Back in 1986, Optimus Prime, the primary hero of the Autobots, was actually killed off in the Transformers movie. He was killed because merchandise manufacturer Hasbro needed to make way for new, more expensive toys.<\/p>\n\n\n\n
I saw the movie in the theater with my brother. I had to console him for days. There was no one to console me.\u00a0<\/p>\n\n\n\n
Eventually, Optimus Prime was resurrected due to Hasbro underestimating the backlash of his death.<\/p>\n\n\n\n
Me and my brother, we could sleep again.<\/p>\n\n\n\n
Sort of the same thing happened to one of my clients recently.<\/p>\n\n\n\n
They paused a high-volume keyword with low conversion rates, to spend more budget on better-performing keywords.<\/p>\n\n\n\n
Performance tanked.<\/p>\n\n\n\n
It turned out they were using last-click attribution and did not take assisted conversions into account when pausing the keyword. The client underestimated the amount of demand that was being generated by this top-of-funnel keyword.<\/p>\n\n\n\n
The moral of the story: always, always, always take assisted conversion value into account when judging the value of top-of-funnel keywords.<\/p>\n\n\n\n
ACTION: Why not check the assisted conversion value for your top keywords today?<\/p>\n\n\n\n
– Nils<\/p>\n","protected":false},"excerpt":{"rendered":"