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Google Boosts Web Design Trend with Enhanced Campaigns

It has been clear for some time that websites need to be adapted to fit different devices in this many screened world. Those who reacted to this trend early on and used responsive web design to automatically adapt their sites to display sizes can now sit back and watch the recent Google AdWords modifications. For the rest, it is now or never to act. (more…)

Following the Dynamic of Search Queries

User behavior is not a static value, it changes almost every day. Therefore, for well-managed AdWords campaigns with numerous carefully chosen keywords, relevant search queries can come to nothing, because at the time of the inquiry they were not considered in the keyword setup. With its new display format Dynamic Search Ads (DSA), Google makes it possible to find additional relevant search queries and to use them by placing an ad without having to book additional keywords. (more…)

Is the Individual Conversion Attribution Worthwhile for Every Advertiser?

Customer journey analysis and individual conversion attribution have already been discussed several times on twoqubes. While the former describes the path of a customer through different channels, from the first contact with a product up until the purchase, the latter is responsible for the allocation of conversions to different marketing channels. The combination of these two methods allows advertisers to better understand marketing results and to optimize the planning of future budget distribution. (more…)