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Layers of Digital Advertising
Ad Position
Speaking with a client recently, I heard him think aloud how his ad spend relates to his average ad position. Comparing two campaigns, he noted that although he was spending more on one campaign, he was getting a better average position on the other. “I’m getting a lot more for my money over here,” he offered. Of course, all else equal, more money will afford you a better position. However, nothing about search engine marketing operates in a vacuum. In most explanations of metrics, you’ll hear me start with two reminders.- When you pay per click, there aren’t many ways to get more for your money changing what happened before the click. Look at which clicks are producing more afterward.
- If the goal is sales, any metric is only as important as its relationship to sales.
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