When It Comes to Attribution, Customers Count – Think Insights – Google

See on Scoop.itPPC News, Commentary & Articles


It’s time marketers examined all the opportunities along the customer journey, not just the last click, as brands can establish better connections with customers if they adopt a holistic approach to attribution.


Brent Baltzer‘s insight:

I think we can all agree that last-click attribution is pretty insane… but the sticking point is in the implementation. Not only do you have to have everyone in agreement as to the proper attribution, you have to have the resources to put it together. In other words, inertia is a big sticking point.

 

However, sticking to a last-click model is suicide. I have so many clients that get clicks for keywords for which they have no organic presence. I know that many of these people are clicking out of the landing page and doing more research before converting! But I’m not doing a good job of showing that to the client (yet).

 

Like the article says, we need to take a holistic approach. A relationship needs to be formed before a transaction takes place. If we aren’t taking that into account we are optimizing ourselves into oblivion.

 

Next step: analytics attribution mastery!


See on www.thinkwithgoogle.com

4 Google Analytics Reports Every PPC Manager Should Use | PPC Hero®

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A dive into four Analytics reports that shine a light on PPC beyond what is available in Google AdWords on PPC Hero, the internet’s favorite PPC only blog.


Brent Baltzer‘s insight:

Awesome guide for using Google Analytics reports to better understand user behavior once they get on your site after clicking on your PPC ad.


See on www.ppchero.com

The Ultimate Guide to Google AdWords Conversion Types

See on Scoop.itPPC News, Commentary & Articles


Which conversion types best suit your business? Google now offers conversion types for nearly every business model, making it easier to attain your goals that much faster. Learn all about the many types of conversions you should be tracking and why.


Brent Baltzer‘s insight:

This is a great primer guide for conversion types in AdWords. One of the biggest pain-points I have as a PPC Account Manager is showing clients how important "assists" are in paid search. A user may find your company through a query for which you have no organic presence. Then they later convert using a branded search or by entering your URL directly.

 

Showing your client how certain keywords gave you assists can help you demonstrate the true value you are providing as a PPC manager. 


See on searchenginewatch.com

SCHEME: The Easy Acronym For Pitching Branded PPC | PPC Hero®

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We’ve all heard (or feared) our clients doubting the importance of using branded terms in our PPC efforts. The questions commonly revolve around “Why would I p


Brent Baltzer‘s insight:

"Why should we bid on our own brand name? Aren’t we just wasting money when people would click our organic result anyways?" As an SEM Account Manager, this is a question I’ve heard many times.  Here’s a "cheat sheet" of reasons that brands should bid on their own name when it comes to PPC.


See on www.ppchero.com

A Perfect Account Structure: Fact or Unicorn? | PPC Hero®

See on Scoop.itPPC News & Commentary (AdWords, Bing, & More!)

We’ve been working on account structure best practices. It seems there are a number of different methods that different people in the office swear by, so it was a bit of a heated debate when we finally decided to tackle it.

 

Brent Baltzer – Portland‘s insight:

This (awesome) post is all about account structure. There are a few intriguing ideas here, including:”SKAGs” (Single Keyword Ad Groups) for top performing keywords. Allows you to hyper target your ad and landing page for these top performers. These need to be exact match, and should be added as negatives to all other campaigns.Naming conventions the name of the campaign should tell anyone looking at it what network it was running on, what the topic/service/product etc is, and what the match type/targeting strategy is.Settings some nice “rules of thumb” or “if, then” rules here, if you will… basically, IF you are doing ad testing THEN pick the evenly rotate ad settings. IF you have a lot of conversion data and are not ad testing, THEN pick the “optimize for conversions” setting. IF you do not have sufficient conversion data and are not ad testing, THEN optimize for clicks. So much stuff to try here. My mind is basically blown.

See on www.ppchero.com

The Hot 11 Search Engine Marketing Articles of the Week 8/30/13 – Amplify Interactive

See on Scoop.itDigital Marketing, SEO, Social Media Marketing, and More!


Welcome to another edition of the Hot 11! Summer is winding down and as fall approaches a certain question come to mind which is… ARE YOU READY FOR SOME


Brent Baltzer – Portland‘s insight:

Check out my latest search engine marketing roundup from Amplify Interactive! The best from the past week… learn about posting to a Google Plus page with Buffer, using remarketing to promote B2B content and much much more!


See on www.amplify-interactive.com