Category: Advertising

How to Determine Your Paid Media Budget

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

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Household Targeting Emerges as Alternative to Individualized Behavioral Ads

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

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Low-Cost Social Ad Strategies That Convert

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

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5 Best Google Ads Alternatives to Diversify & Grow

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

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Retailers, It’s Closing Time for Open Web Advertising

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

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Hulu Introduces New Ad Tool for SMBs: What Marketers Need to Know

Hulu gave us “The Handmaid’s Tale,” then gave us “Little Fires Everywhere.” So, personally, I don’t need another reason to love the streaming platform. But if I had a small business, I would have just gotten one. In July 2020, Hulu announced Hulu Ad Manager, a self-service advertising platform designed for smaller advertisers with limited

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Facebook Ads vs. Google Ads: Which is Better for Your Brand?

Facebook Ads is an advertising platform used for paid social campaigns on Facebook while Google Ads run search and display ads. While they both run pay-per-click (PPC) ads, they do so on separate channels and often target users at different stages in the buyer’s journey. These platforms are often pitted against each other but in

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What is PPC Advertising and How Effective is It?

How far we’ve come from billboards, flyers, and door-to-door selling. The entire agenda from the very beginning was to grab the target audience’s attention, but with the advancement in technology, convenience was bestowed upon the world like never before. Where am I going with all this? Just leading to one of the most popular ways

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5 Ways Apple iOS 14 Will Affect Your Facebook Ads (and How to Prepare)

It’s official. It’s happening. And it will affect how we use Facebook ads. Apple’s three new app policies are expected to take full effect soon. Well, nothing to be surprised about here. The digital ads ecosystem is very dynamic and keeps changing. Whether it’s new government regulations or tech company policies, changes have occurred in

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7 Powerful Benefits of Using PPC Advertising

No two ad platforms are exactly alike. Deciding where to invest in advertising can depend on several factors, such as: Platform user base. Volume for ad serving. Creative opportunities. Advertiser budget. This allows advertisers to gain massive reach to potential customers across audiences and online behaviors. So which PPC ad platform is right for your business? Read

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