Column: Paid Search

  • The vicious cycle of ROAS targets is killing your business

    …While many companies focus on return on ad spend (ROAS) as their primary KPI for search, columnist Andreas Reiffen believes that ROAS targets can often inhibit growth and new customer acquisition. Please visit Marketing Land for the full article. …

    Marketing Land- 8 readers -
  • Quality score in 2017: Should you care?

    …Contributor Jacob Baadsgaard dispels the notion that a great quality score automatically leads to great conversion rates and suggests how to best prioritize your optimization efforts. Please visit Marketing Land for the full article…

    Marketing Land- 15 readers -
  • Bridging data and action: How to create killer reports

    … above to keep them laser-focused on only the most important analyses and data points, then you should ask yourself this question: “So what?” No, really — so what? [Read the full article on Search Engine Land.] Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here…

    Amy Bishop/ Marketing Landin SEO How To's- 17 readers -
  • Breaking down silos in e-commerce retail

    … to direct product ad investment based on your sell-through rate and stock level. Product advertising and CRM/ERP One reason too much ad spend is going toward products which would sell anyway is that digital marketers are focused on improving ROAS (return on ad spend). This ROAS model of measuring search marketing simply doesn’t work. [Read the full…

    Marketing Land- 16 readers -
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