Tag: attribution
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Don’t Believe in View Conversions
View Through conversions can account for 50% of an ad campaign’s performance. But views are only MEASURING who is buying, and not actually CAUSING the buying. View-Through revenue should be ignored.
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Don’t let Brand Search subsidize your losers
When it comes to Paid Search, the majority of your sales usually come from branded search terms. The bigger your Brand, the bigger the percentage of sales that will come from branded search. Keep brand and non-brand search separate, so that you are not subsidizing your non-profitable terms.
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Each Marketing Channel Needs to Stand on It’s Own
Everyone of your marketing channels should be profitable. No channel should ever subsidize the performance of another channel.
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Unlimited Ad Budgets
Your Performance Marketing Campaigns should have unlimited budgets. You should attempt to spend as much as possible while maintaining the first-order profitable returns you are looking for.
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5 Red Flags that your Ad Agency is Ripping You Off
5 Red Flags that your Ad Agency may be screwing you: They charge fees based on a percentage of spend, use view-through attribution, push Performance Max, and try to claim credit for your entire e-commerce revenue.
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Branded Search Revenue is an Illusion
“Branded” keywords are usually your most profitable segment in a Google Ads account. They have a great ROAS that makes the account as a whole look amazing. Plus, it makes you look like a marketing genius. But you are not a genius. The performance is an illusion. The revenue is not real.
Ad Heretic 