In 2003, Google was still a scrappy startup, digital marketing largely meant Search or un-tracked banner ads, and Working Planet co-founders Soren Ryherd and Vida Jakabhazy had an idea that paid digital advertising could be optimized to financial KPIs. We were a little early. While Working Planet began rapidly building and optimizing digital campaigns it […]
I recently wrote about the limitations of one of the most widely-held marketing KPIs: ROAS (Return on Ad Spend). The main limitations with ROAS are that it is a measure of efficiency and not magnitude and that the efficiency it measures is revenue generation, not profit generation. Yet creating revenues without profit, or efficiency without […]
ROAS (Return on Ad Spend) is the industry standard for assessing and reporting the performance of paid digital campaigns, but it really sucks as a KPI. To be totally fair, ROAS has a few strengths. It is easy to calculate (even easier than ROI): Revenue / Ad Spend. It is a relatively clear measure of efficiency. […]
Even the most data-savvy of marketing teams can make mistakes in thinking about the use of data in optimizing campaigns for financial success. Let’s face it, marketing data is rife with issues and is never perfect, and it is easy to put on blinders based on the data you have available, the systems you use, […]
Advertising is all about targeting, right? And once you’ve found a targeted audience, you want to get your ads in front of all of that audience. This is the thought process behind Impression Share, that often elusive, seemingly golden metric that Google dangles before us in AdWords reporting. And why wouldn’t Impression Share be important? […]
Here are seven quick adjustments you can make to take your retargeting program from “Yuck!” to “Yay!” (Listen up all of you who just use default settings and one giant bucket of targeted visitors, and don’t skip the last point below.) 1) Frequency Caps Overexposure to ads can quickly annoy visitors and result in decreased […]
In January, Pinterest moved their paid advertising platform out of beta. As early adopters, we were able to run tests with Promoted Pins to see if targeting, cost, and engagement could provide a meaningful channel for our clients. It did. In fact, Pinterest Promoted Pins has been one of the fastest growing digital channels in our history, […]
“We want to take our marketing to the next level.” We hear that often. But with digital marketing becoming more complex by the minute, what does the “next level” even look like? 1. It’s Holistic With cross-device and cross-channel behavior becoming more the norm than the exception, marketing programs that are siloed by channel are going to […]
Marketers engaged in Search often overlook the opportunities in Display advertising, but with total Display ad spend set to surpass Search in 2016, it’s time for advertisers to take a hard look at Display. The ugly truth is that advertisers who are used to Search often fail at Display. Let’s chat a bit about the strengths and differences […]
Data-driven marketing in the last decade has largely been thought of as a search marketing phenomenon. The growth of search fueled many of the tactics and tools adopted for digital since the launch of paid search in the early 2000’s. But now is the time for companies to step back and re-evaluate the digital landscape. […]