Shimon Sandler

My Custom 404 Page

I just changed web hosts. After I uploaded all the files & database, I clicked on a link, but got served a 404 error page. The sterility of the page, and limited information made me shiver. This was the wake-up call I needed to not put off developing my custom 404 page any longer. So, [...]

Shimon Sandler

The Value of Impressions in Search

What’s the value of impressions in Search? I was unable to find any industry research. I checked all the usual sources ( Jupiter, eMarketer, comScore, SEMPO, Forrester, and the IAB). I even asked my Google rep for any case studies. Everyone came up with a goose egg. So, if you say, Branding. I could make [...]

Shimon Sandler

Bidding Strategies for Smart Bidding

In this post, I’ll discuss Bidding Strategies, other than rules-based bidding strategies. How you determine your bidding strategy is dependent on several variables. Is your campaign a branding campaign or direct response? Will ad position be influenced by the business objectives? Is ROAS a key performance metric of your campaign? 1) One Bidding Strategy is [...]

Shimon Sandler

Management Styles

Every manager has their own management style. I kinda relate my style similarly to how I manage my children. For example, if my 4 and a half year old son did something he shouldn’t have, I might call him over, have him sit on my knee, and tell him that he is good at this, [...]

Shimon Sandler

Keyword Strategy to Avoid Bidding War

Here’s a keyword strategy to use to avoid bidding wars, and increase ROAS. Initially, you can generate a keyword list from the content on your website. However, more than likely those terms will be your “main” terms, and be highly competitive. Rather than bidding on your main terms, try to think of related terms. Sounds [...]

Shimon Sandler

SEO Consultant and Pricing

So… What does an SEO Consultant really do? The SEO Consultant must start with understanding the client’s business and marketing goals to develop the strategy and approach for a winning SEO campaign. Ideally, the SEO Consultant should understand things like: Business Objectives, Marketing Strategies, Demographics of Target Audience, Media Mix & Flight Dates, Creative considerations, [...]