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.

Pay-per-call is here, but will it take-off?

While ValueTrack can provide useful insights about individual ad clicks, its functionality isn’t as well known as other AdWords reporting features.

Driving new leads through paid search can and should be a profitable endeavor. However, it’s not an easy one.

The details of tracking matter

One would think a technology company would at least understand tracking technology, but one might be mistaken.

It’s not particularly surprising to hear that, when asked, the general public overwhelmingly rejects the idea that advertisers should be able to target ads to them based on past web browsing. Still, it’s not altogether clear whether there is truly an organic groundswell of concern or if this is simply a knee-jerk reaction to an issue few have deeply considered and one that is easily conflated with more serious privacy issues.

Bigger orders aren’t just better now, they’re better later, too.

There are many solutions for tracking PPC to Call-Center spill-over, but we think our solution reigns supreme. How granular is your current PPC to call-center tracking? Does it track individual clicks? Ours does.

Simply counting assists is a poor solution to the attribution puzzle.

People use search engines differently from one another and these differences impact paid search metrics.

Tracking made Google a success, but may now provide friction to its continued growth.

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.

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.