Marketing - Bruun's blog

Marketing foundational layer

How Much to Bid CPC Adwords
Why You Shouldn’t Use Budgets in Adwords
[POST ABOUT PAYING HIGHER CPC! Link in Marketing launch strategies)
Stokes: Pay-Per-Click Advertising (if you cannot find this, Marshal and Todd: Ultimate Guide to Google Adwords can work as well)
Google AdWords Blog – this is a great source if you want to be up to date generally speaking. They won’t serve you the secrets, but it’s a great place to get updates
Check and Understand Quality Score – Google’s own page explaining the dynamics and how QS works
4 Reasons You Should Start Obsessing About AdWords Quality Score (Search Engine Watch) – Explains all the implications of QS changes on a very high level (skip this one, if you are experienced)
Google AdWords Keyword Match Types and Negatives – The Ultimate Guide (Search Engine Watch)
Web Analytics tips #19: Identify Website Goal [Economic] Value (Occam’s Razor) – Read this to understand Economic value in the context of lifetime value and subsequently value attribution (multi-touch, etc.)
Beginner’s guide to Web Data Analysis: Ten Steps To Love & Success (Occam’s Razor)
Web Analytics 101: Definitions: Goals, Metrics, KPIs, Dimensions, Targets (Occam’s Razor)
11 Digital Marketing “Crimes Against Humanity” (Occam’s Razor)

Kaushik: Web Analytics 2.0. If you are new to web analytics, then don’t read all of it straight away. Read the following now and the rest when you have been working a bit:
- Chapters 1, 3, 4 (Get the general idea, but dont think so much about exactly what numbers they look at. Skim p.94-126 as you will need a more profound understanding than what this gives you), 5, 7, 10-12 (chapter 12 is very good for linking online to offline initiatives)
The Landing Page Optimization Guide You Wish You’ve Always Had (ConversionXL)
Multi-channel attribution: Definitions, Models and Reality Check (Occam’s Razor)
Dear Avinash: Attribution Modelling, Org. Culture, Deeper analysis +++ (Occam’s Razor)
The Lean Analytics Cycle: Metrics > Hypothesis > Experiment > Act (Occam’s Razor)