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Please Watch This Video

July 24th, 2008 David Szetela Posted in Google non-Search Advertising, Uncategorized No Comments »

Apologies to those who want/expect this blog to be only about PPC.

But.

Whether you’re Democrat or Republican, Liberal or Conservative or Libertarian: I urge you to watch this video of Barack Obama’s speech today in Berlin.

My take: the world has not seen a world leader of this caliber and potential impact for the “powers of good” in many years - since before many of you were born.

Those of you who were cognizant in 1968 might remember the person I consider to be the most recent one: Bobby Kennedy. I watched the movie Bobby recently, and was struck by the similarity between the words Bobby and Barack have dared to speak.

Both have had the courage to give voice to the feelings of the majority - words the profiteers of injustice have sought to make unpopular or even criminal.

Words like these from Bobby:

City Club of Cleveland, Cleveland, Ohio April 5, 1968Mr Chairmen, Ladies And Gentlemen

This is a time of shame and sorrow. It is not a day for politics. I have saved this one opportunity, my only event of today, to speak briefly to you about the mindless menace of violence in America which again stains our land and every one of our lives.

It is not the concern of any one race. The victims of the violence are black and white, rich and poor, young and old, famous and unknown. They are, most important of all, human beings whom other human beings loved and needed.

No one - no matter where he lives or what he does - can be certain who will suffer from some senseless act of bloodshed. And yet it goes on and on and on in this country of ours. Why? What has violence ever accomplished? What has it ever created? No martyr’s cause has ever been stilled by an assassin’s bullet. No wrongs have ever been righted by riots and civil disorders. A sniper is only a coward, not a hero; and an uncontrolled, uncontrollable mob is only the voice of madness, not the voice of reason.

Whenever any American’s life is taken by another American unnecessarily - whether it is done in the name of the law or in the defiance of the law, by one man or a gang, in cold blood or in passion, in an attack of violence or in response to violence - whenever we tear at the fabric of the life which another man has painfully and clumsily woven for himself and his children, the whole nation is degraded.

“Among free men,” said Abraham Lincoln, “there can be no successful appeal from the ballot to the bullet; and those who take such appeal are sure to lost their cause and pay the costs.” Yet we seemingly tolerate a rising level of violence that ignores our common humanity and our claims to civilization alike. We calmly accept newspaper reports of civilian slaughter in far-off lands. We glorify killing on movie and television screens and call it entertainment. We make it easy for men of all shades of sanity to acquire whatever weapons and ammunition they desire.

Too often we honor swagger and bluster and wielders of force; too often we excuse those who are willing to build their own lives on the shattered dreams of others. Some Americans who preach non-violence abroad fail to practice it here at home. Some who accuse others of inciting riots have by their own conduct invited them. Some look for scapegoats, others look for conspiracies, but this much is clear: violence breeds violence, repression brings retaliation, and only a cleansing of our whole society can remove this sickness from our soul.

For there is another kind of violence, slower but just as deadly destructive as the shot or the bomb in the night. This is the violence of institutions; indifference and inaction and slow decay. This is the violence that afflicts the poor, that poisons relations between men because their skin has different colors. This is the slow destruction of a child by hunger, and schools without books and homes without heat in the winter. This is the breaking of a man’s spirit by denying him the chance to stand as a father and as a man among other men.

And this too afflicts us all. I have not come here to propose a set of specific remedies nor is there a single set. For a broad and adequate outline we know what must be done. When you teach a man to hate and fear his brother, when you teach that he is a lesser man because of his color or his beliefs or the policies he pursues, when you teach that those who differ from you threaten your freedom or your job or your family, then you also learn to confront others not as fellow citizens but as enemies, to be met not with cooperation but with conquest; to be subjugated and mastered.

We learn, at the last, to look at our brothers as aliens, men with whom we share a city, but not a community; men bound to us in common dwelling, but not in common effort. We learn to share only a common fear, only a common desire to retreat from each other, only a common impulse to meet disagreement with force. For all this, there are no final answers.

Yet we know what we must do. It is to achieve true justice among our fellow citizens. The question is not what programs we should seek to enact. The question is whether we can find in our own midst and in our own hearts that leadership of humane purpose that will recognize the terrible truths of our existence.

We must admit the vanity of our false distinctions among men and learn to find our own advancement in the search for the advancement of others. We must admit in ourselves that our own children’s future cannot be built on the misfortunes of others. We must recognize that this short life can neither be ennobled or enriched by hatred or revenge.

Our lives on this planet are too short and the work to be done too great to let this spirit flourish any longer in our land. Of course we cannot vanquish it with a program, nor with a resolution. But we can perhaps remember, if only for a time, that those who live with us are our brothers, that they share with us the same short moment of life; that they seek, as do we, nothing but the chance to live out their lives in purpose and in happiness, winning what satisfaction and fulfillment they can.

Surely, this bond of common faith, this bond of common goal, can begin to teach us something. Surely, we can learn, at least, to look at those around us as fellow men, and surely we can begin to work a little harder to bind up the wounds among us and to become in our own hearts brothers and countrymen once again.


