Pat Stroh

Pat Stroh

Pat Stroh is VP of analysis & decision support at SEM agency Impaqt. He spearheads analytical initiatives and decision support activities for Impaqt's search marketing campaigns, with a special focus on ROI-optimization.

Articles by Pat Stroh

Is Your Paid Search Campaign Part of a Mix or a Mess?

Knowing when to raise or lower your PPC bids depends on the underlying patterns in your campaigns, which are affected by your overall media mix. The complexity of your non-search media plan will determine how difficult it will be to make the right decisions in your search campaigns.

In the Mix: Search in the Overall Marketing Mix

Without knowing a client's plans across the full media mix, search marketers are limited when it comes to optimizing paid campaigns. But once we're armed with that data, we can find the optimal bid and budget scenario leading to the best results.