SEO software provider gShift revealed a new tool to track content by individual Web pages or groups of pages in its latest release, the content performance module. The content performance tool allows marketers to control which pages to glean key metrics on.
Wouldn't it be great if display campaigns could behave similarly to search, driving highly targeted traffic when users are within the consideration stage on their path to purchase? Good news: this is possible with real-time bidding campaigns.
What's all the fuss about real-time bidding? The speed and accuracy of the RTB model provides a massive opportunity to advertisers who may not have been able to spend their advertising budgets effectively with traditional display buying.
Rather than optimizing in a vacuum and giving all the credit to the last click, you should start incorporating some form of attribution modeling into your daily routine. Here's how attribution modeling can help you work smarter and more effectively.
Average position is the most misleading and least helpful metric in AdWords. Clients and stakeholders must understand ROI, not position, is the most important PPC metric. Here's why you should wean yourself and your clients off average position.
Red Herrings abound when you're looking at your AdWords data. Information overload is a risk. The last thing you want is to see a relationship between a couple of your PPC metrics, make a decision, and later rue that you didn't investigate further.
Without knowing a client's plans across the full media mix, search marketers are limited when it comes to optimizing paid campaigns. But once we're armed with that data, we can find the optimal bid and budget scenario leading to the best results.