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Hurry Up and Wait: SEO is About Quick Action and Patient Results

PPC News – Advertisers Can No Longer Hide Behind the Click

Until now, the only information a user had on a search results page to decide where to click was the 135 characters in the ads. This led to many advertisers getting away with bad post-click marketing as long as they wrote great ads. Not any more. Advertisers can no longer hide behind the click. Now, users can hover over an ad and see a preview of the landing page with snippets of real text to see how closely it relates to what they’re looking for.

What's Changed? – Your Door to Website Performance Insights

Either reporting or looking at reports of your top X whatever rarely leads to insights. Why? They rarely change. Ok, once in a while they do, but for the most part, your top keywords, landing pages, referrers, etc. are going to be basically the same. This is because (for most, not all) what you’re offering doesn’t change. The problem is that when you look at a report like this, you are looking at static numbers. The key to getting insights from your website is looking at trends, or what’s changed. This opens up the doors to asking why things went a certain direction and finding out what’s really going on where.

Dynamic Keyword Research – Don't Optimize Campaigns on Sinking Sand

Marketing on the web is demand-driven. Searchers are looking for answers. The best way to dominate the game is to become the best answer to their questions. This is why it’s important to do dynamic keyword research instead of static keyword research. It’s also why you don’t copy and paste the same ads into all of your ad groups talking about yourself and what makes you great.

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Dynamic Keyword Research – Keeping Your Online Marketing Aligned With the Rest of the World

Last time, we talked about a revolutionary tool in keyword research called Google Insights for Search that allows you to gain competitive advantages by doing dynamic keyword research instead of static keyword research. Static keyword research is using a keyword tool to get volume “numbers” at one point in time and then using that data to perform long-term marketing campaigns. The problem? Things change. Therefore, we need to incorporate dynamic keyword research to keep our campaigns aligned with what’s actually happening on the web.

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