KickStart Solves the Wrong Recruiting Problem

While I have not seen or used the reported Kickstart, Techcrunch described it in the following manner:

“Yahoo is reported to be working on a new social networking service that matches college students to employers.” (emphasis added)

This is not a knock on Yahoo!, but this is not solving the actual problem that the entire recruiting industry fails to address well - highly intelligent people with excellent life experiences that are applicable in many ways in the secondary market, what some people would call experienced hires. A marketplace that is badly broken and fails to hire the highest potential, most innovative candidates that are capable of creating new paradigms.

The high value problem is the getting the productive utilization of underutilized assets in the US economy in the roles they should be in already. These can be people with resume gaps due to the events of September 11th, the increasing usage of temporary workers using checklists of keywords who aren’t truly qualified to do the screening based on what matters education and competencies, suffer from an out of favor job title due to a reorganization in their company or increasingly can be subject matter experts who research extensively on their own and often write blogs. Or the fact that position searches simply take too long. I’ve been told of companies with some roles that have been open for three years and they’ve been interviewing people all of that time. I have personally have been involved in search that is over 9 months old.

If Yahoo! (or anyone else for that matter) wants to be a hero by building a hiring application, I highly suggest building an application that reduces the insane amounts of friction and dysfunction in the experienced hire marketplace that reduces cycle times. I’m working on a few ideas of my own with some amazing people. It would be a pleasure to be a part of creating the solution in this arena.

George Reyes To Retire As Google CFO

Google just sent out the following announcement. One wonders if this is the first of many senior executive exits as certain post-IPO events and timelines are reached. Time will tell. It will be extremely interesting to see if they promote from within or go outside the firm. The following is form the Google press release:

MOUNTAIN VIEW, Calif. - August 28, 2007 - Google Inc. (NASDAQ: GOOG)
announced today that George Reyes has informed the company of his
intention to retire as Chief Financial Officer. Reyes indicated that
he will remain to assist in the search for a new CFO and to assure an
orderly transition, which Google expects will occur by the end of the
year.

“I’ve known and admired George since our days together at Sun,” said
Google Chairman and CEO, Eric Schmidt. “As Google’s CFO, George
successfully navigated our innovative IPO, the regulatory demands of
Sarbanes-Oxley, and the management challenges of scaling a global
finance organization. Though we fully appreciate his decision to step
back from active management, we’ll miss his thoughtfulness, good humor
and wisdom.”

“Working at Google these past 5 and a half years has been an
extraordinary ride,” said George Reyes. “I’m honored and flattered to
have been a part of this great management team. I know I’m leaving the
company in good hands with a remarkable team of professionals that
will continue to build on Google’s tremendous achievements.”

“George has been a full partner in Google’s global growth and
development,” added Google co-founder, Larry Page. “He has done an
excellent job in keeping us financially disciplined while protecting
the best of our entrepreneurial culture.”

WordPress 2.3 Beta 1

Wow, Wordpress 2.3 Beta! Small problem I’ve still not migrated to 2.2 due to plugin incompatibility / instability - especially podpress. As I’ve stated before, I hope that many of these more complex plugins functionality gets integrated into the core of Wordpress, reducing this painful upgrading issue.

So my question is this, does Wordpress 2.3 work flawlessly with the following plugins? If not, when will if be incorporated into the main code or the plugin made compatible before release of Wordpress 2.3?

Add Meta Tags 1.2
Akismet 2.0
Dagon Design Sitemap Generator 3.06
Feedburner Feed Replacement 2.2
Google Sitemaps 2.7.1
podPress 7.9 I’ve never upgraded to Podpress 8.2 or from Wordpress 2.1.3 yet due to the problems reported

Recent Comments 2.1.1 beta
Related Posts
ST Add Related Posts to Feed .02
Subscribe To Comments 2.1.1
Trackback Validator 0.7.1
Wordpress PDA 1.0

Thank you for your attention to this important issue, I appreciate it deeply.

Google to Present at the Citigroup Technology Conference

MOUNTAIN VIEW, Calif. - August 27, 2007 - Google Inc. (NASDAQ:GOOG)
announced today that Sundar Pichai, Director of Product Management,
and Nicholas Fox, Group Business Product Manager, will participate in
a question-and-answer session at the Citigroup Technology Conference
in New York. The session is scheduled for 4:10 p.m. Eastern Time /
1:10 p.m. Pacific Time on Thursday, September 6, 2007.

