Adam Goldberg's Articles in Search Engine Marketing

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Cut Through the Complexity and Implement an Alert System Let's first talk about why you should implement an alert system. First, large and sophisticated companies' PPC campaigns probably contain tens of thousands of keywords. Use Profit As Your Guiding Metric - Other Standard Metrics Are Flawed An incredibly important, and often overlooked, aspect of measuring the effectiveness of your online advertising is using profit as your guiding metric. So what does that mean? Use Search Queries As A Basis To Derive New Keywords And Negatives To start off, let's talk about what the ideal strategy would be or what the ideal tool would look like for creating new keywords and negatives. I, personally, would love a tool that could recommend a keyword to me and accurately tell me what the ROI on that keyword is before I implement it. Wouldn't that be ideal? Connect Your Offline Sales To Your Online Advertising All large companies do some percentage of sales over the phone. If you are unable to tell where that phone call came from, and I'm not talking about knowing it came from your Web site or even knowing that it came from Yahoo versus Google, it's not good enough. The Perfect Optimization Method For Online Advertising There are many different methods to make investment decisions for your online marketing campaigns. Unfortunately, most of them invariably lead to sub-optimal decisions and results. The following article is a summary of some of the more frequently used methods and an explanation of why they are flawed.

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