We now have a three course, hands-on program in search marketing. In this post, I lay out the strategy and rationale for all three. Read the full post here.

The Energy Action Coalition was already making extremely effective use of social media. Our students complemented that with specific, well-targeted search marketing campaigns that netted an additional 11,000 visitors per month. Read the full post here.

Making It to the Finish Line already had well-targeted programs and products. Student teams helped them dramatically increase their reach with locally and nationally targeted AdWords campaigns. Read the full post here.

Effective AdWords ad groups are built around tightly focused keywords and ads that offer searchers using those keywords what they are looking for. Read the full post here.

I begin a series of posts on how one non-profit is effectively using AdWords with help from students at Eastern Michigan University. Read the full post here.

Redesigning raw, untargeted landing pages can lead to over an order of magnitude improvement in conversion. That's where the real power lies. Read the full post here.

The AdWords value proposition is contingent on what you're doing to convert the people you're attracting through advertising. When advertisers fail at conversion, it's not long until they abandon the medium. Read the full post here.

This case study was developed for nonprofits trying to find their way in the world of search advertising. Read the full post here.