Category: PPC Strategy

As I keep saying, Google Ads comes down to: Money out v money in. i.e. Earning more per click (money in) than you pay for that click (money out). Most PPC managers play that game by saying “OK, we can afford to spend £2/click, so …

There’s a joke: Q: How did you go bankrupt? A: Slowly at first, then all at once. And that’s a good analogy of how companies go from success to failure with Google Ads. It’s a gradual process…followed by falling off a cliff. And, in this …

I saw this on social media the other day: “My big secret for Google Ads success?  It’s not audience bid modifiers, it’s not smart bidding, it’s not ad copy.  It’s SCRUBBING YOUR DANG SEARCH TERMS!  That’s the meat of what you should be doing on …

For SaaS companies, PPC marketing presents some unique challenges. That’s because SaaS funnels are longer and more complex than for most non-SaaS businesses. This means it’s harder to track conversions – and calculate the return you’re getting on your PPC marketing. Common mistakes SaaS companies …

“I want my ad to show at the top of the page on Google.” That statement can be either a good goal…or a red flag. It’s a good goal if the client sees this as a process – and is willing to do what it …

Today I was watching a presentation by email copywriting expert, Ian Stanley. He was talking about leverage and said, “Let’s say that your salesletter is currently making $100,000 a month. Well, it just so happens that a 20% little lift in that salesletter allows you …

You’ve probably heard this story before, but it’s important. It goes like this… A ship’s engine wouldn’t start, so the captain called a retired engineer. The engineer came over, asked about the problem, put his hands on a few pipes to see if they were …

I was watching the UK gameshow, Pointless, the other day. One of the contestants said the name of the Metropolitan Police Commissioner was “Caressa Dick.” He was close. Her actual name is Cressida Dick. (“Caressa Dick” sounds like a character in an Austin Powers movie. …

“We’ve got him.” Slim had been hustling them at table tennis for months. He’d taken them for quite a bit of money. But now they were going to win it all back – and then some. That’s because Slim had agreed to a big-money game …