Insights

We have a delivery process in place here at Digett that does a great job of keeping our projects on time and on budget. We do a pretty good job of staying on the right track, but every project has its bumps in the road, twists, turns, and unexpected detours.

Last week, I may have served up a little bait-and-switch with the first installment of this series. Some of you may have come looking for information on when to break email best practices and, instead, got a heaping handful of how we're changing our newsletter. That's all well and good, but how does that help you? This week, I'm making good on the title.

Economic times, increased awareness, and online competition are making affordable top search rankings harder to come by. The day of simply placing an ad and assuming it will rank well are over. Considerable time and attention to detail are required to obtain front-page ranking while not overpaying for the coveted positions. Ad, keyword, and landing page quality—along with competition and other factors—are part of the mysterious algorithms search engines use to rank your ads. While this is all quite complicated, a simple ABC approach will help you get started.

I used to be among the the group of Internet users who didn't understand the importance of selecting a web browser. At the time, I was entirely dedicated to Microsoft Windows and Internet Explorer ... 6. My transition in 2007 to Mac and Safari came from necessity. I was enrolled in a Digital Art class, and every machine in the lab ran OS X. I wasn't particularly concerned I had to use Safari, but I noticed IE's absence.

Suscribers to our awe-inspiring, world-renowned email newsletter may have noticed that I've been making some changes lately. Indeed, I've been tinkering with and testing this tool since assuming control and production, though I'd venture to say most of the changes have been subtle. The most-recent alteration, however, was somewhat significant.