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Month: December 2023
Google Ads campaigns on your own brand — is it worth it?
Google Ads advertisers commonly use keywords related to their own brand (brand campaigns). Opinions on whether it makes…
How big should an online campaign budget be?
This article walks through a number of economic aspects of planning marketing budgets. Among other things, you will…
Case study – Mobile App Fraud
One of the most “dynamically growing” areas of dishonest publishers’ activity is manipulation aimed at advertisers in mobile…
Discount coupons – a great promotion or manipulation?
Websites offering online discount codes, also known as discount coupons (vouchers), are popping up like mushrooms, and e-commerce…
Ad fraud – scams in performance marketing
Online fraud is usually associated with stealing credit card data, phishing for social media passwords and spam from…
Multi-touch models — Attribution modeling (part 8)
Assigning all of the conversion credit to a single interaction is a far-reaching simplification. Many interactions can appear…
The data-driven attribution model — Attribution modeling (part 9)
Google offers an algorithmic attribution model (data-driven attribution) in Google Ads and Analytics, as well as in Campaign…
The Shapley value — Attribution modeling (part 10)
Attribution analysis makes use of mathematical models, which form the basis of algorithmic modeling. One of the concepts…
