Improve your paid-search management with oft-ignored metrics

02/29/2012 | SearchEngineWatch.com

Consider adding three typically underutilized metrics to your paid search reporting arsenal, writes Jason Tabeling. Google's Ad Group Impression Share measures impression volume, while the "top versus other" keyword metric can give you a handle on your ads display position. Device-level reporting helps marketers determine how they're doing on various platforms.

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