• Occam's Razor , Wednesday, June 17, 2009 5:15 PM

Avinash Kaushik shares five "cool, 'non-normal,' analyses" you can apply to gain a better understanding of paid search performance.

For instance, Kaushik suggests that while many people focus on keywords, not enough attention is being paid to the role match types play in determining the search queries. These are the words the person actually types that triggers paid search ad to appear in the listing. Analytics platforms, similar to ClickEquations, can help you analyze the impact these different match types have on performance.

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