In the past few months, I’ve spent a lot of time thinking (and writing) on the topic of building brand awareness through PPC. Why is this topic so often overlooked? I suspect it’s partly because so many of us are focused on account performance. Performance is important, of course. We’re …Read More
The paid search community was recently caught up in a flurry of tweets on the topic of a certain “dirty trick.” The CEO of Basecamp, Jason Fried, complained that Google Ads allows competitors to bid on a company’s branded keywords (including his own). He claims that the practice …Read More
To my delight, more and more businesses are grasping the value of building their brand via Google Ads. For too long, the emphasis has been on performance (“How many sales are we getting? How many leads?”) while ignoring the fact that brand building is a critical contributing factor …Read More