Sandeep

May 9th, 2008 David Szetela Posted in Uncategorized 1 Comment »

<This roundup of Yahoo/Google/Microsoft-related articles was created for callers into a Collins Stewart investor call where I was one of the Industry Experts voicing opinions.>

Susan Decker (Yahoo president) interview:

http://finance.yahoo.com/tech-ticker/article/15050/Decker-Yahoo-Isn’t-Abandoning-Strategy-with-Google-Deal?tickers=yhoo,msft,goog,twx,nws

http://finance.yahoo.com/tech-ticker/article/15033/Decker-We-Never-Got-33-Offer-in-Writing?tickers=yhoo,msft,goog

Yang blog post:

http://ycorpblog.com/2008/05/04/ok-so-now-what/

Yahoo AMP press release:

http://yhoo.client.shareholder.com/press/releasedetail.cfm?ReleaseID=303352

Yahoo AMP demo:

http://advertising.yahoo.com/amp/

Ballmer letter:

http://www.microsoft.com/presspass/press/2008/may08/05-03letter.mspx

Kevin Lee’s analysis of Ballmer’s letter in Clickz:

http://www.clickz.com/showPage.html?page=3629426

Business Week on Microsoft’s ad straategy:

http://www.businessweek.com/magazine/content/08_20/b4084036492860.htm

Business Times:

http://www.biztimes.com/blogs/milwaukee-biz-blog/2008/5/8/internet-monopoly-would-be-bad-for-business

Silicon Valley Insider:

http://www.alleyinsider.com/2008/5/_1_billion_of_cash_flow_for_yahoo_google_search_deal_keep_dreaming

NYT:

http://bits.blogs.nytimes.com/2008/05/05/how-googles-checkbook-stymied-microsoft/index.html

Frank Watson’s take on Microsoft’s decision:

http://searchenginewatch.com/showPage.html?page=sew_experts/sem_crossfire


Double Conversion Rates for Content Campaigns?

May 5th, 2008 David Szetela Posted in Uncategorized No Comments »

Today’s installment of my SEW Experts column shows you how.


Social PPC and PPC Contextual Advertising: Dessert Toppings or Floor Waxes?

May 5th, 2008 David Szetela Posted in Uncategorized No Comments »

Marty Weintraub started a provocative thread this morning with this blog post that has me and Danny Sullivan weighing in on whether PPC Contextual Advertising “deserves” to be covered by Search industry conferences.


Win a Free Pass to PPC Summit

April 23rd, 2008 David Szetela Posted in Uncategorized No Comments »

2.5 big things to share with you today:

First, our friends at PPC Summit are running a contest – and the prize is free admission to one of their upcoming conferences in San Francisco or Los Angeles. PPC Summit is a “must-attend” for beginners who want to learn pay-per-click advertising from the ground up, and for advanced advertisers who want to learn the latest techniques.

To enter, submit your favorite tip for creating/managing/optimizing PPC campaigns and increasing conversions by going here. Be sure to note that you were sent by PPC Pro People. The contest ends on May 8, and the winner will be notified by May 12.

Even if you don’t win the contest, you can get a 10% discount off the registration price by using the coupon code CLIX10.

Second, I’ll be doing another Search Marketing Now webcast on May 13. This one will go into deep detail on new ways for advertisers to manage big, complicated PPC campaigns. See more info here, and please register through this link so they’ll know I sent you.

Finally, the half big thing: we’re starting “taping” for my upcoming Webmasterradio.com “PPC Rockstars” show – debuting soon and running every Monday from 4:00 to 4:30 PM EST (and available via podcast from outlets like iTunes). Get a sneak preview of the opening announcement here.


Lay Down Your Freakin’ Swords: An Open Letter to Third Door and Incisive

February 21st, 2008 David Szetela Posted in Uncategorized 1 Comment »

Guys. Dudes. My Friends.

We’re all lucky to be in a dynamic, fun, fascinating industry together. And at a time when the demand for what all we offer far outstrips the supply.

All this chatter about who should, and should not, promote what to whom is soooo distracting and time-consuming. My clients are asking me what’s going on, and I’d prefer to spend our precious time talking about how we can improve their PPC campaigns.

The Enemies are not inside our circles. They are outside - and they’re not really enemies. They’re paradigms that need to be shifted. They’re The Old and The New. Like, traditional views that advertising audiences can’t be monitored and measured. And “conventional wisdom” about the difficulty of demographic/behavioral targeting, that years ago seemed probitively expensive and out of reach of “smaller advertisers.”

One of y’all just needs to disengage. Not capitulate. Just say to the other: “Whatever,” cut down on the de-constructive reams of posts and comments, and carry on with the business of providing and facilitating valuable, constructive, thought-and-discussion-provoking content.

As an author/speaker for both sides, I want you both to prosper. And there’s plenty of room for you both to do so, without losing out to the other.


Top 6 Sites for Offering or Finding Great SEM/SEO Jobs

January 15th, 2008 David Szetela Posted in Uncategorized No Comments »

Over on Facebook I moderate PPC Pro People, a group of over 400 PPC professionals. We’ve accumulated a list there of sites with job listing services specifically for SEO/SEM job-seekers and employers. Here’s the list:

Search Engine Watch Forums

Jobs in Search

MarketingSherpa


SEOmoz


SEMPO
(you must be a member - but you should be!)


