Hello! My name is Alan Rimm-Kaufman. I'm honored to be contributing a monthly column on paid search for Search Engine Land. The column will appear the third Tuesday of each month. My focus will be strategy, economics, and multi-channel.
About me: I run a paid search agency based in Charlottesville, Virginia. We serve about 100 clients, mostly B2C retailers. 25 employees. We manage bids using proprietary software based on portfolio optimization and statistical clustering theory. Prior, I was Marketing VP at Crutchfield, a $250 million direct retailer of consumer electronics. I did a PhD in operations research and stats at MIT.
Today's topic: the role of the advertiser's brand in paid search. Let me share assertions we've found to be true over the last four years:
Hello! My name is Alan Rimm-Kaufman. I’m honored to be contributing a monthly column on paid search for Search Engine Land. The column will appear the third Tuesday of each month. My focus will be strategy, economics, and multi-channel.
About me: I run a paid search agency based in Charlottesville, Virginia. We serve about 100 clients, mostly B2C retailers. 25 employees. We manage bids using proprietary software based on portfolio optimization and statistical clustering theory. Prior, I was Marketing VP at Crutchfield, a $250 million direct retailer of consumer electronics. I did a PhD in operations research and stats at MIT.
Today’s topic: the role of the advertiser’s brand in paid search. Let me share assertions we’ve found to be true over the last four years:
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