To access the live audio webcasts of the presentations, please visit:
http://investor.google.com/webcast.html

Bloglines Version 3.0 Beta Launched

Bloglines has relaunched with with a quicker and cleaner interface based on my short period of new usage this morning. I’m checking it out more right now. Gary Price has a nice summary of the new features at Resourceshelf and there is the official Bloglines announcement.

On a related topic, you may have noticed that I’ve relaunched my blog’s RSS feed using Feedburner’s Mybrand feature, I’ll be writing a more detailed post someday when I wrap up some last loose ends and have time.  The correct RSS feed that you should please switch to is now: http://feeds.daviddalka.com/DavidDalka

If you have a Bloglines account, please add my new feed to Bloglines. If you don’t, I’d ask that you please test out your new Bloglines account with my new feed as your test run.

How the Credit Crunch Could be Good for Venture Capital and Other Sectors

There is discussion tonight around the blogosphere regarding the potentially positive impact of the credit crunch on the venture capital flows.

Based on the history of past cycles, like the post dot com bust and 9/11 era created the low interest rate environment that fueled the inappropriate allocation of capital to the housing market. Some would also argue this led to an overfunding of the private equity market. It’s likely a healthy development to see some of this capital shift to potentially higher return projects. The question is will they be Internet, green or mobile search/advertising related? Nobody can say for sure which one will take the lead. Fortunately, I’m in touch with some good ideas in all of these spaces if anyone is looking for early round ideas to fund.

One Reason Why You Should Not Start a New Online Retailer

Greg Howlett over at Marketing Pilgrim has a post today entitled “Six reasons NOT to try to be an online retailer“. Some of the people who left comments haven’t agreed with the post in some areas.

I’d like to add an important reason to the conversation:

Mobile will eventually shift many online retail purchases to local purchases in the future which should eventually create a dampening of demand for the buy and ship model.

SES San Jose 2007 Day 4 - Wikipedia, Social Media & SEO

Moderator:

Speakers:

Neil Patel

Why Wikipedia?
Authority links
Traffic
Branding
Information

What not to do?
Link Building
Add Biased Information
Delete Accurate Information
Break Community Rules
SPAM

They spammed. Wikipedia – Elephant population triples example

Don’t be a dick – page on Wikipedia

Develop a reputation as an editor
- Add information first, links second
- Follow the notability rule

Add images

Use other wikis…

Jonathan Hochman – Jehochman on Wikipedia

Edited Search Engine Optimization article, then it got featured

Wikipedia article can outrank the front page.

Digg is great, but it’s

Wikipedia traffic is far larger than Digg traffic

Google ip address blocked. Wikiscanner can tell what networks edited what

Don Steele, Comedy Central

Traffic volume success in SEO make wikipedia a vital channel.

Our content is highly referenced and referred on Wikipedia and Comedy Central gets a lot of traffic.

What we don’t do…

We don’t change our brand perception.

Stephan Spencer, Netconcepts

Getting your edits to Stick

You need history and street credibility.

Incorporate content edits when adding a link. It makes it harder to revert your edit.

Getting Your Edits to Stick

Add your links within References rather than External Links.

Creating New Entries – Much harder.

Participate through the talk page.

AFD and speedy delete are bad.

Mainstream media articles are preferred

Friends Social Network

Internal politics, reversion wars, ego trips, indiscriminate removal of commercial content

SES San Jose Day 4 - Buzz Monitoring

Moderator:

Speakers:

Rob Key

Consumers trust each other the most

Social media rapidly gaining SERP Predominance and are now intertwined.

You no longer own your brand. Your brand is a conversation.

What is below the waterline of this iceberg?

You are losing control.

Conversation Mining (Buzz Monitoring)

This conversation is replacing traditional market research.

Are you listening to consumer generated media? You should be….

How do we engage this into a social media strategy.

Go across all and many forms.

It’s amazing how the conversation leads will occur.

Conversation mining provides many, many benefits.

Is this person a reasonable or determined detractor – how you treat them differently.

Andy Beal

Editor – Marketingpilgrim.com

Writing a book on this subject

Company name, executives, customers, press releases, partners, reviews, etc.

Potential Tools to Use:
Moreover.com – industry
news.google.com
Digg.com
Technorati.com
Co.mments.com
Blogpulse.com/conversation
Blogpulse.com/trend
Flickr (other photo sharing sites)
video.google.com – now a true search engine
keotag.com
wikipedia.org
oodle.com
google.brand.edgar-online.com
upcoming.yahoo.com
amazon.com/tag/iphone
google.com/trends/
searchanalytics.compete.com
copernic.com
pipes.yahoo.com

Jonathan Ashton, Director, Agency.com

Search engines magnify smaller voices.

