The promise of Programmatic is that we as marketers, can simply upload our campaigns, then ‘set and forget’ the algorithm to go get us better results.
No more worrying about bids, budgets, conversion rates and CPAs.
Is the Programmatic dream really here?
Throughout this year, we’ve been trialling different Programmatic solutions for both Adwords and Facebook advertising and here’s some of our findings that will prepare you for your first three months of Programmatic…
In the first part of this article, we’ll start off with the good news …
You’ve seen all the Adpocalypse stories and are concerned that your programmatic ads are costing you millions in fraudulent clicks at best or associating your brand with hate-filled, bigoted corners of the web at worst.
Yet at the same time, you still have to build your brand online and unlike P&G, you can’t simply pull your digital ad spend.
Here are some things you (or your agency) can do to buy yourself or your stakeholders some peace of mind:
The biggest news hitting online advertising circles in the last few days (though notably absent from the Adwords blog itself) is that Google is removing something that has been present in Adwords since day 1 – right hand side ads.
Right hand side ads (traditionally ad positions 4 through to 8 on the Search Results page) were traditionally the bastion of advertisers who had tight Cost per Conversion/Acquisition limits – here on the right hand side, advertisers could bid low and know that even though they may not get click volume, they could get profit from these cheaper clicks.
Why would Google remove the ability for advertisers to execute this perfectly valid strategy?
The opportunity and challenge for marketers today is that marketing is now relational.
Not only do we need to do our jobs as marketers, but we also have to have both emotional intelligence and capacity in order to stay in relationship with followers and lead them on a journey of becoming.
That’s a tall order and something marketers who came before us never had to do.
Yet the principles that govern all relationships still apply …
Last week, designer Yana Makarevich, caused a stir by with her remarkable take on the World Wildlife Fund logo – transforming the familiar Panda into three other endagered species, using the exact same shapes.
The WWF logo (including Yana’s new interpretations) are an example of The Gestalt Effect – the ability for our brains to …
In this age of Content Marketing, we’re often asked by clients: “Should we outsource content creation?”
More often than not, the reason this question comes up is because a Search Engine Optimiser has put the fear of God into our client who is now scrambling to ‘catch up’ with competitors who have all been using content for SEO purposes.
Firstly, creating content for the sole purpose of SEO on the surface appears right, but is in reality …
A phrase commonly used to describe the global, connected environment we live in, is the Sharing Economy.
Tech startups like AirBnB, Parkhound, AirTasker and countless others, are adding incredible value by facilitating more efficient ways for us to share the resources we already have – whether they be spare rooms, spare car spaces or even our spare time.
Consider that the world is now at the beginning stages of …
The Facebook Newsfeed is perhaps the algorithm most of us are familiar with. Nobody sees every post from all 1200 of their Facebook friends – the algorithm does a remarkably good job at curating what we see to updates from people we are likely to care about.
The ‘Explore Posts’ and ‘Discover People’ suggestions on Instagram likewise curate what gets recommended based on your social graph and past post engagement.
Since 2009, even Google’s search results have been personalised to you based on your …
Recently, Google very quietly introduced an experiment to disrupt themselves – no less their single biggest cashcow, Adwords.
Google Contributor gives consumers the choice to pay a monthly fee to have ads removed from sites they visit. Subtly different to Ad Blocking, Contributor will allow users to replace ads with content of their own choice – eg. RSS feeds, images, to-do lists – effectively transforming advertising space into real estate for personal productivity.
In such a context, the only way for ads to remain to be seen is …