How To Predict Marginal Returns In Search
Columnist Benjamin Vigneron details sophisticated analyses you can use to optimize your search bidding strategy.
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Seizing The Mobile Opportunity For The Holiday Season
Contributor Benjamin Vigneron explains how you might use estimated cross-device conversion data to adjust your mobile ad spend for the holidays.
Improve Your Marketing ROI Predictions With These 3 Considerations
While the industry is gradually getting savvier in general, lots of online marketers still base their budget and bid decisions on short-term returns using basic if/then statements across their paid search, social, and display ads programs. In a nutshell: if the short-term return on ad spend (ROAS) is low for a given social, display or […]
3 Steps To Factoring In Upper-Funnel Metrics & Predicting Revenue
If you’re an online marketer that wants to improve conversions on your direct-response channel(s), this column will help you to create a multi-touch and multi-action predictive model for your conversion funnel that allows you to make better budget allocation and bid optimization-related decisions. Start by focusing on two issues. First, not only should the end conversion numbers be tied back […]
3 Insightful Ways To Visualize Your Keyword Data
Over the past year, I have come across more and more fancy-looking graphs and charts in the online marketing space. This is most likely because strategists, analysts and executives are getting more savvy in general, but also because there are more and more easy-to-use analytics packages out on the market. Although this is great, this […]
How To Use Relative Standing For Online Analytics
I was recently taking a fresh look at some old statistics school books of mine, and I realized how useful many of those basic statistical concepts can be when applied to online marketing analytics. In this post, I’ll share a couple of ways you can delve into your data in a simple way by using […]
6 Analytics Tips To Predict Your Online Marketing Revenue In 2014
Though 2014 has just started and most budgets have been allocated to individual acquisition channels, it is not too late to analyze how to best utilize those budgets over time. In order to do so, one should not confuse short-term goals with long-term goals, since the long-term ROAS will eventually tend to be greater than […]
Identifying Customer Lifetime Value Trends In AdWords
While search marketers can easily track the number of conversions they’re getting through AdWords, it usually takes more time and effort to delve into the customer lifetime value (CLV) numbers, i.e., a prediction of the net profit attributed to the entire future relationship with a customer. In this post, I’ll touch on a basic way […]
3 Paid Search Tips For A Successful Holiday Season
With Black Friday and Cyber Monday around the corner, it is high time search marketers got their paid search program ready to scale up efficiently. Here are three tips you might want to consider in order to get the most from the holidays in paid search. 1. Analyze Top Holiday Search Queries & Build Seasonal […]
The Future Of Online Analytics: New AdWords Estimated Cross-Device Conversions
A couple of months after the paid search world had to transition to AdWords Enhanced Campaigns in the name of simplified and more relevant cross-device ad management, we are finally getting some initial food for thought with regard to cross-device performance. I was calling it the “next frontier for online marketers” in a previous post, […]