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PPC

In addition to generating brand awareness and website visitors, PPC can serve several other important business functions. You can assess the competition quickly, comparing several players on a single search results page. You can test new messages, learn about prospect demographics, and psychographics,...Read More 

Welcome to the second episode of the Vitruvian On Online Marketing (VOOM) podcast. In this podcast, we share short tips and strategies for improving your online marketing results. In today’s 15-minute episode, Vitruvian CEO Kristie McDonald tells us about keyword match types: what they are, and...Read More 

Welcome to the first episode of the Vitruvian On Online Marketing (VOOM) podcast. In this podcast, we share short tips and strategies for improving your online marketing results. In today’s 13-minute episode, Vitruvian CEO Kristie McDonald tells us about AdWords ad extensions: what they are why...Read More 

When people find out I’m the author of Google AdWords for Dummies, the second most common reaction, after “What’s AdWords?”, is “Oh, I tried AdWords. It didn’t work for me.” I’m biased, certainly, and I understand that AdWords isn’t an appropriate advertising medium...Read More 

PPC has long been the cheapest, quickest, easiest way to test-market products and services, offers and pricing, positioning and copywriting. But in order to use PPC to ask and answer questions about what the market thinks of your offers, you have to already have a product or service ready to go. Whatever...Read More 

Search marketing is often a logical, market-driven endeavor. We can identify our prospects’ wants and needs, survey our competition, tweak and test ads and copy, and iteratively and ploddingly improve our creativity and our results. But sometimes we get stuck. Our tweaks all start looking the same....Read More 

Howard Jacobson (co-author of Google AdWords For Dummies, 3rd Edition) addresses important key points for anyone using AdWords or thinking about using AdWords for their business. What is the biggest AdWords challenge? Importance of market discovery. Writing target ads for your prospect. Finding the...Read More 

by Howard Jacobson. The Google search engine has a hidden side. Because it sells ad space based on a keyword auction, it’s actually a stock market for words. If you bid on “donate your car Sacramento” or “DUI Attorney Houston”, you’ll find that the market for those...Read More 

by Howard Jacobson. Pay-per-click search marketing may have been invented in the second Clinton administration, but it’s a modern iteration of a hundred-year-old tradition of direct marketing: Find people who have a problem, get their attention with a small, inexpensive ad, and then offer them...Read More 

This article by Howie Jacobson was originally posted on Search Engine Watch. An old joke that I first heard from my friend and colleague Ann Convery: An elderly gentleman is rocking on the porch in the evening, next to his dog, who’s lying down beside him and howling miserably. His neighbor finally...Read More 

This article by Howie Jacobson was originally posted on Search Engine Watch. AdWords doesn’t have to be hard, complex, or time consuming. You can still set up campaigns and ad groups without a lot of knowledge or skill. Just follow the prompts, choose a couple of obvious keywords, and accept all the...Read More 

This article by Howie Jacobson was originally posted on Search Engine Watch. When Yoda encourages Luke Skywalker to persist in his attempt to lift his ship out of the swamp in “The Empire Strikes Back”, Luke shrugs his reluctant acquiescence: “All right, I’ll give it a try.” Prompting...Read More 


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