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September 2015

How to Use ‘utm_nooverride’ to Improve Non-Branded Paid Search Attribution in Google Analytics

If you agree that branded queries, similar to direct traffic, primarily occur as the result of a searcher learning of your brand through a previous marketing effort, communication, etc. then the default last non-direct attribution model within Google Analytics could make optimization of your non-branded channel a bit more complex. If branded search is truly the result of a previous marketing effort, such as a non-branded search campaign, then it’s …Read More

Who Makes Money Off Your Paid Search Channel?

It’s a pet peeve of mine when an agency throws the term “profit” around loosely. Many agencies rave about how profitable their services are for their clients, yet make little to no attempt to measure or report on how much profit their services yield for the client. Many of these agencies report on KPIs that are either solely efficiency or volume-based. I.e. Revenue, Cost Per Order (CPO/CPA), Ad to Sales Ratio …Read More

Measuring the Economic Value of Seller Rating Extensions

Seller Rating Extensions are often identified as an eCommerce SEM best practice, but implementation can be complex and typically requires some additional investment on behalf of the retailer by contracting a third party review software, such as Shopper Approved or Reseller Ratings. Due to the investment required, managers should be prepared to defend their decision to hire a third party review software by understanding the financial value that Seller Rating …Read More