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Close Variant Matching: How to Know When “Close Enough” Is Good Enough

by Mark Smith | Mar 16, 2016 | Close Variant Matching, Spotlights

About 18 months ago, Google AdWords made a significant change in how keywords trigger ads. If you use Phrase and Exact Match ads, AdWords also now automatically uses Close Variant Matching. Previously, this was the default but you could – and many did – opt out of it....

Nuts & Bolts: How to Decide if Paid Video Search is Right for You

by Mark Smith | Feb 24, 2016 | Nuts & Bolts, Video

Look at any article or blog post on “hot marketing trends for 2016” and you’ll see “video” at or near the top. Do you have a strategy for implementing paid video search in your marketing plan? The latest post in our “Nuts & Bolts” series delves into the what, why...

A Year of Analytics, Mobility and Video

by Mark Smith | Dec 30, 2015 | Analytics, Mobile, Nuts & Bolts, Video

As we prepare to say farewell to 2015, we’d like to use this final FirstWord post of the year to say thanks to all the editors who published our articles. We focused on three major themes during the last 12 months – Analytics, Mobility and Video – and some of the...

Nuts & Bolts: Five Ways Analytics Make Paid Search Campaigns Better

by Mark Smith | Dec 16, 2015 | Analytics, Nuts & Bolts

For the December installment of our “Nuts & Bolts” series, I’d like to share one of our Google Analytics Workshops. The presentation – “Five Ways Analytics Make Paid Search Campaigns Better” – has three key takeaways: Analytics help you see beyond the obvious and...

Why Mom’s Advice Applies to Video Marketing

by Mark Smith | Dec 9, 2015 | Analytics, Attribution Modeling, Video

Moms love to toss out quips to keep their kids in line. Funny thing is many of them apply to marketers just as much as to children. (And let’s not read too much into that!) One Mom-ism you’ve probably heard is “It’s not that I don’t trust you, it’s...
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