Pauline Jakober

  • 5 common mistakes made by B2B paid search novices

    Here’s a common scenario in the B2B marketing space: You’re a member of your B2B company’s marketing team. As part of that team, you’ve become accomplished in a variety of marketing channels, including email marketing, content marketing, organic search, trade shows and so forth. But your team hasn’t yet taken the company into the paid search marketing channel.

    Pauline Jakober/ Search Engine Landin Paid Search SEO- 22 readers -
  • 4 reasons your PPC programs can fail

    None of us set out to have our PPC programs fail. But sometimes they do, despite our best intentions. Why do these programs fail? There can be many reasons. But sometimes, behind those failures, is some inadvertent self-sabotage — sabotage that will virtually guarantee a failed PPC program. To help you avoid inadvertently setting your PPC programs up for failure, I’ll use t ...

    Pauline Jakober/ Search Engine Landin Paid Search SEO Google- 23 readers -
  • What exactly is PPC keyword management anyway?

    PPC keyword management gets a fair amount of attention as a topic of conversation (at least in the world of PPC pros!). It’s also a topic that sends my brain into overdrive when clients mention it. Why? Because the phrase is used so loosely it often means different things to different people. Part of the confusion stems from the fact that PPC keyword management isn’t just on ...

    Pauline Jakober/ Search Engine Watchin Paid Search- 17 readers -
  • Why all search ads seem the same (and what you can do about it)

    Let’s face it: anyone with an AdWords login, bank account and keyboard can create ads for search. It can be a Wild West out there, which means that many ads ultimately fail. They fail because they don’t capture the attention of searchers, because they don’t include the best information, and frankly, because they look like every other ad out there.

    Pauline Jakober/ Search Engine Landin SEO- 22 readers -