads and landing pages Advertisers often observe diminishing returns in their paid search optimization efforts. The big wins that come in the first few months get harder to replicate as keyword research gets played out…

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Search Pyramid Framework for Managing Search Campaigns

Summary ● Learn from Paid Search; many clicks may indicate a good SEO candidate ● Focus, but don’t be too focussed on your phrases ● Control your paid search bidding The Search Pyramid helps you navigate an essential search engine marketing problem: some phrases have lots of search queries but it is hard to generate…

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