Occam's Razor
OCTOBER 21, 2013
A lot of the keywords I used to add to my campaigns came from the long, long tail I saw in my organic search data (I would take the best performers there and use PPC to get more traffic) and from competitive intelligence research. This in turn mandates new SEO (and PPC) strategies, if we don't want to fail.
ConversionXL
SEPTEMBER 17, 2019
From Google’s Session Quality and Conversion Probability reports to related smart retargeting platforms, machine-learning segments users like no PPC manager can. But take a look at the Revenue column. Display generated approximately 30 times the revenue of Search. Why machine learning for retargeting? Conclusion.
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ConversionXL
FEBRUARY 6, 2019
Marketing-led strategies often scale more efficiently than sales-led strategies, but rising PPC costs—especially in established markets—can price-out startups in some channels. VC-backed companies that focus on user adoption—at the expense of profitability or even revenue—may never plan for phases beyond Introduction and Growth.
ConversionXL
APRIL 12, 2017
No, the first 2% is more valuable in terms of revenue. E.g. Message match / headline match from PPC ad to landing page. Create a revenue forecast before you even run the experiment. You need to track the right revenue goals. Test functionality before you try to harvest fruits. 10K / 1M = 1%. Are both created equal?
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