Beyond the Limits of Optimization

Written in 2017 for Universal Analytics. Kept online as published — the screenshots are historical, the concepts still apply. For current Google Analytics 4 training see the Google Ads Course.

Here are a few resources that kept me thinking last week:

Optimized the Hell Out of Your Client’s AdWords Account? Don’t Drive More Traffic, Do This Instead - very inspiring post by @phoenixorflame via @unbounce.

What is the half-life of your agency resources? by @jeffalytics - How the “big 4” accounting firms operate their business, compared to the agency world. There are actually more similarities than you might imagine.

6 Questions You Need To Ask If Your PPC Campaign Fails by @aniccadigital - If your PPC campaigns were unsuccessful in the past, not all is lost. These campaigns can still be extremely valuable to your business.

Reviews & other UGC more influential for consumers than search engines & ads - Study by @gsterling via @sengineland