In many industries seasonality is a harsh truth— not something to be avoided, but rather something to be accounted for.
Continue Reading How To Find Out If It’s Seasonality Or Something Else
The Theory of Growing Vs. Building a PPC Account
There are two primary ways of conceptualizing PPC processes and systems, mechanical and organic. Both are viable but create difference paradigms in account management.
Continue Reading The Theory of Growing Vs. Building a PPC Account
Understanding Causation and Correlation in Paid Search
As account managers we spend much of our time surrounded by data— percentages, rate stats, averages, raw numbers spilling around us like the binary columns from The Matrix. And through sheer exposure to this sea
Continue Reading Understanding Causation and Correlation in Paid Search
Has Modified Broad Match Effectively Killed Phrase Match?
Much like russian dolls, match types nest inside of each other. In this blog post, I fully explore the ins and outs of phrase and modified broad match types, as they are two of the most confused and cross-polluting match...
Continue Reading Has Modified Broad Match Effectively Killed Phrase Match?
