In this whitepaper, OptiMine explores the tradeoffs of different measurement approaches, including more “modern” attribution methods, along with guidance on common pitfalls, risks and an overall comparison of the methods available to marketers today. The key take-aways are:
Channel and device proliferation have created always-on, always-addressable consumers who have a myriad of ways to research and buy products at any time and in any place. Forrester refers to this new period of expanded consumer power as the age of the customer. Under this new dynamic, customers have wrestled power from corporations to build their own solutions to their needs.
Bid testing is vital to maintaining a successful paid search program, but it can also be risky if not done correctly. This white paper looks in depth at the pros and cons of three common bid testing methods. Download it to find out which is best for your campaigns.
This white paper explores the continued struggle to measure the cross-channel value of digital advertising. Download it to learn:
Paid-search bid optimization comes in two flavors: rules-based and model-based. Within the broad realm of model-based optimization, you’ll find three common methods: global cluster-level modeling, local keyword-level modeling and global keyword-level modeling. Each has pros and cons and each offers various degrees of performance improvement.