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  1. Cross-Device Measurement: Believe the Hype

    When targeting consumers across devices, it is important to evaluate whether the right mix of channels and devices are being applied to the right marketing goals. However, there is a simple solution to measure cross-device campaigns.

  2. The Evolution of Audience Targeting: 3 Opportunities for Marketers

    As we're coming up on the one-year anniversary of Google enhanced campaigns, mobile has continued to cement itself a permanent fixture in the marketing mix, not just across paid search. The Facebook Exchange (FBX): Retarget select audiences based...

  3. How to Diversify Your PPC Campaigns – and Your Skill Sets at the Same Time

    You should review your traffic mix to see where the majority of clicks reside, and then consider an expansion test. But that doesn't mean that they shouldn't be in your media mix. If you've been managing pay-per-click campaigns for a while, you...

  4. Forget Big Content – Small Content Is Critical to Search Success

    All of this adds up to more potential audience for your content, and with social distribution thrown into the mix, too, there has never been a more rewarding time to invest in regular content as well as bigger, campaign-led pieces.

  5. Content Marketing: The 4 Most Critical Components to Measure & Analyze

    It's becoming an important part of any organization's marketing mix and can have an immediate impact on how companies are perceived, as well as their success online. While marketing practices are relatively known and can be summed by the various...

  6. 3 Ways Merging Google AdWords & Analytics Can Improve PPC Results

    Use this data for paid search to see how PPC is contributing to the overall channel mix for sales. You can use this data to go into a second level of PPC advertising analysis beyond the impressions, clicks, conversions, etc.found in AdWords to see...

  7. Actionable Insights You Can Find in Google Analytics Multi-Channel Reports

    Media mix modeling, holistic search, and omni-channel execution are advanced concepts that search marketers have difficulty explaining beyond a cursory level. Google Analytics Top Conversion Paths report provides excellent data to help you...

  8. Learn With Google: 10 Mobile Marketing Tips from Googlers at #SESSF

    Singer explained different types of conversions and the importance of tracking in a social context, as well, in an article for ClickZ: "Go beyond key performance indicators (KPIs) like followers and visitors, and even beyond macro conversions such...

  9. 20:20 Vision: 20 Brands Share Insights on 20 Topics – Earned Media, Search & Social

    It is critical that you know how your CMO is thinking in terms of both a measurement framework and marketing mix. The convergence of social, mobile, and search marketing techniques and technology has provided marketers with a huge spectrum of...