DWS Search Marketing Blog

What The #*@! Do Paid Search Analysts Do: 5 Myths Debunked

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What would you say you do here mem

One of my favorite parts of being a paid search analyst—because it’s incredibly sad but somehow makes me laugh—is trying to explain what exactly it is that I do. I always start going down the rabbit hole of misunderstanding the same way: “You know when you type something into Google and there are little labeled ads on the top and to the side. Yeah, I make those happen.” Typically they respond with a solid nod, saying “Oh, okay,” with the confusion of how someone’s job could   …Continue Reading


The James Bond Guide to Local SEO Competitor Analysis

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Bond Image

“I suppose I see a different world than you do. And the truth is that what I see frightens me. I’m frightened because our enemies are no longer known to us.” – M Let’s face it, local SEO can be very cut throat. People are doing whatever they can to help ensure their business is listed atop the local pack above all of their competitors. How much do you know about your competitors though? Do you know where all of their citations and reviews are coming from? What   …Continue Reading


Choose Your Own Adventure: Corporation or Startup?

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Don't Bother: You Die in Most of the Endings Anyway

You’re graduating from college—congratulations, that’s awesome! This is an exciting and scary time in your life where you have to make huge decisions and support yourself, possibly for the first time ever. No pressure; you just have decide what to do with the rest of your life and then make it happen. NBD. Maybe you’re not graduating yet (or ever) or you graduated a few years or even decades ago. I don’t know your life. There isn’t a right or wrong time to reevaluate your career choices.   …Continue Reading


Ecommerce Trends Silently Killing Your Conversions

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Despite the fact that they are complete and utter fails, some trends catch on and spread like wildfire. Yes, UGGs are the perfect example, but for the purpose of this post, I’m speaking more specifically about trends within the ecommerce vertical. Sometimes it’s just too easy to follow the herd. And when you see something on all of your competitors’ websites you might think “Well, everyone has that thing on their site, so it must be working!” But that logic is seriously flawed. With an average   …Continue Reading


How to get Traffic to your Blog in 18 Essential Steps

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Do you want to get more traffic to your blog? Are you tired of doing extensive research, writing in-depth articles, hitting the publish button, sharing to a variety of social channels and still not getting any of the attention all your hard work deserves? By now, you have probably read and absorbed what many marketing and content blogs commonly advise: Create great content Make it easy to share your content Guest Blog Be Mobile Friendly Be Funny Tell a Story Share to Social Media like Twitter   …Continue Reading


Creating an Engaging Digital Sales Funnel

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By now you are familiar with the notion that content is being produced at an alarming rate; in fact, it is being produced so fast that it is causing some to augur a massive wave of content shock, or the related content apocalypse as visitors increasingly become numb to this type of marketing.  Content marketing, it is thought, is going to become cost-prohibitive, putting an end to content marketing. As Geoff Livingston writes (before doing some shotgun-style myth busting) the content zombie apocalypse is the scenario in   …Continue Reading


Ad Words Conversion Optimizer: A Real-World Case Study

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If you’ve been running successful Ad Words campaigns for any period of time, you’ve probably noticed the little notification bell in the upper right corner suggesting that your campaigns would benefit from the Ad Words Conversion Optimizer. That little bell sure does make it seem like he is going to make everything OK. Not one to relinquish control easily, I never took the bait until recently. Here’s what happened.


The Importance of Categories for Local Citations

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When creating local listings to improve the visibility of your business in local search results, the last thing you want to do is breeze over an opportunity that could be as simple as one more click. Many people overlook the importance of properly associated categories for their business listing. I have seen local listings with only one category selected, or what’s worse, no categories listed at all. I’ve even seen listings with improper categories associated to their business. All too often, people seem to take category   …Continue Reading


Snapchat for Marketers: It’s More than Selfies

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Snapchat Ghostface Chillah

Our attention is minimal. In fact, over the course of the last ten years, the average attention span has fallen from 12 minutes to a shockingly short 8 seconds. In a world where the average consumer has a shorter attention span than a goldfish, (FYI, the average attention span of a goldfish is 9 seconds) marketers have to be more innovative than ever to capture and hold our attention. Couple our shrinking attention spans with the fact that humans process visuals 60,000 times faster than text   …Continue Reading


AdWords’ Changes: The Good & The Meh

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The changes are coming! The changes are coming! Today Google has announced a series of changes that they will be rolling out for Ad Innovations, Measurement, and Advanced Tools. In this post I have focused on the new features I feel as a paid search analyst have the most potential to have an impact on my use of AdWords. While the new ad innovations focused on mobile apps was all well and good, I was honestly expecting this section of changes to be much more robust.   …Continue Reading