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Mark Curtis

Blogs from this Author

Why Paid Search’s Last-Click Attribution Model is Dying

In recent years, Google’s been highly invested in educating advertisers on various attribution models, and making data sets readily available and easy to analyze. The old way of relying on last-click attribution was often problematic and limited. It essentially ignores early touch points that sow seeds for future conversion harvests, making it tough for marketers to optimize […]

New Year’s Resolutions: Paid Search Strategy in 2018

It’s time to rethink goals, objectives, strategies, and desires on both a personal and business level. In December we notice things that are off track (think waist lines and checking accounts). January is the time to fix it. For the paid search marketing team, there’s a lot to analyze after the crazy holiday season, but […]

Search Targeting – These Days, It’s Less About Search

Search targeting hasn’t been merely about keyword selection for quite a while. The continued evolution toward persona and intention targeting in recent years gives advertisers a new experience with unprecedented options. These days, search targeting has become more about figuring out who your customers are – where they go, what they research, their likes (and […]

Campaign Daily Budgets – An Ignorable Suggestion, Not a Limiter

Starting October 4th, Google is allowing themselves to spend up to twice the campaign daily budget on any particular day. Advertisers can’t opt out, either. The intention is “to help you reach your advertising goals, like clicks or conversions.” Google can now better accommodate the unexpected ups-and-downs of traffic on a day-to-day basis to help […]

Circumventing Apple’s New iOS Safari 11 Tracking Changes

Apple dropped a bomb on search engine marketing teams recently with the announcement of their Intelligent Tracking Prevention (ITP) for the iOS 11 update. Apple is changing how third-party cookies are now handled on mobile Safari, essentially disallowing third-party cookie targeting after just one day. This significantly (and negatively) affects the ability to target iOS […]

Google’s New “Smart Display” Campaigns: A Faster Way to Test

When it comes to testing display ads effectively, most advertisers simply don’t have the time and resources to keep up with it. To do it right, it requires multiple designs and different messages for each audience. When you multiply each of those factors by 5-10 different ad sizes, the challenge becomes obvious. Google’s new “Smart […]