When Google went from being just another new search engine to the search engine, I couldn’t stop comparing the company to the cartoon series, Pinky and the Brain. In my mind, the conversation between Larry and Sergey was identical to the two lab mice: Larry: “Gee Sergey, what do you want to do tonight?”Sergey: “The same thing we do every night, Larry—try to take over the world.” For the cartoon, no matter what scheme Brain devised, the world was not his to take. Perhaps it was Bill Gates’ plan to put a computer in every home that stood the best chance of world domination. Steve Jobs and Apple followed up with more computers and added music. You might even say that the music injection was the language the entire world could understand. Extending ourselves It occurred to me one day that people like Larry, Sergey, Bill and Steve, and others like them, instinctively understand the human brain. They know that computers aren’t substitutes for … [Read more...] about The Extended Brain, Search Marketing & User Experience Design
Some time ago, I wrote an article called “Are Our Brains Becoming Googlized?” It became my most read Search Engine Land post ever. Apparently I wasn’t the only one fascinated by the prospect of wholesale rewiring of our brains through exposure to technology. UCLA’s Semel Institute for Neuroscience and Human Behavior is one of the hotbeds of this brain research, with Drs Gary Small, Susan Bookheimer and Teena Moody doing a number of interesting fMRI studies looking at the impact of technology on our neural networks. One study in particular was fascinating to me, looking at how internet searching activated different parts of the brain. I had a chance to connect with Dr. Moody and ask her more about the study. In today’s column, I’ll share some excerpts from that interview. The study was conducted with older participants and the goal was to see if the Internet could be used as a way to “exercise” the brain, slowing mental decline. One of the … [Read more...] about Is Google Rewiring Our Brains?
It’s that time of year again! Time to set some PPC New Year’s resolutions! And what better item to start with than ad copy? Done right, re-writing your ad copy is one of the most impactful changes you can make in an account and a sure-fire way to improve PPC performance. Unfortunately, ad copy is sadly overlooked. Even by me — as you can see by the topics I choose to write on! It’s the usual “leave the old in favor of the new” PPC tactics and strategies. I hope this article gives you a fresh perspective on ad creative and helps you set some soaring ad copy resolutions. There are many ways to go about improving ad copy. It takes time to craft excellent ads, but it’s well worth the effort. Following are some tips: 1. Commit To Your Ad Copy Focus on ad copy. Don’t get distracted by all the other shiny PPC objects (levers) in advertising accounts. It’s work to create compelling ads but you’ll see it’s worth it for the boost … [Read more...] about 5 Search Ad Copy Resolutions For 2015
Marketing has changed for local businesses. The big, yellow books of yesterday are all but dead and buried. Today, searching for a local business will most likely start on a mobile device, and the selection process goes far beyond a simple print advert with some clever sales copy. Customers can now tap into a rich tapestry of reviews, testimonials, case studies and social media to determine a business’s credibility. The local business landscape is more competitive than ever, and a positive reputation can be the key factor in standing out. Studies are now confirming that reviews are a trusted, critical component of generating business from local search with as many as 9 out of 10 users referring to reviews before contacting a local business. Rather than go over the process of generating reviews, I want to detail a mindset we have used with businesses to build credibility that goes way beyond simple reviews. Space Robots & Asteroid Mining How would you feel if you heard about a … [Read more...] about Online Reviews, Reputation And How To Become Super Credible
The one thing that’s remained constant in AdWords over the past 15 years is the good ol’ 25-35-35 character rule we worked with in text ads. And we’ve become pretty good at it. But in May, it was announced that the old way of doing things would be changing to cater to the multiscreen world we live in. And on July 26, AdWords rolled out new character limits that change the way text ads display content. The new character count is 30-30-80, and consists of: two headlines of up to 30 characters of text; and one condensed description line of up to 80 characters. No matter how hard I try, I can’t get the numbers 25-35-35 out of my brain. I feel like Hurley from Lost. — Kirk Williams (@PPCKirk) July 22, 2016 As we’re in uncharted territory, there’s sure to be lots of testing to come. In the announcement over at Google, it was reported that tests have shown that “some advertisers have reported increases in click-through rates of up to 20 … [Read more...] about So we have 45 more characters in AdWords text ads… Now what?