Tag: paid search


Digital Media Attribution Models

Digital Media Attribution Models

“How did a customer find my business?” “How is my advertising campaign performing, and what is REALLY working?” “Is my money being spent well?” “Am I getting a high ROI?” These are the questions that keep business owners up at night. And one of the best ways to answer these questions is: Attribution! What is Attribution? Attribution is who gets the credit for the conversion or sale. Sounds pretty simple, right?  Well, not exactly.  Allow me to explain why though a simple example. Let’s say you work at a large company, and your boss asks you to prepare a report...

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Paid Search Extensions

Paid Search Extensions

Google AdWords offers a variety of extensions that can enhance your paid search ad, give more information about your business, entice click-through rate and occupy more real estate on a search engine results page. Google uses its proprietary algorithm to determine the frequency of displaying your extensions, so it’s impossible to guarantee extensions appearing for individual searches. That being said, extensions are easy to create and manage, so put your best PPC foot forward and make sure these are available in your accounts when relevant. An the best part is these extensions are not more expensive than your normal CPC...

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PPC: Reducing Spend vs. Reducing CPA

PPC: Reducing Spend vs. Reducing CPA

As marketers, we’re constantly working on a variety of objectives – build the brand, gain TOMA (top-of-mind awareness), increase followers, bring in new leads, be creative, be meaningful, share the vision. In reality, our extra-departmental coworkers (ie everyone else in the building) care about one thing: how much money are those guys making us? A smart marketer will first focus on what’s leading to the most sales and then seek to get the sales at the lowest possible cost. And that’s it. The point is not to focus on your budget, but maximizing your investment. Put a different way, worry...

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