Synopsis — Search marketers need to know when to act if they want to succeed in the online marketing world. But it can be difficult to always make the right call and the wrong decision can jeopardize campaign performance. When do you suspend a campaign due to poor performance? When does a keyword receive enough clicks for you to be able to accurately predict its ultimate performance?
In the article, “Making Optimization Significant: The Role of Statistical Analysis,” Paul Benson, Mark Casali, and Dessislava Pachamanova provide insight into how search marketers can and should make campaign-advancing moves. With their combined experience and knowledge, these experts share advice and statistical tools that can profoundly impact everyday optimization strategies to help you gain efficiencies and increase revenue.
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