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

    While this might be obvious, the nuance of the format is important since format determines the distribution channel (the medium) on which the content can be delivered. Testing format can also be tricky because of the direct impact it has on the...

  2. Search Ads Yield 68% More Revenue per Conversion When Integrated With Social

    The impact of a cross-channel touch was even greater when examining social clicks. Multi-channel touch points are even more valuable for social advertising," Marin reported. Successful marketing executives recognize that meeting overall business...

  3. The Hidden Skill Every PPC Manager Should Possess: Sleuthing

    In a sense, close rates were declining because the sales team was not attributing closed leads to the proper channel. The number of factors that may influence your PPC performance is almost endless. I think this where many PPC mangers turn when...

  4. The 4 Most Interesting Features in Google Shopping Campaigns

    Historically you would give Google a feed and let the chips fall where they may – now this feature allows you to better control your merchandise within the channel. With this update, Google is finally giving retailers SKU level detail around their...

  5. So... You Think SEO Has Changed?

    Digital Marketing Channel Integration Eliminate any technical issues that may be impeding performance. Compare that with historical performance to understand whether you're improving. But ultimately the exercise of SEO performance analysis still...

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

    Multi-Channel Funnels Reporting With Top Conversion Paths You can find it in Google Analytics in the left navigation under Conversions > Multi-channel Funnels > Top Conversion Paths Use this data for paid search to see how PPC is contributing to...

  7. 4 Ways to Expand PLA Success in 2014

    Apply Cross-Channel Knowledge As mentioned in my last column, behavioral data collected through PLA activity can be used to influence cross-channel decisions. By accessing product-level performance information, marketers can identify the outliers...