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We all love to talk about social media. It’s exciting and all breathtakingly new. And we even love talking about SEO because Google is always ginning up a change the algorithm that gives the chattering classes something to talk about. But paid search just sits there, humming along, minding its own business. Sure, local search has changed the game, but what about boring old PPC? Some companies devote enormous efforts to optimizing paid search, but increasingly I find that companies do paid search but they don’t do it well. If that sounds like you, check out my latest post on Search Engine Guide, “Are you overlooking paid search optimization?

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Mike Moran

About Mike Moran

Mike Moran has a unique blend of marketing and technology skills that he applies to raise return on investment for large marketing programs. Mike is a former IBM Distinguished Engineer and a senior strategist at Converseon, a leading social consultancy. Mike is the author of two books on digital marketing, an instructor at several leading universities, as well as a Senior Fellow at the Society for New Communications Research.

2 replies to this post
  1. Every once in a while you can always go back and tweak your paid search results and optimize it so that you either pay less, get a higher CTR and/or a higher return, even though you think that you have done it all.



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