Top 10 and a Half Things I Learned from Running AdWords Campaigns

1. Google AdWords are great for a fast start. If nobody knows who you are and you need to get your launch in front of people, AdWords will do the trick fast.

2. Google AdWords can be expensive at first. Perhaps counterintuitively, if you hire someone to help you, paying for help will make your AdWords campaign cheaper. The company or consultant can optimize for geo-location, fine tune the bids, perfect the ad wording, change the way keywords are presented, adjust the timing of the campaign, can see the campaign from perspectives that you might not have considered.

3. Cull the herd – get rid of underperforming ads and keywords. They are just clogging things up for the ads and keywords that are working.

4. Look at day-by-day results. Some days might get more action than others, so why run ads on the losing days? Look at the Dimensions tab in your AdWords dashboard. It’s your friend.

5. Be sure you’re tracking the right thing. Put a tracking pixel all the way at the end at the …

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Startups Need to Make Creative Noise

We all want journalists to cover our startup. How do you do it without bugging those journalists? The right way to do this involves making creative noise. Yes, you do have to make noise, because otherwise nobody will notice you. Particularly if you have a product launch, an event, or something time sensitive that you need people to know about.

The thing is, not everybody wants to know about it. That’s the truth. You can’t broadcast. You can’t rely on a thousand points of data scatter. Getting specific is good. The key is to discover the right journalists who will be interested in your startup, usually by using Twitter. Journalists are on Twitter a lot, writing about what they’re writing about. It’s an easy way to get to know them. You can look in their Twitter profile and get a snapshot of who they are. So far, so good?

The next step is retweet and mention the stories your favorite journalists have written that you like. Say something intelligent in 140 to show that you’ve actually read what they wrote. …

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