[{"data":1,"prerenderedAt":12902},["ShallowReactive",2],{"header-articles":3,"blog-category-ppc-posts":1469,"blog-category-ppc-team":12367},[4,327,590,906,1147],{"id":5,"title":6,"author":7,"authors":8,"body":10,"caption":7,"category":315,"date":316,"description":317,"extension":318,"img":319,"imgAlt":6,"meta":320,"minutes":321,"navigation":322,"path":323,"seo":324,"seodescription":7,"seotitle":7,"stem":325,"updated":7,"__hash__":326},"blog\u002Fblog\u002Fseo\u002Fwhy-you-should-monitor-brand-mentions-in-ai-search-results.md","Why You Should Monitor Brand Mentions in AI Search Results",null,[9],"Kerry Guard",{"type":11,"value":12,"toc":290},"minimark",[13,17,20,23,28,31,34,42,45,68,72,80,88,91,95,98,102,105,110,118,124,128,131,156,160,174,178,181,185,188,192,195,199,202,213,217,220,224,227,231,234,238,244,247,250,254],[14,15,16],"p",{},"Right now, AI search engines are talking about your software company. Whether you track it or not, platforms like ChatGPT Search, Perplexity, and Google AI Overviews answer questions every single day about your product capabilities, pricing, and market reputation. B2B software buyers use these tools to build shortlists, compare technical features, and make buying decisions before ever clicking through to a vendor's website.",[14,18,19],{},"If you rely on old brand-monitoring tools, you are running blind. Traditional monitoring platforms track static web pages, social media tags, and news mentions. They cannot show you what a buyer sees inside a conversational AI search box.",[14,21,22],{},"Unlike traditional Google search, where a website's ranking and content stay relatively consistent from day to day, AI-generated responses are dynamic. They synthesize information on the fly from across the web. Without an active monitoring strategy, inaccurate product claims, outdated pricing, or heavy competitor recommendations can quietly slip into AI responses without your knowledge, pulling qualified leads out of your pipeline before you even know they exist.",[24,25,27],"h2",{"id":26},"the-dynamic-reality-of-ai-search-results","The Dynamic Reality of AI Search Results",[14,29,30],{},"To understand why monitoring AI brand mentions requires a new approach, consider how AI search engines differ from traditional search directories.",[14,32,33],{},"In a traditional search model, Google crawls a page, indexes the text, and displays a link. If your page ranks third for a keyword, it generally stays near that spot until an algorithm update or a content change occurs.",[14,35,36,37,41],{},"AI search engines work differently. When a prospective customer prompts an AI tool—asking, for example, ",[38,39,40],"em",{},"\"What are the best enterprise cloud security platforms for healthcare compliance?\"","—the underlying Large Language Model (LLM) retrieves information from dozens of real-time sources, synthesizes the facts, and writes a unique response.",[14,43,44],{},"Because these responses are generated in real time, the way an AI engine describes your brand can shift based on:",[46,47,48,56,62],"ul",{},[49,50,51,55],"li",{},[52,53,54],"strong",{},"New Web Scrapes:"," A fresh review, a Reddit discussion thread, or an updated competitor blog post can instantly alter how the AI summarizes your company.",[49,57,58,61],{},[52,59,60],{},"Prompt Variations:"," Slight changes in how a user words a query can lead the AI to pull from entirely different data sources.",[49,63,64,67],{},[52,65,66],{},"Model Updates:"," As platforms update their underlying LLMs, the sources they trust and cite shift continuously.",[24,69,71],{"id":70},"the-risks-of-unmonitored-ai-brand-mentions","The Risks of Unmonitored AI Brand Mentions",[14,73,74,79],{},[75,76],"img",{"alt":77,"src":78},"","https:\u002F\u002Fassets.mkgmarketinginc.com\u002F378276c5-b933-4eed-8804-a96958aabcdf-why-you-should-monitor-image-1.webp","When you leave your AI presence to chance without monitoring what these engines say, you’re gambling with your brand equity, and small inaccuracies turn into major business risks.",[81,82,84,87],"h3",{"id":83},"_1-hallucinated-features-and-misattributed-limitations",[52,85,86],{},"1. Hallucina","ted Features and Misattributed Limitations",[14,89,90],{},"AI engines occasionally \"hallucinate\": presenting incorrect details with absolute authority. An AI search tool might state that your software lacks a key integration, charges hidden fees, or only supports small businesses when you actually target enterprise accounts. If a buyer reads that hallucinated summary, they may drop your company from their consideration set without ever contacting your sales team.",[81,92,94],{"id":93},"_2-competitor-hijacking","2. Competitor Hijacking",[14,96,97],{},"If your competitors actively optimize their web presence for generative search while your brand stays passive, AI engines will default to recommending your competitors. When buyers ask AI tools to compare your product against a competitor, an unmonitored response might highlight your rival's strengths while summarizing outdated or inaccurate criticisms of your platform.",[81,99,101],{"id":100},"_3-loss-of-narrative-control","3. Loss of Narrative Control",[14,103,104],{},"In B2B tech, your positioning is everything. If an AI search engine pulls its understanding of your brand from outdated PR releases, informal forum threads, or low-authority review sites, your core value proposition gets diluted. You lose control over how your product is framed during the buyer's research phase.",[14,106,107],{},[52,108,109],{},"Expert Insight from MKG Marketing:",[14,111,112,115,116],{},[38,113,114],{},"\"","Designers often say \"This website speaks more to LLMs than human beings.\" To that I say, \"Good. That's step one.\" Step one: be findable by answer engines. Humans will end up there after they search for the problem. Step two: optimize for the human experience once they arrive. Right now most teams are still trying to optimize for both at the same time, which means they optimize for neither.The order matters. Findable first. Usable second.",[38,117,114],{},[14,119,120,121,123],{},"— ",[52,122,9],{},", Founder & CEO at MKG Marketing",[24,125,127],{"id":126},"why-manual-spot-checks-arent-enough","Why Manual Spot-Checks Aren't Enough",[14,129,130],{},"Many marketing teams attempt to solve this problem by occasionally typing their company name into ChatGPT or Perplexity to see what comes up. While spot-checking is a natural first step, it fails as a long-term business strategy for three reasons:",[132,133,134,140,150],"ol",{},[49,135,136,139],{},[52,137,138],{},"Personalized and Location-Based Bias:"," AI search tools tailor responses based on user location, session history, and account settings. What you see on your desktop in an office is rarely identical to what a buyer sees in another region.",[49,141,142,145,146,149],{},[52,143,144],{},"Infinite Query Permutations:"," Buyers don't just type your brand name. They ask complex, long-tail questions like ",[38,147,148],{},"\"How long does it take to implement [Company Name] compared to [Competitor]?\""," Manual checks cannot cover the hundreds of ways prospects ask about your category.",[49,151,152,155],{},[52,153,154],{},"Lack of Historical Tracking:"," Spot-checks give you a single snapshot in time. They don't track trends, measure whether your citation share is growing, or alert you when an inaccurate claim enters the AI's data pool.",[24,157,159],{"id":158},"how-to-build-a-systematic-strategy-the-best-ways-to-monitor-brand-mentions-in-ai-search","How to Build a Systematic Strategy: The Best Ways to Monitor Brand Mentions in AI Search",[14,161,162,165,166,169,170,173],{},[75,163],{"alt":77,"src":164},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002F4c47ce7e-784c-46ee-bd33-f4ff8fd72368-why-you-should-monitor-image-2.webp","Protecting your company’s digital footprint requires shifting from manual testing to a structured ",[52,167,168],{},"Search Visibility Optimization (SVO)"," framework. Establishing effective ",[52,171,172],{},"brand monitoring across ai search engines"," involves four operational steps:",[81,175,177],{"id":176},"step-1-identify-high-intent-buyer-prompts","Step 1: Identify High-Intent Buyer Prompts",[14,179,180],{},"Brainstorm the exact questions your ideal prospects ask during their evaluation phase. Move beyond simple brand searches to focus on category comparisons, feature queries, and implementation questions.",[81,182,184],{"id":183},"step-2-map-your-citation-share-across-key-ai-platforms","Step 2: Map Your \"Citation Share\" Across Key AI Platforms",[14,186,187],{},"Track how frequently AI tools cite your site compared to competitors across platforms like ChatGPT Search, Perplexity, and Google AI Overviews. Note which specific URLs the AI uses as references when it mentions your brand.",[81,189,191],{"id":190},"step-3-correct-the-source-data","Step 3: Correct the Source Data",[14,193,194],{},"When you identify inaccurate AI claims, trace where the model pulled the information. AI engines often pull from third-party review sites, developer documentation, or outdated press releases. Updating those primary sources corrects the data that the AI scrapes and cites.",[81,196,198],{"id":197},"step-4-measure-svo-metrics-alongside-traditional-seo","Step 4: Measure SVO Metrics Alongside Traditional SEO",[14,200,201],{},"Expand your reporting dashboard. Along with measuring traditional website traffic and organic keyword rankings, track your brand's citation growth, AI Overview inclusion rate, and direct-traffic conversions.",[14,203,204,205,212],{},"To see how modern search strategies connect directly to pipeline, explore our comprehensive",[206,207,211],"a",{"href":208,"rel":209},"https:\u002F\u002Fmkgmarketinginc.com\u002Fexpert-digital-marketing-services\u002Fsearch-visibility-optimization\u002F",[210],"nofollow"," Search Visibility Optimization (SVO) services",".",[24,214,216],{"id":215},"supporting-ai-visibility-with-paid-and-analytics-channels","Supporting AI Visibility with Paid and Analytics Channels",[14,218,219],{},"Brand monitoring in AI search provides the insights you need to protect your reputation, but driving consistent revenue requires integrating those insights across your entire marketing stack.",[81,221,223],{"id":222},"reinforcing-visibility-with-targeted-ads","Reinforcing Visibility with Targeted Ads",[14,225,226],{},"When you notice an AI search engine frequently recommending a competitor for a specific high-value query, you can immediately bridge the gap using targeted paid channels. Pairing your organic optimizations with focused digital advertising ensures your software maintains top-of-page visibility while you update and strengthen your organic source content.",[81,228,230],{"id":229},"measuring-real-world-lead-attribution","Measuring Real-World Lead Attribution",[14,232,233],{},"Because buyers often read an AI response and navigate directly to your site later, traditional click-tracking can misattribute those leads as \"Direct\" or \"Organic Brand\" search. Utilizing modern digital analytics allows you to cross-reference offline CRM data, self-reported attribution, and site activity to confirm how AI search visibility influences actual pipeline velocity.",[24,235,237],{"id":236},"summary-protecting-your-brands-digital-reputation","Summary: Protecting Your Brand's Digital Reputation",[14,239,240,243],{},[75,241],{"alt":77,"src":242},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002Fbfa7aa92-037c-4f2c-8afb-5045bf32ffbc-why-you-should-monitor-image-3.webp","Monitoring your brand in AI search results is no longer optional—it is a critical requirement to protect your reputation, maintain narrative control, and secure your lead pipeline. As conversational engines continue to replace traditional search lists, tech companies that passively ignore their AI mentions risk losing market share to competitors who actively manage their generative presence.",[14,245,246],{},"Establishing a reliable monitoring framework requires dedicated expertise, systematic tracking tools, and continuous iteration.",[14,248,249],{},"At MKG Marketing, we remove the complexity. We provide an experienced, senior-level team that builds and executes your search visibility strategy directly—with no junior handoffs or black-box reporting. We help B2B software and technology companies monitor their digital presence, correct inaccurate AI citations, and convert organic visibility into predictable revenue.",[81,251,253],{"id":252},"protect-and-scale-your-ai-search-visibility","Protect and Scale Your AI Search Visibility",[46,255,256,267,279],{},[49,257,258,261,262,266],{},[52,259,260],{},"Curious how search engines and AI models actually see your brand?"," Our senior-led team breaks down your real-time visibility across AI platforms—no black-box mysteries, just clear data.",[206,263,265],{"href":208,"rel":264},[210]," Explore our Search Visibility Optimization (SVO) Services"," or book an initial search strategy review.",[49,268,269,272,273,278],{},[52,270,271],{},"Noticing a sudden shift in your traffic or search presence?"," We’re always down to talk strategy and help you make sense of the noise. ",[206,274,277],{"href":275,"rel":276},"https:\u002F\u002Fmkgmarketinginc.com\u002Fcontact\u002F",[210],"Contact the MKG Marketing team directly"," to schedule a consultation.",[49,280,281,284,285,212],{},[52,282,283],{},"Want to peek under the hood of machine learning?"," Dive into our guide:",[206,286,289],{"href":287,"rel":288},"https:\u002F\u002Fmkgmarketinginc.com\u002Fblog\u002Fseo\u002Fai-search-visibility-ranking-factors-2026-how-machines-decide-who-to-quote\u002F",[210]," AI Search Visibility Ranking Factors 2026: How Machines Decide Who to Quote",{"title":77,"searchDepth":291,"depth":291,"links":292},2,[293,294,301,302,308,312],{"id":26,"depth":291,"text":27},{"id":70,"depth":291,"text":71,"children":295},[296,299,300],{"id":83,"depth":297,"text":298},3,"1. Hallucinated Features and Misattributed