POV

Who Are These Searchers? 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…

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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…

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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….

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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…

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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…

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Google Hummingbird

POV

Google Hummingbird

Major Google Algorithm Update Brings New Opportunities for Marketers        Background On September 26, Google announced a major change to their search algorithm, which they call “Hummingbird.” Hummingbird is the largest change to Google’s core search since 2001….

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Google Estimated Cross Device Conversions - Photo Courtesy of Noah Talesnick

POV

Google Estimated Cross Device Conversions

Background With more and more users utilizing multiple devices to access content and surf the Web, the ability for advertisers to understand this cross-device activity has been lacking. Google reported in a recent study of consumers that regularly use multiple…

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POV

Google Landing Page Quality Score Update

Background Quality Score (QS) has always been a significant factor in management of Google AdWords campaigns.  While it holds a lot of weight when it comes to measuring and optimizing campaign performance, it’s been somewhat difficult to assess because Google…

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POV

fmC Announcements

Background On February 29, 2012, Facebook announced three new products that will impact the way brands approach their social media strategy within Facebook at their first ever Facebook Marketing Conference (fMC).  The core message behind each of these product announcements…

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