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It pays to go beyond the last word when advertising using Google AdWords

(Institute for Operations Research and the Management Sciences) A forthcoming article in the INFORMS journal Marketing Science compares advertising strategies based on last touch and first touch keyword effectiveness metrics and finds that while the return on investment of a last touch strategy is 5 percent more than a first touch strategy, a strategy based on weighting the two metrics improves ROI by another 5 percent.
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