Archive for the Campaigns Category

Google featured snippets can now jump to section of content it is sourcing – Search Engine Land

Posted in advertising, Analytics, Campaigns, Google, interactive advertising, mobile, online marketing, search engines, SEM with tags , , , on December 31, 2018 by gadler

Google can now link to some content it is showing in their search results in a new way. Instead of just linking to the page, Google can anchor you to the exact spot of the answer you are looking for and highlight the block of text that is most relevant to your query.
— Read on searchengineland.com/google-featured-snippets-can-now-jump-to-section-of-content-it-is-sourcing-309873

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Understanding the new marketing funnel and user intent – Think with Google

Posted in Campaigns, Consumers, Google, Research with tags , , , , , on October 2, 2018 by gadler

Marketing has always been about driving growth. And the formula for how to drive growth in today’s market has changed.

As marketers, we were taught to master the funnel — a linear customer journey from awareness to consideration to purchase. And using mass media, the key levers to drive growth were reach and frequency. We used demographics to approximate user intent and inform our targeting and creative.

But this model no longer applies to today’s customer journeys. In the last six months, Google looked at thousands of users’ clickstream data from a third-party opt-in panel.
— Read on www.thinkwithgoogle.com/consumer-insights/marketing-funnel/

How to drive business outcomes by anticipating consumer intent

Posted in advertising, Campaigns, Google, interactive advertising with tags , , , , , , , on September 2, 2018 by gadler

Segmentation will never be perfect. But when a competitor understands segments by value, they’ll spend to reach — and win — the best customers.

That’s why it’s important to understand a customer’s overall value. Doing so can help inform bidding and build audiences. CLV measures the value a person brings to a business across all of their interactions over time — not just a single transaction. We’ve found that when marketers focus on CLV, they begin to attract more of the customers they care about, stoke ongoing engagement, and ultimately, increase retention.
— Read on www.thinkwithgoogle.com/marketing-resources/experience-design/consumer-intent/

What is GDPR & How Does It Affect Me?

Posted in advertising, Age, Analytics, Campaigns, Consumers, Demographics, Education, Gender, Google, Homeowners, interactive advertising, internet, Internet Activity & Sites, online marketing, search engines with tags , , , , , , , , , , on May 1, 2018 by gadler

What Is GDPR?

GDPR is the General Data Protection Regulation, which is coming from the EU and associated countries. Its purpose is to finally make good on a legal question from several years ago about how data is used and whether individuals own the data that they create by interacting with websites online.

The courts ruled that individuals are the owners of their data, not the corporations (or websites) that collect the data. Therefore, it must be deleted on a regular basis so that customers don’t have to constantly contact websites they may have visited and ask them to delete their data.

Who should delete that customer data? Good question.

Find out who should delete the customer data, and more info, at this Search Engine Journal article.

Can Augmented Reality Breathe New Life Into Banner Ads?

Posted in advertising, Campaigns, digital media, interactive advertising, internet, world wide web, www with tags , , , , , , , , on April 24, 2018 by gadler

Can Augmented Reality Breathe New Life Into Banner Ads?

The very first banner ad on the Internet—for AT&T on Wired in 1994—had a click-through rate (CTR) of 44 percent. Now that the novelty has worn off, that rate is more like 0.05 percent.

Add augmented reality (AR), however, and it may be a different story. Taking a page from the leader of the free world, companies like Blippar and Oath want to use AR to make digital ads great again. But, like Trump’s presidency, can it last?

— Read the AdWeek article here www.adweek.com/digital/can-augmented-reality-breathe-new-life-into-banner-ads/

Facebook Is Giving Advertisers More Control Over Where Their Ads Appear

Posted in advertising, Campaigns, digital media, Facebook, interactive advertising, social media on June 14, 2017 by gadler

“Brands advertising on Facebook will soon have more control over where their ads appear.

The social network is rolling out several tools aimed at providing more transparency before campaigns go live. The latest additions, announced today, will provide advertisers with a list of publishers up front to show where ads might appear via Instant Articles, in-stream ads within Facebook and across the Facebook Audience Network. While the tools are now in beta they’ll be rolled out over the course of this year. …”

Facebook Is Giving Advertisers More Control Over Where Their Ads Appear

Digital advertising viewability – a lot of gray area

Posted in advertising, Attribution, Campaigns, interactive advertising, online marketing, Viewability with tags , , , , , , , , on May 21, 2016 by gadler

“Perfect viewability should be your goal, right? Not necessarily, according to new research that highlights the fact that viewability isn’t quite that simple.

According to new research by programmatic company Goodway Group, seeing ads that are measured as viewable results in people converting at an 8 to 9 percent more. That sounds fairly obvious; of course people are more impacted by ads they can actually see. But the real finding of the Applying Viewability Intelligently for Measurably Improved Performance study, which was released this morning, is that viewability isn’t that black and white.”

Read more via the link below. It an interesting article by ClickZ’s Mike O’Brien. 

Viewability has more gray area than you realize

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