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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...

Nuts & Bolts: Close Variant Matching

by Mark Smith | Oct 21, 2015 | Analytics, Close Variant Matching, Nuts & Bolts

Each month, we plan to post an installment to our blog that delves into the nitty gritty of paid search. For our inaugural “Nuts & Bolts” post, I’d like to share our Google AdWords Workshop from earlier this year. Following my recent 3-part series of posts focused...

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...

Retailers: Attract the Right Prospects from Your Digital Marketing Campaigns with Analytics

by Mark Smith | Sep 30, 2015 | Analytics, Retail Analytics

Retailers who are investing money in digital marketing—and really, who isn’t these days?—want to drive as many prospects to their site as possible. But more importantly, they need to understand what is working—or not—in their paid-search and digital marketing efforts....
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