Wenograd, who’ll also be speaking at the SEJ eSummit on June 2, discusses how to incorporate and understand paid advertising beyond the conversion.
Susan Wenograd (SW): Because we all started pretty much with paid search, and that’s such a bottom of funnel tactic, we’ve just been conditioned to evaluate everything that way.
I think a lot of advertisers forget that the competition thing is a lot more obvious in paid search.
ADVERTISEMENT CONTINUE READING BELOWBut with paid, because everyone was so conditioned to looking at the data and saying, “OK.
It’s just that paid search and especially a lot of the paid search I’ve been involved with lately hasn’t been about a conversion.

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