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Google has updated its Bid Simulator application with the addition of the new Estimated Top Impressions metric.
The Bid Simulator service allows users of pay per click management services to analyse how different keyword-level bids have affected advertising results.
Google’s new addition to the offering will show users the number of times a commercial has appeared in search results over the past week and reveal how this could have been changed by using different keyword bids.
Nathania Lozada, a member of the Inside AdWords team, said: “Whether you carefully manage a handful of valuable keywords or simply want users to see your ad as often as possible, Estimated Top Impressions can be a useful metric.”
Last month, Google also announced a change to its Analytics service.
It has introduced a new Status Dashboard that will keep users updated of any problems that are occurring with the system to provide them with additional transparency.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.