Adding Science to Your SEM Tests, Part 2 – Selecting a ‘Control’ [Video]

By Sam Wilcke July 30th, 2012

When testing a change to your SEM campaign, how do you determine if performance changes are due to the change you made and not other factors? In Part 2 of this two part series, Sam Wilcke, PhD and Director of Analytics at Marin, talks through how to select an appropriate control group.

To see Part 1 of this series, click here.