Understanding PPC Attribution Models: Events That Drive User Actions

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Pay-Per-Click (PPC) advertising, a critical component of paid search ads, is a cornerstone strategy for online business. PPC represents a model of internet marketing in which advertisers pay a small fee each time one of their ads receives a click. It’s a way of buying visits to a website, an alternative to encouraging visits organically. Unlocking the […]

The Comprehensive Guide to the Benefits of Paid Search Advertising

A person intending to search for a product on Google.

With the relentless competition for attention and visibility (in parallel with the rapid evolution of online platforms), businesses and marketers have witnessed the meteoric rise of paid search advertising as a pivotal, indeed crucial, strategy. From the nascent and formative days of employing simple banner ads to sophisticated programmatic ad buying used today, the digital […]

Low-Hanging Fruit: The Power of Branded PPC Bidding Strategies

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Pay-per-click (PPC) advertising (e.g., Google Ads) is a powerful marketing tool businesses can utilize to reach their target audience and generate leads. One of the key components of any PPC campaign is the use of branded terms, which refer to keywords that include the name of your company, product, or services. Bidding on branded terms […]

Who Owns Your Google Ads Data?

As a customer-centric marketing agency, Ad Science Lab has had to rebuild clients’ accounts. This happens when the previous agency has refused to release a Google Ads account. Essentially, this means that most of the resources (e.g., time and money) spent on building account history, quality score, and insights are gone. And you have to […]