Advanced analytics techniques to measure PPC
Key strategies for consent management, data modeling and non-cookie measurement techniques in a privacy-first world.
Topic: Marketing mix modeling
How to evolve your PPC measurement strategy for a privacy-first future
Overcome cookie limitations, leverage first-party data and implement diverse attribution methods for accurate insights.
Exploring Meridian, Google’s new open-source marketing mix model
Dive into Meridian’s capabilities, limitations and how it compares to Meta's Robyn in the evolving MMM landscape.
Google launches privacy-focused measurement tool for advertisers
Meridian, an open-source Marketing Mix Model (MMM), is available now to select marketers and data scientists.
3 ways search marketers can prepare for the big cookie crumble
These initiatives will help you optimize targeting, refine media mix, and improve performance reporting without third-party cookie tracking.
Why this advertiser doesn’t trust Amazon Ads
"Amazon ads take credit for sales that would've happened organically!"
How AI is changing the game for PPC account managers
Spoiler: Less manual work and more strategic thinking. Here's how AI is impacting the daily activities of PPC account managers.
What are Identical Keywords and why they matter for Google Ads
Google Ads has clarified what identical keywords are. But does this tactic go against what Google has been preaching for years?
How to win with PPC in a dataless world
There's less data available for PPC marketers, but that doesn't mean it's less actionable. At SMX Next, Sam Tomlinson shows how marketers can make the most of the data they have.
Choosing an attribution model: When, not which
Wondering which attribution model is best for your business? Columnist Amy Bishop believes that depends on what question you're trying to answer.
Google Study: Mobile PPC Ads Also Do Not Cannibalize Organic Traffic
Google released a new study as part of its series of analysis aimed at answering the perpetual question of whether PPC ads cannibalize organic traffic. You know the question: “If I’m already ranking, why should I pay for ads if they are just going to steal free clicks from my organic listings?” This time, Google’s […]
Is Google Poaching Clicks From Travel Advertisers? Spend Trends Down Even As Advertisers Increase (Study)
On the cusp of the summer travel season, AdGooroo has taken a look at the state of paid search in the travel sector in the U.S. The company has found that, on the whole, paid search expenditures have been trending down since 2011. Spend fell 19% from January through April of this year compared to last […]
Leveraging Search To Amplify Offline Marketing Success
We know that measurement is essential for marketers to get the most out of their campaigns today, Fortunately, attribution technology allows us to measure ROI across online channels in great detail. But what about offline efforts? Can marketers measure the success of an offline program with a similar level of granularity? Absolutely. And search can […]