SES Chicago: Speakers Speak Out, Part 2
During economic weakness, how should marketers ensure they get appropriate search budgets even if overall marketing budgets are shrinking? SEM experts weigh in. Dec 5, 2008
SES Chicago: Speakers Speak Out
What major changes do search engine marketers want to see from the PPC search engines next year? Nov 21, 2008
Google AdSense: Tips for Success
How working in the Google content network differs from working in a search campaign. Nov 14, 2008
Where's the Creativity in SEM?
Don't be a PPC drone. Here are four ways that search marketers can use the right side of their brains. Oct 31, 2008
Organic Search Results vs. PPC: The Black Hat Wars
In paid search, the exact opposite occurs: marketers are rewarded for enhancing relevancy -- not degrading it. That's not the case with SEO. Oct 24, 2008
The Biggest Problem of the Google-Yahoo Deal
If an advertiser submits a bid on both Yahoo Panama and Google, will the higher-priced Google ad preempt the one on Yahoo? Last in a series. Oct 10, 2008
Your Search Campaign Needs Two Brains
Technology to automate search campaigns can bring double-digit efficiency gains. But don't leave out the human touch. Sep 26, 2008
Ten Ways to Waste Your PPC Budget
Search marketing works great during a recession or during boom times. Make sure you are using your budget wisely. Jul 25, 2008
CPM Auctions and Google's CPA Network
Why don't search engines run their paid placement auctions as CPM auctions? And why is Google's AdWords CPA being phased out? Jul 11, 2008
SEM Implications of the Yahoo-Google Pact
How exactly will the Yahoo system decide whether to run advertising from Google, Yahoo Panama, or an alternate source, such as Microsoft? Jun 20, 2008
The Yahoo-Microsoft Saga
Why Microsoft CEO Steve Ballmer's letter to Yahoo CEO Jerry Yang may go down in history as one of the best-crafted business letters ever. May 9, 2008
Google, Yahoo Search News Mashup in Earnings Season
Google's Quality Score change, Microsoft-Yahoo deadline approaches, whither Performics and Avenue A, and other search engine marketing news. Apr 25, 2008
Is Organic Search Enough?
Pulling PPC ads after achieving high organic search position may be a very bad idea. Apr 4, 2008
Recession: PPC Threat or Opportunity?
Prepare for some short-term testing pain to weather longer-term economic pain that may be headed your way. Mar 28, 2008
GoogleClick: Death of the Third-Party Ad Server?
Companies with large on- and offline budgets have concerns about conversion data being used to influence both pricing and future changes to the auction marketplaces. Mar 14, 2008
Search's Impact on Brand Metrics
Search will no longer be a marketing methodology and media opportunity existing in a silo. Mar 7, 2008
Nonprofits, Google Grants, and Search
If you have a desire to use your valuable knowledge and skills to help nonprofits, you have several choices. Feb 1, 2008
PPC, Backwards and Forwards
In paid search, past performance isn't a true indicator of future results. Three ways to improve your chances of winning. Dec 21, 2007
The Mobile Browser: Emergency Browser or Killer App?
As Web sites and device browsers become more mobile and user-friendly, mobile search may increase. First, the mobile ad industry must solve some issues. Oct 26, 2007
In-House vs. Outsourced SEM: The CMO's Guide
A CMO must determine the balance of skills and expertise required to accomplish search marketing objectives. What factors should be evaluated? Oct 12, 2007
Has Bid Management Become Obsolete?
