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Are you optimizing against the right outcome metrics?
Many advertisers I work with, even larger ones, have difficulty understanding the subtle differences between broadly similar outcome metrics. But the risks involved are significant. If you’re not aware...
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Why AdWords and Google Analytics are made for eachother
AdWords is a pretty amazing advertising product, which can drive many relevant visitors to your website. But how do these visitors behave once they’ve reached your website? And what, if anything, did...
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Data intelligence: the 4 ways to analyze data
When presenting on the rather abstract subject of “data”, I often find myself discussing the 4 different ways you can analyze data. In a world of ever-increasing amounts of data, knowing how to...
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5 examples of AdWords data you may not have considered
AdWords contains lots of actionable data, but some of it may not be immediately obvious. In fact, different levels of the AdWords hierarchy (campaigns, ad groups, keywords) allow you to enable...
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Improve your bidding with conversion and revenue data
Bidding is one of the most important drivers of online advertising performance – and it can also be one of the most complex. Even if you restrict the topic to bidding for search advertising, the number...
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