Fredrick Marckini revisits a recent comScore study that found for every search that results in a sale, 12 other "non-converting" search will also happen. He argue that because of this, it's important to stick with both non-converting searches as well as those that convert, as part of a campaign. More in the ClickZ article: Nonconverting Keywords and the Search Continuum, Part 1
Optimising Digital Marketing Campaigns with Search, Social and Analytics
At SES London (9-11 Feb) you'll get an overview of the latest tools, tips, and tactics in Paid, Owned, Earned, Integrated Media and Business Intelligence to streamline your marketing campaigns in 2015. Register by 31 October to take advantage of Early Bird Rates.