The Search Engine Land contributor Ginny Marvin has shared some expert testing tips for the PPC accounts based on a discussion between Amalia Fowler and Aaron Levy at SMX East.Marvin says, “In a session at SMX East on testing in paid search accounts, speakers Amalia Fowler, account director at Snaptech Marketing, and Aaron Levy, director of paid search at Elite SEM, approached the topic from two polar perspectives: low volume accounts and enterprise-scale accounts. The juxtaposition made for engaging discussion.Amalia Fowler on testing in low volume accountsIn discussing testing risks... [...]

Search Engine Land columnist Ginny Marvin has summarized important trends and changes that occurred in the year 2017.Marvin says, “The first half of 2017 saw the final sunsetting of AdWords Converted Clicks and the introduction of Google Attribution, the biggest product release announced at Google Marketing Next. Search marketers have had access to some attribution data in AdWords and Analytics, but Attribution pulls in more multichannel conversion data and feeds back into AdWords for bidding strategies. Read more on what Attribution means for search marketers.Google also added Maximize... [...]