Video content has been taking the internet by storm. In Q3 of 2020, almost 30% of online viewers were spending over ten hours a week consuming video content. Videos can captivate audiences and deliver a message in a way that static content just can’t. When Instagram launched IGTV as their answer to YouTube, allowing users
As a small or medium business owner, we know that your marketing budget is precious. Understanding how to best allocate your ad spend to get the most out of your ads can be one of the most intimidating aspects of digital marketing and pay-per-click advertising. Every business owner and entrepreneur wants to create the best
The world of OTT is so close to us and yet so far away. On the one hand, we are VERY familiar with Netflix and YouTube, and we either have or know someone with a smart TV or a Roku. But on the other hand, we (or at least most of us) have no idea
When a user is on Google and searches for “athletic shoes,” companies like Nike and Skechers probably want their ads to continuously show up for those users online because they’re currently in the market for a product they sell. But how could they do that when the user isn’t searching for them and perhaps doesn’t
I used to run an ecommerce company that spent $40k monthly with Google and Microsoft Ads – primarily on search. And while I ran test after test to get prospecting-focused display ads to drive sales, it was all to no avail. Fast-forward to now (nearly a decade later) and display targeting and ad unit capabilities
With the whirlwind of changes to the marketing ecosystem this past year, many of us have had to revisit what’s realistic in terms of our advertising ROI. And while there are many PPC metrics that impact ROI, today I want to zoom in on cost per click (CPC). So, using the most most recent data available,
Click fraud is a malicious activity of repetitively clicking on an advertisement being hosted on a website, either to induce revenue for the host of the site or to drain the advertiser’s funds. Click fraud is widely experienced amongst the group of users who are doing PPC marketing. Many digital marketers now emphasize more on
Paid media is a great way to supplement your inbound marketing efforts. Whether you’re in the beginning phases of your strategy or you’ve been executing a plan for some time, paid media can help you generate qualified leads quickly for your organization. Once you’ve determined that paid media is the proper marketing tactic to help
Privacy changes such as Apple’s downgrade of its mobile ID, the IDFA, and Google’s imminent elimination of third-party cookies are forcing advertisers to consider alternatives to personalized, one-to-one behavioral ads. That’s because individual user data is getting harder to collect, forcing advertisers to target customers based on media context, household data, and interests tied to
Before we dig into low-cost paid advertising strategies, let’s take a minute to go over one of the key components of effective marketing: storytelling. You already know that storytelling can increase the efficacy of your organic marketing efforts. Storytelling helps you build brand awareness by letting your audience get to know and connect with the
As a demand generation marketer for most of my career, I get excited about the ROI that bottom-of-funnel tactics provide. Targeting the highest-of-purchase-intent keywords and audiences is bound to produce good results assuming your pre- and post-click experience is optimized. But what happens when you’ve exhausted all demand and maximized your share of voice, hitting
The digital ad industry is now living in the future we’ve been warned about for years — or one facet of that future, at least. We’re effectively living in a post-third-party-cookie world. But it’s not the end for retail marketing. What is ending is much of what we’ve known about targeting and measuring campaigns on