MediaPost Classifieds
(free after registration to see listings; cost to employers to post job offers)


My Posts on the Search Engine Watch Blog

January 11th, 2008 David Szetela Posted in Uncategorized No Comments »

From now on I’ll be linking to my Search Engine Watch Blog posts instead of duplicating them in the Clix Marketing PPC Blog. Here’s today’s.


Don’t Be a Marketing Loser - Read This Book

January 10th, 2008 David Szetela Posted in Uncategorized 10 Comments »

Hey, all you young online marketing turks and turkettes: think you know it all? Think PPC/SEO/SEM stuff is so brand new that you have nothing to learn from the past?

Well, the truth is that online marketing/advertising is mainly just plain ol’ direct response advertising - the art and science of using words to persuade a “reader” to take an action. Direct response advertising was invented over a century ago. Even modern-seeming concepts like testing creative, measuring response and refining ad copy are documented in hoary old nuggets like one of the direct marketing bibles, Claude Hopkins Scientific Advertising.

But I like you. You’ve got gumption and spunk. So I’ve got a gift for you - a PDF file with the full text of Hopkins’ book, now in the public domain, downloadable here.

Read it. Fill in those gaps. Don’t be a loser.


Clix Marketing’s Favorite PPC Blogs

January 6th, 2008 David Szetela Posted in Uncategorized 14 Comments »

Here’s our list of favorite blogs centered (almost) exclusively on PPC topics. We track these regularly for their wealth of advice and breaking news. If you know of others, please add them as replies to this post.

Andrew Goodman’s Blog http://www.traffick.com

Apollo SEM http://www.apollosem.org

Beyond the Paid http://www.beyondthepaid.com/

Blogation http://www.blogation.net

Brad Geddes’ Blog http://ewhisper.net

Exact PPC http://blog.exactppc.com

Gordon Choi http://www.gordonchoi.com

Official Google AdWords Blog http://adwords.blogspot.com

Official Microsoft adCenter Blog http://adcenterblog.spaces.live.com

Official Yahoo! Search Marketing Blog http://www.ysmblog.com

Pay Per Click Podcast http://www.lutzeconsulting.com/payperclickpodcast/

PPC Advice http://www.ppc-advice.com

PPC Blog http://www.ppcblog.co.uk/

PPC Discussions http://www.ppcdiscussions.com

PPC Hero http://www.ppchero.com

PPC Lab http://www.ppclab.com

PPC Super Affiliate http://blog.revenuewire.com/

PPC Think http://www.ppcthink.com/

RedFly Marketing http://www.redflymarketing.com/blog

SEM Geek http://www.semgeek.com/semgeek

The AdWords Addict http://www.adwords-addict.blogspot.com

The PPC Book http://theppcbook.com

The Rimm-Kaufman Group Blog    http://www.rimmkaufman.com/rkgblog/ 

The ShellDog http://henryshelley.net/

Unofficial AdCenter Blog http://www.adcenterblog.co.uk


Guest Blogger Shelley Ellis on PPC Hiring

January 5th, 2008 David Szetela Posted in Uncategorized No Comments »

Our Facebook PPC Pro People group is nearing 400 members, and has featured several useful discussions. I found this one particularly valuable - written by Shelley Ellis of iCrossing - on hiring great PPC employees:

Here are some tips on hiring those PPC professionals:

1) For the interview, come up with some simple tests for keyword generation, ad writing, ad groups that need to be split, analyzing reports and for ad testing. Keep it simple. I would have them actually write the ads but use multiple choice for the ad test section based on statistical data. Ask them what types of optimizations can make that adgroup better based on the report you gave them.

2) Ask them about their successful and not so successful campaigns and what they did to make it successful as well as how they handled the not so successful situation. If they can’t answer either of those questions…send them on their way.

3) If possible, try not to hire one person to “do it all”. Recognize that the employee who is good at ad writing and generating keywords may not be good at analyzing reports or optimizing campaigns.

4) Recognize that creative individuals have quirks. You are not looking for a receptionist for the front desk so have some flexibility on hours worked, time taken off, weird personal habits or dress or tattoos, etc.

5) Ask them what they have taught themselves recently related to PPC. The paid search industry evolves so quickly that you’ll need someone who not only recognizes that but works hard to stay updated on all the latest information and tools.

Happy hiring!


My Weekly “Content Advertising” Column Launching on Search Engine Watch

October 30th, 2007 David Szetela Posted in Uncategorized 1 Comment »

I’m happy to announce the launch of my weekly “Content Advertising” column, distributed by the deservedly prestigious Search Engine Watch crew. Please help me drive droves of readers to go here and subscribe. Here’s the column elevator pitch:

Content advertising in Google AdWords and other ad networks can be a powerful online advertising strategy. It can also bleed ad dollars and drag down campaign results. Learn key differences between search and contextual campaigns. Content advertising that’s as profitable and successful as search? We’ll show you how.