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    13 Bright Ideas for Running Smarter Retargeting Campaigns

    By Siobhán McGinty


    According to retargeting platform AdRoll, only 2% of shoppers typically convert on their first visit to an online store. That's a lot of people slipping through the cracks. What's a marketer to do?

    Enter retargeting. Retargeting allows you to zero in on those 98% of visitors, giving them a second (and in some cases third, fourth, and fifth) chance to convert. Here's how retargeting works: It allows you to show targeted ads to potential customers via search, social ... Read More

    Hackers Are Draining Your Ad Budget: What You Need to Know About Digital Ad Fraud

    By Lindsay Kolowich

    How much money do you think you're wasting on paid advertising?

    new study from ANA, in which online ad purchases by 36 major U.S. brands were tracked between August and September 2014, found that 11% of online display ads and 23% of video ads aren't actually displayed to real people. And it's estimated that advertisers could lose more than $6 billion globally to ad fraud in 2015.

    If your marketing team is paying for online advertising, you want and expect the views and clicks on your ads to be coming from humans -- real consumers who could potentially buy your product or service somewhere down the line.

    Read More
    How to Design Content Remarketing Campaigns That Actually Work

    By Larry Kim

    You know content marketing works, so you've been plugging away at blog posts, ebooks, and other valuable, educational content for your potential customers.

    And people come -- they find your content in search results and in their social media feeds. But they may not fill out a form and become a lead right then and there. It's not always because they're not interested in your

    Read More
    Unicorn DNA: What All the Best AdWords Advertisers Have in Common

    By Larry Kim

    Do you believe in unicorns? As an AdWords advertiser, you might be surprised to learn that unicorns walk among us, stealing away impressions and outpacing our performance by two, three, or even six times!

    AdWords unicorns are fantastical, magical creatures, accounting for the top 1% of all ad clicks in the auction. How do the unicorns do it?

    Read More
    The Most Important Changes to Google AdWords in 2013

    By Larry Kim

    Keeping up with the thousands of updates and changes Google makes in AdWords each year could be a full-time job. I'm assuming you don't want to make it your job ... right? That's what I thought.

    I’ll save you some (well, a lot of) time by cutting through the noise and covering the top-four most impactful changes of 2013.

    Read More
    Content Retargeting: A Marketer's Guide to Getting Started

    By Larry Kim

    Retargeting is a paid search marketing strategy whereby website visitors are identified and remarketed to using search or social media ads. In other words, retargeting is a way to reach specific audiences who've already shown interest in your business. As online marketing methods converge and we find new and creative ways to stay connected with our audience, retargeting is something every content marketer should do.

    Read More
    6 Ways to Reduce Wasted AdWords Spend

    By Larry Kim

    Even though I think Google AdWords is one of the greatest advertising systems there is, I’m the first to admit that Google makes it really easy to waste your money. A lot of the default settings in AdWords are there to maximize your reach -- which is great if you want the highest possible number of clicks.

    Read More
    How to Create PPC Ads People Will Actually Click

    By Chris Darabi

    Practically anywhere the eye can see, there's an ad begging for a second look. Whether it’s commercials, online ads, or those poor faces racking up "impressions" on bus benches, there’s no doubt we’ve grown a sense of numbness toward marketing messages over time. 

    Read More
    4 Clever PPC Opportunities Ecommerce Marketers Won't Want to Miss

    By Chris Darabi

    If you’re a PPC veteran, it’s tempting to devote all your time to the bigger picture and finding creative new ways to drive cheap, conversion-friendly clicks. This is especially true for ecommerce businesses, which are playing in an incredibly complex space, particularly when using PPC. As a result, it’s quite common to overlook some of the low-hanging fruit -- the kind of stuff that’s easy to implement and delivers fast results. Read More
    Are You Like eBay? How to Tell If You're Wasting Money on AdWords

    By Matthew Wainwright

    Recently, the Harvard Business Review ran an article posing a question that many marketers have asked themselves: Do paid search ads even work?

    The article, titled "Did eBay Just Prove That Paid Search Ads Don't Work?", outlined how eBay determined through internal research that paid search is ineffective for the auction giant. In summary, eBay did the math and determined that the cost of its paid search advertising outweighed the benefits to the company. So today, unlike other major retailers -- like Amazon or Walgreens -- whose listings appears in both the paid and organic results, a Google search for eBay now generates only organic search results. But, as the article suggests, that may soon change as other retailers take a page from eBay’s book.

    Read More
    Facebook to Launch ROI Tracking Tool for Ads

    By Amanda Sibley

    facebook roi tracking tool introductory3

    So I'm scrolling through the news this morning, and you know what I saw? News of another Facebook feature test! And this one's definitely an interesting one -- an ad ROI tracking tool.

    They will begin rolling the tool out on Friday, and it will allow advertisers to track the actions of Facebook users post-click . Pretty groovy, eh? This tool will help advertisers track conversions to their external pages, and allow all businesses to track their success on Facebook.

    Read More
    10 Examples of Facebook Ads That Actually Work (And Why)

    By Dan Slagen

    Facebook ads. Facebook ads are what bring us here today.

    While there has been quite a bit of controversy surrounding the effectiveness of Facebook ads lately (you remember the whole GM thing, right?), Ford and Coke recently gave their seal of approval in a Wall Street Journal article about Facebook ads, with both saying they were finding value in Facebook ads, and with Ford planning to expand its use of Facebook's advertising platform.

    Read More
    A Simple Guide for Setting Up Your First Google AdWords Campaign

    By Amanda Sibley

    Google is the most used search engine on the web. With over 2 billion searches a day, your customers are probably "Googling" something for which you want to show up. So in tandem with your SEO efforts , why not utilize the power of paid search to help drive more traffic to your website, and turn those Googlers into new leads and customers?

    If it's because you're intimidated by Google's AdWords interface, we get it.

    Read More
    Facebook Rolls Out 'Promoted Posts' to Extend the Reach of Your Page's Content #FB4Biz

    By Pamela Vaughan

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    Traditionally, the reach of the organic content you post to your Facebook business page has been limited by the scope of Facebook's EdgeRank algorithm. In other words, when you posted an update to your page, that update would only reach a limited number of your fans' news feeds, because Facebook's algorithm ranks and shows content based on the likely interest of a given user. But today, Facebook is rolling out a new tool that enables page admins to extend the reach of their page's organic content.

    Read More
    A Simple Guide to Measuring Facebook Ad ROI

    By Dan Slagen

    facebook ad roiintermediate

    It's a topic that is running rampant around the web. How do you measure ROI from Facebook? Is anyone (besides Fortune 500 brands with multi-million dollar budgets) generating ROI from Facebook? And if so, how?

    The difficulty with establishing ROI on Facebook has typically been tracking, but luckily, Facebook recently made a bunch of updates to help marketers tackle this problem.

    Read More

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