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PPC: Reducing Spend vs. Reducing CPA

PPC: Reducing Spend vs. Reducing CPA

As marketers, we’re constantly working on a variety of objectives – build the brand, gain TOMA (top-of-mind awareness), increase followers, bring in new leads, be creative, be meaningful, share the vision. In reality, our extra-departmental coworkers (ie everyone else in the building) care about one thing: how much money are those guys making us? A smart marketer will first focus on what’s leading to the...

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Selecting the Best Marketing Channel

Selecting the Best Marketing Channel

Mark Twain once wrote, “Many a small thing has been made large by the right kind of advertising.” The problem is, many advertisers are not completely certain of where to put their dollars. The marketing options for small businesses have never been greater, which makes the choices that much more difficult. It’s important to first ask yourself a few simple questions: Where is Your Audience?...

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5 Ways to Make Banner Ad Promotions Work For You

5 Ways to Make Banner Ad Promotions Work For You

Banner ad promotions are as old as the Internet, and there may be some who think the banner ad is dead. But according to Nielson’s most recent Trust in Advertising report, consumer trust in banner ads has nearly doubled in the past six years. Flashing images, little creatures running back and forth across the screen and the dizzying arrays of vibrant colors have been replaced...

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How Programmatic Ad Buying Will Grow in 2015

How Programmatic Ad Buying Will Grow in 2015

Online ad purchases involving people are on the way out. In 2015, display advertising will be primarily managed through computer-driven sales. The New York Post points to a recent report from eMarketer that forecasts 55 percent of all such sales will be done by computers by the end of the year, as technology takes up the tedious task of determining optimal ad rates and deciding...

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5 Tips for Success With B2B Premium Display Advertising

5 Tips for Success With B2B Premium Display Advertising

Many B2C marketers have a difficult relationship with premium display advertising. Tracking ROI isn’t a straightforward proposition, which makes justifying this expenditure challenging. The task is even more daunting for B2B marketers, who operate in a very different landscape with a longer, more multifaceted buy cycle. But you don’t need to jettison the display-ad component of your marketing strategy — you just need to learn...

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3 Essential Elements of a Successful Display Advertising Campaign

3 Essential Elements of a Successful Display Advertising Campaign

Beginning a display advertising campaign can feel like a daunting task. Though there is some data that suggests that a phenomenon known as “banner blindness” means most users scroll past ads instinctively, in the hands of a savvy marketer, display ads can be quite effective. In fact, the Wall Street Journal reports that the market for display ads is projected to double in the next...

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Four Reasons Why Responsive Design Is What Everyone Is Talking About

Four Reasons Why Responsive Design Is What Everyone Is Talking About

As tablets and smartphones increase in popularity, mobile devices are rivaling traditional desktops in terms of online usage. In fact, Business Insider reports that mobile usage will exceed desktop usage by the end of 2014. The lack of a standard, one-size-fits-all solution has prevented many companies from investing in a website that is optimized for every user experience. That’s why responsive design is all the...

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