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  1. Google AdWords Keyword Match Types and Negatives: The Ultimate Guide

    Negative keywords can be applied at the ad group or campaign level. Keywords and match types has become more complicated over the years, yet its mastery is also critical to PPC advertising success. What's in a keyword?

  2. 3 Ways Attribution Modeling Can Help You Work Smarter, More Effectively

    As digital advertising continues to evolve, campaign managers should take advantage of an evolving set of data. Making Higher Impact Campaign Optimizations To evaluate each channel and campaign based solely on last-click conversions is not only...

  3. Google's Matt Cutts Issues New Warning on Advertorials & Paid Content

    The issue became much better known in February, after a UK flower site, Interflora, embarked on a huge advertorial campaign with links that passed PageRank. What are the guidelines webmasters need to know for advertorials and native advertising?

  4. As Digital Ad Effectiveness Measurement Improves, Are Branding Ad Dollars Ready to Follow?

    Over the years, the digital ad industry has had the ability to tie campaign exposure to in-store sales through the use of anonymized database matching between online panels and household-level sales databases (e.g.supermarket loyalty cards).

  5. What is Mobile App Attribution & Why is it Important?

    Every mobile marketer wants to measure the effectiveness of their marketing campaign, especially if it involves spending money on advertising. For example, you can run a Promoted Tweets on Twitter, Sponsored Stories on Facebook, and an AdWords...

  6. Google Active View Format Gets Accreditation

    Google also shared some data showing that increased viewability improves campaign performance in a blog post, Neal Mohan, Google's vice president of display advertising. ComScore has been pushing its own validated Campaign Essentials tech that...