Buzz Management now equals Brand Management

Remove top down approach to brand management

Powerful impact of consumer comment sites

Blog as a soapbox – existing entry, comment added.

Co-opetition is a key to mitigation

Maximize Your Own Site to Run Interface

Orkin has a Wikipedia page and Terminix does not.

Again, creative thinking and co-opetition.

SES San Jose Technology Disconnections

I’m struck by two interesting incidents I had with some Googlers this week in regards to communication.

The first involved Google Calendar and a lunch appointment. The lunch appointment stated 2:15PM. What I didn’t know is that this was Chicago time! The lunch was for 12:15 San Jose time. Unfortunately, none of the communications from Google Calendar mentioned the time zone conversion that had occurred.

Later that same day, I was supposed to connect with another Google employee via cell phone at the Google Dance. I dialed the number provided and the person’s spouse answered. The confused spouse stated that their significant other was at the Google Dance and that they coudln’t understand how I had dialed this number. Well that made two of us! I later learned that this person was experimenting with Grand Central and that both numbers were set to ring and that their cell phone could not be heard at the dance.

The people involved and myself have already shared a good laugh about all of this so there is no need for Adam Lasnik or Matt Cutts to send any notes of apology or anything like that!

I’ve recently become fascinated by the way that technology that is meant to improve our communication often fragments communication instead! This is something to keep top of mind as we enter the mobile era and design and execute the mobile search services of the future. How do we reduce communication fragmentation by the usage of technology?

SES San Jose - Conference Networking Tip

Yesterday I met Henry Li who recently joined Ask.com as a Director in Business Development.

How and why did I meet him?

Did I walk up to him and introduce myself? No.

Was he wearing Ask.com clothing? No.

OK, tell me how you met him then…

Simple. I always carry an extension cord with me to allow me to share the all too scarce conference power sources. This has the added benefit of having an extra outlet or two handy for other people. Henry walked up to me and asked if he could plug in. Then we chatted and learned that we had a common Wall Street / Financial Services background.

Nice to meet you Henry! Talk to you again soon.

So Who is Going to SES Chicago?

I’m curious to know who is going where…

SES San Jose 2007 Day 3 - Mobile Search Optimization

Moderator:

Speakers:

Cindy Crum, Blue Moon Works

- Many aspects of Mobile Optimization follow Traditional SEO Wisdom
- Optimal Mobile Experience = Return Mobile Traffic = Better Results in Mobile Search Engines
- Device Independence: Traditional sites being viewed on Mobile Technology

What is Different About Mobile?
- Industry is in infancy
- Different bots / Crawlers
- Mobile Search Engines More Like Portals
- Many Different Browsers possible
- Slow Download Speed and Connectivity Issues

Development Best Practices
XHTML
Traditional Browsers are forgiving – Mobile Browsers are not
Infinite Combinations possible
Right Accessibility Standards Make it ideal
Avoid unnecessary code
Separate Content from design with CSS

External CSS
- Separates content from design
- Minimizes Code Required
- Decreases Load Time
- Ensures Correct Display on Different Screen Resolutions
- Allows you to specify rendering

Have mobile specific stylesheets
- One set of code, two stylesheets
- Screen first, handheld is second one in cascade
- Caveat: “display:none” to hide elements in either rendering

Use appropriate headers - HTTP User-agent, Accept and MIME types

iPhone

Google has a separate search page for the iPhone

Log in omitted, features and some ads are omitted

Follow all SEO Best Preactices
- Minimize File Size
- Submit your Site to Mobile Search Engines

Testing is important
- Opera, Skeezer, Google device simulators
- Test transcoded versus non-transcoded versions of Your Site

Validate your Site with mobile code checkers…

Embrace the Interactivity
- Provide relevant Info for People who are mobile
- Include your main address in the footer
- Make Phone Numbers and Email Addresses

Move your navigation to the bottom

Gregory Markel, Infuse Creative, LLC

No longer a WAP/Mobi world

Nokia S60 and Opera True web browser

Goog-411 (live demo rendered incorrect result)

Get listed in Google Local Business Listings

.mobi is diminishing in important

Optimization is synomonous with marketing

Mobile voice search is becoming more important

Rachel Pasqua, iCrossing

iCrossing started looking at mobile in 2005

3rd screen will come first

2.3 billion mobile subscribers as opposed to 1 billion users

Summarized the iCrossing “How America Searches Mobile, April 2007” report

SES San Jose 2007 Day 2 - Images & Search Engines

I was going to attend this session but I arrived late because I was having a great conversation about his new project.

