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Author Archives: Mike Fleming

Mike Fleming

Mike Fleming stays on top of the latest strategies in Paid Search and Web Analytics to make sure every campaign he manages for Pole Position clients brings measurable, profit-maximizing value to their company and their website visitors. Mike enjoys playing, writing and recording music along with playing basketball to get his workout in. He resides in Canton, Ohio with a beautiful, sweet, caring and admirable girl who threw a snowball at him one day…then married him. Read Mike's full bio.

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Yeah, But…It’s So Easy to Run PPC Campaigns

Yeah, But... It's time to bring your business up to speed We hear this going through business owners’ and marketing executives’ minds a lot when presenting the idea of managing their PPC campaigns for them. Many of them seem to have a fear of allowing someone outside of their organization (or maybe even someone on the inside) to take over control of something they may feel they already have control over. This is an understandable feeling, especially if their campaigns are making a profit. They most likely feel that since they’ve built something that’s working, why risk having someone else mess it up? Combine this with the fact that PPC platforms have put forth a lot of effort to make it easy for anyone to set up campaigns, and you can see why it might be hard to believe that letting someone else manage your PPC campaigns (while paying them a fee) is necessary. [tweet] Therefore, they become yeah, butters. Continue Reading


Buy The Best Damn Web Marketing Checklist, Period! and download the cheat sheet.

Mike Fleming

Mike Fleming stays on top of the latest strategies in Paid Search and Web Analytics to make sure every campaign he manages for Pole Position clients brings measurable, profit-maximizing value to their company and their website visitors. Mike enjoys playing, writing and recording music along with playing basketball to get his workout in. He resides in Canton, Ohio with a beautiful, sweet, caring and admirable girl who threw a snowball at him one day…then married him. Read Mike's full bio.

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A Simple Overview of AdWords Enhanced Campaigns

Why the Change?

The advancement of internet usability on mobile devices, combined with more people getting their hands on them, has led to rapid growth of mobile search usage. When you factor in technology like AdWords, you can see how advertisers have more opportunity to deliver—and consumers to receive—targeted advertising messages that are relevant for more specific devices, times and locations than ever before. Yet, not many advertisers were creating AdWords campaigns for mobile devices, simply because the campaign structure was difficult to discern and hard to manage. This, of course, was costing Google money in ad clicks and costing advertisers conversions from prospects searching for what they offer. So Google came up with “Enhanced Campaigns” as a solution. Continue Reading


Buy The Best Damn Web Marketing Checklist, Period! and download the cheat sheet.

Mike Fleming

Mike Fleming stays on top of the latest strategies in Paid Search and Web Analytics to make sure every campaign he manages for Pole Position clients brings measurable, profit-maximizing value to their company and their website visitors. Mike enjoys playing, writing and recording music along with playing basketball to get his workout in. He resides in Canton, Ohio with a beautiful, sweet, caring and admirable girl who threw a snowball at him one day…then married him. Read Mike's full bio.

Follow Mike:

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A Simple Overview of Product Listing Ads

You have an e-commerce site? Are people searching online for the products you have on your site? If you answered yes to both, there is no good reason why you are not running Product Listing Ads (PLAs) on search engines (Google now, Bing soon). The fact that PLAs can show images of the exact product a searcher is looking for with an exact title and competitive price gives them a distinct advantage over other listings in the search engines. Namely, if the searcher typed in the exact product name, these ads are serving them the exact result they’re looking for. This is exactly the purpose of search, isn’t it?  

Continue Reading


Buy The Best Damn Web Marketing Checklist, Period! and download the cheat sheet.

Mike Fleming

Mike Fleming stays on top of the latest strategies in Paid Search and Web Analytics to make sure every campaign he manages for Pole Position clients brings measurable, profit-maximizing value to their company and their website visitors. Mike enjoys playing, writing and recording music along with playing basketball to get his workout in. He resides in Canton, Ohio with a beautiful, sweet, caring and admirable girl who threw a snowball at him one day…then married him. Read Mike's full bio.

Follow Mike:

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A Simple Overview of View-Through Conversions

What They Are

A view-through conversion is a measure of the number of online conversions that users complete after they see—but do not click—a display ad on a website.

How They Work

How a view-through conversion is tracked, recorded and analyzed will affect your conclusions about the effectiveness of your ads. Here are some things to keep in mind when collecting and analyzing them. Continue Reading


Buy The Best Damn Web Marketing Checklist, Period! and download the cheat sheet.

Mike Fleming

Mike Fleming stays on top of the latest strategies in Paid Search and Web Analytics to make sure every campaign he manages for Pole Position clients brings measurable, profit-maximizing value to their company and their website visitors. Mike enjoys playing, writing and recording music along with playing basketball to get his workout in. He resides in Canton, Ohio with a beautiful, sweet, caring and admirable girl who threw a snowball at him one day…then married him. Read Mike's full bio.

Follow Mike:

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Get a Sense of How Your PPC Ad Compares to Your Competitor’s

You’ve written what you perceive to be a good ad (or let’s hope you wouldn’t have written it). But, what you perceive doesn’t matter. It doesn’t matter to the search engine (Google in this example), and it doesn’t matter to the searchers. What matters is what the searchers think of your ad compared to the motivation that sparked their search, in relation to all of the options in the results they have to choose from. But, this information isn’t readily available to you. Sure, you can see what your click-through rate (CTR) is, but you have almost no idea if it’s good or bad or how it compares to every other listing you’re competing against. I say “almost” because you can have a sense if it’s good or bad over time through testing and experience with PPC. But I believe you can get a better idea of where you stand if you crunch a few numbers. Continue Reading


Buy The Best Damn Web Marketing Checklist, Period! and download the cheat sheet.

