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- 12 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- 19 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- 24 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- 11 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- 16 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- 11 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- 14 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- 21 readers -