…ask what you can do for Google.
To effectively lower your cost-per-click (CPC), and therefore your cost-per-acquisition (CPA) or cost per sale, you need to first appreciate Google’s perspective. If you understand what motivates Google, you’ll understand better how to manipulate the system to your advantage:
1. Obvious, perhaps, but Google is a SEARCH engine. Its job […]

Being successful in your own business isn’t too far away from crossing the line first in a Formula 1 Grand Prix, or even winning the World Championship, for that matter.
As poor Filipe Massa proved at the Hungarian Grand Prix this weekend, having the pace to overtake and lead the race almost all the way to […]

The AdWords Success Guide explains the practice and benefits of using negative keywords to your advantage, excluding irrelevant searchers from seeing your ad, let alone you paying for an irrelevant click.
If you really want to be able to measure performance and optimise your campaign effectively, there’s a little more to it.
Example
Dennis and Steve run a […]

There’s been a common theme for many of the conversations I’ve had with new clients recently: poor traffic conversion rates.
It’s a subject, like many in the world of marketing, that is completely subjective - it will depend entirely on your business, the market sector, your product, your prices, competitors and a whole host of other […]

Google has just added a new report to the range available on the AdWords platform, the Search Query Performance report. I know that many people struggle with the choice of keywords to get the performance that they want from their campaign.
In my experience, this is typically where many businesses form the opinion that Google AdWords […]