Since April 2022, Google has been testing a new, perhaps better, option, the aforementioned “Topics.” (I will refer to Topics, the ad feature, with a capital “T” — distinguishing it from lowercase topics in the generic sense.) Because of the…
Another useful signal of search intent is a keyword’s cost per click in Google Ads. Advertisers are willing to pay more for keywords that drive sales. Hence commercial and transactional keywords tend to be more expensive. Here’s an example Keyword…
Brands will, realistically, have to play ball with the new privacy requirements and adjust to the new normal. The push to privacy will impact all advertisers. Find out everything around new restrictions, cookies, IDFA, first-party data, and all things privacy…
Online communities like Reddit embody everything that contextual targeting is about. Reddit has thousands of sub-groups (called “subreddits”) that each have their own niche interests. In “Social Performance Marketing, As We Once Knew It, is Dead [An Open Letter]“, Avi…
This last step might seem like an outlier in the process, but it is super important: You need to identify who your customer isn’t. Take the monday.com competitive ad example above. The team clearly decided who their audience is—and who…
Barilla’s Lyndsay Weir presenting at Econsultancy Live: CX 2022. Photo credit: ASV Photography Weir outlined three key components of a people-driven approach to data: use cases, quality data, and technology. “You’re going to have to be a privacy-first organisation; they…
— Non-fungible tokens are digital representations of any physical or virtual asset — art, images, songs, videos, real estate — that are verified through blockchain technology. — According to the data, in Q4 2021, funding and deals to NFT companies…
Another note: For this post, our anatomy will follow that of an advertiser using Search, Display, and/or Video campaigns. Some components may vary by campaign type, which will be noted throughout. For help with Google Shopping campaign structure, check out…
When a company provides this sort of compensation array, it is helping its workers find financial security now and in the years to come. Equity is the value an owner (shareholder) would receive if a business gets sold and its…