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Google Close Variant – A Match Made in Heaven?

by Mark Smith | Mar 6, 2015 | Analytics, Close Variant Matching

Last post, we discussed how Google’s matchmaking algorithm Close Variant Matching (CVM) brings search terms and paid ads together at auction as applied to the Phrase Match and Exact Match categories. Recent changes to Google’s ad-serving policy have the digital...

Matchmaker, Matchmaker – How Close Variant Matching Ends in Paid Search Bliss

by Mark Smith | Feb 28, 2015 | Analytics, Close Variant Matching

As February passes (along with another Valentine’s Day) and Spring approaches (when thoughts “turn to fancy” as the old saying goes), take a moment to consider the big business of matchmaking. Not the trifling $2-billion industry of online dating. No, let’s talk about...

3 Pivotal Reasons to Manage Your Google Quality Score

by Mark Smith | Feb 5, 2015 | Quality Score, Retail Analytics

Well into the first quarter of 2015, the frenzy of the holidays is all but forgotten. Shoppers and retailers alike have returned to their normal routine. There is one lesson, however, that retailers shouldn’t forget from 2014. Shopping habits appear to be making a...

3 Ways to Influence Google Quality Score

by Kurt Anagnostopoulos | Dec 15, 2014 | Analytics, Quality Score

In the last FirstWord blog post, you learned the “5 Critical Components of Google Quality Score.” Now, you’ll learn how to influence those factors using three basic tactics. But first, a refresher course: What is Quality Score? It’s the algorithm Google uses to...

5 Critical Components of Google Quality Score

by Kurt Anagnostopoulos | Nov 25, 2014 | Analytics, Quality Score

Paid Search is not “Set It & Forget It” media. If you want optimal results from Paid Search, you must build fundamentally sound campaigns, monitor their progress at every opportunity and continually tweak, tweak, tweak. Discipline is the way to win. And the key to...

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