Sam Owen

  • How To Turn Competitive Analysis Into Actionable PPC Gains

    “If you know the enemy and know yourself, you need not fear the result of a hundred battles. If you know yourself but not the enemy, for every victory gained you will also suffer a defeat. If you know neither the enemy nor yourself, you will succumb in every battle.” Sun Tzu – The Art of War PPC Let’s face it – managing a PPC account doesn’t happen in a vacuum.

    Sam Owen/ PPC Heroin Paid Search How To's- 11 readers -
  • The Real Impact of AdWords Close Variant Changes

    Last week AdWords announced it would be removing the option to select whether we include or exclude close variants in our campaign settings. The justification is that those typing in search queries aren't perfect spellers. The intent behind a misspelled and correctly spelled keyword is the same. This is the same logic Google uses to tell us Tablet and Desktop are the same thing (they aren't).

    Sam Owen/ PPC Heroin Paid Search- 7 readers -
  • Everything You Need To Know About PPC Ad Extensions

    Search ads are no longer just about headlines, description lines and display URLs. Ad Extensions now also play a huge part in the appearance and success of our ads. Take a look at this ad from Walmart I saw the other day. Notice how more than 50% of the space taken up by this ad comes from extensions of various types.

    Sam Owen/ PPC Hero- 43 readers -
  • Why AdWords Dynamic Search Ads Work Better Than You Think

    I have a confession: I used to hate Dynamic Search Ads. I'm sure some of you still do. For my part, I had used them unsuccessfully in a couple of accounts and decided they were no good. It wasn't until a few months ago, when I saw this awesome presentation from Matt Umbro at SMX West, that I decided to give them another shot.

    Sam Owen/ Search Engine Land- 29 readers -
  • 3 Key PPC Metrics Are Lying To You. Find Out How

    When it comes to PPC, metrics are everything. We consume ourselves in pouring over numbers and analyzing our accounts down to the smallest detail. However, it turns out we are being misled by the data we rely on the most. We're too quick to take our figures at face value without thinking about what we're not seeing.

    Sam Owen/ Search Engine Landin Paid Search- 32 readers -