Limitations",{"id":93,"depth":297,"text":94},{"id":100,"depth":297,"text":101},{"id":126,"depth":291,"text":127},{"id":158,"depth":291,"text":159,"children":303},[304,305,306,307],{"id":176,"depth":297,"text":177},{"id":183,"depth":297,"text":184},{"id":190,"depth":297,"text":191},{"id":197,"depth":297,"text":198},{"id":215,"depth":291,"text":216,"children":309},[310,311],{"id":222,"depth":297,"text":223},{"id":229,"depth":297,"text":230},{"id":236,"depth":291,"text":237,"children":313},[314],{"id":252,"depth":297,"text":253},"seo","2026-08-19T16:01:29.475Z","Why track what ChatGPT and Google say about you? Learn why monitoring brand mentions in AI search results is vital to protect your software company's leads.","md","https:\u002F\u002Fassets.mkgmarketinginc.com\u002F3c12c34c-ad32-459d-b38c-32bc49abb722-why-you-should-monitor-hero-image.webp",{},1,true,"\u002Fblog\u002Fseo\u002Fwhy-you-should-monitor-brand-mentions-in-ai-search-results",{"title":6,"description":317},"blog\u002Fseo\u002Fwhy-you-should-monitor-brand-mentions-in-ai-search-results","-Ozc8xN-BQ2k9giEa4PQdczQMGk8Eg63yFUKh-ezjGw",{"id":328,"title":329,"author":7,"authors":330,"body":331,"caption":7,"category":315,"date":581,"description":582,"extension":318,"img":583,"imgAlt":584,"meta":585,"minutes":321,"navigation":322,"path":586,"seo":587,"seodescription":7,"seotitle":7,"stem":588,"updated":7,"__hash__":589},"blog\u002Fblog\u002Fseo\u002Fai-search-visibility-ranking-factors-2026-how-machines-decide-who-to-quote.md","AI Search Visibility Ranking Factors 2026 - How Machines Decide Who to Quote",[9],{"type":11,"value":332,"toc":566},[333,336,339,342,346,353,379,386,389,393,396,399,410,414,417,420,440,444,447,450,454,461,464,468,471,475,478,482,487,492,497,501,504,509,512,517,520,525,529,532,535,539],[14,334,335],{},"In 2026, the old playbook for getting found online just doesn't hit the same. Modern B2B buyers aren't scrolling through pages of blue links anymore. Instead, they’re going straight to tools like ChatGPT Search, Perplexity, and Google AI Overviews to compare software features, stack up vendors, and build their shortlists in seconds.",[14,337,338],{},"Here’s the thing: AI engines don’t read websites the way traditional search crawlers used to. Old-school crawlers were all about keyword density, backlink totals, and meta tags to index pages in a directory. But large language models (LLMs) and retrieval-augmented generation (RAG) systems look at the bigger picture. They care about how your information is structured, verified, and contextualized.",[14,340,341],{},"If your tech brand isn't formatted for machine readability, your website essentially becomes invisible to the very engines your buyers rely on every single day.",[24,343,345],{"id":344},"how-ai-search-engines-select-sources-in-2026","How AI Search Engines Select Sources in 2026",[14,347,348,349,352],{},"To understand how your brand gets quoted or recommended by AI, it helps to look at what happens behind the scenes. When a user enters a complex prompt, such as ",[38,350,351],{},"\"What are the top enterprise cybersecurity platforms for multi-cloud compliance?\",","  an AI search engine processes the request through four specific steps:",[132,354,355,361,367,373],{},[49,356,357,360],{},[52,358,359],{},"Deconstructing the Prompt:"," The system breaks the question down to identify the core subject, key concepts, and what the user is actually trying to accomplish.",[49,362,363,366],{},[52,364,365],{},"Retrieving Relevant Data:"," Rather than pulling up a list of web addresses based on exact keywords, the engine searches its database for content that semantically matches those underlying concepts.",[49,368,369,372],{},[52,370,371],{},"Evaluating Content Structure and Source Authority:"," The system analyzes potential sources. It checks whether the text is clearly formatted, whether the facts match other reliable references, and whether the publishing site demonstrates real-world authority on the subject.",[49,374,375,378],{},[52,376,377],{},"Synthesizing the Answer and Linking Sources:"," The engine extracts direct passages from the top-rated sources, writes a unified response, and attaches clickable links so the user can verify where the information came from.",[24,380,382,385],{"id":381},"the-core-2026-ai-search-visibility-ranking-factors",[75,383],{"alt":77,"src":384},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002Fee360449-da4d-4dfe-a8b0-4ac440db5ad4-ai-visibility-1.png","The Core 2026 AI Search Visibility Ranking Factors",[14,387,388],{},"Based on industry observations and current AI search visibility benchmarks for 2026, AI search algorithms look at six critical factors when deciding which sources deserve a quote:",[81,390,392],{"id":391},"_1-information-gain-and-uniqueness","1. Information Gain and Uniqueness",[14,394,395],{},"AI engines exist to synthesize what's already out there. If your article just repeats the same generic overview that ten other websites published, an LLM has zero reason to cite your brand. Information Gain measures how much new, non-redundant value a page brings to the table.",[14,397,398],{},"To score high here, your content needs:",[46,400,401,404,407],{},[49,402,403],{},"Proprietary research, benchmark surveys, and original data.",[49,405,406],{},"Direct commentary from verified subject matter experts.",[49,408,409],{},"Real-world implementation metrics and detailed technical breakdowns.",[81,411,413],{"id":412},"_2-machine-readable-content-formatting-semantic-chunking","2. Machine-Readable Content Formatting (Semantic Chunking)",[14,415,416],{},"LLMs process web pages in \"chunks\" rather than reading articles sequentially from start to finish. If your key insights are buried inside massive walls of text with generic subheadings, the retrieval model is going to miss the context entirely.",[14,418,419],{},"Winning sites use explicit, machine-readable formatting:",[46,421,422,428,434],{},[49,423,424,427],{},[52,425,426],{},"Question-and-Answer Headers:"," Use direct H2 and H3 subheadings that mirror natural-language user queries.",[49,429,430,433],{},[52,431,432],{},"Bottom-Line-First Declarations:"," State the direct answer or main takeaway in the very first sentence beneath a heading before diving into the details.",[49,435,436,439],{},[52,437,438],{},"Clean Data Tables and Lists:"," Present technical comparisons, feature breakdowns, and numerical data using structured HTML tables and bulleted lists.",[81,441,443],{"id":442},"_3-entity-consistency-and-schema-markup","3. Entity Consistency and Schema Markup",[14,445,446],{},"AI search engines build vast knowledge graphs of \"entities\" (companies, products, executives, and concepts). For an engine to confidently recommend your SaaS platform, it has to verify that your brand is a recognized, trusted entity in your category.",[14,448,449],{},"Implementing detailed JSON-LD Schema markup, including Organization, SoftwareApplication, Article, and FAQPage schemas, gives search engines clear, explicit data about what you offer. When your on-page Schema matches external mentions across review platforms, news outlets, and industry databases, the LLM’s confidence score goes way up.",[81,451,453],{"id":452},"_4-technical-answer-density","4. Technical Answer Density",[14,455,456,457,460],{},"Answer density is all about the concentration of real, factual value relative to your total word count. Unedited AI fluff—filled with generic intros like ",[38,458,459],{},"\"In today's fast-paced digital world...\"","—completely dilutes your message.",[14,462,463],{},"In 2026, AI retrieval systems favor high-density content that delivers precise technical facts, clear definitions, and actionable steps without any extra noise.",[81,465,467],{"id":466},"_5-multi-source-digital-co-citations","5. Multi-Source Digital Co-Citations",[14,469,470],{},"An LLM rarely relies on a single web page to build an answer, it cross-references multiple sources to verify facts. If your platform is mentioned with positive sentiment across third-party review sites, developer forums, PR releases, and partner docs, generative engines see your site as an authoritative industry reference.",[81,472,474],{"id":473},"_6-demonstrable-e-e-a-t-signals","6. Demonstrable E-E-A-T Signals",[14,476,477],{},"Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) are as foundational as ever. AI engines actively look for proof that a real human with hands-on experience created or reviewed the content. Explicit author bios linked to verified LinkedIn profiles, direct quotes from company leaders, and clear links to primary sources all reinforce your site's trust score.",[14,479,480],{},[52,481,109],{},[14,483,484],{},[38,485,486],{},"\"Understanding these technical AI ranking factors is essential for tech brands today. AI engines don't read content for entertainment—they crawl websites looking for structured facts they can instantly trust and quote. Structuring your site for machine readability isn't just an optimization tactic; it is the only way to protect your digital footprint and ensure your software stays on your buyers' shortlists as traditional search continues to evolve.\"",[14,488,120,489,491],{},[52,490,9],{},", Founder & CEO of MKG Marketing",[14,493,494],{},[75,495],{"alt":77,"src":496},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002F76a1ca67-794d-4085-afd3-68d0afbbb963-ai-visibility-2.png",[24,498,500],{"id":499},"combining-technical-ai-formatting-with-a-full-funnel-growth-strategy","Combining Technical AI Formatting with a Full-Funnel Growth Strategy",[14,502,503],{},"Appearing in AI search answers is a critical first step, but visibility alone does not close enterprise software deals. To convert that visibility into actual sales pipeline, tech companies need to connect their organic search efforts with paid channels and accurate tracking.",[14,505,506],{},[52,507,508],{},"Combining Organic and Paid Reach",[14,510,511],{},"When an AI engine routinely quotes your brand as an industry authority, buyers build trust before they ever speak with your sales team. Companies can build on that momentum by pairing organic optimizations with targeted digital advertising. Running paid campaigns aimed at accounts searching for your software category ensures your brand stays visible in both sponsored ads and generated AI responses.",[14,513,514],{},[52,515,516],{},"Tracking Real-World Influence",[14,518,519],{},"Because AI Overviews often answer questions directly on the screen, traditional \"last-click\" measurement tools no longer tell the full story. Using modern digital analytics allows marketing teams to track direct site traffic, self-reported source data, and sales cycle speed. This gives leadership a clear view of how search visibility actually drives revenue.",[14,521,522],{},[75,523],{"alt":77,"src":524},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002F221ea7d6-aa63-4d37-a9dd-78f35fdc9bf6-ai-visibility-3.png",[24,526,528],{"id":527},"future-proofing-your-brand-for-ai-search","Future-Proofing Your Brand for AI Search",[14,530,531],{},"Winning visibility in modern AI search comes down to three practical elements: clear site structure, verified real-world expertise, and a consistent presence across the web. As AI tools change how people research software, relying solely on old keyword-stuffing tactics will cause your brand to fall behind.",[14,533,534],{},"At MKG Marketing, we specialize in helping B2B software and cybersecurity organizations navigate these complex search shifts. Our flat, senior-led structure means you work directly with experienced digital strategists, never junior handoffs. We deploy our unified Search Visibility Optimization (SVO) framework to ensure your website is structured for machine readability, citable by leading AI tools, and built to drive qualified sales pipeline.",[81,536,538],{"id":537},"take-control-of-your-ai-search-visibility","Take Control of Your AI Search Visibility",[46,540,541,550,558],{},[49,542,543,544,549],{},"Ready to see how AI search engines view your website? Explore our",[206,545,548],{"href":546,"rel":547},"https:\u002F\u002Fmkgmarketinginc.com\u002Fexpert-digital-marketing-services\u002F",[210]," Search Visibility Optimization (SVO) Services"," or schedule an initial search strategy review with our senior team.",[49,551,552,553,557],{},"Have questions about your site's technical structure or recent traffic changes?",[206,554,556],{"href":275,"rel":555},[210]," Contact MKG Marketing directly"," to speak with a digital search expert.",[49,559,560,561,212],{},"Want to learn more about the shift from traditional SEO to answer engine optimization? Read our guide on",[206,562,565],{"href":563,"rel":564},"https:\u002F\u002Fmkgmarketinginc.com\u002Fblog\u002Fseo\u002Fai-search-vs-traditional-search-navigating-the-shift-to-search-visibility-optimization-svo\u002F",[210]," AI Search vs Traditional Search: Navigating the Shift to SVO",{"title":77,"searchDepth":291,"depth":291,"links":567},[568,569,577,578],{"id":344,"depth":291,"text":345},{"id":381,"depth":291,"text":385,"children":570},[571,572,573,574,575,576],{"id":391,"depth":297,"text":392},{"id":412,"depth":297,"text":413},{"id":442,"depth":297,"text":443},{"id":452,"depth":297,"text":453},{"id":466,"depth":297,"text":467},{"id":473,"depth":297,"text":474},{"id":499,"depth":291,"text":500},{"id":527,"depth":291,"text":528,"children":579},[580],{"id":537,"depth":297,"text":538},"2026-08-11T17:38:25.303Z","How do AI engines choose which websites to quote? Discover the core AI search ranking factors for 2026 and how to get your brand cited.","https:\u002F\u002Fassets.mkgmarketinginc.com\u002Ff37f521d-b3f6-49bb-8b34-f6ddf2fa1770-mkg-blog-ai-search-visibility-ranking-factors.webp","AI Search Visibility Factors 2026",{},"\u002Fblog\u002Fseo\u002Fai-search-visibility-ranking-factors-2026-how-machines-decide-who-to-quote",{"title":329,"description":582},"blog\u002Fseo\u002Fai-search-visibility-ranking-factors-2026-how-machines-decide-who-to-quote","GHGZ8GxZZuusE2EtxJnbEsvoFD1-j4sXRse2vwlYz5U",{"id":591,"title":592,"author":7,"authors":593,"body":594,"caption":7,"category":315,"date":897,"description":898,"extension":318,"img":899,"imgAlt":900,"meta":901,"minutes":321,"navigation":322,"path":902,"seo":903,"seodescription":7,"seotitle":7,"stem":904,"updated":7,"__hash__":905},"blog\u002Fblog\u002Fseo\u002Fai-search-vs-traditional-search-navigating-the-shift-to-search-visibility-optimization-svo.md","AI Search vs Traditional Search - Navigating the Shift to Search Visibility Optimization (SVO)",[9],{"type":11,"value":595,"toc":877},[596,599,603,606,616,620,623,634,641,645,648,655,662,665,668,671,682,685,690,693,696,701,706,713,716,783,787,790,793,804,808,811,815,818,822,825,829,832,839,842,845,848,852],[14,597,598],{},"For nearly two decades, the digital playbook for B2B software and tech companies was tried and true: pick your keywords, optimize your site, build backlinks, and win the glory of a top ten spot on a page of blue links. Today… not so much. You might notice your organic website traffic dropping even though your keyword rankings haven't changed. The reason isn't that your competitors suddenly bought more backlinks—it is because the fundamental way people look for information has evolved. Users are moving away from traditional engines and turning to conversational models, leaving marketing leaders to navigate the massive operational shift between ai search vs traditional search engines. Fixing this isn't about buying more links; it’s about changing how your website presents information to be indexed by both humans and algorithms.",[24,600,602],{"id":601},"the-core-differences-ten-blue-links-vs-synthesized-answers","The Core Differences: Ten Blue Links vs. Synthesized Answers",[14,604,605],{},"To understand why traditional search engine optimization (SEO) is no longer enough on its own, we have to look at how user behavior and technology have diverged.",[14,607,608,609,612,613,212],{},"When analyzing ai-driven search engines vs traditional search engines differences, the distinction comes down to ",[38,610,611],{},"retrieval"," versus ",[38,614,615],{},"synthesis",[81,617,619],{"id":618},"traditional-search-the-index-and-click-engine","Traditional Search: The Index and Click Engine",[14,621,622],{},"Traditional search engines operate as massive directory indices. A user types a query like \"best enterprise CRM for SaaS,\" and the engine returns pages of indexed links ranked by relevance, domain authority, and technical optimization. The user must then:",[132,624,625,628,631],{},[49,626,627],{},"Click into three to five separate websites.",[49,629,630],{},"Read through intro fluff and sales copy.",[49,632,633],{},"Manually synthesize the data to make a decision.",[14,635,636,637,640],{},"This model relies on driving traffic ",[38,638,639],{},"to"," your website. Your site is the destination where the user finds the answer.",[81,642,644],{"id":643},"ai-search-the-direct-answer-engine","AI Search: The Direct Answer Engine",[14,646,647],{},"AI tools like ChatGPT, Perplexity, Claude, and Google AI Overviews bypass the directory model entirely. They do not just fetch links; they read, cross-reference, and summarize content from across the web into a single, cohesive answer right inside the search interface.",[14,649,650,651,654],{},"When comparing traditional vs ai search results rankings, the target moves from ranking #1 on a keyword list to becoming the primary ",[38,652,653],{},"cited source"," inside an LLM's generated summary. If an AI overview answers your prospect's question completely on the search page, they won't click through to your blog—even if you rank at the top of the organic list.",[24,656,658,661],{"id":657},"why-software-companies-are-losing-traffic-the-zero-click-reality",[75,659],{"alt":77,"src":660},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002Fa22194a2-19e3-4d2b-a42e-4ad5c6d95b69-click.png","Why Software Companies Are Losing Traffic (The Zero-Click Reality)",[14,663,664],{},"This structural shift explains the mysterious drop in website sessions across B2B software and tech sectors. Buyers are getting their answers without ever visiting your domain.",[14,666,667],{},"When considering ai enterprise search vs traditional enterprise search, enterprise software buyers are no longer hunting through lengthy technical documentation manually. They are asking AI engines to summarize product capabilities, compare pricing structures, and aggregate user reviews into single tables.",[14,669,670],{},"If your marketing strategy relies exclusively on legacy SEO tactics, you face three major risks:",[46,672,673,676,679],{},[49,674,675],{},"Zero-Click Erosion: Higher-funnel informational traffic evaporates as AI Overviews satisfy search intent directly on the results page.",[49,677,678],{},"Loss of Brand Mindshare: If LLMs aren't trained on or citing your content, your product simply doesn't exist during the buyer's initial research phase.",[49,680,681],{},"Vanity Metric Misalignment: Your SEO agency may report stable keyword positions, but your inbound lead forms and phone calls tell a very different story.",[81,683,109],{"id":684},"expert-insight-from-mkg-marketing",[14,686,687,689],{},[38,688,114],{},"AI is making the decision on what it's going to show the user. The system decided your content was the most trustworthy, most citable answer to that exact question for that exact person. Writing something good and checking the ‘helpful content’ boxes doesn't get you there. Those are very different bars.",[14,691,692],{},"‘Helpful’ is table stakes. It's what gets you into the building, not into the room where the AI is assembling its answer.",[14,694,695],{},"What gets you cited is specificity: The right category. Website & Page Structure. Consistent messaging across your entire footprint. A point of view that the model can actually extract and reuse with confidence.",[14,697,698,699],{},"So when Google says ‘just be helpful,’ they're not wrong. They're just leaving out about 80% of what actually matters. And the companies that take that advice at face value are going to watch their visibility collapse while their content quality stays perfectly fine.",[38,700,114],{},[14,702,120,703,705],{},[52,704,9],{},", CEO & Founder of MKG Marketing",[24,707,709,712],{"id":708},"the-evolution-moving-from-seo-to-svo-aeo-and-geo",[75,710],{"alt":77,"src":711},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002F4dd65826-2a82-444b-9693-b6845e4438c0-meeting.png","The Evolution: Moving from SEO to SVO, AEO, and GEO",[14,714,715],{},"To stay visible and continue generating qualified pipeline, marketing executives must expand their organic framework beyond traditional boundaries. This requires a modern, multi-layered approach:",[717,718,719,735],"table",{},[720,721,722],"thead",{},[723,724,725,729,732],"tr",{},[726,727,728],"th",{},"Framework",[726,730,731],{},"Full Name",[726,733,734],{},"Primary Objective",[736,737,738,750,761,772],"tbody",{},[723,739,740,744,747],{},[741,742,743],"td",{},"SEO",[741,745,746],{},"Search Engine Optimization",[741,748,749],{},"Ranking pages on traditional search engine results pages (SERPs) for targeted keywords.",[723,751,752,755,758],{},[741,753,754],{},"AEO",[741,756,757],{},"Answer Engine Optimization",[741,759,760],{},"Structuring data so voice assistants and snippet engines can pull direct, succinct answers.",[723,762,763,766,769],{},[741,764,765],{},"GEO",[741,767,768],{},"Generative Engine Optimization",[741,770,771],{},"Formatting brand narrative, statistics, and domain expertise so LLMs ingest and cite your brand.",[723,773,774,777,780],{},[741,775,776],{},"SVO",[741,778,779],{},"Search Visibility Optimization",[741,781,782],{},"The Unified Strategy: Maximizing total brand presence across both traditional links and AI answer engines.",[81,784,786],{"id":785},"how-search-visibility-optimization-svo-solves-the-gap","How Search Visibility Optimization (SVO) Solves the Gap",[14,788,789],{},"SVO doesn't discard traditional SEO; it unifies SEO, AEO, and GEO into a single operational framework.",[14,791,792],{},"Rather than chasing raw session counts, SVO focuses on Information Gain and Citations. To win citations in AI-generated answers, your web content must feature:",[132,794,795,798,801],{},[49,796,797],{},"Clear, Schema-Structured Data: Helping bots identify who you are, what your software does, and who you serve without guessing.",[49,799,800],{},"First-Party Expertise (E-E-A-T): Unique data points, proprietary benchmark reports, and expert commentary that LLMs cannot synthesize from generic web text.",[49,802,803],{},"Direct Answer Formatting: Clear, concise definitions at the top of technical pieces that allow answer engines to extract key takeaways cleanly.",[24,805,807],{"id":806},"practical-steps-to-adapt-your-search-strategy-today","Practical Steps to Adapt Your Search Strategy Today",[14,809,810],{},"Shifting your company's digital presence to capture both traditional and AI-driven search doesn't require scrapping your entire content library. It requires restructuring how your information is delivered.",[81,812,814],{"id":813},"_1-optimize-for-high-information-gain","1. Optimize for High Information Gain",[14,816,817],{},"Eliminate generic, top-of-funnel fluff articles that summarize widely available knowledge. AI engines already summarize that data effortlessly. Focus instead on deep, opinionated, original content: teardowns of real customer implementation challenges, original survey data, and niche technical workflows.",[81,819,821],{"id":820},"_2-standardize-entity-and-brand-citations","2. Standardize Entity and Brand Citations",[14,823,824],{},"Ensure your brand's core value proposition, product categories, and technical terminology are consistent across external review sites, Wikipedia entries, PR releases, and your own domain. LLMs establish trust by cross-referencing brand information across multiple authoritative sources.",[81,826,828],{"id":827},"_3-track-pipeline-impact-over-pure-clicks","3. Track Pipeline Impact over Pure Clicks",[14,830,831],{},"Recognize that a drop in informational blog clicks does not automatically mean a drop in revenue. If an AI search tool cites your software as the top recommendation for an enterprise query, the prospect may navigate directly to your pricing or contact page to initiate a call. Measure branded search volume, direct traffic, and pipeline velocity alongside traditional organic metrics.",[24,833,835,838],{"id":834},"summary-adapting-to-how-buyers-search-today",[75,836],{"alt":77,"src":837},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002F1a47aa4c-b986-4fd6-b30d-5ff622a02239-brain.png","Summary: Adapting to How Buyers Search Today",[14,840,841],{},"The debate surrounding ai search vs traditional search engines isn't about choosing one platform over the other. Traditional search engines will continue to process billions of queries, but AI-driven answer engines are rapidly capturing high-intent B2B research behavior. If software and tech companies want to keep filling their sales pipelines with new customers, they must adapt to how people search today.",[14,843,844],{},"Succeeding in this new landscape requires a refined strategy, technical precision, and continuous testing across evolving engine algorithms.",[14,846,847],{},"At MKG Marketing, we eliminate the guesswork. We provide a senior-led team of digital experts who handle your search strategy and technical execution directly—with zero handoffs to junior staff. We help growing tech organizations build future-proof organic engines that drive clear visibility, authoritative citations, and real business revenue.",[81,849,851],{"id":850},"ready-to-modernize-your-search-strategy","Ready to Modernize Your Search Strategy?",[46,853,854,862,869],{},[49,855,856,857,861],{},"Organic search is constantly shifting. Let’s figure it out together. We help tech leaders cut through the noise and build search strategies that actually drive growth. Explore our ",[206,858,860],{"href":208,"rel":859},[210],"Search Visibility Optimization (SVO) Services"," or book your initial search strategy review.",[49,863,864,865,278],{},"Skip the generic SEO agency playbook. Our senior team works alongside you to build a tailored search strategy that gets your brand seen. Ready to fix traffic drops or scale what’s already working? ",[206,866,868],{"href":275,"rel":867},[210],"Contact MKG Marketing today",[49,870,871,872,212],{},"Ready to learn more about content quality in the age of artificial intelligence? We got you covered:",[206,873,876],{"href":874,"rel":875},"https:\u002F\u002Fmkgmarketinginc.com\u002Fblog\u002Fseo\u002Fis-ai-content-bad-for-seo-how-to-scale-traffic-without-sacrificing-rankings\u002F",[210]," Is AI Content Bad for SEO? How to Scale Traffic Without Sacrificing Rankings",{"title":77,"searchDepth":291,"depth":291,"links":878},[879,883,886,889,894],{"id":601,"depth":291,"text":602,"children":880},[881,882],{"id":618,"depth":297,"text":619},{"id":643,"depth":297,"text":644},{"id":657,"depth":291,"text":661,"children":884},[885],{"id":684,"depth":297,"text":109},{"id":708,"depth":291,"text":712,"children":887},[888],{"id":785,"depth":297,"text":786},{"id":806,"depth":291,"text":807,"children":890},[891,892,893],{"id":813,"depth":297,"text":814},{"id":820,"depth":297,"text":821},{"id":827,"depth":297,"text":828},{"id":834,"depth":291,"text":838,"children":895},[896],{"id":850,"depth":297,"text":851},"2026-08-05T15:31:00.000Z","Traditional SEO is shifting. Learn how AI search engines are disrupting the ten blue links and how to win brand mentions in LLM responses.","https:\u002F\u002Fassets.mkgmarketinginc.com\u002Ff8233c21-a553-4cdf-b08e-62ba6de46295-mkg-blog-ai-search-vs-traditional-search-hero-image.webp","Stop Chasing Clicks, Capture Direct-Answer AI",{},"\u002Fblog\u002Fseo\u002Fai-search-vs-traditional-search-navigating-the-shift-to-search-visibility-optimization-svo",{"title":592,"description":898},"blog\u002Fseo\u002Fai-search-vs-traditional-search-navigating-the-shift-to-search-visibility-optimization-svo","-gpi5KK10pDxINv9ruMKWl6jS80jXrfnRRxBeMsFrVE",{"id":907,"title":908,"author":7,"authors":7,"body":909,"caption":7,"category":315,"date":1138,"description":1139,"extension":318,"img":1140,"imgAlt":1141,"meta":1142,"minutes":321,"navigation":322,"path":1143,"seo":1144,"seodescription":7,"seotitle":7,"stem":1145,"updated":7,"__hash__":1146},"blog\u002Fblog\u002Fseo\u002Fsearch-visibility-optimization-svo-monthly-overview-july-2026.md","Search Visibility Optimization (SVO) Monthly Overview - July 2026",{"type":11,"value":910,"toc":1130},[911,917,966,972,1008,1014,1049,1055,1082,1088,1091,1096,1099,1102,1122],[24,912,914],{"id":913},"executive-summary-the-tldr",[52,915,916],{},"Executive