MarketingSherpa shares one of WebMetro's case studies about proper search marketing attribution. The case study shows how an advertiser, with WebMetro's online marketing technology DSMM Advantage™ and paid search management, lowered cost-per-acquisition by over 25% while increasing sales by more than 15%. 

Although the last click before a conversion is the metric most search marketers use for attribution, it’s often just as important to understand the preliminary keywords that assist that final click.

Read how a marketer uncovered the non-branded and long-tail keywords that assisted their search conversions. By attributing revenue to these preliminary searches, they’ve optimized their keyword bidding strategy and reduced cost-per-acquisition 25.6% while increasing sales...

Read the full case study including the 5 tips from MarketingSherpa.

Source: MarketingSherpa