With the December holidays approaching, it’s more important than ever to have confidence in your eCommerce strategies. It is no secret that online shopping is the new normal, and with fewer people traveling for the holidays, some families are putting more under their trees due to travel restrictions. As marketers, it’s no secret that a strong holiday strategy is vital for Q4 … [Read more...] about Smart Shopping for the Holidays – A Test & Learn Approach
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The Ethical Implications Of PPC Advertising & How To Overcome Them
Earlier this year when Amazon, Apple, Facebook and Google attended an antitrust hearing, a ton of transparency concerns that were bubbling came to the surface. It was thought to be just a small part of a larger series of antitrust investigations, but with miscommunication and updates affecting the visibility of search terms, we’ve since questioned whether or not Google is … [Read more...] about The Ethical Implications Of PPC Advertising & How To Overcome Them
Taking a PPC holiday: how to take a break from your ads without disaster
Sometimes the world can be overwhelming – this year, in particular, has taught us all that. We recognise the need to take a step back from work, relax and readjust, and come back feeling refreshed. But if you run PPC campaigns single-handedly, how can you do that without everything you’ve worked hard for crashing down around you? I think you deserve a break, so here are my … [Read more...] about Taking a PPC holiday: how to take a break from your ads without disaster
4 Pillars of Paid Media Growth
Paid media is straightforward. “Growth,” however, is very dependent upon the role you play in paid media, so let’s start by defining who these four pillars are intended for and what I mean by “growth.” My paid media experience is 100% agency-based. Naturally, my experience shapes my viewpoint and definition of growth. From the agency perspective, growth equals managing … [Read more...] about 4 Pillars of Paid Media Growth
The Holiday Landscape for Travel: Make Every PPC Dollar Count
In May of 2020 I discussed the need to relaunch PPC for the travel industry and in September of this year I discussed how the industry has changed and how PPC strategy needs to pivot accordingly. As we enter the holiday season, the busiest travel time of the year pre-COVID, the travel industry continues to evolve - and struggle. More people are searching and in the end, more … [Read more...] about The Holiday Landscape for Travel: Make Every PPC Dollar Count
How to Best Leverage DSAs with Search Campaigns
Dynamic Search Ads, or DSAs, have been around for a while, but most advertisers are not utilizing them to their full potential. If you are managing or running a Google Ads account, you should definitely consider introducing a DSA campaign into the mix. Google’s DSAs are an easy way to quickly and efficiently scale traffic to your site while offering a glimpse into new keyword … [Read more...] about How to Best Leverage DSAs with Search Campaigns
Digital Marketing in a VUCA World: Is it Time to Emerge from Plato’s Cave?
Wow, there is so much you can learn from the data. So much you can do with digital marketing. We can track 70% of the user journey, can’t we? This is the average, indicated by leading digital marketers in our survey. But what about un-trackable offline actions? What about the data lost through privacy protection and ad blocking? And finally, what about data that is … [Read more...] about Digital Marketing in a VUCA World: Is it Time to Emerge from Plato’s Cave?
October 2020 Updates to Paid Media Platforms
In this monthly post, we bring you the latest from all of the major platforms. Google Ads What: Attribution updates on Google including Youtube and Data-Driven Measurement Details: Youtube has been added to Google Ads attribution reporting. Additionally, their data-driven attribution model is now available to more advertisers. Impact: Youtube’s addition to Google … [Read more...] about October 2020 Updates to Paid Media Platforms
A New Campaign Structure for eCommerce Brands
Imagine being an e-commerce brand, which has been able to generate awareness and acquire a significant amount of customers after being around for a good period of time. You probably realize at some point that whether it is in paid search or social ads, you could be advertising to people who would be buying from you anyways. This is the beginning of a conversation that can lead … [Read more...] about A New Campaign Structure for eCommerce Brands
5 Tips for Creating Accurate Projections
For whatever reason, marketers, particularly digital marketers, hate projections. When it comes to literally anything else, data is our bread and butter. So what is it about future performance that causes us such unease? Past performance is set in stone - it tells us cold, hard facts. From past performance data we can easily (or not so easily) determine next steps and … [Read more...] about 5 Tips for Creating Accurate Projections
How To Optimize Offline Conversion Tracking
Offline conversion tracking is a dream for B2B advertisers. It lets you take a whole chunk of data your automated bidding strategies were previously missing out on and optimize toward it. But if you’ve set up offline conversion tracking, and you’re not quite sure what to do next, here are some tips on how to optimize for the best lead quality. 1. Assign Value to Your … [Read more...] about How To Optimize Offline Conversion Tracking
How To Create State-of-the-Art Campaign Proposals
Chances are if you’re reading this post, you’re either an agency gal (or guy!) like myself, or you are tasked with presenting strategy and ad mockups to either your boss or clients. Diane Anselmo wrote a wonderful article, What Clients Want. In this article, she touched on the consultative approach. This, my friends, is what separates a good agency from an … [Read more...] about How To Create State-of-the-Art Campaign Proposals