Summary (The TL;DR)",[46,918,919,931,942,954],{},[49,920,921,924,925,930],{},[52,922,923],{},"Google Refines Helpful Content Systems:"," The",[206,926,929],{"href":927,"rel":928},"https:\u002F\u002Fadelev8.com\u002Fblog\u002Fgoogle-july-2026-helpful-content-update",[210]," July 2026 Helpful Content Update"," shifts evaluation metrics from blunt site-wide penalties to granular, section-level filtering, strictly penalizing synthetic, low-effort material while rewarding verified practitioner expertise.",[49,932,933,936,937,212],{},[52,934,935],{},"AI Overviews Expansion:"," Google integrated live news carousels and direct image generation inside AI Overviews, which now feature in approximately",[206,938,941],{"href":939,"rel":940},"https:\u002F\u002Fwww.artificialintelligence-news.com\u002Fnews\u002Fgoogle-ai-overviews-us-searches\u002F",[210]," 43% of US searches",[49,943,944,947,948,953],{},[52,945,946],{},"Search Console Controls Updates:"," Site owners can now explicitly manage and isolate content inclusion within AI Overviews and AI Mode via",[206,949,952],{"href":950,"rel":951},"https:\u002F\u002Fwww.numinix.com\u002Fblog\u002Fjuly-2026-seo-algorithm-news-update\u002F",[210]," updated Search Console controls"," without sacrificing baseline organic rankings.",[49,955,956,959,960,965],{},[52,957,958],{},"AEO and Third Party Integration:"," ChatGPT’s integration of live third-party platform data (such as",[206,961,964],{"href":962,"rel":963},"https:\u002F\u002Fsearchengineland.com\u002Fgoogle-to-update-local-services-ads-policies-in-july-479653",[210]," Yelp reviews, ratings, and photos",") forces B2B and B2C brands to optimize their multi-platform digital footprints beyond owned properties.",[24,967,969],{"id":968},"algorithm-technical-seo-updates",[52,970,971],{},"Algorithm & Technical SEO Updates",[46,973,974,986,997],{},[49,975,976,979,980,985],{},[52,977,978],{},"The July 2026 Helpful Content Update:"," Google deployed a ",[206,981,984],{"href":982,"rel":983},"https:\u002F\u002Fseovendor.co\u002Fgoogle-algorithm-updates-july-2026\u002F",[210],"targeted update"," to its Helpful Content System, tightening synthetic content detection and increasing E-E-A-T weightings. Unlike previous iterations that carried a risk of broad site-wide demotions, this update introduces granular section-level assessments, permitting well-authored pages on otherwise mixed-quality domains to retain visibility.",[49,987,988,991,992,996],{},[52,989,990],{},"Global Spam Countermeasures:"," Running alongside minor core adjustments, ",[206,993,995],{"href":950,"rel":994},[210],"a global spam update"," rolled out to refine SpamBrain heuristics, targeting systemic manipulation patterns rather than isolated link-building tactics.",[49,998,999,1002,1003,1007],{},[52,1000,1001],{},"Search Console Shifts:"," Platform-wide properties and explicit GEO isolation controls ",[206,1004,1006],{"href":950,"rel":1005},[210],"went live",", enabling technical leaders to partition content accessibility for generative experiences without damaging classic organic indexing.",[24,1009,1011],{"id":1010},"geoaeo-updates",[52,1012,1013],{},"GEO\u002FAEO Updates",[46,1015,1016,1026,1037],{},[49,1017,1018,1021,1022,1025],{},[52,1019,1020],{},"AI Overview Saturation & Features:"," Market intelligence indicates AI Overviews now appear in roughly",[206,1023,941],{"href":939,"rel":1024},[210],", fundamentally altering click-through dynamics. July updates added real-time news carousels and native AI-generated image creation directly into query responses, shifting user engagement loops.",[49,1027,1028,1031,1032,1036],{},[52,1029,1030],{},"Cross-Platform Citation Shifts:"," ChatGPT expanded its retrieval architecture by integrating live third-party review and vector data (including",[206,1033,1035],{"href":962,"rel":1034},[210]," Yelp reviews and ratings","), illustrating that LLM engines rely heavily on aggregated ecosystem trust signals rather than just corporate web properties.",[49,1038,1039,1042,1043,1048],{},[52,1040,1041],{},"The \"Ghost Citation\" Phenomenon:"," ",[206,1044,1047],{"href":1045,"rel":1046},"https:\u002F\u002Fsearchengineland.com\u002Fai-halftime-report-h1-2026-483912",[210],"Emerging tracking data"," highlights that AI engines frequently synthesize information from third-party aggregators and forums, leaving primary creators uncredited unless structured entities are explicitly claimed and verified.",[24,1050,1052],{"id":1051},"strategic-implications-for-leaders",[52,1053,1054],{},"Strategic Implications for Leaders",[46,1056,1057,1063],{},[49,1058,1059,1062],{},[52,1060,1061],{},"What to ignore:"," Short-term ranking fluctuations and mass content deletions. High-volume, automated articles no longer hold value under current search filters, making rapid content generation counterproductive.",[49,1064,1065,1068],{},[52,1066,1067],{},"Where to pivot:",[46,1069,1070,1076],{},[49,1071,1072,1075],{},[52,1073,1074],{},"Clean up low-value content:"," Review site pages for thin or AI-generated text. Replace surface-level summaries with original research, customer case studies, and expert data that language models cannot replicate.",[49,1077,1078,1081],{},[52,1079,1080],{},"Standardize off-page brand data:"," Align Schema markup, corporate records, and third-party profiles across major directories and review platforms. Search engines and AI systems rely heavily on external sources to verify company authority.",[24,1083,1085],{"id":1084},"looking-ahead",[52,1086,1087],{},"Looking Ahead",[14,1089,1090],{},"Google historically issues a major core algorithm update in late Q3. Growth teams should focus on deepening coverage within core subject areas rather than publishing broadly across adjacent topics.",[24,1092,1094],{"id":1093},"search-visibility-optimization-svo",[52,1095,168],{},[14,1097,1098],{},"Maintaining search traffic now requires managing three distinct channels: standard web indexing, answer engine citations (AEO), and generative search layouts (GEO).",[14,1100,1101],{},"MKG assists growth-stage technology companies with:",[46,1103,1104,1110,1116],{},[49,1105,1106,1109],{},[52,1107,1108],{},"GEO and AEO Audits:"," Evaluating brand presence and citation rates across ChatGPT, Perplexity, and Google AI Overviews.",[49,1111,1112,1115],{},[52,1113,1114],{},"Structured Data Infrastructure:"," Aligning Schema markup and technical index controls to safeguard search presence.",[49,1117,1118,1121],{},[52,1119,1120],{},"Pipeline Attribution Modeling:"," Measuring how generative search visibility impacts customer acquisition costs (CAC) and deal velocity.",[14,1123,1124,1125,1129],{},"To review your domain's generative search visibility, ",[206,1126,1128],{"href":275,"rel":1127},[210],"schedule a consultation"," with an MKG search specialist.",{"title":77,"searchDepth":291,"depth":291,"links":1131},[1132,1133,1134,1135,1136,1137],{"id":913,"depth":291,"text":916},{"id":968,"depth":291,"text":971},{"id":1010,"depth":291,"text":1013},{"id":1051,"depth":291,"text":1054},{"id":1084,"depth":291,"text":1087},{"id":1093,"depth":291,"text":168},"2026-08-04T16:16:55.368Z","Stay updated on the July 2026 search landscape: Google’s granular Helpful Content Update, AI Overviews reaching 43% of US searches, new Search Console controls for AI Mode, and ChatGPT's integration of third-party platform data.","https:\u002F\u002Fassets.mkgmarketinginc.com\u002F9bacf7c4-18eb-47f1-87fb-986cba555a73-Copy of 11766_(1920x1080) (7).png","close-up image of a blue pushpin marking a location on a detailed paper map",{},"\u002Fblog\u002Fseo\u002Fsearch-visibility-optimization-svo-monthly-overview-july-2026",{"title":908,"description":1139},"blog\u002Fseo\u002Fsearch-visibility-optimization-svo-monthly-overview-july-2026","5pxN68DR_qIaFWWZtTFVVhPfAFuFaWVgo_xonw8Dtw0",{"id":1148,"title":1149,"author":7,"authors":7,"body":1150,"caption":7,"category":315,"date":1460,"description":1461,"extension":318,"img":1462,"imgAlt":1463,"meta":1464,"minutes":321,"navigation":322,"path":1465,"seo":1466,"seodescription":7,"seotitle":7,"stem":1467,"updated":7,"__hash__":1468},"blog\u002Fblog\u002Fseo\u002Fis-ai-content-bad-for-seo-how-to-scale-traffic-without-sacrificing-rankings.md","Is AI Content Bad for SEO? How to Scale Traffic Without Sacrificing Rankings",{"type":11,"value":1151,"toc":1444},[1152,1159,1165,1168,1183,1186,1189,1203,1210,1213,1217,1220,1226,1237,1243,1246,1252,1263,1265,1270,1273,1276,1281,1286,1293,1300,1303,1309,1312,1318,1321,1332,1338,1341,1348,1357,1364,1371,1376,1379,1394,1400,1406,1409,1416,1420],[14,1153,1154,1155,1158],{},"Let’s answer the question on every marketing leader’s mind right away: ",[52,1156,1157],{},"No, AI content is not inherently bad for SEO."," Google does not automatically penalize text simply because an artificial intelligence model generated it. In fact, Google’s official Search guidelines state that the search engine ranks content based on its helpfulness, relevance, and quality—not on who (or what) typed the words.",[14,1160,1161,1162],{},"However, there is a massive caveat that every modern CMO and VP of Marketing must understand: ",[52,1163,1164],{},"publishing unedited, mass-produced AI text is a fast track to losing traffic.",[14,1166,1167],{},"While AI can drastically accelerate your research and drafting phases, relying on raw algorithm outputs to power your organic search strategy will inevitably hurt your brand. The internet is quickly becoming flooded with synthesized, low-effort fluff. Search engines are aggressively updating their algorithms to identify and down-rank generic copy that fails to bring new value to the web.",[14,1169,1170,1171,1174,1175,1178,1179,1182],{},"So, ",[52,1172,1173],{},"does AI-generated content impact SEO?"," Absolutely—for better or for worse depending entirely on ",[38,1176,1177],{},"how"," you use it. To navigate this new era of search, B2B software and tech companies must learn how to safely leverage AI as an efficiency tool while keeping senior human strategy in full control. ",[75,1180],{"alt":77,"src":1181},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002Fe5fe90d6-da9d-42d8-8ca3-5c601eb33fc8-ai-content-bad-for-seo-1.png","What Google Actually Cites About AI-Generated Content",[14,1184,1185],{},"A widespread myth floating around boardrooms is that Google possesses a universal \"AI detector\" that immediately penalizes any site using machine learning tools. This misconception has led to two extreme behaviors: organizations either banned AI entirely out of fear, or they went all-in, firing editorial teams and pumping out hundreds of unvetted AI articles a month.",[14,1187,1188],{},"Both approaches are flawed. Google’s position on AI content is clear and consistent:",[46,1190,1191,1197],{},[49,1192,1193,1196],{},[52,1194,1195],{},"Intent matters over medium:"," If you use automation, including generative AI, primarily to manipulate search rankings, it is considered a violation of Google's spam policies.",[49,1198,1199,1202],{},[52,1200,1201],{},"Quality is the ultimate benchmark:"," If your content offers original information, insightful analysis, and clear utility to the searcher, Google will reward it—regardless of whether AI helped draft the paragraphs.",[14,1204,1205,1206,1209],{},"This distinction rests on Google’s ",[52,1207,1208],{},"E-E-A-T framework",": Experience, Expertise, Authoritativeness, and Trustworthiness.",[14,1211,1212],{},"Generative AI models are trained on existing web data; by design, they scrape, synthesize, and regurgitate information that has already been published. They cannot draw from personal background, run proprietary benchmark studies, or conduct interviews with industry veterans. Therefore, raw AI content inherently lacks the \"First-Hand Experience\" and deep \"Expertise\" required to satisfy modern search criteria.",[24,1214,1216],{"id":1215},"why-copy-pasting-ai-copy-destroys-your-organic-traffic","Why Copy-Pasting AI Copy Destroys Your Organic Traffic",[14,1218,1219],{},"If Google doesn't penalize AI text on principle, why are so many tech sites seeing their organic impressions plummet after launching automated content initiatives? The answer lies in the subtle traps of machine-generated prose.",[81,1221,1223],{"id":1222},"_1-the-information-gain-problem",[52,1224,1225],{},"1. The Information Gain Problem",[14,1227,1228,1229,1232,1233,1236],{},"Search engine algorithms are increasingly prioritizing ",[52,1230,1231],{},"Information Gain","—a metric that measures whether a piece of content adds ",[38,1234,1235],{},"new"," facts, perspectives, or data points to a topic compared to existing index results. When an AI tool drafts an article, it simply summarizes what the top ten results on Google are already saying. It offers zero information gain. If your page is merely an average of what is already online, Google has no incentive to rank you above established competitors.",[81,1238,1240],{"id":1239},"_2-hallucinations-and-brand-risk",[52,1241,1242],{},"2. Hallucinations and Brand Risk",[14,1244,1245],{},"Large Language Models (LLMs) are predictive engines, not factual databases. They routinely invent statistics, misquote technical documentation, and present incorrect product capabilities with total confidence. Publishing hallucinated facts erodes consumer trust and signals to search crawlers that your site lacks basic editorial integrity.",[81,1247,1249],{"id":1248},"_3-the-homogenization-of-brand-voice",[52,1250,1251],{},"3. The Homogenization of Brand Voice",[14,1253,1254,1255,1258,1259,1262],{},"B2B tech buyers are sophisticated. They can spot low-effort, synthetic writing instantly. Text bloated with hollow transitions (",[38,1256,1257],{},"\"In today's fast-paced digital landscape...\""," or ",[38,1260,1261],{},"\"It is crucial to leverage...