david fothergill

  • Beyond heuristics: Algorithmic multi-channel attribution

    Marketing attribution continues to provoke many discussions, theories and debates these days. As stated in the intro to Christi Olson’s recent Search Engine Land column, “Proper attribution modeling is one of the biggest challenges facing marketers today.” Along with difficulties caused by holes in data (such as connecting user journeys across devices), the oversimplificatio ...

    Marketing Land- 11 readers -
  • The SEM automation primer

    To varying degrees, my last few posts have flirted with the use of technology in search engine marketing. These posts have resulted in a few great questions regarding tools I’d use, or how to get started with this or that. There was recently a #ppcchat dedicated solely to the role of automation in this field, so I decided it would be a good time to provide a bit of a resource ...

    Search Engine Landin Paid Search SEO Google- 8 readers -
  • Machine learning for large-scale SEM accounts

    A key challenge when working on what we could term “large-scale” PPC accounts is efficiency. There will always be more that you could do if given an unlimited amount of time to build out and optimize an AdWords campaign; therefore, the trick is managing priorities and being efficient with your time.

    Marketing Land- 17 readers -
  • Machine learning for large-scale SEM accounts

    A key challenge when working on what we could term “large-scale” PPC accounts is efficiency. There will always be more that you could do if given an unlimited amount of time to build out and optimize an AdWords campaign; therefore, the trick is managing priorities and being efficient with your time.

    Search Engine Land- 15 readers -
  • Three golden rules for forecasting

    Ah, forecasting — it’s a task I personally enjoy, but I know it’s not a universally loved process. That said, forecasting demand is an inevitability for anyone working in any form of marketing. If you or a client is going to invest money, you’ll want to have at least some idea of what your ROI will be.

    Marketing Land- 7 readers -
  • Visual analysis of AdWords data: a primer

    Data visualization is one of the most powerful tools available if you want to explore and understand your data, whether it’s on a small scale or at a scale which qualifies it as “big data.” In this post, I wanted to run through some of the fundamental elements of data visualization and illustrate why these concepts start to reveal insight once combined.

    Marketing Landin Paid Search Google- 15 readers -
  • Visual analysis of AdWords data: a primer

    Data visualization is one of the most powerful tools available if you want to explore and understand your data, whether it’s on a small scale or at a scale which qualifies it as “big data.” In this post, I wanted to run through some of the fundamental elements of data visualization and illustrate why these concepts start to reveal insight once combined.

    Search Engine Landin Paid Search SEO Google- 8 readers -
  • Automate Your Way To Search Marketing Success

    As it’s the time for New Year’s resolutions — high ideals we aim for in order to improve our lives in any number of ways — my advice to you is to resolve to increase the amount of automation used within your SEM campaigns. Why? Well, my philosophy has always been that an account manager’s strategy will make or break a client campaign.

    Marketing Land- 10 readers -
  • Automate Your Way To SEM Success

    As it’s the time for New Year’s resolutions — high ideals for which we aim in order to improve our lives in any number of ways — my advice to you is to resolve to increase the amount of automation used within your SEM campaigns. Why? Well, my philosophy has always been that an account manager’s strategy will be the making or breaking of a client campaign.

    Search Engine Landin Paid Search SEO Google- 13 readers -
  • The Search For An Optimal AdWords CPC

    As we are approaching the end of the year, and the time has come to get into a reflective mood, I wanted to return to a nice little problem I’ve mulled over quite a bit this year: What is the optimal AdWords CPC (cost per click)? Having been in the SEM game for more than 10 years now, you might be surprised that I’m only just thinking about this question — seems quite important, right? Truth.

    Marketing Landin Paid Search SEO Google- 6 readers -
  • Marketing Analysis: Unlocking The Power Of Descriptive Statistics

    Let me be up front: this post will contain statistics. Not the fun, pithy kind like “60 percent of statistics are made up on the spot,” but actual cold, hard statistical practices. Joking aside, I’m going to run through some fairly high-level statistical analysis practices that you can employ every day to help make sense of your marketing data, allowing better strategic decisions.

    Marketing Land- 14 readers -
  • Forecasting traffic and sales: an introduction

    A high proportion of professionals in the digital marketing field will have needed to, or have been asked to, forecast things such as expected revenue or traffic at one time or another. In my role managing PPC campaigns, I've generally done this for existing projects I've been working on, but also when pitching for new business.

    Econsultancyin Paid Search- 9 readers -