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...
Kenneth Andrew | May 9, 2019 at 1:23 pm ET
SEM
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...
New customer acquisition vs. retention: 7 best practices for search
Here’s how retailers should map their audience strategy for new-versus-returning customers to...
Here’s how digital word of mouth and search have converged
Smart companies can shape their reputations and visibility with online word of mouth and careful attention to customer...
Window shopping 2.0: How visual search is revolutionizing digital fashion retail
Brands who stand out are paying careful attention to image size and file type along with detailed product descriptions and descriptive...
4 stats on what wins on Amazon vs. Walmart
Marketers can gain a meaningful advantage over competitors by taking a retailer-specific approach on particular product page...
A case study for delivering performance in a mature Google Ads account
Over the course of a year, 80 experiments tested a wide array of features (like responsive ads, target CPA bidding and others) for a large legal...
Amazon advertising: Here’s how you can refine your strategy
Brands need to understand the incrementality of each click and then optimize their...
The secret formula for determining a marketing budget
Determining a marketing budget can be frustrating. Are you investing enough? Are your marketing dollars being applied in the most efficient way?...
Leveraging RTB display to engage, nurture and convert audiences through personalization
With an omnichannel campaign focused on key metrics and an optimized bidding structure, RTB display can be a powerful tool in your advertising...
3 ways consumer shopping is changing in 2019
Consumers shopping on Amazon, and other online retailers, want more information on product pages, including multiple photos and...
Google launching Policy manager in Google Ads
Coming in April, Policy manager will be the central spot to manage policy...