\"",") signals to prospects that your company lacks real point-of-view authority. If your content sounds identical to every competitor using the same prompts, you lose your market positioning.",[24,1264,109],{"id":684},[14,1266,1267,1269],{},[38,1268,114],{},"The AI has no reason to pick yours over theirs. It's looking for something it can confidently reuse, and if your version doesn't add anything new, you're background noise.",[14,1271,1272],{},"So instead of writing more, I'm going page by page through what already exists and asking one question: does this page say something that no other page on the internet says?",[14,1274,1275],{},"Original data. A real client pattern you documented. A first-person account of what actually happened when you tried the thing everyone recommends. ",[14,1277,1278,1279],{},"That's what AI pulls in. The generic stuff is what AI already has forty versions of. It doesn't need yours.",[38,1280,114],{},[14,1282,120,1283,1285],{},[52,1284,9],{},", CEO of MKG Marketing",[24,1287,1289,1292],{"id":1288},"how-to-safely-use-ai-as-a-marketing-assistant-not-a-lead-strategist",[75,1290],{"alt":77,"src":1291},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002Fc8d0926d-82b9-42f9-85f4-3c433da82d78-ai-content-bad-for-seo-2.png","How to Safely Use AI as a Marketing Assistant (Not a Lead Strategist)",[14,1294,1295,1296,1299],{},"To succeed in search today, modern tech companies don't need to abandon AI; they need to integrate it into a ",[52,1297,1298],{},"human-led editorial workflow",". AI should act as the junior analyst that handles heavy administrative lifting, while senior strategists serve as the editorial director.",[14,1301,1302],{},"Here is how high-growth organizations use AI tools safely without putting their search performance at risk:",[81,1304,1306],{"id":1305},"_1-accelerate-research-and-formatting",[52,1307,1308],{},"1. Accelerate Research and Formatting",[14,1310,1311],{},"Use AI to synthesize lengthy transcripts, cluster search intent, organize raw data, and draft initial structural outlines. Asking an AI tool to suggest five logical structural flows for a technical guide saves hours of brainstorming without diluting your editorial voice.",[81,1313,1315],{"id":1314},"_2-inject-proprietary-data-and-human-storytelling",[52,1316,1317],{},"2. Inject Proprietary Data and Human Storytelling",[14,1319,1320],{},"Once a rough outline or foundational draft exists, a subject matter expert (SME) must step in. Inject real-world elements that an algorithm can never produce:",[46,1322,1323,1326,1329],{},[49,1324,1325],{},"Customer case studies and real implementation metrics.",[49,1327,1328],{},"Direct quotes from internal product architects or sales engineers.",[49,1330,1331],{},"Unique takeaways or counter-intuitive opinions that challenge status-quo industry advice.",[81,1333,1335],{"id":1334},"_3-rigorous-fact-checking-and-editorial-oversight",[52,1336,1337],{},"3. Rigorous Fact-Checking and Editorial Oversight",[14,1339,1340],{},"Every claim, statistic, and technical instruction generated during the drafting phase must be verified by a human editor. Ensure the tone matches your brand guidelines and eliminate boilerplate AI phrasing.",[14,1342,1343,1344,1347],{},"Want to see how your current search strategy measures up against the latest engine updates? Explore our comprehensive",[206,1345,211],{"href":208,"rel":1346},[210]," or book an initial search strategy review with our senior team today.",[24,1349,1351,1354],{"id":1350},"beyond-traditional-seo-preparing-for-search-visibility-optimization-svo",[75,1352],{"alt":77,"src":1353},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002F2cd275b2-b56c-4864-b728-e18e54f45370-ai-content-bad-for-seo-3.png",[52,1355,1356],{},"Beyond Traditional SEO: Preparing for Search Visibility Optimization (SVO)",[14,1358,1359,1360,1363],{},"The debate over whether AI-generated content ",[52,1361,1362],{},"is good for seo"," is part of a much larger shift in how users find information. Search is no longer confined to a list of ten blue links on a traditional search results page.",[14,1365,1366,1367,1370],{},"With the rapid adoption of AI Overviews, ChatGPT, Claude, and Perplexity, users are increasingly getting direct answers synthesized and generated right inside search interfaces. This shift means that optimizing purely for keyword clicks is no longer enough. You must optimize for ",[52,1368,1369],{},"total brand visibility"," across AI search models and traditional engines alike.",[14,1372,1373,1374,212],{},"This evolution is what we call ",[52,1375,168],{},[14,1377,1378],{},"To win in an SVO-driven ecosystem, your content must be authoritative enough that AI models choose to cite your brand as the primary source of truth. Generic, auto-generated articles will never be cited by AI search tools because those articles lack original authority. The only way to capture mindshare in both AI answers and traditional search lists is by publishing high-gain, expert-driven content that clearly demonstrates E-E-A-T.",[14,1380,1381,1382,1387,1388,1393],{},"If your organic reach is stalling due to changing algorithms, taking a holistic view of your digital presence is essential. Aligning your organic content strategy with high-intent paid acquisition via",[206,1383,1386],{"href":1384,"rel":1385},"https:\u002F\u002Fwww.google.com\u002Fsearch?q=https:\u002F\u002Fmkgmarketinginc.com\u002Fservices\u002Fdigital-advertising\u002F",[210]," Digital Advertising"," and measuring true user journeys through robust",[206,1389,1392],{"href":1390,"rel":1391},"https:\u002F\u002Fwww.google.com\u002Fsearch?q=https:\u002F\u002Fmkgmarketinginc.com\u002Fservices\u002Fanalytics\u002F",[210]," Digital Analytics"," ensures your marketing engine generates pipeline—not just empty clicks.",[24,1395,1397],{"id":1396},"summary-adapting-your-search-engine-strategy-for-long-term-growth",[52,1398,1399],{},"Summary: Adapting Your Search Engine Strategy for Long-Term Growth",[14,1401,1402,1403,1405],{},"To recap: ",[52,1404,1173],{}," Yes. If you treat AI as a magic shortcut to generate hundreds of unvetted blog posts, your search visibility will eventually collapse; quickly building a house out of AI sticks won’t protect you when the Big Bad Search Engine Wolf comes calling. But if you treat AI as an efficiency engine that supports a human-led, expert-driven content pipeline, you can scale output without sacrificing rankings.",[14,1407,1408],{},"As search engines adapt to the flood of synthetic content, companies must adapt how they communicate with their buyers. The brands that win over the next decade won't be those that avoid AI, nor will they be those that hand their entire marketing strategy over to algorithms. The winners will be the organizations that pair cutting-edge tools with an authentic, human-driven brand voice.",[14,1410,1411,1412,1415],{},"At ",[52,1413,1414],{},"MKG Marketing",", we don't pass your search strategy off to junior account managers or unmonitored software bots. We provide an experienced, senior-led team that handles both the high-level strategy and technical execution directly. We help B2B tech and software companies navigate complex search updates, build a sustainable organic pipeline, and maintain complete operational control over their brand narrative.",[24,1417,1419],{"id":1418},"ready-to-build-a-future-proof-search-strategy","Ready to Build a Future-Proof Search Strategy?",[46,1421,1422,1429,1436],{},[49,1423,1424,1425,212],{},"Learn how our senior-led team can audit and elevate your organic reach.",[206,1426,1428],{"href":208,"rel":1427},[210]," Explore our Search Visibility Optimization (SVO) Services & Strategy Reviews",[49,1430,1431,1432,278],{},"Have immediate questions about your traffic or upcoming search updates?",[206,1433,1435],{"href":275,"rel":1434},[210]," Contact the MKG Marketing Team directly",[49,1437,1438,1439,212],{},"Want to dive deeper into modern search trends? Read our latest guide:",[206,1440,1443],{"href":1441,"rel":1442},"https:\u002F\u002Fmkgmarketinginc.com\u002Fblog\u002F",[210]," Beyond Last-Click: How to Measure Marketing Influence in an AI-First World",{"title":77,"searchDepth":291,"depth":291,"links":1445},[1446,1451,1452,1457,1458,1459],{"id":1215,"depth":291,"text":1216,"children":1447},[1448,1449,1450],{"id":1222,"depth":297,"text":1225},{"id":1239,"depth":297,"text":1242},{"id":1248,"depth":297,"text":1251},{"id":684,"depth":291,"text":109},{"id":1288,"depth":291,"text":1292,"children":1453},[1454,1455,1456],{"id":1305,"depth":297,"text":1308},{"id":1314,"depth":297,"text":1317},{"id":1334,"depth":297,"text":1337},{"id":1350,"depth":291,"text":1356},{"id":1396,"depth":291,"text":1399},{"id":1418,"depth":291,"text":1419},"2026-07-31T16:42:23.391Z","Does AI-generated content impact SEO? Discover how to safely use AI tools to build traffic and why copy-pasting generic text will hurt your rankings.","https:\u002F\u002Fassets.mkgmarketinginc.com\u002Fa2137492-5860-4960-8c3b-cc662b7514b0-mkg-blog-is-ai-content-bad-for-seo.webp","Is AI Content Bad for SEO",{},"\u002Fblog\u002Fseo\u002Fis-ai-content-bad-for-seo-how-to-scale-traffic-without-sacrificing-rankings",{"title":1149,"description":1461},"blog\u002Fseo\u002Fis-ai-content-bad-for-seo-how-to-scale-traffic-without-sacrificing-rankings","JTYjNLnGw7cBodE7MWP1BtwoH_ZZOdJiYIWSI_-KtQc",[1470,1740,1942,2355,2652,3018,3324,3643,3968,4224,4472,4728,5000,5084,5186,5332,5417,5630,5725,5811,5866,6011,6079,6284,6495,6551,6714,6868,7043,7167,7389,7523,7622,7762,7963,8208,8324,8389,8533,8598,8716,8809,8898,8995,9070,9208,9353,9465,9541,9646,9700,9795,9857,9950,10025,10129,10175,10260,10366,10483,10574,10684,10731,10792,10872,10948,11045,11135,11171,11270,11337,11399,11450,11548,11600,11649,11711,11789,11841,11928,11969,12026,12109,12217,12278,12317],{"id":1471,"title":1472,"author":7,"authors":7,"body":1473,"caption":7,"category":1729,"date":1730,"description":1731,"extension":318,"img":1732,"imgAlt":1733,"meta":1734,"minutes":321,"navigation":322,"path":1735,"seo":1736,"seodescription":7,"seotitle":7,"stem":1737,"updated":7,"__hash__":1738,"people":1739},"blog\u002Fblog\u002Fppc\u002Fshifting-legacy-paid-playbooks-to-saas-pipeline-velocity.md","Shifting Legacy Paid Playbooks to SaaS Pipeline Velocity",{"type":11,"value":1474,"toc":1714},[1475,1478,1481,1484,1504,1507,1510,1513,1516,1520,1523,1527,1530,1533,1536,1540,1547,1556,1561,1565,1568,1575,1580,1583,1607,1610,1615,1622,1625,1628,1632,1635,1649,1652,1656,1659,1662,1673,1676,1680,1683,1686,1691,1695,1698,1701,1704,1708,1711],[14,1476,1477],{},"You just closed your Series B. The capital is in the bank, the board presentation is locked, and the mandate from your investors is non-negotiable: scale net-new ARR, accelerate market penetration, and do it with predictable efficiency.",[14,1479,1480],{},"To hit these aggressive growth targets, your first instinct is to take the paid media playbooks that successfully carried you through Series A and double down on the spend. You pump more capital into your core digital acquisition channels, expecting a linear, proportional scaling of your backend revenue.",[14,1482,1483],{},"Initially, the dashboard looks spectacular. Your marketing team or agency presents reports filled with green upward arrows:",[46,1485,1486,1492,1498],{},[49,1487,1488,1491],{},[52,1489,1490],{},"Click-Through Rates (CTRs)"," are holding perfectly steady.",[49,1493,1494,1497],{},[52,1495,1496],{},"Total Impressions"," are hitting record, all-time highs.",[49,1499,1500,1503],{},[52,1501,1502],{},"Cost-Per-Click (CPC)"," looks highly optimized and efficient.",[14,1505,1506],{},"On paper, the top of your marketing funnel looks healthier than ever. But when you log into your CRM and look at the executive revenue dashboard, the reality is starkly different.",[14,1508,1509],{},"The net-new sales pipeline has stalled. Your sales development representatives (SDRs) are sorting through a mountain of leads that go completely cold upon outreach. Your account executives are complaining about empty calendars, and your backend pipeline conversion rate has quietly dropped by a devastating 25%. Despite spending more capital than ever post-funding, your cost to acquire a customer (CAC) is soaring, and your capital burn rate is outpacing actual pipeline velocity.",[14,1511,1512],{},"The metrics that look good on marketing slide decks are completely disconnected from cash-flow reality. The traditional B2B demand generation playbooks—heavily reliant on buying generic ad impressions, chasing abstract vanity metrics, and blindly trusting ad network automation- are fundamentally broken.",[14,1514,1515],{},"To protect your capital and restart your revenue engine, you must diagnose the structural flaws in modern ad networks that cause this backend leakage and transition from an impression-chasing model to a pipeline-velocity framework.",[24,1517,1519],{"id":1518},"the-double-whammy-blended-inventory-bleed-and-platform-fatigue","The Double-Whammy: Blended Inventory Bleed and Platform Fatigue",[14,1521,1522],{},"The core reason your backend pipeline is deteriorating while front-end metrics look healthy is a structural shift in how major digital ad networks operate. The software landscape has experienced a massive wave of algorithmic automation. Platforms have quietly removed granular user control in favor of artificial intelligence-driven, multi-placement campaigns.",[81,1524,1526],{"id":1525},"_1-google-demand-gen-campaigns-blended-inventory-bleed","1. Google Demand Gen Campaigns & Blended Inventory Bleed",[14,1528,1529],{},"Originally introduced as a replacement for legacy video discovery formats, these campaigns are built to drive engagement across Google’s vast ecosystem: YouTube, Gmail, Discover, and the Google Display Network. On paper, this level of automation looks highly efficient. In practice, it introduces a structural issue: Blended Inventory Bleed.",[14,1531,1532],{},"When you spin up a standard campaign with these settings, the ad network packages high-intent premium search and video inventory alongside low-intent fringe placements. The underlying algorithms are engineered to chase the lowest-cost clicks and impressions needed to hit your daily spend targets.",[14,1534,1535],{},"As a result, your budget is steadily redirected away from true in-market buyers into automated mobile apps, low-quality YouTube surfaces, and accidental taps on mobile swipe feeds. The platform will proudly show you an optimized, low Cost-Per-MQL, while the reality in your CRM is that you’re funding non-intent traffic that has virtually no chance of becoming a closed-won