How to use good ol’ PPC to support fun and creative branded content
Contributor Kevin Lee looks at creative synergies and the power of collaboration to increase the efficiency of branded content using PPC campaigns. The post How […]
Articles by Kevin Lee
Unit economics: The foundation of a good SEM campaign
Contributor Kevin Lee outlines how SEM campaigns can benefit from applying smarter business unit economics and asking rational questions. The post Unit economics: The foundation […]
Coming to terms with fake reviews
In the same way that Google considers some forms of SEO to be unacceptable, they and other review sites dislike any reviews that aren’t organic […]
Quality Score and other leverage points
Looking for ways to gain an advantage in paid search? Columnist Kevin Lee has some ideas to increase Quality Score metrics and surpass your competitors. […]
How to decide ‘Should I bid?’
Are your paid search ads cannibalizing your organic search traffic? Columnist Kevin Lee explores the problem of determining when it’s worth it to bid and […]
Methbot, fake news and five other reasons SEM/SEO interest will surge
Columnist Kevin Lee is predicting that 2017 will be another great year for paid search, due in part to events both within and outside of […]
Why good SEO is strategic
To many on the upper rungs of the corporate ladder, “SEO” is still a geeky term whose effects are considered to be marginal, rather than […]
Dear Google, how about OS targeting? Programmatic search?
In light of the recent updates to device bidding in AdWords, columnist Kevin Lee suggests ways in which Google might build on these changes to […]
Seven reasons tracking calls and conversions from brand keyword terms empowers marketers
Sponsored content in collaboration with Marchex. When it comes to brand keyword bidding, most tests show that it makes sense to bid on brand keywords […]
Life without Google’s right rail: 12 strategic implications for marketers
Google made major news last week when it confirmed that it was eliminating right rail (sidebar) ad slots for queries with a high degree of commercial […]
