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	<title>the PPC Book</title>
	<link>http://theppcbook.com</link>
	<description>Pay Per Click Blog &#124; Long Tail Thoughts in a Short Tail World</description>
	<lastBuildDate>Mon, 21 Jul 2008 19:30:06 +0000</lastBuildDate>
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	<item>
		<title>PPC Rockstars Episode - Airing Today</title>
		<description><![CDATA[
David Szetela from ClixMarketing and Search Engine Watch interviewed me recently for an episode of PPC Rockstars.
The topic of the day was &#8216;The Virtues of Starting Small&#8217; and we also covered some useful tools that we use to manage accounts. I had a blast on the call and enjoyed the opportunity to talk shop with [...]]]></description>
		<link>http://theppcbook.com/2008/07/21/ppc-rockstars-episode-airing-today/</link>
			</item>
	<item>
		<title>When organics attack</title>
		<description><![CDATA[While on the phone with my top notch Google rep I was reviewing a particular account where a company name was a keyword (in an adgroup of maybe 4-5 variations of the company name). 3-4 of the keywords had a quality score of &#8216;poor&#8217;. This is one of those quality score quirks that drives people [...]]]></description>
		<link>http://theppcbook.com/2008/07/17/true-story/</link>
			</item>
	<item>
		<title>PPC trick for domaining</title>
		<description><![CDATA[This post is so good I almost didn&#8217;t want to link to it&#8230;it&#8217;s well worth your time. You may want to tattoo this tutorial on your arm, kind of like PrisonBreak
http://www.redflymarketing.com/blog/how-to-use-the-google-content-network-to-invest-in-domains/
Which reminds me of a conversation I had with another PPC guru last week. I asked why he didn&#8217;t author a blog and his general [...]]]></description>
		<link>http://theppcbook.com/2008/07/17/links/</link>
			</item>
	<item>
		<title>Hot Summer</title>
		<description><![CDATA[Things are heating up this summer, even in hockeyland USA. Temperatures reach the high 80&#8217;s and everyone in a house older than 30 years struggles with the same problem. Temperature variations on multiple floors. When the central air is running our basement could freeze buffalo, the main floor is comfortable, and upstairs we wonder when [...]]]></description>
		<link>http://theppcbook.com/2008/07/11/hot-summer/</link>
			</item>
	<item>
		<title>Google Affiliate Program</title>
		<description><![CDATA[
No big surprise here, Google is phasing out their ill-executed PPA network. Managing an affiliate network is obviously not Google&#8217;s forte. It doesn&#8217;t have to be, and it&#8217;s a smart business decision to leave it to the pros at Performics/DoubleClick. The new entity is called Google Affiliate Network
The Google Affiliate Network, previously known as DoubleClick [...]]]></description>
		<link>http://theppcbook.com/2008/07/01/google-affiliate-program/</link>
			</item>
	<item>
		<title>Where is Jeff Hudson?</title>
		<description><![CDATA[
Yes, my 1 reader was so concerned for my well being that they searched Google UK for me. You can also see that I still apparently rank well for &#8216;what would jack bauer do&#8217;. You know what people? I have no idea what Jack would do, he hasn&#8217;t been on TV in about 9 years [...]]]></description>
		<link>http://theppcbook.com/2008/06/27/where-is-jeff-hudson/</link>
			</item>
	<item>
		<title>The Platform</title>
		<description><![CDATA[If you&#8217;re a fellow client side marketer you find yourself fielding questions from clients who want to expand their reach online. Paid search is the most effective form of marketing, we all know that  but there is a limited inventory in some cases. Once you&#8217;ve mastered the niche for your client and have them [...]]]></description>
		<link>http://theppcbook.com/2008/06/24/the-platform/</link>
			</item>
	<item>
		<title>Ad Copy Focus</title>
		<description><![CDATA[If you&#8217;re a retail operation, this study tells you just about everything you need to know in terms of what to highlight in your ad copy and landing page.
It&#8217;s the PRICE stupid&#8230;

If you insist on being stupid, change your price on the landing page so it&#8217;s different from your ads. Or better yet, get rid [...]]]></description>
		<link>http://theppcbook.com/2008/06/11/ad-copy-focus/</link>
			</item>
	<item>
		<title>NY Times &#038; the Mysterious Mr. Fox</title>
		<description><![CDATA[This is actually one of the first articles about Adwords that I&#8217;ve read in a major news source that is coherent and logical. They even try to understand the quality score. Props to the NY Times. 
Even more entertaining, the employees they chose to interview sound like characters from a spy novel.
Mr. Fox
Mr. Fox and [...]]]></description>
		<link>http://theppcbook.com/2008/06/02/ny-times-the-mysterious-mr-fox/</link>
			</item>
	<item>
		<title>Automatic Matching</title>
		<description><![CDATA[Google has been busy perfecting their automatic billing matching feature the past few months. 
While you&#8217;re away on Memorial Day travel this weekend, do you mind if we just slip into your account and make some minor adjustments?

We didn&#8217;t think you would mind. Have a great weekend!

In all seriousness, this is a fairly controversial feature [...]]]></description>
		<link>http://theppcbook.com/2008/05/23/automatic-matching/</link>
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