Evolving past last-click attribution in paid search


    [sc name=”GoogleLinkAds”] “Better the devil you know than the devil you don’t.” That famous quote applies to the many marketers who default to last-click attribution, even with its well-documented failure to take the entire customer journey into consideration. During ClickZ’s latest Masterclass on paid search optimization, in association with Fospha and Kenshoo, we surveyed 800…

  • An in-depth guide to Google ranking factors
    SEO - Search Engine Optimization

    An in-depth guide to Google ranking factors

    [sc name=”GoogleLinkAds”] In SEO, Google’s ranking factors are the stuff of legend. There are rumored to be more than 200 signals which inform Google’s rankings (although this statistic originated in 2006, so it’s probably safe to say things have changed a bit since then), and the exact factors which make up this list, as well…

  • SEO - Search Engine Optimization

    Customer reviews: The not-so-secret SEO tactic

    [sc name=”GoogleLinkAds”] No matter what industry you’re in or what your business does, you want to be as close as possible to the top of a search engine results page (SERP). And of course, SEO is what gets you there, taking into consideration more than 200 ranking signals, such as the quality of your content, backlinks,…

  • How indie publishers can monetize in the shadow of Facebook and Google

    How indie publishers can monetize in the shadow of Facebook and Google

    [sc name=”GoogleLinkAds”] With multinational technological companies Google and Facebook conquering the field of online advertising revenue, many smaller companies and indie publishers are left wondering where they’ll end up in the digital world – if they’ll end up anywhere at all. According to data recently released by the Interactive Advertising Bureau, digital advertising revenue in the U.S….

  • PPC

    Pinterest moves into paid search: What you need to know

    [sc name=”GoogleLinkAds”] Pinterest has announced its long-awaited move into the self-serve paid search space, after a period of trial campaigns with select partners. With innovative visual search technology and an ambition to corner the ‘discovery’ phase of search, this could prove an enticing complement to AdWords for many brands. So, how does Pinterest PPC work,…

  • PPC

    Killer demand gen strategy, Part 1: Personas and creative development

    [sc name=”GoogleLinkAds”] When embarking on demand generation channels such as Facebook and Google Display Network, it is important to first ensure that you understand your core audiences and how to best speak to them. The first two initiatives that you should prioritize during the set-up phase is determining the types of audiences and personas you…

  • Do you need a PPC management expert?

    Do you need a PPC management expert?


    [sc name=”GoogleLinkAds”] The eternal question for businesses both large and small: should you run your marketing in-house, or should you hire an expert? There are numerous factors to take into account including level of expertise, the complexity of the campaign, existing internal resources and the management fee of said expert. We’ll come clean. Most of…

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