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Analytics
24 posts
A 5-step framework for year-end PPC reports that resonate with leadership
The new year is here, which means it’s time to deliver your end-of-year (EOY) PPC report. But an…
How Bayesian testing lets Google measure incrementality with $5,000
Incrementality testing in Google Ads is suddenly within reach for far more advertisers than before. Google has lowered…
How to use Google’s Channel Performance report for PMax campaigns
For years, PPC advertisers have considered Performance Max (and Smart Shopping before it) to be a black box,…
The brand-to-links ratio revolution
We all know that backlinks are important. But as search engines become smarter, it’s important to look at…