Google and Yahoo roll out bid management systems that can help some marketers, but others should beware. Oct 5, 2007
Changes to Google's Top Rank Formula, Part 2
The way to get your paid search ad to the top of Google pages has changed. How the formula has changed. Second of a two-part series. Sep 7, 2007
Changes to Google's Top Rank Formula, Part 1
The way to get your paid search ad to the top of Google pages has changed. How the formula has modified. Part one of a two-part series. Aug 31, 2007
Quasi-Search: Contextual and Behavioral Marketing
Overall campaign efficiency may depend on understanding the types of quasi-search and how they fit into an integrated campaign that may include other on- and offline media. Aug 24, 2007
Google vs. Microsoft: Beyond PPC
Tease: Someday soon, the SERP will become the smallest part of a digitally targeted media buy. Jul 20, 2007
Share of Voice in Search
More data is always better, so long as the data are actionable. Jul 13, 2007
The Folly of PPC Independence
How to determine the right level of paid search in the media mix strategically when it comes to media mix decisions. Jul 6, 2007
Advice for Yahoo's Jerry Yang
Yahoo is missing an opportunity in search. Capturing it could propel the company back to the top. Jun 22, 2007
The Buzz on Google Quality Score Changes
Google's changes to its Quality Score system are a challenge for some marketers and advertisers. Here's how to cope. Jun 15, 2007
RFP Do's and Don'ts
Sixteen questions to ask when an RFP is absolutely, positively necessary. Jun 1, 2007
Microsoft: Agency, Publisher, and Network
Microsoft's aQuantive purchase promises to change the rules about conflicts of interest in ways that will affect all online marketers. May 25, 2007
The Other Paid Search: Paid Direct Links
Paid direct links are controversial, but marketers risk missing out if they don't understand this rising business. May 18, 2007
CPC, CPA, or CPM: The Publisher's View
Understanding the publisher perspective gives search marketers the ammunition to invest in developing more comprehensive, effective campaigns. Mar 30, 2007
Search Engine Wish Lists, Part 3
The year's well underway, but there's plenty of time for the search engines to implement changes that will make PPC search advertisers' lives easier. Last of a three-part series. Mar 9, 2007
Search Engine Wish Lists, Part 2
The year's well underway, but there's plenty of time for the search engines to implement changes that will make PPC search advertisers' lives easier. Part two of a series. Mar 2, 2007
Search Engine Wish List, Part 1
The year's well underway, but there's plenty of time for the search engines to implement changes that will make PPC search advertisers' lives easier. Feb 23, 2007
Search Scent in the Search Engines
If your paid placement landing pages don't reinforce the search scent, you lose too many visitors to the "Back" button. Here's how to change that. Jan 19, 2007
Think Organic, Act Paid
Want your PPC search campaigns to kick competitors out of the running? Five tips to making your ads more relevant than the organic results in every engine Dec 15, 2006
The CMO's Guide to CPA, CPC, and CPM
CPA campaigns are influenced by differences in media invoice type influence the level of control, the level of ROI, and how media are bought. Nov 3, 2006
SEM Agency Selection: Brilliance or BS?
When choosing as SEM agency, you have to separate the buzz from the blather, and the brilliance from the BS. Sep 22, 2006
Planning for Panama, Part 2
A man, a plan, an updated bid management platform: Panama. Last in a series. Sep 15, 2006
SES San Jose, Google Dance, and More
If you're not going to SES San Jose, you'll miss a lot more than just the Google Dance (the party, not the search algorithm shift). Aug 4, 2006
The Outsourcing Debate
In-house or outsource? It's not necessarily an either/or decision. How to determine which aspects of SEO and SEM stay and which go to outside experts. Jul 7, 2006
Behaviorally Retargeting Searchers
The new big idea in search advertising is retargeting searchers based on their search behavior. This could be the year of behavioral search advertising. Jun 16, 2006
Think Organic, Act Paid
Want your PPC search campaigns to kick competitors out of the running? Five tips to making your ads more relevant than the organic results in every engine. May 19, 2006
Search Wars Intensify
The search wars among the portals are being fought on three fronts: relevance, scale, and stickiness. May 12, 2006
Dirty Data Equal Bad Bids
Too many search campaigns -- and bid strategies -- are based on bad data. A list of the biggest stumbling blocks. Apr 21, 2006
Click Fraud: An Industry Crisis?
Google will pay up to $90 million to advertisers for click fraud. Here's how to determine if you should be among them. Mar 17, 2006
Search Marketing as a Metric
Thinking about search cause rather than an effect can be very liberating. Mar 10, 2006
Tune Your Google Ad Campaign
Don't let an antiquated campaign structure result in missed opportunities or waste. A step-by-step guide to fine-tuning a Google AdWords campaign. Mar 3, 2006
Ten Reasons to Attend SES NYC
Learning how to increase your search ad's CTR is just one reason to attend next week's Search Engine Strategies conference in New York. Feb 24, 2006
Affiliate Marketers: SEM Friend or Foe?
