Ad copy is a unique aspect of the search campaign because it is the only part that the visitor can interact with. Marketing Sherpa estimates say that a searcher will spend only 0.7 seconds on average reviewing an ad, yet in that small amount of time you must:
Grab the searcher’s attention against 10 organic links [...]
So it finally happened: Microhoo, YahooSoft, YaBing…however you call the search deal between Microsoft and Yahoo it is now officially signed with the biggest pen I have ever seen. There has been tons of write-ups on the pros and cons by people with a lot more access to the high-ups than I have or care [...]
You probably get them as much as I do: those sales calls from people who can “guarantee top positioning in Google and other search engines”. Little do they know that when they call me, they’re talking to someone who doesn’t mind showing them just how little they know about search engines and business in general. [...]
Bing can be portrayed as a search marketer’s best friend or biggest annoyance. Agencies, who typically charge based on percentage of media spend, hated Live/MSN search because it had relatively no search volume, which meant no media to spend, which meant no fees to charge. It also has the hardest user interface to properly setup [...]
Image by labnol via Flickr
It’s not uncommon for me to meet people who are interested in getting started with paid search, but have no idea how to get started. That’s usually why they come to me in the first place. More often than not, there is one question that trumps all others right out of [...]
