blog

Category: SEM

Marketing Tools and the Bread Machine Problem

I’ve spent much of the last 10 years building tools that automate online marketing tasks. Early on, I had a grand vision of creating an application that would perfectly distribute marketing investment based on an advertiser’s ROI goals. But along the way, I met a few, very smart people who changed my thinking. Before I get

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Turning Web Design Upside-down

Think of a website like a storefront. No one loves analogies more than I do. I’ve even used analogies to explain analogies. But sometimes they can be dangerous. If an analogy provides a mental model that mostly fits, it can blind a person to important truths. A website is like a storefront, and it is

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What Percentage of Search Is Local?

I’ve had a hard time finding a good answer to this question: what percentage of searches on web search engines such as Google and Bing are local? I’ve heard wildly different statistics, possibly due to the fact that “local” is a difficult concept to define. Is a search for an area code a local search?

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Be Warned: Google Broad Match Keeps Getting Broad-Matchier

AdWords “Related-To” Links and the Importance of Negative Keywords We have come across a number of instances recently where Google is broad matching terms that are barely related to the keywords we are buying. In some cases, the commercial intent of the broad match term is a complete miss with what our intent is for

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SEM: Why You Shouldn’t Care About Minimum First Page Bid

Hardly anyone goes past the first page of Google results, so you want your ads to show up on the first page, right? That’s why Google prominently displays the minimum first page bid in the AdWords interface, right? Wrong. One of the things we do here at Two Octobers is to audit PPC accounts to

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How to Use Google AdWords Match Types

Google AdWords allows you to specify a match type for each keyword you bid on. Yahoo and Bing do too, though there are some slight variations in how they work.  The three match types in Google are exact, phrase and broad.  The match type you choose tells the search engine when to match a user’s

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Digital Pollution

Internet marketing is targeted. In contrast to the 30 second network TV spot, the internet allows marketers to target messaging by medium, location, topic, demographic and a variety of other factors. Yesterday I tweeted that I want to be a firefighter when I grow up. Today I was followed by @firefighterjob in Twitter. Most of

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grassy hill with blue sky

Paid Search: Bidding with Confidence

Businesses new to search marketing and veterans alike can easily come to the wrong conclusions about their pay-per click campaigns.  Imagine you pay $1 each for 200 clicks and you only complete one $50 sale. You’ve spent $200, and only earned $50. You calculate your Return on Ad Spend and you’re earning $.25 for every

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Paid Search: Bidding Based on ROI

  This article explains some basic concepts related to bidding on paid search keywords based on return on investment (ROI). Using ROI to make bidding decisions helps ensure that you are spending your advertising dollars in the most effective ways possible. To explain these concepts, we will use paid search marketers Jane and Lisa as

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