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Google was born from algorithms, Yahoo was born from human editors, and those earliest influences still reverberate.
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.
We're folks from the Rimm-Kaufman Group, a search marketing agency located in Charlottesville, Virginia. We started this blog to share our ideas about online marketing. We hope this blog helps clients, prospects, and potential employees get a better sense of our perspective and values.