Understanding Tracking Mechanisms In the realm of online browsing, tracking mechanisms play a pivotal role in understanding user behaviour. Upon entering a website, users are often prompted to accept cookies. These cookies, small pieces of code, are deposited into our browsers, facilitating tracking processes. They serve as conduits, ferrying our...

In the realm of online advertising, a critical concept to grasp is that of the conversion window. This window represents the duration following an interaction with an ad during which a conversion, such as a purchase or sign-up, is attributed to that specific ad interaction. Essentially, it's the timeframe within...

Let's start with the basics: What is a URL? A URL, or Uniform Resource Locator, is the address used to find web pages, files, images, and other online resources. Now, let's take a look at how a typical website's URL is structured. I'll use Paid Media Varsity's website as an...

An attribution model is a methodology used to determine how credit for sales or conversions is assigned to various touch points within the conversion path. It aids in understanding which interactions along the user journey have influenced the ultimate purchase decision. Attribution models are applied after a conversion occurs to...

In the dynamic world of online advertising, businesses strive not only to attract potential customers but also to understand their behavior on their websites. Conversion tracking in Google Ads emerges as a pivotal tool, offering invaluable insights that can reshape and optimize paid search strategies.   Understanding The Metrics Before...

Understanding the metrics that drive the success of Google Ads campaigns is pivotal for advertisers aiming to optimize their strategies. Each metric, from impressions to ROAS and CPA, holds a unique significance in evaluating campaign performance. These metrics not only gauge effectiveness but also guide decisions in maximizing returns and...

The probability of conversion is higher with paid search advertising. When users actively search for something, they're more likely to engage and convert when they encounter relevant ads.   Understanding Paid Search: Paid search, often referred to as PPC (Pay-Per-Click), is a digital marketing approach where advertisers display ads on...

What's A Search Engine? Think of a search engine like a huge library filled with information from the internet. When you search for something online by typing a word or question, the search engine uses special algorithms to find and show you the best answers. For example, if you type...

Digital Marketing refers to the strategic use of online channels and digital technologies to promote brands, products, or services to reach and engage with potential customers. It's a dynamic field that utilizes various digital platforms and tools to connect businesses with their audience.   Evolution Of Advertising: A Journey from...

In the ever-shifting terrain of digital marketing, navigating the terrain of "paid media" is akin to embarking on an odyssey. It's not just about ads and budgets; it's a strategic dance across platforms, algorithms, and audience behavior. Join us as we uncover the veiled intricacies of paid media, unlocking its...