1. Introduction In rule-based bidding, you want to sometimes have step-backs where you first adjust your bid based on a given condition, and then adjust it back after the condition has passed. An example. An…
Introduction. Hm… I’ve figured out how to execute successful political marketing campaign on social media [1], but one link is missing still. Namely, applying affinity analysis (cf. market basket analysis). Discounting conversions. Now, you are…
PPC bidding requires strategic thinking. Introduction. Wow. I was doing some SEM optimization in Google AdWords while a thought struck me. It is this: Advertisers actively following “Opportunities” in AdWords risk bid wars. Why is…
Yellow ad, red ad… Does it matter in the end? Introduction I used to think differently about creating ad variations, but having tested both methods I’ve changed my mind. Read the explanation below. There are…
Facebook has an incentive to lower the advertising cost for more precise targeting by advertisers. What, why? Because by definition, the more precise targeting is the more relevant it its for end users. Knowing the…
Hello, my young padawan! This time I will write a fairly concise post about optimizing Google AdWords campaigns. As usual, my students gave the inspiration to this post. They’re currently participating in Google Online Marketing Challenge,…
One of the main problems in analytics is the lack of people information (e.g., demographics, interests). It is controlled by superplatforms like Google and Facebook, but as soon as you have transition from the channel…
Introduction This is a short post explaining the correct way to calculate ROI for online marketing. I got the idea earlier today while renewing my Google AdWords certificate and seeing this question in the exam: Now,…
Introduction Carryover effects in marketing are a tricky beast. On one hand, you don’t want to prematurely judge a campaign because the effect of advertising may be delayed. On the other hand, you don’t want…
Recently I had an email correspondence with one my brightest digital marketing students. He asked for advice on creating an AdWords campaign plan. I told him the plan should include certain elements, and only them…
