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

Fortune Tellers and Paid Bid Management
by Pat Stroh • February 14, 2008

Keyword bid management for a paid search campaign can be accomplished in different ways. Are you trusting a "fortune teller" to guide your campaigns?
Is Your Paid Search Campaign Part of a Mix or a Mess?
by Pat Stroh • October 10, 2007

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...
Coordinating Search with External Media: Can Less Be More?
by Pat Stroh • June 26, 2007

Many marketers assume that an external media blitz requires an increase in search bids or budgets. But can lowering your bids actually be a better plan?
In the Mix: Search in the Overall Marketing Mix
by Pat Stroh • May 31, 2007

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.