Paid Ads & CRO
Should You Bid on Your Own Brand Name in Google Ads?
Brand campaigns look brilliant in reports, but are they incremental? Here is the research and a simple test to decide whether to bid on your brand.
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Analytics
Incrementality Testing: Prove Which Marketing Actually Works
Attribution tells you which ads were near a sale; incrementality testing tells you which ads caused it. Here is how lift tests work and how to run your first one.
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