Digital Marketing from A to Z.

POV: Who Are These Searchers? Audience Targeting in Paid Search

Audience Targeting in Paid Search

Background Marketers have traditionally sought to find the “hand-raisers” who expressed a specific interest and utilized search marketing to connect them to their relevant content.  However, over the next year or two, Paid Search will experience a sizeable evolution towards activating against consumer-centric behaviors and insights, existing customer relationships, and utilizing external data in audience targeting.  Brands and advertisers should start preparing for these changes … Continue reading

Emotions and Facebook: A Simple Research Study or a Cause for Concern

Emotions and Facebook: A Simple Research Study or a Cause for Concern?

Facebook recently unleashed details surrounding a secret emotion manipulation study they ran, and the study has been the cause of recent uproar amongst both the media industry and the American public.  However, the social media giant routinely conducts tests on … Continue reading


POV: Facebook to Launch New Targeting, With Eye on FIFA World Cup

Background On April 18, Facebook announced a new targeting cluster specific to the upcoming World Cup, and it is quite a significant move for the Social giant as it looks to boost its reputation as a second-screen companion to TV.  … Continue reading

Google SSL

POV: Google Removes Query Data for Paid Ads

Background Over the past couple of years, Google has taken steps to remove search query data from being passed along to advertisers and site owners, starting in 2011 with the news that organic search query data would be encrypted for … Continue reading

Google Shopping Campaigns

Google Shopping Campaigns – The Migration from Product Listing Ads

Background Google’s Shopping campaigns offer a simplified, retail-centric experience for campaign management over what exists with Product Listing Ads (PLAs). Google recently announced that Shopping campaigns will replace the way PLAs are currently managed within AdWords by late August 2014, … Continue reading

Yahoo Gemini

Yahoo Gemini – Combining Mobile & Native Advertising

Background On Feb. 19, 2014, Yahoo unveiled Yahoo Gemini, a new platform for managing mobile and tablet traffic exclusively for Yahoo properties. The platform consolidates two unique ad formats: (1) Mobile/Tablet Search & (2) Native Ads. Mobile/Tablet Search Ads: This … Continue reading

Sponsored Stories

Facebook Drops “Sponsored Stories” From Its Ad Offering

Background Facebook recently announced it would officially discontinue the entire library of Sponsored Stories ad formats by April 9, 2014. What Are Sponsored Stories? Sponsored Stories are distinct Facebook ads that feature the “voice” of a friend — likes, comments … Continue reading

Google Local Results Carousel

POV: Google’s Local Results Carousel

Background Though Google has highlighted results above the local search results — also known as a carousel — since August of 2012, this year they expanded that concept to certain entertainment, travel and hospitality queries like restaurants, bars and hotels. … Continue reading

Image Courtesy of Search Engine Land

POV: Ad Rank Gets a Revamp

Background Ad Rank has been a fairly steady metric over the years – it determines your position on Google Search by multiplying your bid by the Quality Score of each keyword. Quality Score is, of course, Google’s way of measuring … Continue reading

Instagram Ads

POV: Instagram to Begin Testing Native Advertising

Background Instagram recently announced that it would begin testing a native advertising product in the coming week. Native advertising is content that is provided in the context of a user’s experience. The yet-to-be-titled ad product will show photos and videos … Continue reading