Budgets should generally be avoided. But if they are unavoidable, here are some thoughts on how to manage them.

How could something that sounds so good, be so wrong-headed?

A layered approach to assessing paid search effectiveness. Now is the time to raise the bar.

A collection of our most enduring posts from 2009

The long tail matters.

Quality Score and Bid play equal roles in determining an ads visibility, but that doesn’t mean you should spend the same amount of time working on each.

Study the data carefully before making rash moves.

Anticipating traffic value shifts at the holidays is the key to a successful Q4.

Thin data impacts every paid search program.

Google finds what we found to be true years ago.

PPC is evolving and it’s getting harder and harder for full-priced and high-end retailers to make it big.

The term “portfolio” has more than one meaning.

When your SEM says “those keywords didn’t work”, it’s time to find a new agency.

The principles of direct marketing have not changed in 50 years. Online marketers would do well to pay attention to the lessons learned from experience.

“Two Concepts of Rules,” with apologies to John Rawls.

PPC advertising is not a one size fits all game. There are cases in which manual bidding makes sense. There are cases in which automated bidding is essential. Here’s our take on which is which.