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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....

Want to Raise Your Google Quality Score? Shun the “Set It & Forget It” Mindset

by Kurt Anagnostopoulos | Mar 9, 2016 | Quality Score, Spotlights

Tweak, tweak, tweak, tweak. If you want optimal results from your paid search program, that’s what you must do. Tweak, tweak, tweak, tweak. You can build a successful paid-search advertising campaign using sound fundamentals, but you need to be willing to monitor...

Five Options for Attribution Modeling With Analytics Engines

by Kurt Anagnostopoulos | Mar 2, 2016 | Analytics, Attribution Modeling, Spotlights

Making adjustments. That’s the key to success, regardless of whether we’re talking about half-time adjustments in a big game or changes you make in your marketing plan. You have to observe, learn and adjust to what’s happening in your field of play. That is what you...

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...

Retailers: How to Turn Browsers into Buyers

by Mark Smith | Oct 7, 2015 | Analytics, Retail Analytics

In the future, retailers won’t have to work hard to find prospective buyers. Every person’s purchasing patterns and “wish list” will be readily accessible as they stroll by a store or digital signage. Retina scans and other biometric monitoring tools will read the...
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