Managing Expectations When Things Go Wrong

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Every business deals with customers and customers are people. They’re emotional, sometimes irrational and always unpredictable. Therefore, it’s only a matter of time before something goes wrong. I had an experience recently that illustrated how this can happen to anyone. Even Google Screws Up Google AdWords is the advertising arm of Google and generates a

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Conversion Tracking Has Come to LinkedIn!

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B2B advertisers rejoice! LinkedIn is rolling out conversion tracking and I’ve just found my first account with it. You know what that means: Screenshots. Lots of screenshots. To get started, you’ll be able to tell if your account has conversion tracking enabled on the campaigns page. Just below the performance graph, the choices above the

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Introduction to UTM Parameters for PPC

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UTM parameters, or UTM codes as they’re often called, are simple snippets attached to a URL in order to send tracking information to Google Analytics. This tracking information can be used to report on all forms of your PPC efforts, as well as for other marketing campaigns, such as email promotions. If you’re new to PPC and aren’t

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