Dynamic Search Ads are nothing new in the Google interface, but that doesn’t mean there aren’t always new things you can do to take your DSA strategy to the next level. In my presentation at SMX West, I talked about a number of ways you can spruce up your DSA to be more impactful and,
ABM, or Account Based Marketing, strategies are becoming more and more prevalent in business marketing strategies as companies find it’s sometimes easier to start with your goal customer list then find ways to target those customers. There are some platforms and tools out there that will allow you to roll out a very highly structured
Facebook has an impressive amount of targeting options and one of my favorites is the Lookalike Audience feature. These are a great way to reach additional potential customers who are similar to those users you are already targeting. If you haven’t tried out Facebook’s Lookalike Audience feature, here’s a guide to help you do that
For any number of reasons, there are advertisers out there not currently using their customer lists in their PPC campaigns. Maybe this has to do with getting an accurate list. Maybe it’s due to legal restrictions. Maybe it’s because they feel like the list better replicates the messy group of anonymous Lego persons like the
Facebook launched their Audience Network in October 2014 and have slowly grown the network over the last 2+ years. Reading on the Facebook Business blog recently I came across the stat that 1 billion people now see an ad through the Facebook Audience Network each month. Dang! While the Audience Network boosts impressive stats,
I am all about efficiency, so one of the features I fell in love with in the last year is Facebook’s Saved Audiences feature. What are Saved Audiences? Quite simply, they’re target audiences that you create for Facebook Ad Sets and subsequently save so you can choose to use them again for different ad sets.
Over recent years, the rise of social advertising has gotten advertising pros much more focused on audience targeting rather than just keyword research, and for good reason. We’re able to go beyond the search box and target users based on their personal attributes that make them a prime candidate for what we’re selling. Even more
Custom audiences are great. There… I said it. The ability to upload customer/user/lead data as a method for targeting, exclusion or to create a lookalike (similar) audience has been a game changer for the digital advertising industry. Great as custom audiences may be, there is – and always has been – a draw back. Match rates.
Much has been written about B2B targeting in the digital advertising space. For good reason, too. B2B targeting is a complicated topic with myriad strategies that vary from channel-to-channel and industry-to-industry. One of the main ideas that all B2B marketers focus on is audience and personas. WHO are we trying to reach? Who our audience is
Well, with just about everything else in PPC, it depends. The end! Just kidding. We can do a bit better than that. In my experience, there are four things that should be taken into account when determining the right audience sizes for LinkedIn audiences. Cost per Click Conversion Tracking Desired Outcomes Ease of Management Let’s