This week I’ve been driving home the point that if you are advertising with pay-per-click, you need to be diversifying your efforts across multiple PPC search engines and networks.  Remember such classics as “Different people use different search engines” from Tuesday? Or how about “Lower CPC and increase ROI” from Wednesday?  Whatever the reason, the truth is there are a lot...

Opening minds to the wider world of pay-per-click advertising – that’s my lofty goal this week! Yes, I’m talking to those advertisers out there who equate “PPC search engine” with “Google AdWords.” On the surface, this is correct, but it is a dangerously short-sighted view of the world. Tunnel vision if you will. Yesterday I kicked things off by talking about how different...

I’ve been in the PPC biz for a few years now and still find myself amazed at the rampant amount of tunnel vision amongst pay-per-click advertisers. What do I mean by tunnel vision? On one hand, this is the inability to see PPC opportunities beyond Google AdWords as the PPC search engine of choice. As is more often the case, I’ve found that this tunnel vision applies to seeing past “the big...