Mike Fleming

Mike Fleming stays on top of the latest strategies in Paid Search and Web Analytics to make sure every campaign he manages for Pole Position clients brings measurable, profit-maximizing value to their company and their website visitors. Mike enjoys playing, writing and recording music along with playing basketball to get his workout in. He resides in Canton, Ohio with a beautiful, sweet, caring and admirable girl who threw a snowball at him one day…then married him. Read Mike's full bio.

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2,000 Words of Insight from Only 2 PPC Competitive Metrics

When managing PPC campaigns (or any marketing campaigns for that matter), analyzing, testing and adjusting given information about your competitors can be extremely helpful and necessary. Knowing what they may be doing better and/or what you may be doing better, when they’re spending their money, what’s working and not working for them, etc. can give you strategic advantages that can help you make profitable adjustments. Continue Reading


Buy The Best Damn Web Marketing Checklist, Period! and download the cheat sheet.

Mike Fleming

Mike Fleming stays on top of the latest strategies in Paid Search and Web Analytics to make sure every campaign he manages for Pole Position clients brings measurable, profit-maximizing value to their company and their website visitors. Mike enjoys playing, writing and recording music along with playing basketball to get his workout in. He resides in Canton, Ohio with a beautiful, sweet, caring and admirable girl who threw a snowball at him one day…then married him. Read Mike's full bio.

Follow Mike:

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Why Communicating What a Customer Is Losing Works

There’s an old adage that says “The pain of losing is twice as strong as the joy of winning.” This principle can help your business if you use it wisely.  Even the threat of potential loss creates agitation in people that plays a powerful role in their decision making.  Psychologists call this the principle of scarcity.  It says that humans hold more appeal for things that they perceive will become less available in the future.  This is why you see scarce items get valued at ridiculous prices.  For example, a baseball card might be worth hundreds or thousands of dollars simply because there are not many of them in existence.  The same goes for cars.  The actual raw material value of the card or car is the same as any other with the same amount of raw materials used to create it.  But, the value of the item is not in it’s physical worth.  The value is in the possession of it. Continue Reading


Buy The Best Damn Web Marketing Checklist, Period! and download the cheat sheet.

Mike Fleming

Mike Fleming stays on top of the latest strategies in Paid Search and Web Analytics to make sure every campaign he manages for Pole Position clients brings measurable, profit-maximizing value to their company and their website visitors. Mike enjoys playing, writing and recording music along with playing basketball to get his workout in. He resides in Canton, Ohio with a beautiful, sweet, caring and admirable girl who threw a snowball at him one day…then married him. Read Mike's full bio.

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Why An Authoritative Website is So Important to Your Business

In the offline world, you wouldn’t invest tons of money in a sloppy-looking, incorrect-grammar-ing, confusing, and unknowledgeable salesman that wasn’t able to serve your customers needs in the ways they wanted to be served, would you?  So, why would you do it online?  Would you like to buy something from this guy?

The truth is, your website is your digital sales rep.  It’s the go-to “person” in the online world for customers looking for your solutions.  In light of all the activities you may do online, this is your digital home.  It is THE preeminent piece of your digital existence.  Kinda makes you think a little more about what you do with it, right?!? Continue Reading


Buy The Best Damn Web Marketing Checklist, Period! and download the cheat sheet.

Mike Fleming

Mike Fleming stays on top of the latest strategies in Paid Search and Web Analytics to make sure every campaign he manages for Pole Position clients brings measurable, profit-maximizing value to their company and their website visitors. Mike enjoys playing, writing and recording music along with playing basketball to get his workout in. He resides in Canton, Ohio with a beautiful, sweet, caring and admirable girl who threw a snowball at him one day…then married him. Read Mike's full bio.

Follow Mike:

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Why Testimonials Are So Important To Your Customers

When people shop, whether online or offline, there is always a measure of uncertainty throughout the buying process.  Typically, the uncertainty fades as the buyer journeys through the process of researching their purchasing decision.  They gather facts about what they need, look at features, benefits, quality, pricing and so on.  A brand that is really good at selling will be one that is really good at helping the potential customer to navigate through their uncertainty to confidence that they’ve chosen the right product or service for themselves. Much of the sales process, after all, isn’t the product or service itself.  Much of the time (but certainly not always), the customer has already identified their need themselves.  They know they need your product or service.  They are just looking for the BEST solution to their need.  The better you are at this, the more sales you will attract. Continue Reading


Buy The Best Damn Web Marketing Checklist, Period! and download the cheat sheet.

Mike Fleming

Mike Fleming stays on top of the latest strategies in Paid Search and Web Analytics to make sure every campaign he manages for Pole Position clients brings measurable, profit-maximizing value to their company and their website visitors. Mike enjoys playing, writing and recording music along with playing basketball to get his workout in. He resides in Canton, Ohio with a beautiful, sweet, caring and admirable girl who threw a snowball at him one day…then married him. Read Mike's full bio.

Follow Mike:

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Why Micro-Conversions Are So Important For Your Brand

Everybody wants the online sale.  But are you relating to your customer in ways that make it easier for them to buy?  You might be thinking, “How can it get any easier to buy from us?  All they have to do is click add to cart, fill in some boxes and hit checkout!”  Sure, it might be easy for them to physically buy from you, but how about psychologically?  How easy is it for them to make the decision that you are specifically the right choice for them? They can go to any one of your competitors and hit a few buttons to purchase, get a quote or make a contact.  But, there’s a buying process that customers go through.  For lots of industries, they research and feel out their options before making a choice.  So, what’s going to make them eventually buy from you specifically?  Here’s a suggestion…micro-conversions. Continue Reading


Buy The Best Damn Web Marketing Checklist, Period! and download the cheat sheet.