After yesterday’s speech by Greg Jarboe during the Universal Search session I knew this session would be popular. I had no idea that I could not even get a seat in a really hot room!!! Wow!

Shari Thurow, who just wrote a new book on this subject, and Chris Smith from Netconcepts gave great talks before I escaped for fresh air in the exhibit hall.

Fortunately, other folks that got seats did some great write ups of the session.

SES San Jose 2007 Day 2 - AOL Mobile Search Lunch

Speaker Senior Product Manager Farhan Memon discussed the recent launch of AOL mobile search over a special lunch session. I was impressed by his presentation.

One thing that is quite clear is that they clearly get that mobile search is about leveraging data from other traditional web properties (which AOL has plenty of) and for this reason, I now wish to learn more about their offering and plans. Presently, they get ads from a combination of Ingenio and Third Screen Media a recent acquisition. It’s unclear what causes which ad type to show up when.

Afterwards Farhan and Scott Knowles, Senior Program Manager said they’d follow up with me in more detail, I look forward to learning more about the offering.

Did-It Ditches Frog and Launches New Web Site

Kevin Lee casually mentioned that the Did-it frog has been retired during the post search session yesterday. Sure enough, the Did It web site no longer has the frog. I’m certain that certain SEO’s will want to pick that web site apart page by page.

I just went there expecting to finally experience some peace and quiet - no banjos, frog sounds, etc. No such luck, there is a wind noise now in place. I noticed this as I minimized the site then listened to some audio on another site and then spent 5 minutes trying to figure out what was wrong with my audio feed. Funny stuff.

Analysis: Alot of people will say this is a complete non-event. To me, that would be short sighted. I think it’s actually an important event in terms of the maturation of this industry and gentrification of it. While many people loved the frog, some were critical of it’s gimmicky nature. Whether you loved it or hated it, hopefully it’s on a keyword lily pad in the sky…

 

SES San 2007 Jose Day 1 - Universal & Blended Vertical Search

Moderator:

Speakers:

Q&A Speakers:

Quite likely the busiest session of the day to the fullest house. One can’t help but notice that if Greg Jarboe had gone to Google and designed Universal Search himself he likely couldn’t have designed it to play into his strength areas in news and pr related issues. The implications and transformation for universal search are still evolving, but they are clearly changing the landscape. One other thing that became clear from this event was that Ask is becoming a serious contender in this marketplace.

 

Greg Jarboe –

Universal search is the biggest event since “Florida” update. 70% of what I used to know is now obsolete. The patterns are not yet clear in personalization.

News results ranked #4 if you searched for the term iPhone on June 29

In the #8 position, was a Youtube video. We don’t know if it was done on purpose.

July 17, Rupert Murdoch – news with image – brings up a whole new reputation management – be prepared to optimize images.

Early chapters of Henry Potter were leaked, the blog results are on page one of results

Investor relations now is moving to the front page of Countrywide. Few companies have complete control of their brands now on Google.

Unflattering images of Hillary Clinton and that vast right wing conspiracy is building links to unflattering results.

Blogs on Hurricane Dean already on front page. Images will likely come next.

All of the rules have been rewritten – how do I research this? Focus on the upper left links. News seems to be on the top left all the time. Search remains #1 way journalist find information about a company.

Newsknife and Google News Report – be checking this. Your PR people aren’t ready for that yet. If you are not giving a jpg file in a release, start now.

Google News right now doesn’t do video news. Likely to create that.

Social mapping tools can help identify most influential bloggers. In certain categories they show up.

A couple of years ago there was vertical creep session here at SES – I now rank for that term. Not a good thing.

You can’t afford to ignore Universal Search Today

Google is making specialized or vertical content more visible through Universal Search

Sherwwod Stranieri, Catalyst Online

This throws a lot of  curves into the theme. Ask 3D and Google cut new paths.

Conventional web pages that once rank well are going to move around maybe down. Other things will move updates.

Number of videos is significant in the Youtube world. Are the search engines using comments as an indicator?

We are looking at it as search marketers. Showed client example.

