Search Engine Watch – Vitruvian Advertising

How Green Does Your AdWords Garden Grow?

AdWords, PPC, Search Engine Watch, Strategy

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This article by Howie Jacobson was originally posted on Search Engine Watch. Think of an AdWords account like a garden. Most gardeners measure success by yield: bushels of tomatoes, armloads of sweet peppers, ovenfuls of zucchini bread, and so on. But these outputs, as delicious and motivating as they...Read More 

Where Are Your Website Visitors Coming From Just Now?

AdWords, PPC, Search Engine Watch, Strategy

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This article by Howie Jacobson was originally posted on Search Engine Watch. After two weeks exploring Botswana, my family and I returned to South Africa on a hot and dusty late morning via the Bray border crossing, one of the least utilized in the country. Getting to Bray required a jarring 70 kilometer...Read More 

What J.K. Rowling Can Teach PPC Marketers About Reachi...

Search Engine Watch, Strategy

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This article by Howie Jacobson was originally posted on Search Engine Watch. After months of agonized waiting, my daughter finally received her Pottermore account last week. In case you’re not a Harry Potter nerd, Pottermore.com is the “all Harry all the time” website that J.K. Rowling created...Read More 

PPC Campaign Analytics: How to Avoid Number Hypnosis

PPC, Search Engine Watch, Strategy

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This article by Howie Jacobson was originally posted on Search Engine Watch. One of the first things we learn as PPC advertisers is to pay attention to the numbers. We can all hold our cherished opinions about our ads and landing pages, but the cold, hard numbers don’t lie. Click-through rates (CTRs)...Read More 

Tap Into AdWords for Keyword, Ad & Landing Page T...

AdWords, Search Engine Watch, Strategy

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This article by Howie Jacobson was originally posted on Search Engine Watch. Showers frighten me. No, I don’t think anyone is going to ventilate me with a kitchen knife. Instead, I worry about the water temperature. Sometimes I get under one of those faucets and turn on a torrent of freezing water. Other...Read More 

Google Search Plus Your World: The Peer to Peer Evolut...

General, Search Engine Watch

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This article by Howie Jacobson was originally posted on Search Engine Watch. Google now sprinkles Google+ results into general search results, in an initiative they’ve dubbed “Google Plus Your World.” Webmasters and SEO experts have been arguing heatedly about why Google is doing this (most point...Read More 

PPC Split Testing: Who, What, Why & How

PPC, Search Engine Watch, Strategy

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This article by Howie Jacobson was originally posted on Search Engine Watch. PPC advertisers face two common problems when they try to tackle split testing: no ideas, or too many ideas. If you have no ideas about what to split test, that’s a sure sign that you’ve been spending too much time in your...Read More 

4 Foundational Secrets to Effective PPC Advertising

Search Engine Watch, Strategy

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This article by Howie Jacobson was originally posted on Search Engine Watch. The Central Drakensberg region of South Africa is a popular tourist destination. Falcon Ridge Birds of Prey Centre is one of the most successful attractions in the area. They don’t have a website and don’t buy online advertising...Read More 

2 Non-Obvious PPC Split Tests

AdWords, PPC, Search Engine Watch, Strategy

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This article by Howie was originally posted on Search Engine Watch. Split testing is fueled by curiosity, by wonder, by knowing that you don’t know something. Some gap in your understanding of your prospects’ psychology and outlook is potentially responsible for lower than desired marketing performance....Read More 

3 Ways Local Small Businesses Can Use PPC

AdWords, Search Engine Watch

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This article by Howie originally appeared on Search Engine Watch. Local small businesses rarely use Google’s AdWords program to its full potential. Want to learn three cool ways to use AdWords, even if the local business doesn’t have the world’s most robust online presence? If you help local businesses...Read More 

The Art of Winning on AdWords – Lessons from Mon...

AdWords, Search Engine Watch, Strategy

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This article by Howie originally appeared on Search Engine Watch. As described in Michael Lewis’ “Moneyball”, Oakland A’s General Manager Billy Beane fielded the winningest team in baseball while spending half as much on player salaries as their nearest rival, the New York Yankees. Beane achieved...Read More 

Running Online Video Ads Alongside TV Doubles Brand Re...

Search Engine Watch

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This article by Howie originally appeared on Search Engine Watch. A recent YouTube/Ipsos study explored the interaction between traditional TV advertising and YouTube pre-roll ads. 2400 study participants were placed in 3 groups: TV only, YouTube only, and TV plus YouTube. The TV plus YouTube group...Read More 