Bradd easily becomes obsessed with small details. He can barely make it through a conversation without drawing a graph of something. He lives in the woods and cooks over an open fire. Bradd doesn't willingly wear shoes. He makes maps of places that don't exist. He picks up small shiny things he finds on the ground. He devolves into violent shouting matches with himself. He takes things apart to find out how they work but then can't figure out how to put them back together again. He also writes at Search Engine Land, Search Engine Journal and his personal blog.
Even for words that get many clicks and conversions, updating bids can be nerve-wracking. Google is offering a new feature called 'Keyword Bid Ideas' to help alleviate some of the fear, uncertainty and doubt. But a closer examination reveals that some of their recommendations might contribute to the very problems they are trying to relieve. [...more]
Math is rapidly becoming part of the mainstream in search marketing, but some popular tools for assessing A/B tests give erroneous results. To find out which ones, check out my article at Search Engine Land. [...more]
George Michie wrote that when choosing between a given budget limit or a given ROI target, he has "always believed that the ROI target should take precedence." But which value of ROI should you target? [...more]
Search marketers often attempt to either maximize their conversion volume within a given maximum budget or within a given minimum efficiency limit. In fact, these are effectively the same thing. [...more]
Often only a few ads will be shown on a search query that seems like it should have many ads. Google claims that reason for this is because they only show ads with high 'relevance'. The real reason, though, is much simpler. [...more]
In the early 1960’s astronomer Frank Drake devised an equation to estimate the number of intelligent civilizations in our galaxy. By a similar method, we can find the leverage points to optimize our SEM and SEO efforts. [...more]
In my latest Search Engine Land article, I look at the text ads Google runs to see what lessons PPC managers can learn about writing "killer" ad copy. [...more]
Search Engine Land recently published my article entitled "The Pitfalls of Budget-Constrained Bidding", where I examine the downsides of both over- and underbidding on keywords. [...more]
Paid search advertisers are acutely aware of the dependence of click traffic levels on their ad's position. But recent changes to how Google apparently serves ads in search results on its own site might have a toxic effect across the board. [...more]
The major search engines offer budgeting features to help advertisers keep their ad spending within a specified limit and to help spread it evenly over time. But using these features can have a high hidden cost of which advertisers might not be aware. [...more]
