eMarketer research predicts that U.S. advertisers will spend 11 percent more on paid search in 2017. Although this is the first year that display spending will surpass paid search, it is still neck and neck with display as one on the top budget line items for marketers, with $32.32 billion expected in 2017. With that much going into paid search, advertisers need to make sure their campaigns don’t get caught in any number of trip wires, thereby losing their campaigns’ effectiveness.
We’ve compiled the top three pitfalls of implementing campaigns in Google AdWords. Avoiding these will ensure you are getting the most effectiveness out of your campaigns.
Continue reading “Avoiding The Pitfalls Of A Basic Paid Search Campaign” »
What do a buffet and a web analytics platform have in common?
Both offer such vast abundance that they can leave you feeling sick when you don’t strategically navigate through the options. You can easily overindulge in one item, leaving a much more desirable option on the table at the end of the meal.
Continue reading “All You Can Eat Analytics” »
I have to come clean. I like watching South Park.
There, I said it!
Prior to this season, South Park has been purely one of my comedic reprieves for frustrations in current events, culture and politics. However, this season (Season 19) took on digital advertising and ad blocking, topics very near and dear to me.
Ultimately, the user experience is the primary reason for utilizing ad blockers to stop interruptive ads and improve site performance, according to research by Teads presented by AdWeek. Sites that have mass amounts of clutter, interstitials, click-baits, no clear distinctions between editorial and advertising, etc. ruin the experience for everyone. No longer can you peruse sites without being forced into a slideshow about the top beach resorts or the secret foods that will help you lose 10 pounds in 10 days. I get it! I totally get it! It is annoying.
However, ad blockers can act as a wall to block all tracking links, including Google Analytics tracking, social media buttons, content marketing and ecommerce functionality that would otherwise improve my experiences on the sites I frequent. And that’s the rub.
Continue reading “Ridding the World of Ads: A Lesson from South Park” »
The digital media world is ever-evolving; and sometimes we as marketers feel like we’re clamoring to keep up with the latest tools and technologies. The current discussions around programmatic media and theories about how it will alter the media landscape are hot topics. We’re on an epic journey down the yellow brick road, but what’s behind that great green curtain of Oz (or in this case, programmatic media)?
In a recent study by eConsultancy, 62 percent of marketers are using programmatic buying for brand objectives with an expectation to increase over the next two years. It seems that programmatic is quickly becoming the norm for digital media buying in display, mobile, video and sometimes TV.
Arming ourselves with the Lion’s courage, the Tin Man’s heart and the Scarecrow’s brain Continue reading “Pay No Attention to That man Behind the Curtain! Uncovering the Mysteries of Programmatic Advertising” »
Big data is everywhere in business, and digital paid media is no exception to the trend. Tracking tools and systems capture everything, from initial product exploration to sales revenue (and all touch-points in between), associated with digital media placements and marketing dollars. But is there value in looking beyond what data has to offer to where
intangible measures can take over?
It is easy to overlook that data is only a tool that is as good as the context that we create out of the numbers. Susan Etlinger says in her TED talk, “Data doesn’t create meaning, we do.” Evaluating the return on investment (ROI) of paid media purely from data and metrics is as crippling to its success as isolating its performance to that of a single metric, like click-through rates. While a click-through rate can tell you about the persuasiveness of the messaging in a banner, it tells you very little else without also considering other metrics. So why then do media budgets and strategy rely so heavily on a few tangible measures of success?
Maybe it’s because the tangibles are clear and definitive, while the intangibles require a leap of faith in aspects that are not directly credited to paid media alone. Paid media is part of a larger marketing mix that, when balanced, leverages all other channels to achieve far greater results than a single channel can produce alone.
Intangibles that can affect the performance of a paid media program can vary from company-to-company and even between campaign launches, but some considerations include:
Continue reading “Beyond Big Data: The Four Factors for Measuring Success” »