Aim for Emotion with Pay-per-click Ads Pay-per-click ads are most effective when they evoke emotion, which can be accomplished with images or text. For example, consider the words "deserve" or "entitled." Both produce strong emotions. Moreover, consider a phrase like "Email is dead." Most people strongly agree or disagree to such a statement. Those reactions help advertisers win the click and eventually get the sale. - Robert Brady, Clix Marketing

Practical Ecommerce was founded in July 2005 by Kerry and Joy Murdock in Grand Junction, Colorado, U.S. Its mission is to provide down-to-earth articles and commentary to help ecommerce businesses. Our authors are leading ecommerce practitioners, consultants, and journalists. Staff Kerry Murdock Kerry Murdock Publisher, Editor Kerry Murdock is a former newspaper publisher, book publisher, and advertising salesman. He holds a B.S. from Oklahoma State University and an M.A. from The University of Texas at Austin. kmurdock@practicalecommerce.com Joy Murdock Joy Murdock Treasurer, Controller Joy Murdock was previously a tax practitioner and a chief financial officer. Her outside interests include vocal performance and attending the music and sporting events of her three sons. She holds a B.S. in Business Administration from Michigan Technological University, and an M.S. in Accounting and Taxation from The University of Colorado at Boulder. joy@practicalecommerce.com Editorial Armando Roggio Armando Roggio, Sr. Senior Contributing Editor Armando Roggio is a seasoned journalist and expert in ecommerce and technology. “Testing web browsers is a hobby of mine,” he says. Armando was previously the Marketing Publications Manager at Micron Technology, a publicly-traded computer-chip manufacturer and, before that, Regional Advertising Sales Manager with the Hearst Electronics Group. He holds a B.A. in English Writing and Journalism from The University of Pittsburgh. armando@practicalecommerce.com Jill Kocher Jill Kocher Contributing Editor Jill Kocher serves as senior SEO manager at Resource Interactive, one of the nation’s top-rated marketing agencies. Jill began her Internet marketing career in 1996 with Intel Corp. before immersing herself in SEO at Netconcepts, which was subsequently acquired by Covario. Most recently she was the in-house SEO manager at Groupon. jill@practicalecommerce.com Sig Ueland Sig Ueland Contributing Editor Sig Ueland is a writer in Madison, Wisc. He has written for many movie studios, a technology education company, and magazines, such as In These Times and Third Word. He is a co-creator and writer of the web series Space Hospital. Sig holds an M.F.A. in Screenwriting from UCLA’s School of Theater, Film and Television and a B.A. in English from The University of Colorado at Boulder. He is an alumnus of The Second City Conservatory in Chicago. sig@practicalecommerce.com Pamela Hazelton Pamela Hazelton Contributing Editor Pamela Hazelton is an ecommerce consultant, trainer, and speaker. She is the author of The Official Guide to Miva Merchant books and additional ebooks on the topics of shopability and security, and speaks at ecommerce conferences regularly. Her site is PamelaHazelton.com and she hosts the Shopability Matters group on LinkedIn. pamela@practicalecommerce.com Dale Traxler Dale Traxler Contributing Editor Dale Traxler is a pioneering ecommerce owner and operator, having purchased, grown, and then sold Beaded Impressions — a family of jewelry sites — over a ten-year period. He is a now a consultant, advising ecommerce merchants on strategy and operational issues. dale@practicalecommerce.com Gagan Mehra Gagan Mehra Contributing Editor Gagan Mehra is an ecommerce consultant and Big Data practitioner. He has worked in multiple industries, across four continents, deploying many ecommerce solutions. He is now engaged in the in-memory data management space and, whenever time permits, dabbles in new technology. gagan@practicalecommerce.com Nic Murdock Editorial Coordinator Nic Murdock enjoys working out, building computers, being around dogs, hanging out with his wife and, most importantly, rooting on the Denver Broncos. He’s a graduate of Ferris State University in Michigan. nic@practicalecommerce.com Advertising Todd Jennings Todd Jennings Advertising Director Todd Jennings had previous sales management positions in the printing industry and, most recently, was sales manager for a nationwide producer of schoolbook planners. Todd’s hobbies include collecting old vinyl records. Martin Denny is a favorite. He then transfers them into digital files to be iTunes compatible. He is a graduate of Mesa State College. tjennings@practicalecommerce.com Timothy Lyons Timothy Lyons Advertising Sales Consultant Timothy Lyons was previously regional sales manager with both Penton Media and Hearst Business Media, where he assisted customers nationwide with electronic, print and other marketing programs. He’s a graduate of The University of Kansas and was a pitcher on the K.U. baseball team. tim@practicalecommerce.com Marketing and Development Brian Forkner Brian Forkner Creative Director Brain Forkner is a seasoned animator, illustrator, and web designer. He’s an alumnus of Cartoon Network, Affies4Kids, multiple magazine publishers, and his own interactive mapping agency. He holds a B.A. from Rocky Mountain College of Art and Design. brian@practicalecommerce.com