opportunity.",[81,1537,1539],{"id":1538},"_2-linkedin-ad-fatigue","2. LinkedIn Ad Fatigue",[14,1541,1542,1543,1546],{},"Simultaneously, B2B software companies are hitting an absolute ceiling on professional social channels due to severe ",[52,1544,1545],{},"LinkedIn Ad Fatigue",". As massive amounts of venture capital pour into identical target audiences, decision-makers are being inundated with repetitive, formulaic single-image ads and gated PDF lead-generation forms.",[14,1548,1549,1550,1555],{},"According to data compiled in the ",[206,1551,1554],{"href":1552,"rel":1553},"https:\u002F\u002Fdreamdata.io\u002Fblog\u002Fannouncing-linkedin-ads-benchmarks-report-2026",[210],"2026 LinkedIn Ads Benchmarks Report by Dreamdata",", non-branded search and standard social click-through rates have experienced noticeable industry-wide compression as buyers tune out generic corporate messaging. When your target audience develops ad blindness, automated bidding systems often serve your ads to peripheral, less relevant segments of your audience to hit your volume targets. You end up paying a premium for clicks from users who have the right company name on their profiles but have absolutely zero buying authority or intent.",[14,1557,1558],{},[75,1559],{"alt":77,"src":1560},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002F1d59b696-0eb0-4224-8804-ba0618feea53-mkg-blog-why-legacy-paid-playbooks-are-failing-series-image-1.png",[24,1562,1564],{"id":1563},"the-fatal-flaw-pipeline-vs-mqls","The Fatal Flaw: Pipeline vs. MQLs",[14,1566,1567],{},"If your internal marketing performance is tied to Marketing Qualified Leads (MQLs), your team is naturally incentivized to run campaigns that feed this algorithmic dilution. An MQL model views every form fill or content download as an equal unit of value.",[14,1569,1570,1571,1574],{},"Optimizing for MQL volume completely ignores the critical business metric: ",[52,1572,1573],{},"pipeline velocity",". Pipeline velocity measures the speed at which a prospect moves through your sales cycle and converts into actual revenue. It is governed by a simple mathematical relationship:",[14,1576,1577],{},[52,1578,1579],{},"Pipeline Velocity = (Number of Opportunities × Deal Value × Win Rate) \u002F Sales Cycle Length",[14,1581,1582],{},"When you allow Blended Inventory Bleed to flood your CRM with low-intent leads, you negatively impact every single variable in this equation:",[46,1584,1585,1595,1601],{},[49,1586,1587,1590,1591,1594],{},[52,1588,1589],{},"Diminished Opportunity Quality:"," Your total number of ",[38,1592,1593],{},"qualified"," opportunities decreases because sales teams waste time calling invalid leads. This creates internal friction, slowing your organizational momentum and frustrating high-performing sales representatives.",[49,1596,1597,1600],{},[52,1598,1599],{},"Depressed Win Rates:"," Your win rate drops significantly because the baseline buying intent from automated placements is non-existent. Leads stay stuck in early discovery pipelines indefinitely, inflating your apparent pipeline without contributing to actual bookings.",[49,1602,1603,1606],{},[52,1604,1605],{},"Expanded Cycle Length:"," Your sales cycle length expands dramatically because SDRs must spend weeks chasing and filtering out accidental clicks, burning through critical sales development resources and delaying market penetration.",[14,1608,1609],{},"To scale predictably post-Series B, you must ruthlessly eliminate the distinction between marketing metrics and sales reality. Every single dollar deployed into paid media must be measured not by the volume of contacts it generates, but by how effectively it accelerates velocity through the active pipeline.",[14,1611,1612],{},[75,1613],{"alt":77,"src":1614},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002F98c78d8d-12fc-4480-a7f7-54b74f1dc0e3-mkg-blog-why-legacy-paid-playbooks-are-failing-series-image-2.png",[24,1616,1618,1621],{"id":1617},"systemic-accountability-the-path-to-de-risking-spend",[52,1619,1620],{},"Systemic Accountability: The Pat","h to De-Risking Spend",[14,1623,1624],{},"Stopping this cash burn requires a fundamental shift in how you structure, audit, and hold your paid media channels accountable. You cannot treat paid media as a slot machine where you pull the lever of ad spend and pray that revenue emerges on the other side. You must treat your paid marketing as a highly predictable, mathematically verified system built on absolute truth and accountability.",[14,1626,1627],{},"De-risking your post-funding ad spend requires a rigorous architectural overhaul of your marketing campaigns across three core operational pillars:",[81,1629,1631],{"id":1630},"pillar-1-decoupling-blended-placements-and-enforcing-guardrails","Pillar 1: Decoupling Blended Placements and Enforcing Guardrails",[14,1633,1634],{},"The first immediate operational step to stop the bleeding is to regain control over where your ad creatives actually display. You must move away from default, fully automated campaign settings that give ad networks a blank check to distribute your budget across low-value inventory.",[46,1636,1637,1643],{},[49,1638,1639,1642],{},[52,1640,1641],{},"Isolate Video Inventory:"," Within your Google Demand Gen Campaigns, you must actively decouple your video inventory from standard contextual display feeds. YouTube inventory must be managed and optimized as an independent channel.",[49,1644,1645,1648],{},[52,1646,1647],{},"Enforce Strict Exclusions:"," You must upload comprehensive placement exclusion lists that block your ads from showing on mobile applications, gaming channels, and non-business video content.",[14,1650,1651],{},"By aggressively trimming away peripheral placements, you force the ad platform's algorithm to deploy your capital strictly into premium, high-intent viewing environments where your target B2B buyer is actively consuming professional content.",[81,1653,1655],{"id":1654},"pillar-2-synchronizing-ad-networks-with-offline-crm-signals","Pillar 2: Synchronizing Ad Networks with Offline CRM Signals",[14,1657,1658],{},"Ad network algorithms are incredibly intelligent, but they are entirely blind to your revenue reality unless you feed them the correct data. If you only pass front-end conversion signals (like a whitepaper download or a generic form fill) back to Google and LinkedIn, their machine-learning models will continuously search for more people who exhibit that exact surface-level behavior.",[14,1660,1661],{},"To fix this, you must establish an automated, real-time feedback loop between your CRM (such as HubSpot or Salesforce) and your ad network accounts. By leveraging Conversational API (CAPI) integrations and offline conversion tracking, you must pass deep-funnel milestones directly back to the ad platforms:",[132,1663,1664,1667,1670],{},[49,1665,1666],{},"Sales Qualified Lead (SQL) validation milestones.",[49,1668,1669],{},"Formal discovery meeting completed tracking.",[49,1671,1672],{},"Pipeline opportunity value verification.",[14,1674,1675],{},"When the ad network’s bidding engine realizes that a specific sub-audience or placement is generating genuine pipeline velocity while another is only generating dead-end MQLs, it will automatically shift your budget away from the automated bleed and focus heavily on high-intent conversion pathways.",[81,1677,1679],{"id":1678},"pillar-3-establishing-a-unified-system-of-attribution-tracking","Pillar 3: Establishing a Unified System of Attribution Tracking",[14,1681,1682],{},"You can no longer trust self-reported attribution metrics inside individual ad platforms. LinkedIn will claim a conversion if someone merely saw an ad within 30 days, and Google will do the same for a basic search impression. The result is a heavily distorted performance picture, riddled with double-counting and inflated ROI figures that hide systemic waste.",[14,1684,1685],{},"You need a unified, multi-touch attribution model that captures the full behavior of the B2B buying committee. With modern enterprise deals involving roughly 10 stakeholders across many digital touchpoints, your measurement must focus on account-level engagement, not just isolated individual clicks. Track every paid interaction alongside organic, direct, and content syndication activity to identify exactly which paid motions are compressing your sales cycle and driving clean, consolidated pipeline growth.",[14,1687,1688],{},[75,1689],{"alt":77,"src":1690},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002F157d08c3-ac27-4147-832f-e4877df7a9df-mkg-blog-why-legacy-paid-playbooks-are-failing-series-image-3.png",[24,1692,1694],{"id":1693},"protect-your-runway-by-demanding-pipeline-truth","Protect Your Runway by Demanding Pipeline Truth",[14,1696,1697],{},"As a Series B founder, your core obligation to your board, your team, and your runway is ruthless capital allocation. Clinging to legacy, volume-driven paid media tactics in today’s highly automated ad ecosystem is a near-certain path to burning cash.",[14,1699,1700],{},"Stop applauding inflated impression counts and cheap, top-of-funnel leads that evaporate as soon as sales engages. Insist on full visibility into your downstream data. Require your marketing team and agencies to connect every ad dollar directly to qualified opportunities, improved win rates, and faster sales cycles.",[14,1702,1703],{},"By deliberately separating blended network inventory, integrating your ad platforms with real CRM pipeline data, and managing paid media as a fully accountable, measurable system, you can strip out marketing waste, de-risk your growth runway, and build a predictable pipeline engine that positions you to dominate your category.",[24,1705,1707],{"id":1706},"summary","Summary",[14,1709,1710],{},"Scaling after a Series B round means moving beyond volume-based marketing metrics and focusing on real pipeline velocity. When top-of-funnel indicators (like impressions and CTRs) look strong, but pipeline conversion falls by 25%, the underlying issue is almost always a mix of platform automation and audience fatigue. Google Demand Gen and similar products use blended inventory that quietly redirects your budget away from high-intent prospects toward low-value, accidental placements in mobile games and low-quality YouTube surfaces. At the same time, decision-makers are tuning out generic corporate outreach as systemic LinkedIn Ad Fatigue sets in.",[14,1712,1713],{},"To escape this growth stall and stop wasting capital, B2B SaaS founders must enforce rigorous, systemic accountability across their paid media programs. Practically, that means taking three immediate steps: separating video inventory from broad automated feeds to prevent inventory bleed, implementing offline CRM tracking so that deep-funnel milestones are pushed back into ad platforms, and rolling out multi-touch, account-level attribution to track the full buying committee. Stop optimizing for cheap MQL volume that overwhelms your sales team. Protect your runway by insisting on uncompromising pipeline visibility and tying every paid media dollar directly to revenue acceleration.",{"title":77,"searchDepth":291,"depth":291,"links":1715},[1716,1720,1721,1727,1728],{"id":1518,"depth":291,"text":1519,"children":1717},[1718,1719],{"id":1525,"depth":297,"text":1526},{"id":1538,"depth":297,"text":1539},{"id":1563,"depth":291,"text":1564},{"id":1617,"depth":291,"text":1722,"children":1723},"Systemic Accountability: The Path to De-Risking Spend",[1724,1725,1726],{"id":1630,"depth":297,"text":1631},{"id":1654,"depth":297,"text":1655},{"id":1678,"depth":297,"text":1679},{"id":1693,"depth":291,"text":1694},{"id":1706,"depth":291,"text":1707},"ppc","2026-07-01T04:00:00.000Z","Facing a 25% drop in pipeline conversion despite great CTRs? Here is how to stop the blended inventory bleed.","https:\u002F\u002Fassets.mkgmarketinginc.com\u002F5b62e834-bdc3-4dbd-ad88-8c2c36cb3362-mkg-blog-why-legacy-paid-playbooks-are-failing-series-hero-image.webp","Pipeline Velocity",{},"\u002Fblog\u002Fppc\u002Fshifting-legacy-paid-playbooks-to-saas-pipeline-velocity",{"title":1472,"description":1731},"blog\u002Fppc\u002Fshifting-legacy-paid-playbooks-to-saas-pipeline-velocity","a2XT4nvhtk5U7ofwUEn_aV-9p3Y8Q0IjsFQ2LoxggKQ",[],{"id":1741,"title":1742,"author":7,"authors":1743,"body":1744,"caption":7,"category":1729,"date":1931,"description":1932,"extension":318,"img":1933,"imgAlt":1934,"meta":1935,"minutes":321,"navigation":322,"path":1937,"seo":1938,"seodescription":7,"seotitle":7,"stem":1939,"updated":7,"__hash__":1940,"people":1941},"blog\u002Fblog\u002Fppc\u002Frecalibrating-the-lead-bridging-the-2026-measurement-gap-in-paid-social.md","Recalibrating the Lead - Bridging the 2026 Measurement Gap in Paid Social",[],{"type":11,"value":1745,"toc":1922},[1746,1749,1752,1755,1760,1766,1769,1772,1775,1781,1784,1787,1793,1798,1804,1807,1810,1813,1816,1822,1829,1832,1852,1855,1860,1866,1869,1872,1879,1885,1888,1891,1894,1898,1920],[14,1747,1748],{},"The B2B marketing landscape has outgrown traditional attribution. For years, paid social depended on frequent touchpoints and linear tracking: run an ad, get a click, capture a form fill, and mark a conversion. In 2026, that straight line is gone.",[14,1750,1751],{},"Buyer behavior on social has fundamentally shifted. People are browsing in a more filtered way, often using generative tools to summarize feeds and strip out irrelevant content. As a result, traditional click-through rates look different. Strong engagement metrics no longer guarantee a healthy pipeline. In many cases, lean marketing teams are pouring budget into disconnected tactics that perform well on-platform but fail to produce qualified leads in the CRM.",[14,1753,1754],{},"This is the measurement gap—the distance between what a social platform calls a “conversion” and what your sales team recognizes as a qualified opportunity. When those data points don’t match, your strategy becomes reactive. Closing that gap requires moving beyond surface-level metrics and anchoring your decisions in revenue. Metrics that don’t connect to the pipeline won’t revive a stalled funnel. It’s time to confront the data honestly and recalibrate your