Upon further reflection, it’s clear that the broken system is ad-driven media on the internet. It simply doesn’t serve people. In fact, it’s not designed to. The vast majority of articles, videos, and other “content” we all consume on a daily basis is paid for — directly or indirectly — by corporations who are funding it in order to advance their goals. And it is measured, amplified, and rewarded based on its ability to do that. Period. As a result, we get… well, what we get. And it’s getting worse. By “what we get,” it’s not clear whether Williams meant clickbait, fake news or thinly written content with shameless product plugs, but it’s likely he was referring to all of the above. … [Read more...] about What does Medium.com’s profit model pivot say about the future of online advertising?
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Now, if you happen to work with (or, heaven forbid, happen to be) one of these account management zombies, you might be tempted to handle the problem in classic zombie-slayer style. Luckily, you don’t have to be quite that violent to solve your zombie problem—there is a better way! … [Read more...] about Paid Search Advertising: Happy Ending or Horror Story?
“I’ve never had to replace my windshield, but I have the Massachusetts-based Giant Glass jingle irrevocably wedged in my brain. I can’t recite it because I have such an affinity for windshield repair, I can recite it because I watched too much television as a kid and every commercial break during Red Sox games led off with that song,” said Ryan Coons, a copywriter at creative agency Struck. “It’s the same reason I can swear up and down that I can’t stand Maroon 5, but somehow I still know the words to ‘Sugar.’ It has been engineered to get stuck in my head and through endless repetition I’ve been beat into submission.” … [Read more...] about 5 Reasons Jingles are Powerful Marketing Tool
Now, marketing alter egos are tricky. In this case, you might have been using dynamic keyword insertion on your landing page in the belief that it would improve your conversion rate. After all, if your headline matches the keyword that triggered your ad, people will be more likely to convert, right? … [Read more...] about Are there PPC monsters lurking inside your paid search account?