Tactics

For all the performance marketing superheroes out there! We share here our best practice for PPC, programmatic and paid social.

The superhero approach to advertising on Amazon

There are over 300 million active Amazon users globally. Think about that for a second. These are all users who have an intent to purchase when they visit the website. With high conversion rates and low cost-per-clicks, Amazon is an absolute goldmine for advertising.

Amazon Marketing Services (AMS) offers great targeting possibilities thanks to its rich sources of user data from […]

7 Smarter Ways to Approach Mobile Search Ads

I feel like we’ve been talking about mobile search ads since the beginning of search itself. And yet it still seems as though many advertisers don’t know how to get it right, leading to large quantities of wasted spend and missed conversions.

PPC superhero to the rescue! […]

Programmatic is an amazing tool for branding. Here’s how to use it.

Programmatic is not just for conversions; it’s also a valuable part of your branding strategy.

Historically, brand awareness strategies have been above-the-line advertising activities: TV, radio, print. These have a wide reach and so are great for upper-funnel marketing strategies.

Thanks to its highly effective targeting possibilities, programmatic advertising has fallen into the below-the-line category — it’s seen as a conversion driver.

Within […]

Dynamic Search Ads are for amateurs or superheroes

Contributor Daniel Gilbert is definitely not a fan of Google’s Dynamic Search Ads. He shares why he feels the ad program doesn’t hold a candle to human-powered account management.
 

So, machine learning in AdWords is great and definitely the future. But Dynamic Search Ads? Not so much, in my opinion.

In this column, I would like to talk about Dynamic Search Ads […]

Why you should be using programmatic native ads

Contributor Grace Kaye extols the benefits of programmatic native advertising and walks you through how to deploy a successful campaign.
Native ads have so much potential that I don’t believe is being explored enough today. True, they may not seem all that interesting if you only focus on your bottom line. A good retargeting strategy for display ads might generate more […]

Machine Learning in AdWords: How & When to Use Smart Bidding

What a momentous year 2017 was for the evolution of machine learning in PPC.

Google added in-market audiences for search as well as two new bidding strategies (maximize clicks and maximize conversions), introduced predicted click-through rate and optimized ad rotation to AdWords, and launched Google Attribution. […]

Ask the experts: How to integrate your programmatic and TV ad strategy?

Daniel Gilbert, CEO, Brainlabs:

All TV advertising will eventually be bought programmatically, so at some point there will be complete integration. At the moment, programmatic linear TV isn’t really a thing, so our focus has been on VOD advertising, especially in terms of measuring performance and using insights to optimise ad content and targeting.

One unique feature of VOD advertising, for example, […]

Programmatic TV is the future: Here’s how to capitalize on the opportunity

All TV will eventually be bought programmatically
Five percent of all TV ad spend in the US will be programmatic by 2019, according to research by eMarketer. Though modest-sounding, that’s an extremely rapid expansion from $640 million in 2016 to the $3.8 billion it is expected to become.

Research by PWC predicts that programmatic TV will represent approximately a third of global TV ad revenue […]

How to get the most out of audience data in programmatic

One of the great advantages of programmatic is access to audience data.

On top of the first-party data a business might hold, there is an enormous supply of third-party data that can be added to enhance targeting. Despite this, a CIM report this year found that 50% of all marketing is deemed ‘irrelevant’ by the audience it reaches.

Clearly, advertisers and media agencies are […]

Learning how to put your trust in data

Businesses still don’t trust digital. It’s fair enough, when you consider all the undisclosed rebates, the deliberate complexity, the lack of transparency, the ongoing problems of viewability, ad fraud, brand safety. […]