Google’s Smart Bidding – it’s even more about the data
Google has reacted to Amazon’s market dominance with a Smart Bidding solution that is designed to simplify bid management and product...
Digital Marketing Depot | Jun 3, 2019 at 1:22 pm ET
SEM
Shopping as entertainment and how social commerce will succeed
Traditional ad formats on social channels will face a shakeup as Facebook and others aggressively test new ad experiences to make purchases...
Reimagining the marketing funnel for the disrupted customer experience
To optimize for conversions, create reports based on segments, optimize landing pages and don’t assume visitors will follow a predetermined...
How to check why PPC performance changed
There are lots of moving pieces in PPC campaigns and that can make it challenging to pinpoint the cause when performance changes. An...
Be smart, advertisers. Here’s how to approach rising Google brand CPC
While we are at the mercy of Google’s auction systems in determining CPC, we can install safeguards to ensure increases are...
Is Amazon friend or foe? Retailers must weigh the opportunity before tapping revenue gains
Retailers with a unique product may be cautious selling on Amazon but it can be a powerful channel for moving out-of-season and clearance...
The big picture from Google Marketing Live: With multi-channel campaigns, Google aims to own the funnel
The company introduced new and expanded ad surfaces for campaigns that run across multiple channels, and Search becomes a spoke in the...
Google announces new ‘discovery’ ad formats, revamped Shopping experience, native placements at Google Marketing Live
The company also announced a new Google Shopping experience that aspires to be more competitive with...
Welcome to the Golden Age of competitive research
One of the largest opportunities we have as PPC marketers is to seize the moment when competitors have stopped paying...
What happens post-conversion? It’s time we figure it out, together
The PPC industry is shifting its focus on not just what happens after the click, but what happens after the...
If you’re not remarketing keywords, you’re missing out
Targeting methods have moved beyond keywords and SMBs should now be interacting with potential customers alongside their entire purchase...
Contextual audience targeting: Pivot your audience strategy from cookies to content
Here are four steps for advertisers and publishers to establish and execute a GDPR-safe, contextually-based audience targeting...
Déjà vu! CMOs are bringing back always-on marketing
When done correctly, an always-on approach can bring brand relevancy at every stage of the customer lifecycle, sustained communications and...
Learn how to get better returns from Microsoft Ads
To get started, import a successful Google AdWords campaigns, do your research on keywords and optimize your current bids and budget for...
We must demand a higher standard of quality for online advertising
As an industry, we need to create baseline criteria to combat fraud and support an ad-supported...
Bing Ads rebrands as Microsoft Advertising
First there was Microsoft adCenter. Then there was Bing Ads. Now there is Microsoft Advertising. Why we should care. The rebrand emphasizes a...
One-to-one-household marketing requires solving the ‘shareability’ problem
The growing emphasis on one-to-one marketing fails to account for a critical truth – major purchases usually result from group decisions,...
Are you wasting money on Google Ads?
Search advertising is the largest expense for most digital advertisers, yet many are uncertain they’re spending efficiently. Google Ads and...
The time has come to optimize for IRLs rather than URLs
Drive-to-store strategies have reached a tipping point where they can play a significant role in improving performance of online marketing due...
Debunking the top 5 stereotypes of programmatic traders
Programmatic traders play an integral role in advertising planning, strategy and execution but there are misconceptions about what they really...