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 […]
Optimize Keywords With Top Vs Side Report
An ad that is shown in the top position usually has a much higher click through rate than an ad shown on the side. If you could get your highest performing keywords in the top position more often it can pay big dividends in volume and revenue. How do you identify those keywords that aren’t […]
PPC Diminishing Returns
Paid search is subject to the law of diminishing marginal returns where the last dollar spent has a lower ROI than the first dollar spent because the most cost-effective keywords are always purchased first. There are two constraints at work here: budget and search volume. With a limited budget you will bid on the highest […]
In Between Brand Advertising and Direct Response Advertising
There have been two main points of view with marketing a new product: Elevate The Brand vs. Sell The Product or Go To Market vs. Go To Customer. Elevating the brand is the sexy side of marketing. These are TV commercials, YouTube homepage takeovers and big interactive social engagement plays. All of these initiatives are […]
Online Marketing Growing Pains
For years direct response marketing online via paid search, seo, email, affiliate and comparison shopping engines have been very efficient and predictable. But we are currently in a transitional time for online marketing where these modes of advertising are not as efficient or predictable as they used to be. There are two changes that are […]
Balancing Paid Search Volume And Profit
Quality Score, CTR, conversion rate, – all are a means to an end. The end for all paid search is profit. If you know what your costs of good sold is and what your cost per conversion is, then add them together minus your revenue and you can determine what your profit is. The trick […]
Online Marketing Attribution Is Not Getting Easier
“Only half of advertising works, but the trouble is knowing which half.†Online marketing has long been heralded as the cure for knowing which half is wasted because it’s so much more trackable. But I don’t think the problem of accurately attributing marketing spend to increased revenue will ever be fully solved. People use more […]
Same Keyword Sales
Retail stores have an important metric called “same store sales†which measures the percentage of change in revenue for stores that have been open for more than a year. This statistic allows you to determine what portion of new sales have come from sales growth and what portion from the opening of new stores. Although […]
Self-Obsessed Social Media Marketing
Is anyone else ever annoyed with these self-obsessive tendencies of brands on social media: retweeting every positive mention about themselves, uploading every product image on their site to Pinterest and Instagram and posting nothing but product updates to Facebook? There is more to social media than trying to remind people that you exist. Instead of […]
Self Expression Through Curation
People are already loyal to the purposes they believe in; when a company’s purpose aligns with ours they give us a way to manifest our purpose. They give us an emblem or symbol for telling the world who we are and what we believe in. Now that everyone is a publisher of content via Facebook, […]