Attribution Wars: A Plea For Small-e Enlightenment (Part 2)

Nov 16, 2009 at 3:55pm ET by Andrew Goodman

Pssst. Over there, next to the purple wing chair. Behind the foosball table and just beyond the 2002 vintage lava lamps. It’s a gaggle of digital marketers, munching on Pez, and screaming at the unfortunate Fortune 500 brand CEO who made the mistake of visiting this digital agency’s hip warehouse space conveniently located just steps from an eight-lane highway. “We want credit! We want credit!,” the digerati are chanting over the roar of trucks and stretch limos. A few, more impatient than the rest, begin pelting him with M&M’s. He’s being very slowly stoned to death. A member [...]

Filed in: Paid Search

How To Bid Profitably On Nonconverting Keywords

Nov 9, 2009 at 8:00am ET by Brad Geddes

Google has a bidding methodology called Budget Optimizer that attempts to maximize the traffic you receive for the keywords in a campaign. This is useful for early buying cycle keywords. However, every keyword should be reaching some goal regardless of where it falls into the buying cycle. It was difficult to track the effectiveness of these campaigns until recently when Google made some changes to Google Analytics. Now you can more effectively bid on early buying cycle keywords, or keywords that you want exposure for, but do not have direct returns by combining the new Google Analytics goa [...]

Filed in: Google: AdWords, Google: Analytics, Paid Search

PPC Bid Management Tips For The Holiday Season

Oct 26, 2009 at 7:00am ET by George Michie

Data driven anticipatory bidding can turn an ordinary holiday bump into something extraordinary. Here are some tips for how to take apart and act on the data.

Filed in: Paid Search

Attribution Wars: In Defense Of The Last Click (Part I)

Oct 19, 2009 at 1:44pm ET by Andrew Goodman

I went to a party last week. It was put on by a big online player, mainly to thank agencies who buy large gobs of display ads for their clients. And strangely, one of the hosts began apologizing to me (over the gurgling sounds of me thanking him for the free drink—how they let me in there, I'll never know). "As an individual, between you and me, I'd never advocate a lot of this inventory. Hey, I come from the performance side. I worked [in a senior position for a search advertising platform]." But in his current role, he was doing a pretty good job; thanking the buyers of digital display med [...]

Filed in: Paid Search

The 6/90 Rule Part 2: Best Uses For The AdWords Keyword Report

Oct 12, 2009 at 7:00am ET by Brad Geddes

Each report in your AdWords report helps you to extract data from your account so that you can make meaningful decisions to optimize your campaigns. In part one of this 6/90 series, I looked at six reports which will help you make ninety percent of the decisions you need to make on a day-to-day basis to manage your AdWords account. In part two, I'm taking a deep dive into the keyword report, as it contains so much data that can help you make good decisions it deserves its own article. Setting Max CPC If you use the AdWords conversion tracker you can see your conversion metrics, such as c [...]

Filed in: Paid Search

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