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Category: Web Advertising


Marketing Channels, Web Advertising

A PPC guide to permission-based audiences

January 12, 2023

Via: Search Engine Land

What is the difference between native audiences and first-party data? Before we dive into audience strategy, it’s important to understand the difference between native audiences and the ones we build off of first-party data. Native audiences use behavioral data sourced […]


Marketing Channels, Web Advertising

Google Ads: 4 Strategies To Optimize Stale Evergreen PPC Campaigns

December 5, 2022

Via: Search Engine Journal

What Are Stale & Evergreen Campaigns First, we need to get on the same page about exactly what constitutes stale and evergreen. Evergreen PPC Campaigns Defined Evergreen PPC campaigns are campaigns you always have running mainly because they contain core, […]


Marketing Channels, Web Advertising

Outstream Is In (And That’s A Good Thing)

October 17, 2022

Via: AdExchanger

On the mobile web, outstream is in, and instream is out. From niche beginnings, outstream has reached near-ubiquity across the web, competing and supplanting the more established instream. With its latest guidelines, the IAB Tech Lab has effectively ended instream, […]


Marketing Channels, Web Advertising

Google to offer publisher first-party cookie support

October 10, 2022

Via: Search Engine Land

Google has just announced its plans to launch a number of features aimed at helping publishers monetize their websites and increase their emphasis on first-party data relationships. The features include support for ads personalization with publisher first-party cookies in Google […]


Marketing Channels, Web Advertising

Google Integrates The Google Tag With Ads & Analytics

October 5, 2022

Via: Search Engine Journal

Google is making it easier to implement the Google tag across an entire website by integrating it with Google Ads and Google Analytics. Sitewide tags are essential to understanding how customers interact with a website and its ads. However, it […]


Marketing Channels, Web Advertising

5 Google Ads examples with relevant and quality ad copy

September 27, 2022

Via: Search Engine Land

Relevance is often discussed in digital marketing. It’s an important topic because not only is it good for consumers, but it is also good for advertisers since the inception of quality score. Advertisers with higher quality scores and relevance are […]


Marketing Channels, Web Advertising

How To Launch Your First Google Ads Remarketing Campaign

September 26, 2022

Via: Search Engine Journal

Remarketing is an essential part of any Google Ads strategy. It’s no longer a question of if you should run remarketing campaigns; it’s how you should run remarketing campaigns. With more devices in households than ever, remarketing is imperative to […]


Marketing Channels, Web Advertising

Google has introduced bundled ad recommendations

September 13, 2022

Via: Search Engine Land

Google has added a “Manage” tab to give advertisers more control and flexibility over how recommendations are applied. Two flexible options. In the new “Manage” tab, Google is giving advertisers two different bundle options with pre-checked recommendation types. Maintain your […]


Marketing Channels, Web Advertising

Microsoft Ads Unveils New Smart Campaign Features

September 13, 2022

Via: Search Engine Journal

Microsoft Ads announced a new, simplified Smart Campaigns setup experience on Thursday, September 8th. The update also includes a key new feature that sets them apart from Google Ads. If you’re running paid media ads, it’s worth exploring the new […]


Marketing Channels, Web Advertising

4 tips to get the most out of the Google Ads interface

September 8, 2022

Via: Search Engine Land

Nora Ephron tells the story of when she first fell in love with journalism. Her journalism teacher, Mr. Simms, asked the class to write the lead for an article using these facts: “Kenneth L. Peters, the principal of Beverly Hills […]


Marketing Channels, Web Advertising

7 Pop-Up Ad Strategies for Advertising Success

September 1, 2022

Via: Entrepreneur

Pop-up ads are often considered the villain on websites. No one wants their website experience interrupted by an ad, even if it is a well-intentioned email sign-up form. However, taking the right approach to pop-ups drastically affects how well users […]


Marketing Channels, Web Advertising

Google Shopping Ads: How To Set Them Up

August 31, 2022

Via: Search Engine Journal

Google Shopping ads are visual ads that appear when a user searches for a product on Google. Here’s an example of Shopping ads when a user searches for [pour over coffee]. This ad format is uniquely engaging. It shows additional […]


Marketing Channels, Web Advertising

A PPC guide to privacy-focused audience targeting

August 31, 2022

Via: Search Engine Land

PPC campaign managers have had tight control over their account management, data insights, and optimization tactics for almost two decades. But everything is changing. Query data is already scarce, keyword match types are blending into an amalgam of broad match, […]


Marketing Channels, Web Advertising

Google announces 4 new Shopping campaign features

August 30, 2022

Via: Search Engine Land

Ahead of the holiday season, Google just announced four new features for advertisers to implement in their ad campaigns and merchant feeds. Conversion value rules for store sales and store visits Product-specific insights Deals Content API Shipping & Returns Annotations […]


Marketing Channels, Web Advertising

How One Of The Little Guys In Digital Media Figured Out Programmatic

August 29, 2022

Via: AdExchanger

Independent publishers lack the bandwidth to make sense of the digital ad industry – most are just trying to stay afloat. Chrome Unboxed, which started in 2015 as a YouTube channel for unboxing videos featuring Google’s Chromebook products, is emblematic […]


Marketing Channels, Web Advertising

How to audit your Google Ads account like a pro

August 24, 2022

Via: Search Engine Land

Brad Geddes is no stranger to paid search. And as one of the co-founders of Adalysis, he’s done his fair share of audits. In an SMX Advanced session, he provides a framework for how to audit your own accounts, or […]


Marketing Channels, Web Advertising

Walmart ad sales growth stays steady as broader business recovers

August 17, 2022

Via: Marketing Dive

Walmart’s global advertising business grew 30% year-on-year in the fiscal second quarter, according to an earnings statement, though the company did not break out a specific revenue figure for the segment. That’s a healthy rate of growth but unchanged from […]


Marketing Channels, Web Advertising

Hospitality brands reclaim lost mojo with ambitious ad campaigns

August 15, 2022

Via: Marketing Dive

After a period of starts and stops earlier in the pandemic, travel is firmly back on the upswing — so much so that soaring demand continues to create an ugly collision with supply and labor shortages. Despite months of airport […]


Marketing Channels, Web Advertising

SEO and the future world without cookies

August 12, 2022

Via: Search Engine Land

Third-party cookie tracking is going away, and the SEO industry is ready and diligently preparing ambivalent and posting memes on Twitter. SEO has been dealing with the lack of cookie tracking since its existence. So does the cookie’s demise actually […]


Marketing Channels, Web Advertising

Build A Brilliant Google Ads Audience-First Strategy (Even If You Don’t Want To)

August 5, 2022

Via: Search Engine Journal

If you’ve been working with Google Ads/AdWords for a while, you know that it’s great for targeting intent. By serving ads against keyword searches, you can promote your product or service to someone exactly when they’re looking for it. But […]