Creating content for online advertising can feel a bit like appealing to an expressionless and mute monarch. Advertisers tend to have a good understanding of text optimization signals like keyword frequency and active voice usage, but optimizing video presents additional complexities: are platforms like YouTube crawling the audio for clarity and keyword content? How does […]
Optimizing Video for Maximum Distribution on Facebook Read More
Recently, LinkedIn rolled out their beta for Business Manager, a platform much like Meta’s identically named ad management tool. For those of you currently running LinkedIn ad campaigns (or planning to do so), here’s how LinkedIn Business Manager will alter your process. Up until now, client advertising accounts and LinkedIn pages have used 1-to-1 permissions.
After attending an event, a company received an offer from the organizer: for a fee, they would receive a bulk list containing the email addresses of all the attendees. Their industry is small and highly specified, and a list of hundreds of potential clients would be a huge boon, but they asked for our advice
An Event Is Offering Its Attendee Email List for Purchase. Should I Buy It? Read More
When it came into effect, the GDPR provoked a Y2K-esque panic. For companies utilizing personal data in their daily operations, the new regulation was a harbinger of daunting change even before most people understood its full scope. Now, having spent a couple years in the aftermath, it’s clear that one of the GDPR’s most significant
When starting work on optimizing a Google Ads account for a new client, one of our first actions is to figure out how they’ve been managing their online marketing to see what’s working and what’s not. This process can be difficult for people outside the marketing sphere to understand, so we thought it would be
How Small Changes Can Make a Big Difference in Google Ads Results Read More
If you manage Google Ads, you are already acutely aware of the constant presence of Recommendations: the improvements Google loudly suggests at the top of the page, in the Recommendations tab on the sidebar, and in your email inbox. Often these are obvious — Increase spending on valuable keywords! — but sometimes Google’s recommendations can
Should I Automatically Apply Recommendations in Google Ads? Read More
Google Analytics 4 (GA4) was released in late 2020 as an alternative to Universal Analytics (UA), which focused on desktop traffic and data from cookies. Now, Google has announced that UA will cease functioning on July 1st, 2023, meaning accounts must be moved over to GA4 to remain active. For anyone keeping abreast of Google’s
Google is Shuttering Universal Analytics, Transitioning to GA4 Read More
In an announcement last December, Meta detailed some upcoming changes to audience targeting within Facebook ad campaigns. Last Wednesday we received confirmation that the changes are finally being made: several audience targeting options across four categories are being removed for advertisers on March 17 (this Thursday). What’s Changing? As part of the current trend of
If you have a Google Merchant Center account, you may have received an email a few days ago about a new measurement feature Google is introducing. Their Shopping experience scorecard program will alter the appearance and placement of your ad in the Shopping tab. According to Google, the program’s purpose is to “reward businesses who
What Is Google’s New Shopping Experience Scorecard? Read More
Farewell, FLoC; we hardly knew ye. After many months of hype, Google has canned their Federated Learning of Cohorts (FLoC) program, which they had intended to replace third-party cookies (and perhaps forestall anti-trust and privacy legal action). We made no secret of our low expectations for the program, but we were trepidatious regarding what solution
Google’s Latest Attempt at Privacy, Topics API, Further Erodes Marketers’ Options Read More
