aaron levy

  • What the data tells us about the death of exact match and its impact

    On March 17, Google announced an adjustment to the functionality of our beloved match types, effectively changing exact match into semantic match. For example, [new york flights] could potentially show for flights to new york, since the presumed intent is the same. The change affects two major parts of what we advertisers have historically loved about exact match: preserving ...

    Search Engine Landin SEO Google- 12 readers -
  • Should you create device-specific PPC campaigns?

    On February 6, 2013, Google announced Enhanced Campaigns, coupling devices together to encourage (nod nod wink wink) the development of mobile-first campaigns. Bing, of course, followed suit soon after. The PPC world at large was not pleased. I think I speak for many of my peers when I say we’re a group that relishes precise control.

    Marketing Landin Paid Search Google- 17 readers -
  • Should you create device-specific PPC campaigns?

    Should you split your device campaigns apart? On February 6, 2013, Google announced Enhanced Campaigns, coupling devices together to encourage (nod nod wink wink) the development of mobile-first campaigns. Bing, of course, followed suit soon after. The PPC world at large was not pleased. I think I speak for many of my peers when I say we’re a group that relishes precise control.

    Search Engine Landin Paid Search SEO Google- 20 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.

    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- 11 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- 22 readers -