Ad copy testing is one of the staples of good SEM agencies. "Test and test often" is a bit of wisdom you'll hear over and over in the field. But do you know exactly what you're testing? Can you really ...

The rhetorical tactic referred to as "poisoning the well" is an attempt to discredit rivals by presenting negative information about them before they have a chance to speak. It's a common tactic in ...

Learn to spot 25 sneaky logical fallacies that manipulate arguments. Sharpen your critical thinking, protect yourself from ...

Reach in advertising refers to the total number of people exposed to a particular piece of content. It determines the potential size of an audience that may have seen or heard a specific message or ...

The "follow the money" argument is an intellectually lazy fallacy. However, if you really do think that money will change our minds, then write us a check. Glance through any sufficiently long ...

Click-through rate (CTR) is a cornerstone metric of PPC marketing. Calculated as the percentage of people who click on an ad after seeing it, CTR is often treated as a key performance indicator (KPI), ...