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Crediting The Correct Keywords

Adam Goldberg details the nuances of attribution management, getting beyond the scenario where marketers claim that "branded keywords were the only ones converting and their remaining keywords were just driving traffic."

It's a several step process, but begins with technology that allows marketers to see the collection of ads or purchase path that leads to a conversion, Goldberg writes. Implement a simple model that attributes profit and revenue evenly across the ads in a purchase path. It will show you have been giving too much credit to brand terms.

Read the whole story at Search Engine Land »

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