Ad Fraud: Brand War Against Bots

Ad fraud on apps and the web is an endemic problem. Advertisers, publishers and agencies are engaged in a war against digital ad fraud bots. In a reaction to ad frauds, recently P&G cut $140 million and Chase slashed the number of websites carrying their advertisements by almost 99% without experiencing any change in business outcomes. Ad fraud is the practice of serving digital ads that have zero chance of being seen by a human user or are intentionally misrepresented. Nonhuman, or bot, traffic use tactics like rotating user agents, random proxies to generate fake pageviews and fake clicks, even … Continue reading “Ad Fraud: Brand War Against Bots”

6 Major Elements Of An Expertly Designed PPC Landing Page

PPC is short for pay-per-click, wherein advertisers have to pay a publisher, like Google, a given fee each time someone clicks on their ad. These ‘Sponsored Ads’ are displayed on the search engine results pages whenever a user does a search for their relevant keyword(s). The idea is to leverage PPC ads to drive targeted search engine traffic to an optimized PPC landing page and prompt an action. These specially designed landing pages have strong call-to-action and inspire the visitor to click on the CTA button to take specific actions such as Buy Now, Subscribe, Email Us, Call Today, etc. … Continue reading “6 Major Elements Of An Expertly Designed PPC Landing Page”

Rank Higher In Search Engines With Paid Search Advertising

As the web continues to grow, an increasing number of websites compete for the same digital real estate on search engines and they compete using search engine marketing tactics (SEM) that can be either paid or organic. A well optimized website can help your business to rank high in organic searches and appear on the first page of search engine results, but organic search tactics are rigid and you can’t control how far or how fast your website will move up in the rankings. This is why a website can benefit immensely from paid search advertising. It is only through … Continue reading “Rank Higher In Search Engines With Paid Search Advertising”

Marketing Definitions 101

Do you experience a certain level of confusion when it comes to the myriad of marketing terms?  How about something as simple as the difference between the term ‘marketing’ and ‘advertising?’ You’re not alone. A good many use various related terms interchangeably. But, although they are similar, they refer to different actions. It’s a good idea to distinguish the difference in order to communicate effectively with others in your organization and to better comprehend the nuances of your marketing strategies and activities. While researching, I discovered the perfect analogy for this topic at Free Management Library. There, the writer cited … Continue reading “Marketing Definitions 101”

3 Essential Lessons Digital Marketers Can Learn From Corn

When it comes to digital marketing, don’t assume you know what will or won’t work. Start with what you know, but continuously test new tactics, using an integrated approach that is unique for every client, location, and demographic.

Ad Extensions: Introduction – Getting the Most Value out of Your Marketing Dollars

Even when companies create ads that offer something unique and valuable to their prospects, this message is often overlooked as the ads themselves blend in with the all the other ads. Let’s face it. Who really takes the time to read and digest every description in every ad before clicking?

Google Authorship Removed… But Why?

From time to time, LocalDirective team members will share their views on a piece by an industry thought leader. Here, Mark discusses the recent change to Google’s search results.    What happen to the little photos in the Google search results? Josh Mueller, a Google webmaster rep, announced that Google was doing away with the authorship photos.  In his short post (see here) he reasoned that Google was trying to make search results consistent across devices and photos basically clutter up the search results. Understandable. What‘s the real reason Google removed the Authorship photos? While I do believe Google is … Continue reading “Google Authorship Removed… But Why?”

5 TED Talks Every Business Leader, Entrepreneur and Creator Should Watch

Before I ever watched a single TED video (or even knew what it was), I saw huge red and black TED banners, draped on the street lights in Downtown Long Beach.  I was on my way to the gym, and told myself, I’d Google it when I returned home.  Well I forgot about TED and about a month later, a friend sent me a link to TED.com, and told me to check it out. And I’m glad I did. TED in a word is Awesome. I get to consume the best ideas in the world, ideas that in some cases … Continue reading “5 TED Talks Every Business Leader, Entrepreneur and Creator Should Watch”