How to look at it: Google PR, Y! Page links, keyword phrases in tags.

Videos ranking correspond well with views, comments, etc.

Bill Slawski

Why does news, images and video show up there.

I’m not sure I see this all as a revolutionary concept. How do we get out content into our results.

Showed examples of screen prints from each engine for the word spider.

Showed the Google patent, oddly looks quite different than Google’s universal search does now.

Google acquired several Infoseek patents.

Discussed Onebox and log file data.

Ranking in Vertical databases – how do you rank for that vertical?

User behavior – key value pairs, be certain definition and being defined. Questions and Answers work the same way. Html formatting may play a role.

Enhancing the user experiences.

David Bailey – Google
Technical lead for the vertical search.

What are our goals?

Make google.com the search box of first resort.

Display special features for special results

Keep it fast. Keep it simple. Above all, keep it relevant.

Showed example: origami crane

This will continually improve and extend to more result types.

It’s still about the web.

But: think about creating quality content in other forms. Expect similar SEO guidelines to apply.

Create quality content, describe it well and we’ll see what happens.

Tim Mayer, VP Product Management

We are transitioning to a better optimized user experience

Freshness and user intent became relevancy issues.

News, local and other verticals – the possibilities are infinite. Federation plays a role.

Some implantation examples:

Music Artist Shortcut

Movie Shortcut

Hotel Shortcut Inline

Consumer Electronics Shortcut

As we go forward, it’s going t be more about the intent of the searchers.

Eric Collier, Director of Product Management

“We are the scrappy innovator of search.”

Ask.com 3D: SERP Design

We moved the content up top and removed the top links.

Large jumps in user satisfaction seen in both the site analytics and surveys

Increase in vertical channel usage

Starting to see a reduction of multiple query sessions around the same keyword term.

Expect to see a larger percentage of SERPs with blended results

User location will play a larger roles in SERPs

Expect to see fewer web results in SERPs

Blogs, Images and Video results will take online reputation into account when ranking

Pay attention to other search drivers

 

Other coverage of this important session:

RB Digital Boots

Rustybrick

AIM Clear Blog

Lee Odden’s Toprankblog

 

Bonus coverage:

Lee Odden interviews Tim Mayer

 

 

SES SAn Jose 2007 Day 1 - Earning Money From Contextual Ads

Speakers:

Jennifer Slegg –

How to influence ads that appear:
Unique title tags
Meta tags
Alt tags
Proximity
Keyword hints
Stop words – if you are having trouble with public service ads – you need to do this
Use image ads to your advantage:

Enable image ads on Adsense for an image only ad placement. Get paid CPM.

Highest CTR should be first HTML
- Highest earning
- Test with multiple channels

Borders: To be or not to be
Sometime blended are best.

YPN: The eternal beta
Split test Adsense against Yahoo Publisher Network

Labeling as ads can increase CTR
- Avoid compliancy issues
- Don’t blend
- CTR up 1.5%

Adsense for Search
- Volume = $
- Display results on own site

Switch it up
- Ad rotation
- Color variety
- Style variety
- Custom channels

Craft inbound links carefully

Smart filtering
- Use your filer list with caution
- Blocking ads= lower paying ads appearing

One ad unit versus three
One ad unit on a page can make more than three combined
Adsense on forums
Enable image ads

YPN RSS ads

Section targeting

Blog terms in images

Dynamic content problems

Non-content sites
Image & flash heavy sites

Non-associate login ID
Unsecured connection
Raw logs
Ad tracker
Policy changes

If your account is suspended:

If you are warned first:
- 3 days grace
- May block adserving on page site account but login available

 

 

Jeremy Shoemaker aka Shoemoney–

When I start using contextual Advertising
- Complete Functionality
- 1,000 Unique Visitors/Day

Innovative or ????? – keep the lines of communication open.

Ads are no longer allowed near images.

Bearshare discussion

People are getting bad.

YPN “Yahoo is a disaster right now”

- Unstable and unreliable after launch

- Horrible targeting still

- Too focused on advertisers

Tools of the trade –

Crazyegg

Google Analytics

Openads – likes the interface – if the users is coming from digg or Firefox – show different ads

Tips for success -
TEST

Don’t Sell Out

Analytics

Heat Maps

Communications

Bryan Vu, Google

 

Testing branding, Youtube, branding and mobile, etc…

 

Barry also blogged Earning Money From Contextual Ads

 

SES San Jose 2007 Day 1 - Post-Search Ads

Speakers:

Kevin Lee

Tap the intent of the searcher. Search is the greatest indicator of a consumers needs.

