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

    When you add terms as negative keywords called "keyword exclusions" for Display Network targeted campaigns, ads won't show on sites that contain those keywords. Keywords and match types has become more complicated over the years, yet its mastery is...

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

    And since you shouldn't be optimizing campaigns for impulsive shoppers, but for the vast majority of thoughtful consumers, it becomes clear that attribution models with path analysis and channel interactions are necessary for brands to attract new...

  3. Smartphone vs. Tablet Commerce: 3 Essential Behaviors You May Be Overlooking

    But today, many mobile campaigns are measured based on the assumption that conversions related to mobile advertising should occur in-device. Though tablets and smartphones are both considered mobile devices based on their portability, user behavior...

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

    Digital ad campaigns drive both brand and sales lift. The methods of evaluating the delivery and performance of campaigns are rapidly improving as we consider three aspects of measurement: ad viewability, branding lift, and sales lift.