Google Ads
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Where Are Your Customers?
Recently we were listening to an organization talking about how they wanted to reach out to a younger demographic. They had some ideas about how to make their product more appealing to younger consumers and they had good reasons for thinking that this would be a good move for them. When the conversation turned to…
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Treemaps
We’re working on quarterly analytics this week, and we’re exploring a new report in Google Analytics: Treemaps. One of the great things about Google Analytics is the way they provide quick visual captures of information which can otherwise take a lot of work to unpack. Treemaps does this primarily for Adwords ads. I had expected…
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Are Your Ads Being Seen?
Advertising traditionally has had one big problem: you pay for potential viewers, not for actual views. That TV station tells you how many viewers they think tune into their show, based on admittedly shaky data from a small segment of viewers who are often self-reporting. The numbers they give you are for potential viewers, and…
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Digital Ads vs. Offline Ads
Sometimes we can tell that clients who are shifting some of their spend from traditional or legacy media ads to digital or online ads feel disappointed about the numbers they see. What kind of numbers do they see? A pay per click or cost per click campaign might show you that you’ve had 200,349 impressions…
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Serving the Modern Consumer
Shopping has changed. Consumers don’t trust ads and they don’t need them, since they can get information on anything they want at any time.That doesn’t mean that ads aren’t valuable, but it does mean that they have a different place in the process than they used to. Google says that the average consumer checks out…
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SEO, PPC, and Inbound Marketing
We used to recommend PPC (CPC, paid search, Adwords — call it what you will) only to certain clients: companies with a fairly high-priced product or service, a fairly large budget, and the resources to create special landing pages for each product or service they wanted to sell. Without those characteristics, we found, the cost…