12 Jul '18, 7am

PPC's #fakenews: 9 ways bad numbers might look good

Mixing brand and non-brand in reporting. I’ve previously mentioned the sometimes-complex relationship between digital marketing and other marketing channels . Because finance dictates the budget, PPC managers may choose to impress them by engineering overly positive performances. Mixing brand and non-brand terms is a good example of this. Generic queries don’t perform as well as their branded counterparts and drive fewer conversions as a result. But they constitute most of the budget. Reporting a blend of both offers an easy (but flawed) “way out.” Blending different markets together. When it’s results time, it might be that different markets vary within the same region. Beware of lazy reporting, bundling everything into one. The blended market makes things look good… at the cost of the true picture. Adding a high share of existing customers. Mature businesses boast plenty...

Full article: https://searchengineland.com/ppcs-fakenews-9-ways-bad-num...

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