Offline Sales with Digital Marketing

Matt Lawson, Director at Google for Performance Ads Marketing, wrote a blog post in May 2014 about a new idea at Google. He also included a Google document on profit-centric marketing. The links at Google are: The Profit-Driven Marketer: Setting a New Standard for...

eBay Research on PPC

An eBay research study Consumer Heterogenity and Paid Search Effectiveness, by Thomas Blake, Chris Nosko, and Steven Tadelis (2013, bit.ly/10E5mDU) looks at the effect of PPC. My summary of the research: PPC does not increase sales to people who already know the...