Building a successful pay-per-click (PPC) campaign can sometimes be viewed as "sculpting" in the sense that you need to chip away at the parts that won't help you achieve your conversion goals until you are left with a strategy that works.
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There has been much confusion about the changes to Google's Quality Score. Here's a look at how things have changed, how they've stayed the same, and what marketers should do going forward.
There is a lot more to bidding, keywords, queries, Quality Score, and overall prioritization of effort in a PPC account than initially meets the eye. Thinking in multiple dimensions is a must.
While Google does throw many "knuckleballs" at marketers, there are several "fastballs" in there, too, if you know where to look.
Our neighbors to the north have lots of work to do when it come to capitalizing on the many e-commerce opportunities available to them.