Strategy – Page 4 – Vitruvian Advertising

PPC Campaign Analytics: How to Avoid Number Hypnosis

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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 

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 

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 

How to Schedule Dayparting on Google AdWords

AdWords, Search Engine Watch, Strategy

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This article by Howie was originally posted on Search Engine Watch. Last week, I looked at some research from Google into where and when people are using tablet devices such as iPads. The research showed that tablets are a multi-tasking device that rarely leave the home, but are used in different ways...Read More 

How to Know When You Should Advertise to Tablet Users

Search Engine Watch, Strategy

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This article by Howie was originally posted on Search Engine Watch. New data suggests that tablet computers are changing the way we search, shop, and play online. If you advertise on AdWords, more and more of your prospects will be finding you via iPads and other tablets. To reach and influence these...Read More 

Chi Marketing: Why Marketing Doesn’t Have to Be ...

Articles, Strategy

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This article by Howie was originally published in Fast Company. About 45 seconds into the half squat, with 70% of my weight on my extended right foot and 30% on my left foot, the burning in my legs threatens to topple me into a heap of twitching spasms. Whatever form I have left in my torso and arms...Read More 