PPC allows you to easily split test ads. Better ad copy is a big competitive advantage. Google rewards people who write better ad copy with higher positions (more often) and a lower CPC. However, the ease of split testing can lead many people astray, leading them to pause the better ad and use the under-performing ad. We all intend to move the needle forward, but sometimes we inadvertently push the needle the wrong way. Here are five things to be aware of while testing. Mistake one: Pausing an ad within the first couple days...
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"It was 24 months ago that Facebook was the social darling and Google was search marketing, right? Google was the quintessential paid media and Facebook was the quintessential earned media," says Shawn Burns, worldwide head of digital marketing for SAP. "Now, Facebook's all paid and Google's social. How do you make media investment decisions in that environment if you're not doing high-end analytics to contribute to attribution modeling?"
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