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This may shock you, but a large part of winning the pay-per-click marketing game has to do with how much you pay per click. There are two schools of thought when it comes to setting pay-per-click bids: position-based and economics-based. This will be a quick summary of both models and an argument for...

“Dynamic keyword insertion.” You may have heard about this Adwords trick, also known as “DKI” if you’re a really cool industry insider. Here’s how it works: you insert {keyword} in your headline, and then Google changes your headline on the fly to exactly match the...

An AdWords headline can only consist of 25 characters. That’s 82% shorter than the maximum length of a Twitter message. The headline also happens to be the most important line of your ad. If your headline doesn’t grab searchers’ attention as they quickly scan a Google search results...

Google really doesn’t trust the average Adwords user when it comes to split testing their ads. How do I know? In Adwords campaign settings, Google gives users two options for ad rotation: Optimize – ‘Show better performing ads more often.’ With this option, after a short amount...

Direct response marketing has been around long before internet marketing came on the scene. Pay-per-click marketing is just a platform shift for advertising methods that have been utilized by the direct mail industry for decades. SearchEngineLand recently came out with an