We exhibited at the Internet Retailer show in Boston recently. The signage in our booth touted that we had the ability to do attribution management. For that reason, a lot of people came up to us and told us about a situation they are facing that is very common with paid search marketers: their branded keywords were the only ones were converting and their remaining keywords were just driving traffic.
For each person that told me this, I asked them, 'How do you measure the success of a keyword?' They would say if it was the last ad clicked and converted, and had a positive ROI, then it was a [...]
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