Outsourced lead generation can be great for shifting risk onto external agencies and publishers. But what happens when you decide to get into the SEM game yourself? Feb 17, 2006
TV Advertising, Search, and the Google Cube
Once again, we're talking about convergence. But appliances don't have to be connected to the Web to be important to search. Jan 6, 2006
How to Cope With SEM Staffing Shortages, Part 2
There are more jobs than there are SEM professionals to fill them. You need the right staff, trained and up-to-speed. Part two of a two-part series. Dec 2, 2005
How to Cope With SEM Staffing Shortages, Part 1
There are more job listings than there are SEM professionals to fill them. You need the right staff, trained and up to speed. Part one of two. Nov 18, 2005
Better Targeting With adCenter
How adCenter improves the PPC auction place -- and how to get invited to the party. Oct 28, 2005
Five Best Practices for PPC Search
Media and Marketing 101 never went out of style. In search, traditional best practices simply manifest themselves differently. Oct 21, 2005
Brand Discounts at the Major Engines
Hybrid auctions reward brands and compelling, relevant creative. How to compensate if you're not a name brand. Oct 14, 2005
Tune Your Google Ad Campaign
Don't let an antiquated campaign structure result in missed opportunities or waste. A step-by-step guide to fine-tuning a Google AdWords campaign. Sep 30, 2005
Turn Holiday SEM Blunders Into Best Practices
Many marketers are setting themselves up to make some serious blunders this holiday season. Instead, turn naughty into nice. Sep 23, 2005
Search Personalization and PPC Search Marketing
To compete, search engines must identify what different searchers want in a SERP. Having all the data in the index isn't enough. Jul 15, 2005
Paid Search Ads and Site-Side Brand Metrics
With every search ad click, a searcher is exposed to at least one page on your site. Make it an extension of the ad -- and the brand. Jul 8, 2005
Test or Die
The direct marketing credo is as true in search engine marketing as it is in more traditional channels. How to get started in SEM testing. May 27, 2005
Five Best Practices for PPC Search
Media and Marketing 101 never went out of style. In search, traditional best practices simply manifest themselves differently. Apr 29, 2005
Will Click Prices Continue to Rise?
There's a lot of anxiety about PPC prices. Six factors to help you predict the rise of PPC prices in your industry. Mar 4, 2005
Don't Launch That New Web Site Yet!
Launching a site without a specific PPC or SEO plan, and without proper testing, can be disastrous. How to avoid the pitfalls. Feb 11, 2005
The Agency Opportunity in PPC Search
Usability and conversion enhancements help paid search campaigns, the user, the marketer, and the agency. What's not to like? Jan 7, 2005
PPC Search Copywriting Strategies, Part 2
Copywriting best practices vary by engine and sometimes by industry. Here are some of the most universal PPC copy guidelines. Second of a two-part series. Dec 17, 2004
PPC Search Copywriting Strategies, Part 1
Copywriting best practices vary by engine and sometimes by industry. Here are some of the most universal PPC copy guidelines. First of a two-part series. Dec 10, 2004
Connect With Customer Segments in Search
Varying customer segments search. They want your attention. Speak their language, and they'll open their wallets. Oct 15, 2004
Controlling SEM Gremlins
SEM gremlins can seriously disrupt your business. Here's how to keep them at bay. Sep 24, 2004
SEM Budget Multipliers, Part 2
Tactics to get more impact and better results out of your search campaign -- with the same budget. Part two of a two-part series. Sep 17, 2004
SEM Budget Multipliers, Part 1
Tactics to get more impact and better results out of your search campaign -- with the same budget. Part 1 of a two-part series. Sep 10, 2004
Yes, Virginia, There Is SEM Brand Lift, Part 2
The IAB's brand-lift study revealed some stunning results. Here's how brand marketers can leverage the information. Part two of a series. Jul 23, 2004
When to Kill a Keyword Listing
When do you drop a keyword listing out of high-volume, premium positions? When do you remove it from a campaign altogether? Strategies and tactics. Jun 4, 2004
