If your AdWords optimization efforts are focused toward terms and ads you credit with last-click conversions, you're not alone. But columnist Tim Mayer contends you're being shortsighted.
We have all seen it: marketers deeply loyal to “last click attribution” and the comfort zone it brings along with it. With a last-click mindset, they have focused on maximizing their search marketing volume via Paid Search and SEO until the query supply is maxed out. These marketers also use remarketing (another comfort zone), with […]Tim Mayer | Jun 2, 2014 at 10:40 am ET