approach.",[14,1756,1757],{},[75,1758],{"alt":77,"src":1759},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002F2a78ea2f-fa06-497a-ab2e-0d31c8caf9a1-mkg-blog-recalibrating-the-lead-image-1.jpg",[24,1761,1763],{"id":1762},"the-evolution-of-the-b2b-buyer-journey",[52,1764,1765],{},"The Evolution of the B2B Buyer Journey",[14,1767,1768],{},"In 2026, B2B buyers are more self-directed than ever. They complete most of their research before speaking with a brand, gathering information in small, scattered moments across multiple channels. By the time they reach your landing page, they’ve often already formed an opinion—shaped by automated summaries, peer recommendations, and private community conversations.",[14,1770,1771],{},"The problem begins when marketers try to force this non-linear behavior into an outdated measurement model. If you rely solely on last-click attribution, you overlook the most important parts of the journey. You see the final action but miss the steps that actually built trust. As a result, budgets get funneled into the last touchpoint while the early-stage awareness that started the process is undervalued or ignored.",[14,1773,1774],{},"Many teams respond by simply turning up the volume—more ads, more spend, more generic content. But more noise isn’t the fix. What’s needed is a consistent system that connects social engagement to real business outcomes.",[24,1776,1778],{"id":1777},"bridging-the-crm-to-platform-gap-with-accuracy",[52,1779,1780],{},"Bridging the CRM-to-Platform Gap with Accuracy",[14,1782,1783],{},"To bridge the measurement gap, we anchor on the Truth pillar of our operating system. This isn’t about tracking every pixel perfectly—it’s about aligning platform data with CRM reality. The goal is to ensure that leads from your social campaigns are highly likely to convert into revenue.",[14,1785,1786],{},"Most paid social failures in 2026 stem from misalignment between marketing and sales. Marketing optimizes for lead volume; sales is focused on real business opportunities. When those definitions don’t match, the data becomes misleading. The fix is to audit the full journey—from the first ad impression to the moment a deal closes.",[14,1788,1789,1790],{},"Doing this right requires technical reconciliation. CRM data must be sent back into your social platforms so their algorithms can learn what a qualified lead truly looks like, not just what generates the cheapest clicks. If you’re not connecting ad interactions to sales stages, you don’t have a clear view of performance. A senior strategist understands that if the data doesn’t lead to a sales conversation, it isn’t actionable.",[1791,1792],"br",{},[14,1794,1795],{},[75,1796],{"alt":77,"src":1797},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002Fc69d4315-2cb2-45a2-9789-faec50b5cae7-mkg-blog-recalibrating-the-lead-image-2.jpg",[24,1799,1801],{"id":1800},"beyond-the-click-auditing-zero-party-data",[52,1802,1803],{},"Beyond the Click: Auditing Zero-Party Data",[14,1805,1806],{},"As traditional tracking methods, such as third-party cookies, have lost effectiveness, technical data has become less reliable. To find the truth in 2026, you have to prioritize why a prospect chose to engage with you. That’s where zero-party data becomes critical to your B2B tech stack.",[14,1808,1809],{},"Zero-party data is information a prospect willingly and explicitly shares. In paid social, this often shows up in “How did you hear about us?” fields on demo requests or lead forms. Automated tracking shows you the technical path; zero-party data reveals the professional reason behind the interest.",[14,1811,1812],{},"When we audit this data, we frequently uncover a disconnect. A platform may claim a lead came from a specific retargeting ad, while the prospect explains they’ve been following your team’s technical insights for months. Both views matter—but the prospect’s answer tells you how to actually replicate success.",[14,1814,1815],{},"By capturing this information, you move beyond superficial metrics and start identifying the real triggers that move a buyer from research to decision. It’s a practical approach grounded in the buyer’s lived experience, focused on insights that actually change business outcomes.",[24,1817,1819],{"id":1818},"b2b-revenue-attribution-2026-the-new-standard",[52,1820,1821],{},"B2B Revenue Attribution 2026: The New Standard",[14,1823,1824,1825,1828],{},"The standard for ",[52,1826,1827],{},"B2B Revenue Attribution in 2026"," is a consistent discipline, not just a software tool. It is the practice of combining automated tracking with human observation. Leading with insight means admitting when data is unclear and having a specific plan to fix it.",[14,1830,1831],{},"To achieve marketing and sales alignment, your attribution model must include:",[46,1833,1834,1840,1846],{},[49,1835,1836,1839],{},[52,1837,1838],{},"The Filtered Search Reality:"," Acknowledging that buyers use automated tools to screen content, making your brand’s technical authority as important as your direct ads.",[49,1841,1842,1845],{},[52,1843,1844],{},"Platform-to-CRM Sync:"," Ensuring every dollar spent on social media is tracked to a specific stage in the sales funnel.",[49,1847,1848,1851],{},[52,1849,1850],{},"Self-Reported Data:"," Using zero-party data to verify or challenge what the automated dashboards are reporting.",[14,1853,1854],{},"When these elements are connected, you move from reactive decision-making to a systematic process. You stop asking if an ad worked and start asking if a specific channel is increasing your revenue velocity.",[14,1856,1857],{},[75,1858],{"alt":77,"src":1859},"https:\u002F\u002Fassets.mkgmarketinginc.com\u002F5ced796c-d946-47cc-a283-fbe560a416e0-mkg-blog-recalibrating-the-lead-image-3.jpg",[24,1861,1863],{"id":1862},"a-practical-plan-for-recalibration",[52,1864,1865],{},"A Practical Plan for Recalibration",[14,1867,1868],{},"If your Paid Social performance is not improving, it is likely because your measurement model does not match how buyers behave today. You are dealing with technical inefficiencies caused by a disconnected system.",[14,1870,1871],{},"It is time to look at your strategy clearly. Recalibrating for 2026 is not about finding a new tool; it is about creating a reliable process for your data. It requires professional operations and a sharp strategy. We help marketers by providing a direct and practical plan to fix these issues.",[14,1873,1874,1875,1878],{},"The ",[52,1876,1877],{},"Paid Social Measurement Gap"," is a risk only if it is ignored. By connecting your CRM and social platforms and making zero-party data a primary metric, you protect your marketing budget. You ensure your spending is a direct investment in the company's growth.",[24,1880,1882],{"id":1881},"final-thoughts-from-clicks-to-reality",[52,1883,1884],{},"Final Thoughts: From Clicks to Reality",[14,1886,1887],{},"The shift in 2026 has been a significant change for B2B brands. Using social media as just a digital brochure is no longer effective. Alignment between marketing and sales is now a requirement for any successful business.",[14,1889,1890],{},"Our team is focused on providing clear and direct guidance. We are here to help you manage this complexity. We believe that when your systems are functional and your goals are clear, marketing becomes a highly effective part of your business.",[14,1892,1893],{},"Do not let your budget be wasted because of a measurement gap. It is time to move from reactive tactics to a systematic approach. Build a strategy that is verified by your dashboard and reflected in your revenue.",[24,1895,1896],{"id":1706},[52,1897,1707],{},[14,1899,1900,1901,1903,1904,1907,1908,1911,1912,1915,1916,1919],{},"In 2026, B2B brands are facing a ",[52,1902,1877],{}," as buyers change their browsing habits and research journeys. Traditional engagement metrics are no longer sufficient, leading to wasted spend and disconnected tactics. By using the ",[52,1905,1906],{},"mkgOS Truth pillar",", marketing teams can connect CRM data to social platforms and use ",[52,1909,1910],{},"Zero-Party Data"," to understand why leads are engaging. True ",[52,1913,1914],{},"Marketing-Sales Alignment"," requires ",[52,1917,1918],{},"B2B Revenue Attribution"," that combines technical data with direct feedback from prospects. It is time to move toward a systematic approach that drives measurable revenue.",[1791,1921],{},{"title":77,"searchDepth":291,"depth":291,"links":1923},[1924,1925,1926,1927,1928,1929,1930],{"id":1762,"depth":291,"text":1765},{"id":1777,"depth":291,"text":1780},{"id":1800,"depth":291,"text":1803},{"id":1818,"depth":291,"text":1821},{"id":1862,"depth":291,"text":1865},{"id":1881,"depth":291,"text":1884},{"id":1706,"depth":291,"text":1707},"2026-04-15T17:59:00Z","Click-through rates are shifting as buyers change how they browse. Here is how to audit zero-party data and bridge the CRM-to-platform gap.\n","\u002Fimages\u002Fblog\u002Fmkg-blog-recalibrating-the-lead-hero-image.webp","Recalibrating the Lead",{"_schema":1936},"default","\u002Fblog\u002Fppc\u002Frecalibrating-the-lead-bridging-the-2026-measurement-gap-in-paid-social",{"title":1742,"description":1932},"blog\u002Fppc\u002Frecalibrating-the-lead-bridging-the-2026-measurement-gap-in-paid-social","7GzNOU3HXhv0laEY7koKJ5OdPjzyvvRgGK85H7olJD8",[],{"id":1943,"title":1944,"author":7,"authors":1945,"body":1947,"caption":7,"category":1729,"date":2299,"description":2300,"extension":318,"img":2301,"imgAlt":77,"meta":2302,"minutes":321,"navigation":322,"path":2303,"seo":2304,"seodescription":7,"seotitle":7,"stem":2305,"updated":7,"__hash__":2306,"people":2307},"blog\u002Fblog\u002Fppc\u002Fthe-future-of-ppc-advertising-trends-and-actionable-insights.md","The Future of PPC Advertising",[1946],"Nick Bare",{"type":11,"value":1948,"toc":2261},[1949,1952,1958,1964,1967,1973,1987,1993,1996,2002,2007,2010,2015,2029,2034,2037,2043,2048,2051,2056,2070,2075,2078,2084,2089,2092,2097,2111,2116,2119,2125,2130,2133,2138,2152,2157,2160,2166,2171,2174,2179,2193,2198,2201,2207,2212,2215,2220,2234,2239,2242,2248,2251],[14,1950,1951],{},"Pay-per-click (PPC) advertising stands out as a critical tool, especially for cybersecurity agencies looking to capture high-value leads. As the digital ecosystem grows more complex, understanding the future trends in PPC can offer a competitive edge. This article delves deep into the emerging PPC trends that CMOs in the cybersecurity sector should keep an eye on while also offering actionable insights to leverage these trends effectively.",[24,1953,1955],{"id":1954},"_1-ai-and-machine-learning-the-game-changers-in-ppc",[52,1956,1957],{},"1. AI and Machine Learning: The Game Changers in PPC",[81,1959,1961],{"id":1960},"trend-overview",[52,1962,1963],{},"Trend Overview:",[14,1965,1966],{},"Artificial Intelligence (AI) and Machine Learning (ML) are not just buzzwords; they are transforming how PPC campaigns are managed and optimized. From automating bidding strategies to enhancing ad targeting, AI-driven tools can analyze vast amounts of data in real-time, allowing for smarter, more efficient campaigns.",[81,1968,1970],{"id":1969},"actionable-tip",[52,1971,1972],{},"Actionable Tip:",[46,1974,1975,1981],{},[49,1976,1977,1980],{},[52,1978,1979],{},"Leverage Smart Bidding",": Google Ads' Smart Bidding uses machine learning to optimize for conversions or conversion value in every auction. For cybersecurity agencies, adopting this feature can maximize ROI by dynamically adjusting bids based on signals like device, location, and time of day.",[49,1982,1983,1986],{},[52,1984,1985],{},"Use Predictive Analytics",": Use AI-powered tools to predict customer behavior and refine your audience targeting. Platforms like Adalysis and WordStream offer predictive analytics features that can help you anticipate market trends and adapt your ad strategies accordingly.",[81,1988,1990],{"id":1989},"key-takeaway",[52,1991,1992],{},"Key Takeaway:",[14,1994,1995],{},"AI and ML are transforming PPC advertising by enabling real-time optimizations and predictive insights. Leveraging these technologies can significantly improve the efficiency and effectiveness of your PPC campaigns.",[24,1997,1999],{"id":1998},"_2-privacy-first-advertising-and-first-party-data",[52,2000,2001],{},"2. Privacy-First Advertising and First-Party Data",[81,2003,2005],{"id":2004},"trend-overview-1",[52,2006,1963],{},[14,2008,2009],{},"With growing concerns over data privacy and regulations like GDPR and CCPA, the era of third-party cookies is nearing its end. This shift is forcing marketers to rely more on first-party data, leading to a more privacy-focused approach to advertising.",[81,2011,2013],{"id":2012},"actionable-tip-1",[52,2014,1972],{},[46,2016,2017,2023],{},[49,2018,2019,2022],{},[52,2020,2021],{},"Build First-Party Data Strategies",": Utilize your website, email subscriptions, and content offers to gather first-party data. For cybersecurity agencies, offering gated content such as whitepapers or case studies can be an effective way to collect valuable insights about your audience.",[49,2024,2025,2028],{},[52,2026,2027],{},"Contextual Targeting",": As third-party cookies fade out, focus on contextual targeting—placing ads based on the content being consumed rather than user behavior. For example, placing ads on cybersecurity news websites or forums where your target audience frequently visits can yield high-quality leads.",[81,2030,2032],{"id":2031},"key-takeaway-1",[52,2033,1992],{},[14,2035,2036],{},"The move toward privacy-first advertising means CMOs must focus on building robust first-party data strategies and adopt alternative targeting methods like contextual advertising.",[24,2038,2040],{"id":2039},"_3-voice-search-and-conversational-ppc",[52,2041,2042],{},"3. Voice Search and Conversational PPC",[81,2044,2046],{"id":2045},"trend-overview-2",[52,2047,1963],{},[14,2049,2050],{},"With the increasing use of smart speakers and voice assistants, voice search is reshaping the way consumers interact with digital content. According to recent studies, over 50% of searches are now voice-activated. This trend is poised to impact PPC strategies significantly, especially in the cybersecurity sector where search terms can be highly technical.",[81,2052,2054],{"id":2053},"actionable-tip-2",[52,2055,1972],{},[46,2057,2058,2064],{},[49,2059,2060,2063],{},[52,2061,2062],{},"Optimize for Long-Tail Keywords",": Voice searches are typically longer and more conversational. Incorporate long-tail keywords and natural language phrases into your PPC campaigns. For example, instead of \"cybersecurity software,\" consider phrases like \"best cybersecurity software for small businesses.