Engines have the greatest leverage as they see the highest level of data. Google says they are not doing retargeting. Yahoo is live in Phase 3 of an evolution. Microsoft’s acquisition of adECN will have implications.

Preaching to the unconverted. If you are lucky 5% conversion is good. Contextual ads are most often links but are increasingly graphical. Converting the unconverted – different offer/price, ad creative, different landing page or time.

One click away. Target directly, Google Site Targeting, Yahoo! YPN, adbrite, link sellers like text link ads – which has pros and cons.

Piggy-back Retargeting

The Best of Search + Media Buying – don’t over focus on keywords.

Stay tuned. Post-search targeting adds relevance to non-search advertising.

Michael Benedek, CP – Business Development – AlmondNet

Owns post search patents

70 million aggregated in US/UK 40 segments

Delivery of ads based on wherever people go.

Behavioral becomes increasing important when contextual falls short.

Types - Advertiser Retargeting, Inventory, Data Sharing and Post Search

Why is post search so exciting?

People of their time 5% time searching, yet spend 95% of their time browsing ad supported content on other sites!!!

User should not be seeing an untargeted ad.

What have we learned for 600 million ads. Clickthroughs on targeted ads is about the same as untargeted – yet they convert 8 to 10 times better.

David – Advertising.com

Post search behavioral allows you to re–engage your consumers after they click. The desired conversion is key. The searched keyword is the behavior. Can overlap geo or demo based on audience size. Custom messaging from multiple touch points. Brand segmentation keeps retargeting pool wide.

Richard Frankel, Senior Director, Product Marketing, Yahoo!

There are a lot of things that consumers do that don’t have to do with search. Part of our secret sauce is. If you go to the mortgage page or Yahoo! Autos you are likely interested in those products. We put all that together.

Yahoo! Engagers – raise brand awareness, deepen engagement and build brand preference

Yahoo! Shoppers

How Yahoo! Behavioral Targeting Works – we analyzed predictive patterns for ad response in 350+ product categories.

Target ads to users who get the highest relevance scores in the targeting categories you choose

Uses all of the commercial categories. Pretty much every Yahoo! property is included.

The smart ads value proposition is much more clear to me now in regards to relevancy and how Yahoo! can leverage it’s broad and unique resources.

SES San Jose 2007 Day 1 - Advanced Paid Search Techniques

Speakers:

Eduardo Llach - Search Rev

Creative and Landing Page

Geo/Metro targeting
-    Accuracy – country 100%, state 50% , city 30%
-    Nationwide versus top 10 metro areas testing

Syndication – conversion rates vary among sites

Day parting – Focus on the conversation and the CPO, bid that way too

Early terms: Brand / Late terms

Jon Kerry: Sure Hits

Long tail keywords

Why should you care?
-    Small Volume Adds Up
-    Clear Intention >> Better Conversion
-    Less Competition >> Lower Bids

What is the probability and value of these low volume clicks?

Calculate Click Value

Geography, Product and Request are the drivers

Tag Your keywords

City – poor conversation
State – high conversion

Conversion x Value = Click Value

Avoid fake tail phrases

Homonyms
Mobile, Alabama brought mobile Mobile Home Loans

Florida 24% higher than Texas. 74% more clicks, population

Houston Google flaw? Example

Matt Van Wagner, Find Me Faster

DKI mythology

“Used fish” example from Yahoo!

“Used cigars” from Microsoft

“Paid search advertisements”

Dynamic Text Insertion

How DKI works on Google…

Case sensitive

Proper state abbreviations

Do not display in your URL…

Expanded Broad Matching

“used underwear” search

Bad broad match term

Panama – alternate text

Keyword, alternate text and default text

Dynamic – Text insertion is well regarded

DKI works best when they are tightly organized around sneakers

Michael Sack, Ideaarc

Day Parting – When to use

Competitive market conditions
Limited sales windows
Demographics

Pre-requisites
- Need to be doing on an hourly basis
- Plot performance against time

Hi-lo Optimization

Keywords are like an investment

Bidding is like Blackjack

Uneducated players change the table
- They can cost you money
- They ruin the landscape
- Same thing happens with PPC

What to do?
- Portfolios
- Set rules and Objectives
- Measure performance

Diversify
- More keywords (covered)
- Leverage the “Tail”

Bid more effectively

keep looking »