Every lead generator is different, but in the end they all need to get customers to the site, optimize landing pages for lead conversion, and learn to improve the lead capture process by valuing leads all the way through to the secondary conversion.
Targeting business intelligence components can help to augment your primary KPI by optimizing for additional goals.
What do we do when a keyword facilitates an intermediate step in the selling process? How do we credit the keyword for indirectly driving revenue down the line?
We are excited to announce the release of the RKG Digital Marketing Report covering the third quarter of 2013.
Google officially announced Estimated Total Conversions for AdWords search ads today, which importantly includes estimates for cross-device conversions.
Learn the 5 steps to setup micro-conversion tracking in order to develop a more comprehensive picture of paid search program effectiveness.
We recently had the opportunity to partner with Yahoo! to review performance of our clients on the Yahoo! Bing Network. Suffice it to say, the numbers speak for themselves.
Enhanced Campaigns will significantly impact the way paid search platform providers do what they do, the way paid search managers do their jobs, and the way performance optimization happens.
Problems arise when the goals of a marketing program shift, but the metrics used to gauge its success do not.
A technological disconnect between the online and physical worlds is one of the biggest challenges in attribution, but that doesn’t mean that you can’t put systems in place to get a solid idea of how your online efforts are directly affecting offline sales & conversions.
The time delay between marketing exposure and marketing success creates tremendous opportunity for consternation for all paid search managers
Simply recognizing that how traffic gets to our site tells us a great deal about its value should prompt analysts to dive into data.
Google’s new ad cannibalization study is a significant improvement. There are still refinements we’d like to see.
Enterprise SEM practices apply not just to direct response advertisers, but to brand advertisers as well.
Can we just assume our dayparts are appropriate across all devices? User behavior suggests tablets and desktops are not neatly interchangeable, neither in the minds of users nor in how marketers should address them strategically.
An Enterprise Paid Search program can be, and should be, a sophisticated operation. Sophistication drives performance, but can often lead to challenges with perceived performance within the organization.
The ability to assess our marginal performance is a critical step in moving away from a model under which aggregate results can mask inefficient returns on the edges.
You can’t control both spend levels and efficiency metrics. The more you predetermine one, the less control you have over the other.
It’s clear that consumers are buying and using the Kindle Fire in numbers that no one, but Apple, can claim. Exactly how those consumers appear to be using them may be of particular interest to marketers.
Some mistakes simply cannot be made.
There are plenty of good reasons to advertise on your brand regardless of ROI. But is it ROI positive? It depends…
As we move toward the holiday season, more online retailers are interested in unlocking spend on Facebook, but quick wins will lose momentum if not anchored by a larger plan.
Smart anticipatory bidding can make you money at the holidays.
Pay-per-call is here, but will it take-off?
We’ve long maintained that conversion rates don’t vary much by position, but we haven’t had such a clear view of the position of each ad click until now.