Coaxing smarter paid search bidding decisions out of sparse conversion data

Columnist Mark Ballard explains how we can use statistics to supplement our conversion data and intuition when deciding on keyword-level bids in AdWords.

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From http://feeds.marketingland.com/~r/mktingland/~3/3GGkyvhIebo/coaxing-smarter-paid-search-bidding-decisions-sparse-conversion-data-197836

source https://jessicaevieblog.wordpress.com/2016/11/15/coaxing-smarter-paid-search-bidding-decisions-out-of-sparse-conversion-data/