Even the most data-savvy of marketing teams can make mistakes in thinking about the use of data in optimizing campaigns for financial success. Let’s face it, marketing data is rife with issues and is never perfect, and it is easy to put on blinders based on the data you have available, the systems you use, […]
Advertising is all about targeting, right? And once you’ve found a targeted audience, you want to get your ads in front of all of that audience. This is the thought process behind Impression Share, that often elusive, seemingly golden metric that Google dangles before us in AdWords reporting. And why wouldn’t Impression Share be important? […]
Here are seven quick adjustments you can make to take your retargeting program from “Yuck!” to “Yay!” (Listen up all of you who just use default settings and one giant bucket of targeted visitors, and don’t skip the last point below.) 1) Frequency Caps Overexposure to ads can quickly annoy visitors and result in decreased […]
Join Soren Ryherd at Conversion Conference 2016 in Las Vegas on May 18th when he presents “Beyond Clicks: The New Math of Optimizing for Multi-Channel Traffic”. Soren will walk through a process for creating conversion success in digital campaigns that goes well beyond search. Backed by data and the new math of digital engagement, this presentation […]
Working Plant Co-Founder, Soren Ryherd, will be speaking at SMX West 2016 in San Diego on March 2nd as part of the panel on “Attribution Beyond the Last Click”. He will be discussing the merits of Chain-Based Attribution. Panel Overview: Giving all the credit to the last click of a conversion is like saying the scorer is solely responsible […]
Your data is not telling the truth, the whole truth and nothing but the truth. Well, the tools you’re using to manage your data are likely not up to the task and as a result of that attribution issue, you’re not getting to the truth. In his first Search Engine Land article as a monthly contributor, […]
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