Even from a previous buyer, an order following a non-brand search is likely incremental.
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We heartily welcome AdCenter to the mix, and hope launch API issues get resolved quickly.
Holding every PPC ad in a portfolio to the same metric isnâ€™t wise marketing
PPC Arbitrage Spam: doesn't seem technically hard to disallow AdSense payments on clicks following a Adwords click...
An open letter to Google on their recent changes to the Adwords API terms and conditions
In the traditional offline world, direct marketers have the mnemonic, "list-offer-package." The largest factor in determining the success of your marketing effort is the list, or the population you're reaching.
Dayparting PPC bid algorithms need to differentiate between time-of-click and time-of-order, matching each order back to the click responsible for it.
For the retailer concerned with using online ads driving online sales, when the pundits preach spending more on poorly-performing high-volume terms because they "play an important role on the top of the conversion funnel", we'd respond "maybe, maybe not." Proceed with care, testing and tracking as you move ahead.