Limited Ad Budget? Do a Lot With a Little

Limited Ad Budget? Do a Lot With a Little

Imagine this: you manage your company’s PPC (pay per click) ad account, but are working with a severely limited budget. It might be discouraging or even intimidating to make tough advertising decisions when you know you’re not reaching your total potential audience.

For many of you reading this, you don’t have to imagine. We understand the struggle, and have worked with a number of clients in similar positions. While it can be tough at first, there are ways to optimize your campaigns through smart decision making and clever targeting. And all without breaking the bank. Continue reading

5 Digital Advertising Mistakes That Harm Small Businesses

06_Small_Business

According to a recent ThinkVine survey, over 50 percent of marketing executives plan to invest more in digital advertising than in traditional advertising over the next two years. If your small business doesn’t have a digital ad strategy, it’s well past time you got one.

But let’s say you do. Are you making marketing mistakes that are undermining your online advertising efforts? From over-stimulating customers to forgetting about mobile, here are the five most common digital marketing mistakes small businesses make. Continue reading

A Publisher’s Guide to Walking the UX/SEO Tightrope

05_TightropeIf you’re a website publisher trying to monetize with ads, then you always have to ask yourself: What makes my website valuable to advertisers?

Don’t be surprised that there’s not a one-size-fits-all solution. Building a site that provides measurable value to advertisers is a multifaceted game. It requires a strategy that attracts a constant influx of website visitors while also providing your core audience with the positive user experience (UX) they expect. Continue reading

Are Desktop Ads Still Relevant in a Mobile World?

04_desktop_mobile_final

You know all that stuff you’ve been reading about mobile advertising over the past year? It’s not wrong. Yes, mobile phone market penetration is expected to rise to nearly 70% by 2017, according to an eMarketer report. And yes, 4.5 billion people are expected to own a smartphone by the end of this year. And yes, people on mobile devices are more likely to visit a retailer’s site than those who browse on desktops.

It would appear that the online advertising world is trending squarely toward mobile. This must mean that users are abandoning desktops in favor of mobile, stowing their old PC towers in dusty basements, right? Continue reading

What’s the Point? A Guide to Ad Conversions

GuideAdConversionsMarketing ain’t what it used to be. Brands are no longer expected to simply sell their product or services. It’s all about long-term brand strategy now, and building a successful brand requires hitting several different conversion points by encouraging a diverse set of desired user actions.

In online advertising, a conversion isn’t exactly synonymous with  a “sell”. Any number of desired user actions stemming from your pay per click ads can contribute to greater overall brand awareness and loyalty that will sell your product in the long run. Continue reading

When Words Are All You Have: 3 PPC Ad Copy Philosophies

When_Words_Are_All_You_Have

When we communicate in the real world, it is estimated that only 7 percent of information is transmitted through words. The other 93 percent? Body language and other non-verbal cues.

What does this have to do with pay per click (PPC) advertising? In the world of search and contextual PPC ads, we only have words! And with a low minimum character limit, we don’t have much room to deliver our message and get our audiences to act. Continue reading

The Power of the Present: A Guide to Contextual Advertising

By Jordan Bell, Marketing Manager

One might say that any form of marketing is inherently “contextual”: Any ad, delivered online or off, is contained within some kind of environment. A standard pay per click ad gets displayed on a search result page. In the real world, a billboard sits along a stretch of highway, which is set in a community, which is set in a larger geographic region, all with distinct consumer preferences. All of these different contexts can have an impact on the effectiveness of an ad, to varying degrees.

Continue reading

5 Retargeting Tips Every Marketer Should Know

By Jordan Bell, Marketing Manager

Retargeting

Retargeting—or as we call it, Remarketing—has revolutionized the online advertising industry. The ability to continuously target previous site visitors helps marketers recapture lost conversions, and also increase customers’ lifetime value through ongoing promotion. But while retargeting technology is readily available, few marketers have learned how to optimize it for maximum ROI gains.

So here are 5 of our must-know strategies to make the most of your Remarketing campaigns: Continue reading

Boost Your ROI in Competitive Advertising Markets

By Jordan Bell, Marketing Manager

boost_your_roiWe can’t all advertise in a vacuum. Unless your business operates in a specific niche unknown to most other companies (and today, that’s unlikely), you’ll undoubtedly face some tough online advertising competition.

As you probably already realize, you’re not the only one bidding on keywords for your target market, or ad space on relevant websites. Not all of us can afford those double-digit-priced clicks at high volumes, especially in the more competitive industries like retail, insurance, cars/automotive, legal services, and so forth. Continue reading

Advertise to People, Not Pixels

By Daniel Yomtobian, Founder and CEO

digital_face

One of the reasons we love online advertising is its front-end quantifiability. Nearly all the important metrics you need are readily available: Click-through rates (CTR), costs per click (CPCs), and conversions, summed up in neat little charts for your analytical digestion.

But it can be easy to forget that all of these data points represent real actions taken by real people. Online advertising doesn’t happen in a vacuum—your ads are being evaluated by human beings who all have their distinct personalities and desires. And today, recognizing this is more important than ever. Continue reading