14 May '18, 3pm

Improve paid search lead-gen with cohort analysis

When reporting paid search results, business to business (B2B) marketers often field a few recurring questions from stakeholders, clients, or internal teams: “Why am I seeing an influx of search clicks and leads, but no opportunities or closes?” “We spent $15K extra in search this month, so where are the results?” “How does search contribute to retention?” These are important questions because they are top of mind for stakeholders. However, the ability to strategically and correctly answer these questions about search campaign effectiveness over time requires both deep reporting capabilities and a strong grasp of your organization’s attribution model. Many search pros are proficient in only one of these areas, often painting half of the paid search picture. The resulting gaps in measurement, analysis, optimization and how marketing dollars are spent leave stakeholders less...

Full article: https://searchengineland.com/improve-paid-search-lead-gen...

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