The battle between those who specialize in certain marketing practices is prevalent throughout the industry. Individuals, departments and indeed agencies are all involved. After all, they are often competing for the same budget, beating their chests and promoting their own channel as the most valuable.
“Better the devil you know than the devil you don’t.” That famous quote applies to the many marketers who default to last-click attribution , even with its well-documented failure to take the entire customer journey into consideration. During ClickZ’s latest Masterclass on paid search optimization , in association with Fospha and Kenshoo , we surveyed 800 marketers on their greatest challenges. 36% cited maximizing return on their advertising spend, while an additional 24% consider “accurately attributing value to each marketing channel” to be their biggest struggle.
It seems like a small selection of tools just keeps traveling from article to article these days. Opening a freshly-published article on a popular blog, I feel like I’ve already read it, because I know all the listed tools.
Google AdWords offers three major keyword match types – broad match, phrase match, and exact match. It’s safe to say that if not you don’t know how to use each correctly, you could be wasting your PPC budget. Choosing the right keyword match types can help you target your ads better so you get higher-quality traffic to your site.