Google's IPO and SEM: Predictions
Six ways a post-IPO Google might affect search and SEM and shake the foundations of the industry. Get ready. May 14, 2004
B2B SEM: Sorting Ambiguous Traffic
When B2B keywords overlap into consumer searches, marketers still pay for that consumer traffic. There are ways to turn that to your advantage. Mar 26, 2004
Separating Search and Contextual Inventory
Overture now allows marketers to bid for contextual and search inventory separately. How should you cope with yet another major search engine change? Jan 30, 2004
Google's Regional Targeting Power
Strategies and tactics you can employ to leverage the additional power of regional targeting. Oct 31, 2003
Feeding Frenzy, Part 1
If you sell products online and don't use search portal feeds, you're missing opportunities. Oct 24, 2003
Think Negative
When the objective is not to display your ad, the negative match is your friend. How to select and deploy negative terms for Google and Overture campaigns, and XML paid inclusion. Oct 17, 2003
The New Overture Best Practices, Part 2
The search player gives advertisers new matches and features. How should you respond to the new options? Part two of a two-part series. Aug 29, 2003
The New Overture Best Practices, Part 1
The search player gives advertisers new matches and features. How should you respond to the new options? Part one of a two-part series. Aug 22, 2003
Paid Inclusion Confusion
Stumped by XML paid inclusion? Here's a primer to what's involved and why you should care. May 30, 2003
B2B Search Best Practices
Long lead times and complex products are just two of the challenges faced by B2B search marketers. How to overcome these and more. May 23, 2003
Search Research Comes of Age
Previously unknowable metrics such as 'share of search' can be yours at last. May 2, 2003
Google AdWords: Best Practices
AdWords is the future -- learn how to use it. Tips for getting started and getting better campaign results. Apr 25, 2003
Ready for Its Future?
Yahoo! Re-Search: Step-by-step prep for Yahoo!'s retooled search engine. Apr 11, 2003
Search and the Buying Cycle
Whether a search is aimed at casting a wide net, researching a product, or finding a retailer, you can optimize your campaign accordingly. Apr 4, 2003
Beyond ROI, Pursuing Profit
The new convergence -- marketing, business, accounting, technology, and economics -- meet to optimize profit. Mar 28, 2003
SEM: Outsource or In-House?
Wondering when to ask for help? A five-point checklist helps you decide which way to turn. Mar 21, 2003
CRM Meets Search
Some listing are more valuable than others because some customers are more valuable than others. CRM, meet SEM. Mar 14, 2003
Context Is King, or Is It?
Contextual inventory is here -- make sure you know if it's working for you. Mar 7, 2003
The Acquisition Price Is Right
How much should you pay to attract a customer? Take a look at the data and find out. Feb 19, 2003
The Lunchtime Effect
Taking advantage of daily traffic and conversion patterns can pay off for your SEM. Feb 5, 2003
Beyond Price/Position: The SEM Strategy Loop
Price/position strategies aren't enough. Kevin tells you how to loop results data back into improving your SEM strategy -- and overall marketing efforts, too. Jan 22, 2003
SEM Power Tips
Boost performance, results, and ROI with this list of proven ways to turbocharge your search engine marketing. Jan 8, 2003
Beating Big Brands at Search Engine Marketing
Think big brands hold all the cards in the search engine marketing game? Kevin shows you some tricks the little guys have up their sleeves. Nov 13, 2002
Broader Is Better in Google and Overture
Can you pay dramatically less for more effective campaigns? If you know how to go broad, the answer's often yes. Oct 16, 2002
The Overlooked Killer App: Paid Inclusion
Don't leave it up to the spiders! Paid inclusion ensures your site will appear in search results. Kevin reviews the four types of paid inclusion programs -- and which is right for you. Sep 18, 2002
What Search Engine Strategy?
To be successful within any advertising medium, marketers have to understand the dynamics of the medium and apply the best viable strategy. Jun 8, 2001