The useful bits
- Inform a bounded match-type experiment.
- Separate volume, efficiency and business type when interpreting results.
Why this belongs in your reading list
Compares match-type performance across brand, non-brand and account segments. Inform a bounded match-type experiment.
Bring it into your next review
Separate volume, efficiency and business type when interpreting results. Read the original guide for its full explanation and examples. Choose one relevant action, record what you expect to learn and revisit it with the team.
Read the evidence in context
Non-random vendor customer sample. Revenue tracking is an imperfect ecommerce/lead-gen classification.
Keep learning
What would you add?
Bring your experience to the conversation. The next useful perspective could be yours.
Talk with the collective
