Getting attribution absolutely right is impossible, but even an imperfect system may add significant value.
Traffic from mobile devices has grown tremendously over the last year, but the quality of that traffic may be sketchy.
A collection of our most enduring posts from 2009
Part 2 of our study: much of the conventional wisdom around paid search driving store sales may be wrong.
The delay between clicks and orders can make it difficult to evaluate performance of tests in the early stages.
The findings are very interesting…but not what we expected!
A really good idea (probably not ours) for testing the incremental value of display ad impressions.
The data shows that geographical considerations matter — not just simple regional preferences: factors like population density, home values, average incomes, retail proximity etc. impact performance of PPC ads. Now we just need more tools from the engines to act on this data.
How much does movement away from “last touch” allocation impact the perception of PPC marketing? Does it help PPC, or hurt? Find out what we’ve seen in the data.
How your PPC efforts are tracked can have a significant impact on the program’s performance. Javascript-based tracking systems used by most web analytics systems typically lose 10 – 30% of the sales driven by paid search. Find out why and how to plug this hole.