Google Announces AdWords Customer Match Targeting

On September 28, 2015
2

Google took Times Center Stage Monday afternoon to announce two new products: Universal App Campaigns and the long-rumored Customer Match targeting to kick off Advertising Week in New York City.

In the past, advertisers have had to rely on demographics & affinities provided by Google, or past online actions to target users in AdWords. Customer Match allows advertisers to now create and target a custom user audience simply by uploading a list of email addresses. This will allow advertisers to serve different ads or cater their bids for users at different stages of their purchase journey – whether they’re a hot new lead, an existing customer, or a frequent buyer. So long as you have their email address, Customer Match allows you to reach them on Search, Gmail, or YouTube.

Google Customer Match launched at NYC Advertising Week

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The 7 Deadly Sins of PPC: Pride #ppcsins

On September 25, 2015
0

On October 3rd, millennials around the world will celebrate the 11th annual National Mean Girls Day. Consider yourself warned—the interwebs are bound to be ridden with Plastics memes, your Facebook feed will be a never-ending stream of Regina George quotes, Buzzfeed will post a gazillion versions of “The Plastics and the Mathletes; Where Are They Now?” and every major TV channel will have back-to-back showings of the cult classic. If you’re not a Mean Girls fanatic yourself, you may be wondering, what’s all the hype about? 

mean girls day 

Easy—it’s universally relatable. No matter where you’re from or what type of school you attended, you probably encountered a clique of “mean girls” who dominated your high school social scene. Heck, maybe you were even one of them! If I had to use one word to describe this crew of girls, it would be vain: the mean girls are always excessively vain. They know they’re pretty, popular and wield great power over the rest of the school.

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3 Game-Changing Improvements to Facebook Ads

On September 24, 2015
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Facebook is innovating faster than Trump is gaining traction in the polls. While Trump’s progress is slightly frightening, all these improvements to Facebook advertising are a great thing for marketers looking to expand their reach and interact with people in a more engaging manner.

Facebook ad improvements 

I recently read that as of January 2015, Facebook became larger than the largest country in the world (i.e. China)! With 1.49 billion monthly users, it’s critical to keep up to date with the most game-changing tweaks the platform is making. To keep you up to speed, I’ve laid out the three most thrilling improvements Facebook has made to their advertising platform in the last few weeks, starting with…

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5 Charts That Prove You Should Be Running Mobile PPC Ads

On September 24, 2015
7

Do you fall into the “anti-mobile PPC” camp? I’d be willing to bet that mobile advertising could be worthwhile for you and I have 5 data-backed charts to prove it. Dead set on using -100% mobile bid modifiers? You won’t feel that way soon! Game on.

#1 The Search Landscape Has Officially Changed

Oh, how times have changed.

mobile vs. pc local search volumes

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How to Create Buyer Personas That Are Scary Accurate

On September 23, 2015

Making assumptions can be dangerous, and making assumptions about who your ideal customer is can be the kiss of death for your business. Without a crystal-clear idea of who you should be targeting with your marketing messaging – and why – all your efforts could be for naught. This is why creating complex buyer personas for your target audience is so important.

Buyer personas 

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Room Service! 7 Essential Hotel Marketing Strategies

On September 23, 2015
3

When I was thinking of how best to open this post on hotel marketing, several possibilities occurred to me. I could’ve made a pithy reference to The Eagles’ seminal 1976 single “Hotel California.” I could’ve joked about staying out of Room 217, a tip of the hat to Stephen King’s classic 1977 horror novel The Shining (but definitely not the Stanley Kubrick cinematic adaptation, which while a perfectly good movie, is vastly inferior to King’s novel). I could have talked about the difficulties of running a remote motel while living with a domineering mother. Fortunately for you, I decided against all of them, and chose to get straight to the point.

Hotel marketing AdWords hotel ads

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Instagram Opens Up Sponsored Posts to Advertisers

On September 23, 2015
4

Instagram boasts over 400 million active monthly users, who post 80 million photos and like 3.5 billion of them every day. It’s a fast-growing social media platform that enables you to efficiently and quickly capture an audience through enticing image ads, video ads or carousel ads.

Recently, Instagram rolled out its advertising platform to select API partners and on Facebook’s self-serve platform, Power Editor. A case study posted on the Instagram website is claiming sponsored posts (AKA ads) resulted in 2.8x higher ad recall than other online advertising.

Instagram sponsored posts top posts

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The 7 Deadly Sins of PPC: Sloth #ppcsins

On September 22, 2015
0

We all know a little something about sin #5, sloth. I’ll be the first to admit it, I’m terribly lazy. While others are dashing off to the Crossfit post-work, you can find me moseying home to binge-watch Netflix and nurse a pint of Ben and Jerrys (because, honestly, who has the energy to cook after sitting in an office all day?).

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Introducing Google’s Universal App Campaign

On September 18, 2015
13

With Google AdWords it’s always like an Easter Egg Hunt. You just find new goodies popping up everywhere. So what is it this month? It’s a whole new campaign type called a Universal App Campaign. What’s that!? It’s not search, it’s not display, and it’s not video – it’s all of the above, and only for apps...

universal app campaigns

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