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 […]
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! […]
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 […]
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 […]
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. […]
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 […]
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 […]
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 […]