Category: Web Advertising

January 12, 2023

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 […]

December 5, 2022

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, […]

October 17, 2022

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, […]

October 10, 2022

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 […]

October 5, 2022

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 […]

September 27, 2022

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 […]

September 26, 2022

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 […]

September 13, 2022

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 […]

September 13, 2022

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 […]

September 8, 2022

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 […]

September 1, 2022

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 […]

August 31, 2022

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 […]

August 31, 2022

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, […]

August 30, 2022

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 […]

August 29, 2022

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 […]

August 24, 2022

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 […]

August 17, 2022

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 […]

August 15, 2022

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 […]

August 12, 2022

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 […]

August 5, 2022

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 […]