Ad Extensions: Introduction – Getting the Most Value out of Your Marketing Dollars

Ad Extensions: Introduction – Getting the Most Value out of Your Marketing Dollars

It’s no secret that the first step in converting customers is to drive prospects to your website. To do cost effectively through paid ads it is essential for you to ensure your ads are not only relevant to the person’s needs but also that your ads stand out from your competitors.

Historically, the only option available to accomplish this goal was a 70 character written description. Today, the description is not enough. If you perform a query for most any product or service, you will notice that other than promotions, pricing, or years in business, most ads to not contain anything that is truly unique.

Even when companies create ads that offer something unique and valuable to their prospects, this message is often overlooked as the ads themselves blend in with the all the other ads. … Continue reading

Google Authorship Removed… But Why?

From time to time, DirectiveGroup team members will share their views on a piece by an industry thought leader. Here, Mark discusses the recent change to Google’s search results.

What happen to the little photos in the Google search results? Josh Mueller, a Google webmaster rep, announced that Google was doing away with the authorship photos. In his short post (see here) he reasoned that Google was trying to make search results consistent across devices and photos basically clutter up the search results. Understandable.

What‘s the real reason Google removed the Authorship photos?

While I do believe Google is always making an attempt to improve search results for users, at the end of the day, I think it’s possible that the photos were drawing too much attention. Yes attention. Attention from Google’s Ad platform Adwords (of course this is all speculative).

Adwords may not be as popular as … Continue reading

5 TED Talks Every Business Leader, Entrepreneur and Creator Should Watch

Before I ever watched a single TED video (or even knew what it was), I saw huge red and black TED banners, draped on the street lights in Downtown Long Beach. I was on my way to the gym, and told myself, I’d Google it when I returned home. Well I forgot about TED and about a month later, a friend sent me a link to TED.com, and told me to check it out. And I’m glad I did. TED in a word is Awesome.

I get to consume the best ideas in the world, ideas that in some cases have taken a lifetime to develop. And I have the opportunity to act on those ideas or build on them and create something new. This is the stuff businesses are made of. The great business thought leader Peter Drucker once said, “…business enterprise has two–and only two–basic functions: marketing … Continue reading

Don’t Believe Everything You Read – How Quality Scores Impact Adwords Campaigns. Part 2

In my last article, I talked about the flawed logic regarding Google Adwords Quality Score (QS) that some writers were presenting in articles. To summarize, many writers were stating that the QS was not only unimportant and should be ignored, but that the QS didn’t impact the cost advertisers were paying. I pointed out the errors in their logic and provided you with insight into what exactly QS is and how a higher QS could save you money.

As promised, this article will focus on giving you suggestion on how to increase your QS without you having to obsess over it. The QS shouldn’t be looked at as the magic pill that will lower the cost, but as a leading indicator of potential red flags or that you are moving in the right direction. It definitely is important, but shouldn’t be obsessed over.

Before I talk about what you … Continue reading

Don’t Believe Everything You Read – How Quality Scores Impact Adwords Campaigns. Part 1

Over the last couple months, I’ve seen several articles, from various sources, alluding to or even bluntly stating that the Google Adwords QS (Quality Score) should be completely ignored because it was meaningless. Since I strongly disagree with this sentiment and the logic behind the writers’ opinions did not make any rational sense, I simply dismissed these articles and went on with my day.

Recently, however, someone whom I greatly admire as an extremely intelligent business person forwarded me one such article and requested my thoughts. That made me realize these articles can be misleading and this type of information could result in the most savvy business people potentially making bad decisions.The purposes of this article is to provide you with suggestions on how to critically evaluate the logic in articles pertaining to Adwords QS using a recent example of an article from Search Engine Watch. In my next … Continue reading

I Guarantee It! Does That Really Matter?

When was the last time you were in conversation with an SEO Agency/Consultant or Internet Marketing Firm that “guaranteed” to get you to the top of Google? My guess is it’s not been that long as these companies are still out there en mass, and are willing to sell you the sky, the moon, and the ground you trod.

While these guarantees appear to minimize your risk, that’s all it is, an appearance. It comes back to the first lesson I learned in marketing:

MoJo Marketing Lesson #1: There are no cookie cutter solutions to effective marketing.

What this means is there is no “secret sauce” or “silver bullet” or “magic formula” to get your business successful. Marketing is about testing. In the end, the one thing that matters most is if your marketing efforts are increasing your business.

Companies who “offer guarantees” think they’ve found a single thing … Continue reading