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Best Practices in Applying Analytics to Digital Marketing Campaigns for Retail

by Mark Smith | Jun 8, 2016 | Analytics, Retail Analytics, Spotlights

The retail industry depends heavily on digital marketing, and consequently, that makes online advertising very competitive. The online marketplace brings additional challenges that don’t exist in the brick-and-mortar world. Products, prices and even competitors change...

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: Why Mobile is Important to Your Paid Search Strategy

by Kurt Anagnostopoulos | Feb 17, 2016 | Analytics, Mobile, Nuts & Bolts

In this installment of the “Nuts & Bolts” series, which digs into the nitty gritty of paid search, I want to share with you some valuable findings on the importance of mobile in your paid search strategy. In a PPC Workshop I presented recently, I outlined five...

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...
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