Andrew Goodman

  • The Death Of Search Marketing Expertise

    Recently, I had dinner in Orlando with Bill and Ted (not their real names), some pretty successful digital agency owners. (By successful, I mean more than 50 employees and strong annual revenues.) They’ve been friends of mine for a long time, so I assumed they’d be up for a little of the usual expert banter.

    Andrew Goodman/ Search Engine Landin SEO- 10 readers -
  • PPC Geo-Bidding, Simplified

    Recently, I came across a social media post that — honest to goodness — went on at length about the price the poster would be willing to pay for a new brand of ketchup. “I’d need 50 percent off to give it a try,” opined the timid tomato tester. “If I turn out not to like the product, it’s just a whole lot of wasted time, and a waste of food .

    Andrew Goodman/ Marketing Landin Paid Search Google- 13 readers -
  • PPC Geo-Bidding, Simplified

    Recently, I came across a social media post that — honest to goodness — went on at length about the price the poster would be willing to pay for a new brand of ketchup. “I’d need 50 percent off to give it a try,” opined the timid tomato tester. “If I turn out not to like the product, it’s just a whole lot of wasted time, and a waste of food .

    Andrew Goodman/ Search Engine Landin Affiliate Paid Search SEO- 11 readers -
  • Are Paid & Organic Distinct Channels? Not So Fast.

    At our company’s informal book club, we recently had a nice discussion of David Hand’s The Improbability Principle: Why Coincidences, Miracles, and Rare Events Happen Every Day. Belief in causation where there is only correlation, faulty assumptions about how “randomness” works and similar errors are shockingly common, even among the educated.

    Andrew Goodman/ Search Engine Landin SEO- 12 readers -
  • Attribution Beyond The Last Click: A SMX East Session Recap

    With the rise of mobile device activity, the always-elusive path to full attribution of online marketing spends seems to be slipping through our fingers, even as marketers’ sophistication grows. As more than one panelist at the recently-concluded SMX East conference mentioned, your device is two things: a computer and a phone.

    Andrew Goodman/ Marketing Land- 13 readers -
  • PPC Ads Not Performing? Reduce Cognitive Load

    If you’re a seasoned online marketer, you’ve probably been exposed to user experience gurus, conversion rate improvement experts and their ilk. Even without knowing the high-level principles, many designers and performance marketers have developed a bias in favor of simplicity. Concepts such as the use of white space and decluttering a page have been bandied around for years ...

    Andrew Goodman/ Search Engine Landin Paid Search SEO- 15 readers -
  • PPC Audits: A Guide to Playing Fair

    PPC Audits: A Guide to Playing Fair July 22, 2015 by Andrew Goodman Leave a Comment Arbitrary destruction of reputations turns people into slaves. -Nassim Nicholas Taleb, recent Facebook post Ever been taken down by an “ambush audit”? It’s not fun. Tempted to win new business yourself by ambushing an incumbent agency? Tempting, but… Is your organization actually built aro ...

    Andrew Goodman/ The SEM Postin Paid Search- 14 readers -
  • What Do These Google AdWords Features Really Do?

    There are tens of thousands of PPC account managers out there today, which has led to a surprisingly wide range of account strategies. Can they all be right? If you’re an opinionated PPC pro like myself, you’re bound to think someone else’s theories are, well… weird. That bias being acknowledged, let the sparring begin! Even some of the more thoughtful professionals in these r ...

    Andrew Goodman/ The SEM Postin Paid Search Google- 17 readers -
  • Are Your PPC Campaign Results Better Than They Look? Or Worse?

    At this time of year, the pressure is on to “be ready” for the upcoming hot season, and to “work with increased budgets.” Various cheerleaders and naysayers in your company (and especially, our friends at the search engines) may be pushing you and pulling you every which way, trying to find justifications in current profitability indicators to provide fuel for arguments to turn ...

    Andrew Goodman/ The SEM Postin Paid Search- 4 readers -
  • SEM Conferences: Reflections at the Crossroads

    It’s no secret that the state of digital marketing conferences is in flux. Some conference series have become long in the tooth; others are ascendant. How dire is the situation? Whoops, I might have let the cat out of the bag. “Flux” is usually a code word for “trouble.” The old logic may be unraveling. Consider the underlying purposes of conference events.

    Andrew Goodman/ The SEM Postin Social Paid Search SEO Google Twitter- 53 readers -
  • Why Marketers Should Have “CLIENTS” Vanity Plates

    Weirdest. Client. Ever. Also, Great Client. Have you ever fantasized about your vanity plate? I have. For quite a while, I thought it would be cool to drive around with the plate ADWORDS. In Ontario, where they cram eight letters into a vanity plate, I could even go with PAGEZERO – following the logic of “now they can’t tow me out of my own parking spot.

    Andrew Goodman/ The SEM Postin Paid Search- 36 readers -
  • Quality Score: 7 New Things You Don’t Have to Worry About

    Recently, Google released a provocative new White Paper on AdWords Quality Score, setting the industry mildly abuzz. Google rarely releases supplementary information about its formula beyond the formal information in its core help files. Perhaps Google is simply “clarifying” how Quality Score works in order to cut through a sea of misinformation.

    Andrew Goodman/ The SEM Post- 48 readers -