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February 9, 2017 I am not a die-hard NFL watcher. Even when my hometown team has played in the big game I am not one to be glued to the TV, pile of wings on my lap, screaming wildly at amazing plays. But I do watch it every year. I enjoy the spectacle, the pomp and circumstance, the commercials.
January 18, 2017 I will not lie: I am not the biggest proponent of automated optimizations and tools. Consider me a skeptic à la Will Smith in iRobot. The more automation programs you use, the more programs that can and will break, go down in times of critical need, etc. Relying solely on automation tools for optimizations feels like putting every single very fragile egg in one basket.
December 19, 2016 It’s that time of year when we all get a little bit retrospective. Maybe it is the changing of the seasons. Maybe it is the prospect of returning to one’s home for the holidays. The snow. The spirit. We look fondly (or maybe begrudgingly) upon the past year and pat ourselves on the back for getting through it in one piece.
I am a rule-follower. I always have been. Strunk & White’s The Elements of Style continues to be my go-to writing guide (which is why I will never say the phrase “I am nauseous” and neither should you). This doesn’t mean I never break rules, but I am a firm believer in understanding why a rule is there before throwing it out the window.
October 17, 2016 Much of what we do day in and day out in PPC is stare at numbers. Beautiful, finite numbers. We know numbers to be objective. If we spend $12,622 and that spend garners 31 conversions, we know the average cost per conversion is $40.716129. If our campaign is limited by budget and we raise our budget, we will no longer be limited by budget.
September 6, 2016 I am obsessed with structures. As a kid I would dump out my blue plastic garbage can full of Legos in the middle of the living room and build for hours. Build. Take apart. Re-build. Then there were the times when the thousands of little pieces weren’t enough. I wanted to see just how much I could build so I’d pull the crumpled dollar bills out of my porcela ...
July 26, 2016 Making decisions for PPC initiatives can be stressful. Within the industry, we toss around “best” and “common” practices like confetti. We are purveyors of patterns. Collectors of congruency. Emperors of efficiency. However, we lack perfect vision into the future and have to rely on 20/20 hindsight.