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5 Ways to Battle PPC Competitors

By |February 11th, 2016|Business Strategy|0 Comments

When you are facing 30% year-over-year increases in CPCs and slightly worse position on core non-brand terms, it’s easy to throw your hands up and say, “that’s out of my control.” I’ve been there. And while you can’t reverse competitive pressures as easily as you can change other metrics in […]

Understanding PPC Conversion Attribution Models

By |February 9th, 2016|PPC Analysis|0 Comments

There are many ways to evaluate your paid search efforts – you can review performance in the AdWords platform, Google Analytics, or a third-party platform like Kenshoo. But if you’ve ever compared performance from different sources, you’ve no doubt seen different results. What is happening? Is your data wrong?

Fear not! […]

Days of Our Lifetime (Value) Part 2: How to Calculate Lifetime Value

By |February 4th, 2016|Business Strategy|0 Comments

Note: This is Part 2 of Days of Our Liftetime (Value), Metric Theory’s three-part series exploring lifetime value which will look at:

                Part 1 – Why use lifetime value?
                Part 2 – How to calculate lifetime value?
                Part 3 – A lifetime value case study

If you have stumbled upon this […]

5 PPC Lessons You Only Learn From Experience

By |February 2nd, 2016|PPC Optimization|1 Comment

There are some paid search lessons you can’t learn from a beautiful and dense PowerPoint training. The most important learnings come from diving in and experiencing the highs and lows of PPC for yourself. If you’re just starting out with PPC, here are some lessons I wish I had learned […]

Segmenting Data for Better PPC Account Evaluation

By |January 28th, 2016|PPC Analysis|1 Comment

How you segment paid search account data can have a major impact on how you view changes in account performance and what adjustments you make in response. A straightforward data pull of, say, this month’s performance compared to last month’s only provides you a general view of overall account health. […]

Spring Clean Your Website with Google Tag Manager

By |January 26th, 2016|PPC Optimization|0 Comments

With the holidays behind us, there is no better time think about spring cleaning your website. Conversion tracking is an important starting point for any advertiser – without it, you can’t accurately evaluate or optimize your advertising performance. But since every platform requires different tracking codes, hand-coding can quickly become […]

Why Advertisers Should Stop Focusing on These PPC Metrics

By |January 21st, 2016|PPC Goal Setting|1 Comment

In a client onboarding, I had just finished presenting my carefully-prepared slides on our proposed CPA goal when the client cleared his throat, stammered, and said “that’s all great, but what I’d really like is to see average position and CTR improve. Can’t you just do that?”

The goal of any […]

How Mentoring PPC Analysts Drives Great Results

By |January 19th, 2016|PPC Optimization|1 Comment

In college, the mentors I found among my professors, program leaders, and sorority sisters helped me achieve success in class and extracurricular activities. I was concerned when I started at Metric Theory that I would struggle to find mentors like the ones I had in college, and that my on-the-job […]