Tag Archives: sparse

Coaxing smarter paid search bidding decisions out of sparse conversion data

Columnist Mark Ballard explains how we can use statistics to supplement our conversion data and intuition when deciding on keyword-level bids in AdWords. Mark Ballard on November 14, 2016   Paid search is an industry that’s grounded in data and statistics, but one that requires practitioners who can exercise a healthy dose of common sense … Continue reading Coaxing smarter paid search bidding decisions out of sparse conversion data