Online marketing blog for advertising agency, in-house & PR professionals
Labor Day is over and the final push for Midterm Elections is here, with the media & candidates whipping up political parties into a polarizing frenzy. Whether you are a divisive mastermind looking to stir the crazy pot or a candidate hoping to clear up some slung mud, political Facebook ads are your friends amongst foes. Read the rest of this entry »
Facebook doesn’t just mess around with users regarding privacy. They’ve taken the liberty to effectually raise one of our client’s daily cash expenditures nearly 5X…without asking. Amplifying the confusion of the whole thing is that Facebook did this on a weekend, when they mostly likely know average, responsible marketers are probably not eagle-eying their campaigns.
One person might say Facebook doesn’t just make us advertisers bend over, they dig their hands into our pockets.
It’s a bit like eating an elephant, a labor-intensive conundrum of today’s online marketing ecosystem. The more keyword, contextual and competitive data available to mine, the more effort is required to properly research a product’s proper place. The investment is completely worth it.
Regardless of channels we plan campaigns in (flavors of SEO, PPC, Social Media, etc…), the objective of demographic research is to attain a data-driven and comprehensive familiarity with products and categories. From there, we strive to accomplish channel-coverage where relevant. This article offers several semanticstarting points for the process of mapping traditional “search” inventory thinking to Facebook PPC segments. Read the rest of this entry »
The rise of exchanges in display advertising is making it look a hell of a lot more like search. Display is making headway from a shot-in-the-dark branding channel tactic to a highly targeted conduit for brands to capture the right audience, with the right dialog at the right time.
There has been much written surrounding classic query types. In review, conventional wisdom dictates that there are basically three kinds:
However, things are not always that cut and dry. In these days of four and five word searches, there are subtle shades of intent that aren’t always obvious to the marketer. For PPC jockeys, spending cold cash to separate out live customers can be a crucial matter of budget. Let’s take a look at four ways to identify and leverage some subtle intent words out there to help you focus time and money on PPC keywords that should stand a decent better of converting.
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