How Do I Know Advertising Works?

An age old question. And there is no standard answer. Although I did come across this, which at the very least, validates my long held belief.

“I know from my own experience that with all the time we spend on the analytical aspects of our campaigns like quality scores, click-though rates, cost per click, and match types, it is very easy to lose sight of this simple truth: what your ads communicate is much more important than the metrics you use to track them.”

–– Mark Van England in SEARCH ENGINE LAND