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FutureNow Article
Friday, Jul. 13, 2007

What Advertisers Should Be Measuring

July 13th, 2007
FutureNow Post
Tuesday, Jul. 10, 2007 at 5:14 am

‘Universal Search’ Means It’s Time to Start Blogging

July 10th, 2007

So, it looks like Google’s “Universal Search” is gaining steam. This is a good thing for those producing fresh, relevant content, and an, eh… maybe not-so-good thing for those expecting traffic from paid search to get the job done.

In his ClickZ column, Search Engine Marketing expert Mike Grehan–already pounced-on for declaring that “SEO is Dead”–explains why universal search is another nail in the coffin for Search Engine Optimization.

[...] I’ve written many times over the years that the term ["Search Engine…

...continue to read "‘Universal Search’ Means It’s Time to Start Blogging"

FutureNow Post
Thursday, Jun. 7, 2007 at 2:28 pm

Holy Traffic Cost Inflation: Paid Search ROI Down 43%!?

June 7th, 2007

With paid search, even the most shocking news isn’t really. Consider these figures just in from ClickZ:

Despite continued growth in search spending, ROI on search campaigns in Q1 was down 43 percent since last year, according to the latest search trend report from DoubleClick’s Performics unit. That makes sense when you think about it, since more and more advertisers are competing for the same limited pool of clicks, bidding up prices and squeezing their margins in the process. The winner in…

...continue to read "Holy Traffic Cost Inflation: Paid Search ROI Down 43%!?"

FutureNow Post
Wednesday, Jun. 6, 2007 at 2:51 pm

Yahoo Highlights Conversion Rates With New Ad Pricing

June 6th, 2007

Yahoo! just announced that they’ll now give advertisers discounts based on and ad’s “quality”–or, more specifically, how well it converts.

Search Engine Roundtable‘s Barry Schwartz puts the news into perspective:

Yahoo is looking at how a publisher may convert for advertisers and adjust the pricing of the ad based on that. I asked Yahoo to clarify:

Rather than the overall number of leads sent to advertisers (conversion rates), the publisher conversion rate is the number of leads that the publisher send to advertisers that…

...continue to read "Yahoo Highlights Conversion Rates With New Ad Pricing"

FutureNow Post
Thursday, Apr. 19, 2007 at 5:23 pm

Does Anyone Really Click on Sponsored Links in Gmail?

April 19th, 2007

My mom does! I don’t even pay attention to them, let alone click on them.

I set her up with a Gmail account over a year ago and she spends a good amount of time exchanging communications with friends, family and reading her newsletters. She also likes to read a few newsletters about self-motivation and self-improvement she’s signed-up for.

firstpage.jpgShe was visiting with me recently and asked for my assistance to get out of a survey site she was on. I asked

how she…

...continue to read "Does Anyone Really Click on Sponsored Links in Gmail?"

FutureNow Post
Friday, Apr. 6, 2007 at 12:24 pm

New Look for AdSense Means Better Ad Performance

April 6th, 2007

From the Google AdSense blog…

You may have noticed that some of your ad units have started to look a little different lately — we’re happy to announce that, just in time for spring, we’ve given our standard ad units a fresh makeover. After extensive testing and research, we’ve found that the new formats are not only visually appealing to users, but they also perform even better for publishers and advertisers. Read the entire post…

AdFormat_Update.PNG.pngAssuming your ad is relevant, you can no-doubt…

...continue to read "New Look for AdSense Means Better Ad Performance"

FutureNow Post
Thursday, Mar. 22, 2007 at 9:07 am

Thick Heads, PPC, B2B Demand Generation, and Converting Visitors

March 22nd, 2007

jumping on the bedI have four kids that range in age from 4- to- 13. I must confess, sometimes being a marketing consultant feels too much like my nagging daddy role.

Anyone with kids knows the routine when you impart your wonderful child with a bit of wisdom.

“Son, do you want to get hurt?” “No, Daddy” “Then please don’t jump on the bed!” “Ok, Daddy”

Simple, right?

Then, about 8 minutes later, comes that ear shattering scream. Your son is curled up on the floor, clutching…

...continue to read "Thick Heads, PPC, B2B Demand Generation, and Converting Visitors"

FutureNow Post
Monday, Mar. 12, 2007 at 4:38 pm

Grokcast: Interview with’s Pinny Gniwisch

March 12th, 2007 is known for for selling quality jewelry–the type of stuff that could save your relationship in the clutch. What’s more, though, is that is known for its innovation as an online B2C retailer that isn’t afraid to mix it up; on their blog, with Valentines Day street interviews on YouTube, with merchandise give-aways on Facebook and MySpace, or even by creating a dedicated blog just to help you sparkle like the stars.

“Mr. Cupid” himself, Pinny Gniwisch (aka Co-founder…

...continue to read "Grokcast: Interview with’s Pinny Gniwisch"

FutureNow Post
Friday, Jan. 19, 2007 at 5:56 am

The Value of Online Traffic

January 19th, 2007

Is traffic cost inflation stalking you, or has it fully violated your 2007 marketing budget? No online marketer is exempt; online traffic costs will increase. It’s the nature of supply and demand.

This relatively new Internet economy is settling into familiar patterns, and the costs of doing business online are beginning to resemble those of our brick-and-mortar brethren. In the brick-and-mortar world, there’s no such thing as low-cost traffic.

The corner of 57th St. and Fifth Ave. in Manhattan is one of the…

...continue to read "The Value of Online Traffic"

FutureNow Article
Tuesday, Aug. 15, 2006

How Much of My $1000 Rock Climbing Gear Budget Do You Want?

August 15th, 2006

Don’t sell yourself short by misunderstanding your customers’ needs.

Perhaps you’re improving your conversion rate. That’s nice to hear! And perhaps you’re removing some stumbling blocks and giving your customers a little more of what they want when they want. Way to go! But the big question is: are you really digging deep and going beyond your customers’ basic motivations?

We persuade most effectively when we understand the context of where our customers are coming from. Not just from tangible directions like…

...continue to read "How Much of My $1000 Rock Climbing Gear Budget Do You Want?"

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