Advertising
Did you know that 90% of searchers haven’t made their mind up about a brand before starting their search? This is one of the main reasons that online advertising is so competitive. That ever-increasing competition is just one of the challenges that brands face when they do online advertising (and we’ll dive into this more below). Yet, advertising is a vital component of any business’s marketing strategy. So, you might be wondering, “What are some other advertising challenges and how can we overcome them?” In this post, let’s review the advertising challenges experts think brands could face in the next year and discuss how to overcome them. 1. Reaching the right targeted audience. The adage goes that advertising (and marketing in general) is about reaching the right audience, with the right message, at the right time. But reaching the right audience is getting harder and becoming a challenge for advertisers.…
To state the obvious, researching, finding, and buying digital ad space is a time-consuming process. In fact, an article by the Wall Street Journal compares it to “pulling out weeds online.” But what if there was a middleman who could connect advertisers to websites that are seeking advertisers (and vice-versa)? Enter the ad network. Let’s learn more about ad networks, how they work, and the best networks for digital marketers. The chief function of ad networks is to collect unsold ad inventory from online publishers and match them with advertisers looking for ad spots. This makes it seamless for both sides to interact and, ultimately, come to a deal. The benefit of using an ad network depends on which side you fall. For publishers, it helps to secure buyers for unsold ad space, although the revenue is typically less than what they could earn from direct sales. For advertisers, it…
In 2018, Musical.ly, music sharing app, was purchased by Chinese tech firm Bytedance and merged with the firm’s new app, TikTok. It started out as a video-sharing social network where users shared short clips of themselves lip-synching and dancing to trending music. It has since expanded to house more diverse videos and become a creative outlet for brands. After the merger, TikTok’s active user base grew by almost 800%. Today, the platform has over 1 billion monthly users and brands are using TikTok ads to reach them. In this article, we’ll cover everything you need to know about TikTok’s advertising platform and discuss if it’s worth leveraging. Types of TikTok Ads How do Tiktok ads work? How to Set Up Your TikTok Account TikTok Ad Review Process TikTok Ad Examples TikTok Advertising Cost Should you leverage TikTok for Business? TikTok For Business Pros and Cons The platform’s stated goal is…
Have you ever visited a website, looked at a product, left the site, but then seen an ad for that exact same product you were looking for on Google? I come across ads like this multiple times per week. The reason we see these ads is because we’re placed on remarketing lists — we’ve shown interest in a product and a business wants to remind us that it’s still available for purchase if we’re interested. As a business, using remarketing lists helps you make contact with pre-qualified prospects in an attempt to drive a conversion. In this post, we’ll explain how, as a business, you can leverage remarketing lists for search ads to draw in interested site visitors for conversion, and best-practices for using these lists. RLSA Audiences RLSA audiences are created by adding a snippet of code (called a tag) to your website that automatically adds your audiences to specific…
Imagine spending time and resources to create an ad campaign just to get meager results. It’s can be discouraging but also difficult to assess. Wouldn’t it be great if you could mix and match different ad components and see which one performs the best without dishing out more time and resources? With responsive display ads, you can. Discover how they work, what you need to get started, and the steps to launch one in Google Ads. Benefits of Using Responsive Display Ads One of the biggest advantages of using responsive display ads is that it can help you reach a broader audience. Because you can adjust various elements in your ad, you can maximize where it can be seen by your target audience. Additional benefits include the following: You can use video – When you use responsible display ads, you can add video and use that in place of images…
As an advertiser and marketer, it’s important to understand the impact of your campaigns and content on your target audience. It’s also important to know how much money you need to invest to ensure those campaigns and content are actually seen by your audience. You may have heard of CPM before — it’s a formula and metric that tells you exactly that. In this article, we’ll review what CPM is, how to calculate it, and tips on how you can get the best CPM. CPM Meaning CPM in marketing is cost per thousand, also known as cost per thousand impressions or cost per mile. It’s a formula that calculates the total ad spend per 1,000 impressions on a web page. How does CPM work? CPM is often used in advertising, marketing campaigns, social media, and digital marketing. It tells you the total ad spend for every 1,000 impressions. An impression…
Emerging technologies always encourage scrutiny and critical analysis, and ad tech is no different. This discipline has been around for a few years, but it’s only recently caught the attention of savvy ad tech agencies. In the era of big data, they’ve recognized having ad tech company relationships makes them more powerful and attractive to clients. The age of social media has forced agencies to investigate innovative ways to interact with relevant users, rather than relying on typical broadcast or digital media buys. And the advantages for agencies investing in ad tech are plentiful. Global advertising is forecast to recover to 10.4% growth, reflecting a total spend of $634 billion But there’s still one issue: many young ad agencies are still trying to figure out what exactly ad tech is — and how they can best use it to their advantage. If you’ve ever scratched your head at the terms…
Think about the last commercial you remember. What about it made it memorable? That’s the answer every advertiser wants to know. I tend to remember ads that are funny and/or relatable, but is it the same for most consumers? Let’s see what recent data suggests about memorable ads and discuss some tips for your next campaign. Why Consumers Remember Ads We surveyed 281 U.S. consumers and asked them to think back to a recent ad they saw and what made it memorable. Respondents could only select a single answer. Here are the results. Our research found that funny commercials were the number one reason why respondents recalled ads. The second highest response was the value respondents ascribed to the information presented in the commercial. The remaining options each made up less than 8% of the answers. Some remembered the ad because the product featured seemed valuable (7%), the ad told…
Time is one of the most valuable resources we have — that’s why efficiency is something so many people strive for. The good news is that there are a plethora of marketing tools available today with the power to help you boost productivity and streamline monotonous processes or tasks — ad management tools are among the many options. In this blog post, we’ll talk about what ad management is, outline high-quality ad management software, and explain why they’re beneficial for all businesses. What is advertising management? Advertising management is overseeing different marketing activities and responsible individuals to ensure that campaigns are running effectively and target marketings are being reached. Depending on your business needs, advertising management can focus on various metrics that contribute to campaign success, like ROI or conversions or media placements that make sense for where your target audiences are. As there is often a lot to keep…
Running an ad campaign is no small feat. From narrowing down your target audience to designing your landing page, there are many pieces to the puzzle. Once you put in all that work, you want to make sure your ad is ready for bidding. Google Ads helps advertisers ensure their ad quality is high by assigning them a quality score. Not sure what that is? Let’s cover what a Quality Score is, how to see it in your account, and how to improve it for your next campaign. Google wants to match users to the most relevant ads because they only make money when users click the ad. So, if they consistently show low-quality ads, they won’t earn as much. To determine an advertiser’s Quality Score, Google looks at how other advertisers have performed in the last 90 days for the exact same keywords. If there isn’t enough data gathered…