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Category: "Uncategorized"

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PLA vs. Traditional PPC — What to Expect
Posted July 23, 2013  | CATEGORY: Uncategorized
Google Searchers always scan results for relevance before doing anything else. That’s why keyword match-up is so important in the headline — because if the seacher doesn’t find that instant signaling of relevance in your headline, she won’t ever read past that.   And this scanning behavior is one reason why image extensions, in the […]

Weekly PPC Roundup – Bowl Sunday Edition!
Posted February 3, 2013  | CATEGORY: Uncategorized, Weekly PPC Update
And, we don’t mean the Super Bowl.  At 3 o’clock, the Puppy Bowl is on.  We are waiting with bated breath to see who wins!  How about you?  Actually, we’re just hoping that the puppies aren’t napping like they usually are.   Enough about sports and puppies, though.  Let’s talk about what’s really important – […]

Caveman Follow-Up
Posted January 16, 2013  | CATEGORY: Uncategorized
A few week’s back, I wrote about a contest between two ads, one for “The Caveman Diet,” and the other for “The Paleo Caveman Diet.” The Caveman Diet won, mostly because the major search term was “caveman diet” and if you’re calling it a caveman diet, that’s usually because you’re not yet familiar with the […]

Win of the Week – 176% Increase in CTR for Insulation Blowers
Posted December 7, 2012  | CATEGORY: Uncategorized
Take a look at the two ads below. If you were looking to buy an insulation blower, which ad do you think you’d click on?   PPC Ad #1 PPC Ad #2  These ads are completely different. Yet one of them performed far better than the other.  But which one? And why?  The winning ad […]

Weekly PPC Roundup – The Stuffed Edition
Posted November 24, 2012  | CATEGORY: Uncategorized, Weekly PPC Update
After finishing Thanksgiving dinner part 3 just a little bit ago, we are *this close* to passing into a food coma for the third time in less than 24 hours. Before we do that, though, let’s take a look at the latest news in PPC from the past week!   First, from Google….   There […]

Do Your PPC Ads Know How to Take “Yes” For An Answer?
Posted November 15, 2012  | CATEGORY: Uncategorized
The unfortunately salesman who keeps selling after he’s made the sale can often find he’s talked himself out of a deal. That’s called not knowing how to take yes for an answer.   And you’d think that PPC Ads would never suffer from this problem, what with the extreme length limitations placed on them and […]

Call to Action vs. Room to Act
Posted August 23, 2012  | CATEGORY: Ad Text Tips, Paid Search, Uncategorized
As per Win of the Week, standard operating procedure, make your (educated) guess as to which ad won: So which ad really won? Ad B improved Click-Through Rates by 375%! And to understand why you have to understand a bit of visual psychology, as explained by Molly Bang in her brilliant book, Picture This: How […]

Credibility Counts
Posted June 11, 2012  | CATEGORY: Ad Text Tips, Paid Search, Uncategorized
Many of these columns focus in on what I might call the non-obvious factors that affect ad performance, mostly because one can only cover the obvious factors so much before boring the pants off of both writer and reader. But that doesn’t mean the fundamentals are any less fundamental, and the astounding performance of this […]

Win of the Week – When Deal Sweeteners Become Deal Makers
Posted June 8, 2012  | CATEGORY: Ad Text Tips, Uncategorized
As usual with the Win of the Week, you’ll have to pick the winner before we can go into why the winning ad won. So here are the competing ads — take your pick: Picked your winner? Good. Now take a ballpark guess at how much the winning ad improved Click-Through Rates. OK. The correct […]

Behind The Scenes In Google’s Battle Against Bad Ads
Posted April 23, 2012  | CATEGORY: Uncategorized
We loved last week’s article on Search Engine Land covering Google’s never-ending battle against bad ads, and the struggle to gain advertisers’ trust.   The article covers key measures that Google is taking such as:   The move towards being more transparent with advertisers and end users regarding the measures that Google takes to ensure […]

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