Online advertising, and especially its bulky older brother, “programmatic,” are darlings of the digital marketing world. Even folks who typically focus on the content and SEO side are dipping into the implications of bot-driven ads. The ability to deliver highly targeted display ads and sponsored content to key consumer segments, with (literally) super-human speed and precision sounds like the data-driven answer businesses have been waiting for since the dawn of “personas.” But what if there’s something wrong? Not with programmatic, but with the system itself: the vehicle on which ads arrive on consumers’ desktops and phone screens? For many niche and local publications, plans for profitability already feel tenuous; if a startup with $132 million in the bank and a network of incredible talent can’t foresee sustainability in digital ads, what do the next few years look like for the little guys? The Medium move Earlier this month, Ev Williams, … [Read more...] about What does Medium.com’s profit model pivot say about the future of online advertising?
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Do you ever get a sinking feeling as you open your paid search account? You don’t know exactly what you’re going to see, but you have a feeling that something has gone horribly, horribly wrong? Don’t worry, you’re not alone. If you’ve managed a paid search account for long enough, you know that sometimes, things just inexplicably go awry. Clicks stop converting…keywords stop performing…campaigns suck your budget dry. And you don’t know why. Well, guess what? If you’ve ever felt like your paid search account is being attacked by forces beyond your control, you just might be right… Is Your Paid Search Account Haunted? Although it might seem like the monsters you see portrayed in the media are simply works of fiction, the creatures you see on TV have very real counterparts in the digital realm. Even though you might not be able to see them, they are there in the shadows, waiting for the ideal moment to strike. So, if your paid … [Read more...] about Paid Search Advertising: Happy Ending or Horror Story?
Once upon a time, we lived in a golden age of ad jingles. To wit: The mere mention of some of the brands behind them – like, say, Mentos, Kit Kat, Folgers or Oscar Mayer – is likely enough to get one of their ditties stuck in your head for the rest of the day. Mr. Clean recently brought back its iconic jingle to appeal to a new generation of consumers. Hefty, too, has an update of its version, which has reportedly been out of circulation for 30 years. And, in relatively recent history, Meow Mix and even Bagel Bites have made similar moves. But jingles are a tactic we don’t see as often in mainstream advertising overall. With some notable exceptions like Nationwide and McDonald’s, it seems new jingles are found mostly on daytime or late-night TV and come from smaller brands like J.G. Wentworth, Kars4Kids, and FarmersOnly.com. And this is in part because times — and media consumption habits — have changed. “Today’s consumers are no longer … [Read more...] about 5 Reasons Jingles are Powerful Marketing Tool
Maybe your new campaign wasn’t performing well. Maybe you’d inexplicably spent a ton on AdWords and had nothing to show for it. Maybe it was just more bad news in a losing fight for profitability. Regardless of your particular situation, if you’ve been in paid search for long, you’ve probably had that gut-wrenching feeling at some point. Turns out, there’s more to that feeling than you might have thought. After a series of rather extraordinary events, it’s become clear to me that there is a reason why so many companies struggle with search engine marketing. There be monsters out there… Fighting the good fight It seems like there are monster shows everywhere these days (The Walking Dead, True Blood, The Vampire Diaries, Supernatural, just to name a few). I’d always thought this was just a pop culture trend, but it turns out that there’s something to this fascination. Though it might seem a bit far-fetched, we face these monsters on … [Read more...] about Are there PPC monsters lurking inside your paid search account?