Now that I’ve had time to fully digest HeroConf 2019, there was one main theme: what happens post-conversion. When a room of session attendees was asked how many of them were responsible for more than just leads or conversions, 90% of the room raised their hands. So it might not come as a shock to […]
What happens post-conversion? It’s time we figure it out, together Read More »
‘I’m going to open this column by repeating, verbatim, the opening line from another recent Marketing Land article: “At a time when technology is enabling marketers to inch ever closer to one-to-one marketing, one of the industry’s most highly respected institutions suggests that this ‘Holy Grail’ may not be all it’s cracked up to be.”
One-to-one-household marketing requires solving the ‘shareability’ problem Read More »
Do you think programmatic traders’ jobs consist of basic data entry, playing around on computers and saying “no” to requests all the time? Think again – their role is far more significant in driving the bottom line than ever before. From implementing and running programmatic campaigns across various DSPs, to the day-to-day management of client
Debunking the top 5 stereotypes of programmatic traders Read More »
Like nearly all retailers, a large health and beauty organization is facing escalating competition and CPCs on search. The performance marketing team realizes it can’t keep paying heightening costs to acquire the same levels of revenue from repeat customers. At the same time, the team recognizes it can better coordinate its strategy on other channels.
New customer acquisition vs. retention: 7 best practices for search Read More »
Previously, I’ve outlined some findings from Amazon benchmark reports in this column, but applying those findings across other retailers required some degree of guesswork. Which metrics or trends are transferrable in light of different site experiences, consumer bases, etc.? With the latest report from Salsify (my employer) including data directly comparing the product content landscape
Running a Google Ads campaign can be a case of you’re damned if you do and your damned if you don’t. If the campaign turns out to be a flop your obviously in trouble, but if it turns out successful, you can run into other challenges. Campaigns that are successful over a long period can
A case study for delivering performance in a mature Google Ads account Read More »
With a history dating back 25 years, the banner display ad is not only the oldest digital advertising platform: it’s also the most valuable — albeit misunderstood. When leveraged correctly and applied within the context of the appropriate metrics, RTB display is a powerful tool that can fuel impactful and profitable digital campaigns through personalization,
Leveraging RTB display to engage, nurture and convert audiences through personalization Read More »
Ads are annoying. Study after study reiterates the fact that consumers find ad messages intrusive and aggressive. For some reason, even as the ad industry transitions away from traditional media and toward digital, the same ad models are shoehorned into new and exciting channels. Nowhere is this more obvious than in the world of video,
Video on demand’s future requires an ad model built around the experience Read More »
The “Ask an #SMXpert” series continues the question-and-answer (Q&A) segment held during sessions at Search Marketing Expo (SMX) West 2018. Today’s Q&A is from the Advanced Audience Targeting & Management Tactics session with Jillian Nagle and Ben Wood and introduction from moderator Brad Geddes. Brad Geddes The rise of audience targeting is the biggest change in paid
Ask the #SMXperts series – Advanced audience targeting Read More »
If a pay-per-click (PPC) account and the advertiser’s business model are functioning reasonably well, we often find that a business owner becomes heavily dependent on the PPC channel. “Max the volume!” and “We’re down from last year, I’m very worried” are typical (if vague) remits from clients and bosses deep in the thrall of this
