[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

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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. There is also intentional misrepresentation in the form of human-based traffic fraud generated by publishers, who hide ads by “ad stacking” or “impression stacking,” For example, impressions can be generated when web sites are loaded as pop-unders on porn and piracy sites, or through domain spoofing. It is a significant problem that affects multiple formats, such as display and video.

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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