By Aaron Dicks

Compared with paid search ads, there are so many more placements and impressions available across the various types of display inventory out there. However, for many marketers, the fear of immeasurable or delayed results mean ad budgets continue to be invested into paid search despite the squeeze on margins.

It’s true that attribution modelling and the differences in platform reporting can be a minefield, however with a fair and tested measurement plan, it’s possible to understand the causal impact broader, ‘top-of-funnel’ activity can have on results.

The AIDA model

Paid search is by its very nature assisting with sales at Read full story ›

Source: The Drum