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Why video needs to be part of your paid advertising strategy - Marketing Land

Recently, I’ve been thinking about the importance of online video content. People are now consuming more videos, and it makes up a huge portion of online content. A post from Convert With Content spells out this growth, citing several stats, including: 74 percent of all Internet traffic will be…

5 strategies to improve your ad copy - Marketing Land

Ad copy is a very important element in online advertising, but it’s often “set and forget” — once written, advertisers move on to newer and/or sexier strategies and tactics. Ad copy is often one of the first areas I focus on to boost advertising efficiency. And, if I focus on iterating ads, I…

The Mad Scientists of Paid Search - SMX Advanced Session Recap - Marketing Land

In this lively paid search session, each of the Mad Scientist speakers brought fresh ideas, data and insight to our fast-paced world of paid search and consumer intent. Here is an overview of what they shared. Andy Taylor, Merkle Andy made five main points in his presentation: 1. Changes to exact…

Targeting On Google's Display Network (GDN): The Lowdown On Layering - Marketing Land

Historically, the Google Display Network (GDN) had limited features, and it was impossible to fine-tune and narrowly target segments/users/customers. Today, there are more ways advertisers can target people/users interested in buying products or services. Furthermore, we’re better able to…

How To Create Fatigue-Proof Retargeting Ads - Marketing Land

Web surfers aren’t going to engage with the same dreary creative displayed over and over again. This makes it key to vary your message, pursue a theme, or even tell a story with multiple creative units, especially if impression frequency per user is more than a couple times a day. As there are…

Getting Online Video Ads Right! - Marketing Land

More advertisers are taking advantage of video advertising opportunities. According to the IAB Internet Advertising Revenue Report for 2013, video ads are increasing in popularity, rising up to become the fourth largest ad format after search, display/banner and mobile. Meanwhile, search and display…

Tips for using the new Google Ads interface - Marketing Land

Google is in the process of rolling out their new Google Ads interface. This is the second time Google has said they’d roll out the update and this time they mean it! In this article, I’ll talk about some of my likes, dislikes and general experiences with the new interface. Here are some initial…