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Review of Case Materials
Reviews records, documents, testimony, data, and other relevant materials and consults with counsel regarding technical issues related to the matter.
Provide Expert Analysis
Applies specialized knowledge and experience to evaluate the technical or professional issues involved.
Form Expert Opinions
Develops independent, supportable opinions based on the available evidence and relevant standards.
Prepare Expert Reports
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Google Ads change history can document changes made to campaigns and ad groups, such as budget adjustments, keyword edits, or other account modifications. Those records can be compared with impressions, clicks, conversions, cost, and other performance data to establish when a setting changed and whether campaign results shifted around the same period.
Keyword advertising can involve the terms selected by an advertiser, keyword match settings, bids, search terms that triggered advertisements, negative keywords, and resulting campaign activity. An expert can compare these records to determine how particular searches became associated with an advertisement and how keyword configuration affected delivery.
The analysis can include conversion settings, campaign reports, click data, account configurations, tracking records, attribution settings, and changes made during the relevant period. Those records can help determine how reported conversions were generated and whether differences in tracking configuration affected the numbers relied upon by the parties.
An affiliate may use Google Ads to direct users toward an advertiser, merchant, or intermediary website. In that situation, Google Ads records can help establish which campaigns, keywords, advertisements, and traffic sources were involved. Questions about the broader affiliate relationship, commission structure, affiliate program terms, or marketing practices may extend beyond Google Ads expertise.
Google Ads concerns paid advertising, including campaigns, keywords, bids, budgets, targeting, advertisements, clicks, conversions, and account settings. Search Engine Optimization focuses on improving or assessing unpaid search visibility and organic search performance. Both may involve search terms, but the mechanisms and records being analyzed are different.
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Advertising
Prepares clear, well-supported expert reports outlining methodology, analysis, findings, and opinions.
Provide Deposition Testimony
Explains findings and opinions under oath and responds to questioning during deposition testimony.
Testify in Court
Presents specialized findings and opinions clearly to judges, juries, arbitrators, or other decision-makers.
