aaron levy

  • What’s the best attribution model For PPC?

    Last-click attribution has been the default for digital marketers since the beginning of time. It’s easy, it’s tangible, it’s close to the finish line, and in general, it makes us PPC managers look great. And that’s the problem. Let’s face it — the last-click metrics we’ve been operating on for years have been greatly over-assigning credit to the last interaction.

    Marketing Land- 13 readers -
  • What’s the best attribution model For PPC?

    Last-click attribution has been the default for digital marketers since the beginning of time. It’s easy, it’s tangible, it’s close to the finish line, and in general, it makes us PPC managers look great. And that’s the problem. Let’s face it — the last-click metrics we’ve been operating on for years have been greatly over-assigning credit to the last interaction.

    Search Engine Land- 10 readers -
  • Decision trees for SEM segmentation

    One of the most common and difficult choices you’ll make when managing an SEM account is deciding when to segment keywords. Any search manager worth his or her salt knows that segmentation is key to PPC optimization, but what’s the best rule for how granular you should get? There are a few different camps on this.

    Marketing Landin Paid Search- 5 readers -
    Earlier about the same topic:
  • Decision trees for SEM segmentation

    One of the most common and difficult choices you’ll make when managing an SEM account is deciding when to segment keywords. Any search manager worth his or her salt knows that segmentation is key to PPC optimization, but what’s the best rule for how granular you should get? There are a few different camps on this.

    Search Engine Landin Paid Search SEO Google- 12 readers -