To compete in the right auctions with the most data and flexibility, what keyword match type does Smart Bidding need?

While searching for a place to eat, a tourist visiting Italy finds your restaurant, which is called Ristorante Abigaille in Florence, by performing each of these searches: “restaurant tuscany,” “restaurant florence,” “3 star restaurant florence,” and “3 star restaurant abigaille florence.” The customer clicks on your ads and makes a reservation. Using the data-driven attribution model, what keyword would receive credit for the conversion?

Because the first keyword was attributed with the conversion, it would receive 100% of the credit for the conversion. Because the conversion was attributed to each keyword equally, each keyword would share equal credit (i.e., 25% each) for the conversion. Because the last keyword was attributed with the conversion, it would receive 100% of the […]

To describe enhanced conversions for leads, what would you say?

You’d say it requires Google Click Identifier (GCLID) storage. You’d say it uses third-party data. You’d say it requires customer relationship management (CRM) system modification. You’d say it uses hashed, first-party data. The correct answer is: You’d say it uses hashed, first-party data.

If you’re a digital marketing consultant, how would you describe the Google tag to your new advertiser?

You’d describe it as a tag snippet for Google Shopping that’s needed for tracking. You’d describe it as a JavaScript framework, also known as gtag.js. You’d describe it as what will replace Tag Manager, which has less accurate data. You’d describe it as being used to deploy and modify both Google and third-party tags. The […]