Category Archives: PPC

Google Week, Day 1: Search marketing

This is Google Week on my blog. While content marketing, social and mobile are getting a lot of the attention in digital marketing these days, Google is still the 1,000-pound gorilla of online marketing — in part because it supports in various ways those new initiatives, too. This week I’ll be posting new thoughts on […]

When it comes to digital marketing, forget industry benchmarks and focus on ROI

Often when I’m talking to a potential new client they’ll ask about industry benchmarks (“Our CTR is two percent, how does that compare to others?” or “Our CPA is $50, how does that stack up to X competitor?”). And the reality is that, unless you are Google, it may be impossible to know how your […]

Online marketing begins with listening

Contrary to the Alec Baldwin, TV/movie stereotype of sales people, the number one skill of successful sales people is listening. Only by listening can you find out what the prospect wants (in addition to their needs), shape a solution and overcome their objections. We’ve all experienced clueless sales people who just launch into their pitch […]