Coaxing smarter paid search bidding decisions out of sparse conversion data
Columnist Mark Ballard explains how we can use statistics to supplement our conversion data and intuition when deciding on keyword-level bids in AdWords.
Mark Ballard is the Senior Director of Research at Merkle|RKG. He manages and writes for the popular RKGBlog and heads the production of Merkle|RKG's quarterly Digital Marketing Reports, which cover Paid Search, SEO, Display, Social Media and more. Mark's time at Merkle|RKG has included building and managing paid search programs for clients in the retail, finance, B2B and automotive sectors.
How Apple Could Play Spoiler For The Search Ad Business
Could Apple disrupt business as usual for search marketers in 2016? Columnist Mark Ballard explores the possibilities.