I’m in Milan at the moment and am reminded of this story… In Italy, a civil servant buys a suit. He tells his tailor, “I want one pair of trousers and two jackets.” When he goes to his job the next morning, he hangs the …Read More
“It’s all fun and games till someone loses an eye” – Elon Musk
OK…no more Mr Nice Guy. From now on, if you want to hire me to manage – or consult on – your Google Ads, the price is €x. If you want to hire me because you’ve got serious PPC problems – and your current PPC …Read More
How losing your sense of smell could be costing you conversions
There’s an idea in online marketing called “ad scent.” Let me explain… Let’s say you’re using Google Ads. Someone does a search for one of your keywords, sees your ad, and clicks on it. That’s the start of a conversation. When he reaches your landing …Read More
10 things SaaS CMOs need to know about Google Ads
Here are 10 things SaaS CMO’s should know about Google Ads: #1: Ad position is the #1 predictor of click rate. Ads that show near the top of the page get 8-15x as many clicks as ads near the bottom. #2: Ad position is based …Read More
Should you bid on your brand name in PPC?
Over the years, I’ve had a lot of PPC clients ask, “Should we bid on our own brand name? Or is it a waste of money?” Here’s my take on it – the good and the bad: #1: Bidding on your own name WILL mean …Read More
Why I’m not sweating Google’s recent changes
If you met someone at a party and, without any prompting, they told you their motto was, “Don’t kill hitchhikers,” what would you think? Me? I’d be wondering how many hitchhikers they’d killed. So… When I first heard Google’s motto was “Don’t be evil,” I …Read More
Google Ad formatting – the rich get richer?
Have you looked at Google’s search results recently? If so, you might have noticed the big difference between the top ad and the next 3 ads. Here’s a screenshot for the search “amazon seller software” As you can see, the top ad gets two lines …Read More