[Blog Abstract] Average Position – Out with the Old, In with the New

From time to time, team members will share their views stimulated by content from an industry thought leader. Here, our Project Manager, Irina Boudreau, discusses the recent article by Jess Armstrong at WordStream, “Goodbye, Average Position: Everything You Need to Know”.

It’s finally here. On September 30, 2019 Google will officially retire the Average Position metric in Google Ads and replace it with four brand new ones:

  • Top impression rate
  • Absolute Top impression rate
  • Search top impression share
  • Search absolute top impression share

Continue reading “[Blog Abstract] Average Position – Out with the Old, In with the New”

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 fake form submissions and, more for paid ad impressions. In 2018, nonhuman fraud traffic in digital advertising is estimated to cause losses of around 19 billion U.S. dollars to advertisers worldwide. Continue reading “Ad Fraud: Brand War Against Bots”

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

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

It’s no secret that the first step in converting customers is to drive prospects to your website. To do cost effectively through paid ads it is essential for you to ensure your ads are not only relevant to the person’s needs but also that your ads stand out from your competitors.

Historically, the only option available to accomplish this goal was a 70 character written description. Today, the description is not enough. If you perform a query for most any product or service, you will notice that other than promotions, pricing, or years in business, most ads to not contain anything that is truly unique.

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. … Continue reading

One in a Billion—Why Building a Website Isn’t Enough

online-marketing-options By the end of this year, there will be more than one billion websites on the Internet. That’s one billion competitors vying for the time and attention of potential customers. While a powerful, user-friendly site still serves as the foundation for any solid online presence, increasing competition online, regardless of the industry you’re in, requires you to do more than simply build a site and hope customers reach out to you. In order to drive visitors to your site, you have to employ a host of tactics, including…

Search Engine Optimization

Search engines such as Google and Bing strive to index most web pages to provide users with the best search information possible. However, your site’s presence on these engines isn’t enough to drive organic search engine traffic to you. Your search engine ranking, or where your site appears in a list of search results, is crucial to driving … Continue reading

Don’t Believe Everything You Read – How Quality Scores Impact Adwords Campaigns. Part 1

Over the last couple months, I’ve seen several articles, from various sources, alluding to or even bluntly stating that the Google Adwords QS (Quality Score) should be completely ignored because it was meaningless. Since I strongly disagree with this sentiment and the logic behind the writers’ opinions did not make any rational sense, I simply dismissed these articles and went on with my day.

Recently, however, someone whom I greatly admire as an extremely intelligent business person forwarded me one such article and requested my thoughts. That made me realize these articles can be misleading and this type of information could result in the most savvy business people potentially making bad decisions.The purposes of this article is to provide you with suggestions on how to critically evaluate the logic in articles pertaining to Adwords QS using a recent example of an article from Search Engine Watch. In my next … Continue reading

17 Marketing Strategies for Local Businesses

If you own a business, by now you have probably discovered that there’s also a lot of competition, both local and national. An effective marketing program is vital for business owners in this competitive industry.Do you need marketing ideas to help you increase local business? If so, this article is just what you need to get your creative juices flowing. Below is a list of marketing strategies that will help you increase your exposure and grow your business.

1. If your local business just opened, hold an open house so people can come in and learn about your company.
2. Offer discounted prices for people who purchase during the first 30 days.
3. Offer something free to new customers.
4. Direct mail postcards are perfectly suited for local business marketing because you can target a certain area around your location.
5. Good ideas and unique services can help you … Continue reading

Unveiling of Google’s New Display Platform

Why haven’t you been advertising on Google’s Display Network?

If you are like many other advertisers your answers are probably similar to ones such as…

  • I don’t see the value.
  • It’s not cost effective.
  • It’s too difficult to truly target your audience.
  • The system itself is too complicated.

If those reasons sound familiar to you, you may want to reconsider your decision not to advertise on the display network. Google has recently revamped the look, feel and functionality of their Display Network. These changes have definitely minimized (or even eliminated) many of the obstacles you may have previously experienced.

Google describes the renovation of their Display Network advertising as “a bit of a fairytale-like transformation”. The overhaul of the options now provided by Google include doing away with the overused conversion instruction of “Click Here!” banner ads, to new and improved banner or other display adds that are more modern … Continue reading

The Wrong Keywords Can Sabotage Your 2012 Campaigns – Part 2

2012 – This is your year to experience abundance in the ROI of your online marketing efforts. As I mentioned last month, there are many factors that will contribute to the success or failure of a paid search campaign. Last month we talked about the importance of keyword selection as it pertains to relevancy and budget. This month we will be following up with a discussion about grouping keywords.

How Important Is It To Group Your Keywords By Theme?

Think about it this way. What would happen if you went to the grocery store and the dairy products weren’t grouped with the dairy products? What if the meat products were grouped with the cookies? It would be utter chaos. Imagine how long it would take you to find the item you wanted. Don’t bother to ask an employee. If the items are not grouped together in a logical order, … Continue reading

Keywords Can Enhance or Sabotage Your 2012 Campaigns – Part 1

2012 – This is your year to experience abundance in the ROI of your online marketing efforts. Of course, there are many factors that will contribute to the success or failure of a paid search campaign. This is the first of several upcoming articles that will provide you tools, tips and tricks that will enable you to achieve your 2012 marketing goals. Since incorrect or nonexistent keywords strategies seem to be an overwhelming culprit to failed campaigns, the first series of articles will focus on developing a keywords strategy that will set you up for victory.

The selection of keywords is an intricate process. There could be hundreds or thousands of keywords that relate to your business. Should you use them all? That’s a great question and the answer is “it depends”. Prior to determining what keywords you should use, there are many questions you must consider. Today, we’ll talk … Continue reading

Super Long Adwords Headlines?

Google is always adding or changing something and for the casual user most of the changes go unnoticed. However, the advertisers, webmasters and business owners are always trying to find a secret tip or magic bullet to give them an advantage over the competition. Google’s advertising program Adwords, has made many changes in 2011, but one change that has went under the radar is extended headlines.

These longer headlines are important to adwords users because the headline is the most critical part of any ad, and a longer headline is going to draw more attention and hopefully more clicks. Increasing the click-through-rate will help improve your quality score and decrease the cost per click. While this is far from a magic bullet, the advertisers that take advantage of this updated feature will definitely have a slight edge on the competition.

What are Adwords Extended Headlines?

In a traditional adwords ad … Continue reading