10 ways AI changed the world in 2019
Some great ways AI changed the world in 2019 including finding human trafficking victims, tracking great white sharks and writing the new Harry Potter book!
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Post archives for Henry Carless
Henry Carless joined Vertical Leap in 2012 as a PPC Campaign Delivery Manager. With over ten years’ experience in digital marketing, Henry has extensive knowledge of PPC strategy & delivery. Henry specialises in data science, using machine learning and data visualisation techniques to gain new insight into digital marketing performance. In his spare time he enjoys playing softball, travelling, and drone photography.
Smarter AdWords bidding with automatic bid adjustments
This is a case study about how our data scientists are writing automation scripts to free our PPC specialists from hours of manual work, enabling them to focus much more on strategic and creative tasks.
The marketer’s three minute guide to data visualisation
Conventional data visualisation methods such as pie charts or bar charts are great to visualise a quick stat or two but when you are dealing with larger amounts of scattered data, you need a bolder solution.
Are you measuring PPC non-brand conversions wrong?
When you set up goals in Google Analytics, the default attribution model is Last Non-Direct Click. This could not be telling the whole story for your PPC.
Why analytics is nothing without data visualisation
It is easy to overlook the importance of data visualisation. Data on its own is pretty useless until you format it in a way that reveals actionable insights
Fixed fee PPC vs percentage of spend – which is best?
When looking for an agency to manage your PPC advertising, there are lots of different factors you need to take into account – one of which is how you will be charged. Should you opt for fixed fee or percentage of spend? In this article, we explain the difference between the two and why we choose […]
Black Friday Countdown #3: eCommerce Adwords 8 golden rules
When it comes to Google Ads advertising, business owners want to know whether or not their campaigns are effective. There’s more to this than meets the eye, though. In fact, there are eight golden rules for discovering whether your Google Ads campaign is effective. The two most common answers to the question of campaign efficiency […]
3 must-know keyword sources for your PPC campaigns
In this article, we discuss three really useful sources that you might not be aware of that provide keyword and search term data.
Split test the smart way: mitigate cognitive bias through confidence testing
A cognitive bias is a common tendency to process information by filtering it through one’s own likes, dislikes, and experiences. In this article I will explain how cognitive biases affect our ability to judge the results of a split test, and show you an easy way to avoid making incorrect decisions based on misleading data. Why […]