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  1. 2 Mistakes That Cause Advertisers to Quit AdWords Just When They’re on the Verge of a Breakthrough

    Or perhaps you’re doing everything right inside your account, but your product or message or business model is not as robust as those of your competitors. So AdWords traffic can represent the perfect "stress test" for your business fundamentals...

  2. Court Rules Yelp May Demand Money for Adding and Removing Reviews

    In her opinion on the matter, Judge Marsha Berzon wrote that Yelp's business model is to charge for advertising space. The court of appeals basically ruled that Yelp would be in the clear if it wanted to and that's bad news for small business.

  3. Optimizing Search and Digital Marketing With Multi-Channel Attribution Modeling [#CZLSF]

    All in all, once you’ve "wired up" your digital landscape and are collecting the data, the correct model or models will be easy enough for you to find. Distinguish between macro and micro optimization – Correctly form a macro attribution model...

  4. Mastering the PPC Challenge: A Beginner’s Guide [#CZLSF]

    Create a bidding strategy specific to mobile that makes sense for your business model One way Pease mentioned staying ahead of competitors is by using all the available Ad Extensions that are a fit for your business.

  5. How to Optimize Your Content Strategy With Social Listening

    How that content is used is dictated by your business model, but the fact is, content plays a role in getting users to your website and getting them to come back for more. Due to the very broad nature of yoga, many people on Twitter are talking...

  6. Google: Local Searches Lead 50% of Mobile Users to Visit Stores [Study]

    You should use radius bidding to reach consumers near stores and build an attribution model for local searches. These people are searching for business hours, directions to a local store, product availability, or the local store address, according...

  7. What is SEM? Depends on Who You Ask

    SEM often uses pay-per-click (PPC), a bidding model that charges advertisers only when someone clicks on their ad (also referred to as cost-per-click, or CPC). When an industry can't come to common consensus about what a high-profile term really...