In Google Analytics under Audience > Behavior > Frequency & Recency you can find the count of visits report. Add the Built-In segment Visits with Transactions. This way you can see how many visits it takes for people to purchase. Compare year over year count of visits for purchasers. There is a good chance the […]
Algorithm Fatigue
An algorithm is a set of instructions and multivariate calculations that learn and adapt over time. The premise for using algorithms for digital advertising are enticing because an algorithm can take in bigger data sets than any person could analyze on their own and make smart decisions based on the instructions it is given. An […]
Arbitrage In Real Time DSP Display Advertising
Demand Side Platforms (DSPs) enable you to bid for individual ad impressions in real-time auctions across multiple ad exchanges. Instead of buying impressions in bulk from hand picked sites, you can use behavioral targeting data collected from cookies and data exchanges that determine the value of the impression and place a bid accordingly. This allows […]
For Online Display Ads: Who Is More Important Than Where
When you see a completely irrelevant ad on TV you have to excuse the advertiser to a degree. They don’t know any better. They don’t know who is watching and whether or not you may be interested in their product. They are trying to reach their target audience with what limited data they have available […]
Exploiting Frequency Capping In Remarketing Ads
In AdWords Campaign Settings is the option to set frequency capping. You can set an impression cap per user per day, week or month, and on the campaign, ad group or ad level. This is particularly useful under display remarketing campaigns because it allows you to limit the amount of impressions a visitor sees in […]
Online Display Remarketing Planner
There are quite a few metrics to consider when planning a display remarketing campaign. In the Display Remarketing Planner (download below) I put together all of the relevant metrics that need to be considered when setting up and planning a successful remarketing campaign. The bold boxes in the top row are the ones you need […]
Quantifying Display Ads Success
Display advertising, or advertising with text ads on Google’s content network, brings with it a different mind set than paid search. Display doesn’t work very well for direct response but that doesn’t mean that it isn’t useful for something. What are some more ways to quantify the success of display ads besides conversions (which typically […]