If your customers hate you marketing can’t solve the problem.
In paid search the more accurately we can gauge and react to the “true value” of the traffic for each ad the better the performance of the program.
Announcing the RKG Attribution Management System
“Solving” the problem of attribution may be impossible, but actionable improvements are worthwhile for many and those improvements can range from the simple to the highly complex.
Budgets should generally be avoided. But if they are unavoidable, here are some thoughts on how to manage them.
How could something that sounds so good, be so wrong-headed?
A layered approach to assessing paid search effectiveness. Now is the time to raise the bar.
Does broad match + negatives and lots of love and attention yield better results than a fully developed KW list with power tools and smart resource allocation? Not a chance, the opposite is the case.
The long tail matters.
The Forrester rankings are clearly meaningless. However, we couldn’t really rank our competitors either.
Landing pages matter in paid search. Don’t let robots pick yours.
Joel says micromanaging vendors is essential. I say, it depends.
Change is coming, and it’s about time!
Quality Score and Bid play equal roles in determining an ads visibility, but that doesn’t mean you should spend the same amount of time working on each.
Study the data carefully before making rash moves.
Anticipating traffic value shifts at the holidays is the key to a successful Q4.
We’ve seen clients reallocate branding funds from offline marketing efforts to paid search recently. Why search?
Success in paid search demands first rate processes for anticipating and reacting to changes in the landscape. 30 – 60 – 90 day plans usually hinder paid search success.
Neither we nor anyone else can predict the future, so why do people keep asking?
Google finds what we found to be true years ago.
The term “portfolio” has more than one meaning.
The principles of direct marketing have not changed in 50 years. Online marketers would do well to pay attention to the lessons learned from experience.
Whose corner is your agency in: yours, or the Engines’?
Could inadvertent trademark violations cost your company?
Is the customer always right? It depends on the service.