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Creating the right structure of categories and attributes for the products in your online store is a critical step that many online merchants ignore. Read more »

Comments Off on Counter-Intuitive Marketing

I first became interested in “internet marketing” in 1995 because I was an estate-planning attorney seeking clients.  One of my early lessons was that sometimes, marketing success can come from counter-intuitive strategies. Here’s an example. Read more »

Comments (2)

I’ve optimized Google AdWords PPC-search campaigns for dozens of clients. I’ve been doing online marketing since 1997, paid search since 1999, and Google AdWords since the service launched. Read more »

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Yesterday, I turned away a prospective client with unreasonable expectations. He wanted me to help design and implement an “affiliate program” this month, with the goal of generating significant profits for the 2010 holiday season. I told him, “It’s too late.” Read more »

Comments Off on Start with PPC Search

PPC Search should be the cornerstone of all your online marketing efforts, because it can provide immediate results and immediate pin-point data to determine the effectiveness of the search campaigns: Read more »

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I’m often asked how merchants can find and recruit “super affiliates” to participate in their affiliate programs. Unfortunately, the answer isn’t simple, because there’s really no such thing as a “super affiliate.” Read more »

Comments Off on Books about Google Analytics and Web Analytics

I was surprised today to notice how many books are currently available on the topic of “Google Analytics” or “Web Analytics.”  Read more »

Comments (4)

I’ve just installed the Advertising-Manager plug-in and set up a widget to display a small Google AdSense advertising unit (120×240) in the upper right margin of each page. Read more »

Comments (2)

In November 2007, I posted a series of articles sharing my most common advice given to advertisers (merchants) who had hired me to advise them on the design and launch of their affiliate programs.  Below are links to the whole series in proper chronological order. Read more »

Comments Off on Perverse Incentives

“Perverse incentives” is a phrase I seem to use quite often, lately. We create (or accept) the perverse incentives that create the perverse outcomes we detest. Read more »