\"",[49,2065,2066,2069],{},[52,2067,2068],{},"Use Conversational Ads",": Implement chatbots and conversational ads to interact with potential leads. For instance, a chatbot integrated with your PPC landing page can engage visitors in real-time, answering questions and collecting lead information.",[81,2071,2073],{"id":2072},"key-takeaway-2",[52,2074,1992],{},[14,2076,2077],{},"Voice search is changing the PPC landscape. By optimizing for long-tail keywords and integrating conversational elements into your ads, you can better capture the attention of your target audience.",[24,2079,2081],{"id":2080},"_4-automation-and-smart-campaigns",[52,2082,2083],{},"4. Automation and Smart Campaigns",[81,2085,2087],{"id":2086},"trend-overview-3",[52,2088,1963],{},[14,2090,2091],{},"Automation in PPC is evolving rapidly. Google's Smart Campaigns and Microsoft's Automated Bidding are examples of how automation is simplifying campaign management while enhancing performance. For cybersecurity agencies, where competition for keywords can be fierce, automation can be a game-changer.",[81,2093,2095],{"id":2094},"actionable-tip-3",[52,2096,1972],{},[46,2098,2099,2105],{},[49,2100,2101,2104],{},[52,2102,2103],{},"Implement Responsive Search Ads (RSAs)",": RSAs allow you to input multiple headlines and descriptions, with Google's algorithms automatically testing combinations to determine the most effective ad variations. This can lead to higher click-through rates (CTR) and improved ad relevance scores.",[49,2106,2107,2110],{},[52,2108,2109],{},"Automate Routine Tasks",": Use tools like Google Ads scripts or third-party automation platforms to handle routine tasks like bid adjustments, ad scheduling, and performance reporting. This allows your team to focus on strategic elements like audience targeting and ad creativity.",[81,2112,2114],{"id":2113},"key-takeaway-3",[52,2115,1992],{},[14,2117,2118],{},"Automation streamlines campaign management and optimizes ad performance. By adopting automated features like RSAs and leveraging tools for routine task automation, you can enhance the effectiveness of your PPC campaigns.",[24,2120,2122],{"id":2121},"_5-visual-and-interactive-ppc-ads",[52,2123,2124],{},"5. Visual and Interactive PPC Ads",[81,2126,2128],{"id":2127},"trend-overview-4",[52,2129,1963],{},[14,2131,2132],{},"Visual and interactive ads are gaining traction as they offer a more engaging experience compared to traditional text ads. Video ads, interactive elements like polls or quizzes, and AR (Augmented Reality) ads are reshaping PPC, making them more dynamic and appealing.",[81,2134,2136],{"id":2135},"actionable-tip-4",[52,2137,1972],{},[46,2139,2140,2146],{},[49,2141,2142,2145],{},[52,2143,2144],{},"Invest in Video Ads",": Platforms like YouTube and LinkedIn are ideal for cybersecurity agencies to showcase expertise through video content. Create short, informative videos that address common pain points or demonstrate the benefits of your cybersecurity solutions.",[49,2147,2148,2151],{},[52,2149,2150],{},"Use Interactive Ad Extensions",": Incorporate interactive ad extensions like click-to-message, click-to-call, or location extensions. These can encourage direct engagement, providing immediate value to prospects and making it easier for them to connect with your business.",[81,2153,2155],{"id":2154},"key-takeaway-4",[52,2156,1992],{},[14,2158,2159],{},"The future of PPC is visual and interactive. By incorporating video ads and interactive elements into your PPC strategy, you can enhance user engagement and create a more memorable brand experience.",[24,2161,2163],{"id":2162},"_6-enhanced-attribution-and-data-driven-insights",[52,2164,2165],{},"6. Enhanced Attribution and Data-Driven Insights",[81,2167,2169],{"id":2168},"trend-overview-5",[52,2170,1963],{},[14,2172,2173],{},"Accurate attribution is crucial for understanding the customer journey and optimizing PPC campaigns. With advancements in analytics, marketers can now leverage multi-touch attribution models and data-driven insights to gain a clearer picture of how PPC contributes to conversions.",[81,2175,2177],{"id":2176},"actionable-tip-5",[52,2178,1972],{},[46,2180,2181,2187],{},[49,2182,2183,2186],{},[52,2184,2185],{},"Utilize GA4 for Advanced Attribution",": Google Analytics 4 (GA4) offers enhanced attribution models, including data-driven attribution, which uses machine learning to analyze how different touchpoints contribute to conversions. Integrate GA4 with your PPC campaigns to gain deeper insights into user behavior and campaign performance.",[49,2188,2189,2192],{},[52,2190,2191],{},"Implement Cross-Channel Attribution",": Use tools like Google Ads Attribution or HubSpot to track the customer journey across multiple channels. This can help you identify which PPC keywords or ad groups are driving the most valuable interactions and allocate your budget more effectively.",[81,2194,2196],{"id":2195},"key-takeaway-5",[52,2197,1992],{},[14,2199,2200],{},"Enhanced attribution and data-driven insights allow for more precise optimization of PPC campaigns. By utilizing advanced analytics tools, you can make informed decisions that drive better results.",[24,2202,2204],{"id":2203},"_7-the-rise-of-social-ppc",[52,2205,2206],{},"7. The Rise of Social PPC",[81,2208,2210],{"id":2209},"trend-overview-6",[52,2211,1963],{},[14,2213,2214],{},"Social media platforms are continually refining their advertising capabilities, making them a prime avenue for PPC. LinkedIn, Twitter, and Facebook now offer highly targeted PPC options tailored for B2B audiences, making them particularly relevant for cybersecurity agencies.",[81,2216,2218],{"id":2217},"actionable-tip-6",[52,2219,1972],{},[46,2221,2222,2228],{},[49,2223,2224,2227],{},[52,2225,2226],{},"Leverage LinkedIn Ads",": LinkedIn is a goldmine for B2B marketing. Use LinkedIn's targeting options to reach decision-makers like CISOs and IT directors. Sponsored Content, InMail, and Text Ads can help you showcase your cybersecurity solutions to a highly qualified audience.",[49,2229,2230,2233],{},[52,2231,2232],{},"Adopt a Multi-Channel Approach",": Don’t limit your PPC strategy to search engines. Diversify your campaigns by running ads on multiple social platforms. For instance, use Twitter for thought leadership content and Facebook for retargeting.",[81,2235,2237],{"id":2236},"key-takeaway-6",[52,2238,1992],{},[14,2240,2241],{},"Social PPC is becoming increasingly influential in the B2B space. By leveraging platforms like LinkedIn and adopting a multi-channel approach, you can reach and engage your target audience more effectively.",[24,2243,2245],{"id":2244},"conclusion",[52,2246,2247],{},"Conclusion",[14,2249,2250],{},"The future of PPC advertising is shaped by advancements in technology, changes in consumer behavior, and evolving privacy regulations. For CMOs of cybersecurity agencies, staying ahead of these trends is crucial to achieving sustained growth and a competitive edge. By integrating AI and automation, prioritizing privacy-first strategies, optimizing for voice search, and embracing visual and interactive ad formats, you can refine your PPC efforts for better performance and ROI.",[14,2252,2253,2254,2260],{},"If you found these insights useful and are looking to take your PPC strategy to the next level, feel free to reach out to schedule a discovery call with ",[206,2255,1414],{"href":2256,"target":2257,"rel":2258},"\u002Fcontact\u002F","_blank",[2259],"noopener"," today. Let's explore how we can help you navigate the future of PPC and drive growth for your cybersecurity business.",{"title":77,"searchDepth":291,"depth":291,"links":2262},[2263,2268,2273,2278,2283,2288,2293,2298],{"id":1954,"depth":291,"text":1957,"children":2264},[2265,2266,2267],{"id":1960,"depth":297,"text":1963},{"id":1969,"depth":297,"text":1972},{"id":1989,"depth":297,"text":1992},{"id":1998,"depth":291,"text":2001,"children":2269},[2270,2271,2272],{"id":2004,"depth":297,"text":1963},{"id":2012,"depth":297,"text":1972},{"id":2031,"depth":297,"text":1992},{"id":2039,"depth":291,"text":2042,"children":2274},[2275,2276,2277],{"id":2045,"depth":297,"text":1963},{"id":2053,"depth":297,"text":1972},{"id":2072,"depth":297,"text":1992},{"id":2080,"depth":291,"text":2083,"children":2279},[2280,2281,2282],{"id":2086,"depth":297,"text":1963},{"id":2094,"depth":297,"text":1972},{"id":2113,"depth":297,"text":1992},{"id":2121,"depth":291,"text":2124,"children":2284},[2285,2286,2287],{"id":2127,"depth":297,"text":1963},{"id":2135,"depth":297,"text":1972},{"id":2154,"depth":297,"text":1992},{"id":2162,"depth":291,"text":2165,"children":2289},[2290,2291,2292],{"id":2168,"depth":297,"text":1963},{"id":2176,"depth":297,"text":1972},{"id":2195,"depth":297,"text":1992},{"id":2203,"depth":291,"text":2206,"children":2294},[2295,2296,2297],{"id":2209,"depth":297,"text":1963},{"id":2217,"depth":297,"text":1972},{"id":2236,"depth":297,"text":1992},{"id":2244,"depth":291,"text":2247},"2024-10-14T17:05:00Z","Discover the future of PPC for cybersecurity CMOs with trends like AI and voice search, plus actionable tips to enhance your campaigns and boost results.","\u002Fimages\u002Fblog\u002Fcategory-ppc.webp",{"_schema":1936},"\u002Fblog\u002Fppc\u002Fthe-future-of-ppc-advertising-trends-and-actionable-insights",{"title":1944,"description":2300},"blog\u002Fppc\u002Fthe-future-of-ppc-advertising-trends-and-actionable-insights","z7KX6Y7SUmAMGoU3nxnGEB3qfyrO1v4cw43qWANM1g0",[2308],{"id":2309,"title":1946,"body":2310,"date":7,"description":2339,"extension":318,"images":2340,"isLeader":2342,"jobTitle":2343,"linkedIn":2344,"meta":2345,"name":1946,"navigation":322,"path":2346,"quote":2347,"quoteCite":2348,"ref":2349,"seo":2350,"sequence":2351,"stem":2352,"team":2353,"twitter":7,"updated":7,"website":7,"__hash__":2354},"team\u002Fteam\u002Fnick-bare.md",{"type":11,"value":2311,"toc":2337},[2312,2317,2320,2323,2326],[14,2313,2316],{"className":2314},[2315],"text-lg","Nick Bare's college offered a digital technology and culture degree and heI ended up taking some communications and marketing classes as well and liked the thought of them all lining up with each other. Once he graduated, he landed a role in paid search and has been doing it for nine+ years now.",[14,2318,2319],{},"He loves that there's always a challenge to tackle. He enjoys taking on new accounts and getting into the weeds to see what can help them turn around and start driving more efficient leads.",[14,2321,2322],{},"He's most proud of being a dad.",[14,2324,2325],{},"Interesting facts:",[46,2327,2328,2331,2334],{},[49,2329,2330],{},"Born with a cleft lip and palate and has had seven surgeries in his life",[49,2332,2333],{},"Watched the Seahawks win Super Bowl 48 with his dad in New York",[49,2335,2336],{},"Travels around the country to visit all the MLB stadiums with his son",{"title":77,"searchDepth":291,"depth":291,"links":2338},[],"Meet Nick Bare, one of MKG Marketing’s Digital Advertising Expert, bringing 15 plus years of experience to the team. ",{"landscape":2341},"nick-bare.webp",false,"Digital Advertising Expert","nickbare",{},"\u002Fteam\u002Fnick-bare","We can choose courage or we can choose comfort, but we can't have both.","Brené Brown","nick-bare",{"description":2339},52,"team\u002Fnick-bare","Digital Advertising Experts","yVusNcEIbiAvdPE02qyDKE_aINcQ0QMXSeyOKv9x5PE",{"id":2356,"title":2357,"author":7,"authors":2358,"body":2359,"caption":7,"category":1729,"date":2644,"description":2645,"extension":318,"img":2301,"imgAlt":77,"meta":2646,"minutes":321,"navigation":322,"path":2647,"seo":2648,"seodescription":7,"seotitle":7,"stem":2649,"updated":7,"__hash__":2650,"people":2651},"blog\u002Fblog\u002Fppc\u002Fadvanced-ppc-strategies.md","Advanced PPC Strategies & Tactics",[1946],{"type":11,"value":2360,"toc":2631},[2361,2364,2370,2376,2382,2387,2393,2398,2403,2408,2414,2419,2424,2429,2435,2440,2445,2450,2456,2461,2466,2471,2477,2482,2487,2492,2498,2503,2508,2513,2519,2524,2529,2534,2540,2545,2550,2555,2561,2617,2621,2624],[14,2362,2363],{},"Pay-per-click (PPC) advertising remains a cornerstone strategy, especially for cybersecurity agencies looking to reach highly targeted audiences. Yet, as the CMO of a cybersecurity agency, you know that basic PPC tactics only scratch the surface. To truly outshine your competitors and maximize ROI, it's time to delve into advanced PPC strategies tailored for the cybersecurity sector.",[24,2365,2367],{"id":2366},"_1-audience-segmentation-and-granular-targeting",[52,2368,2369],{},"1. Audience Segmentation and Granular Targeting",[14,2371,2372,2375],{},[52,2373,2374],{},"Why It Matters:"," In cybersecurity, a one-size-fits-all approach doesn't work. Your audience ranges from CISOs at large enterprises to IT managers at mid-sized companies, each with unique pain points and buying behaviors.",[14,2377,2378,2381],{},[52,2379,2380],{},"Advanced Strategy:"," Use audience segmentation to create tailored ads for each persona. Leverage first-party data (e.g., customer email lists) to create custom audiences, and use LinkedIn's robust targeting features to zero in on specific job titles, industries, and company sizes. Additionally, employ layered targeting on Google Ads by combining demographic, in-market, and custom intent audiences to reach decision-makers actively searching for security solutions.",[14,2383,2384,2386],{},[52,2385,1972],{}," Regularly review and refine your audience segments. Look at campaign performance data to identify high-value segments, and use these insights to tweak your ad copy and landing pages.",[24,2388,2390],{"id":2389},"_2-harness-the-power-of-remarketing",[52,2391,2392],{},"2. Harness the Power of Remarketing",[14,2394,2395,2397],{},[52,2396,2374],{}," In the B2B cybersecurity space, the sales cycle can be long and complex. Prospects may interact with your brand multiple times before converting.",[14,2399,2400,2402],{},[52,2401,2380],{}," Implement multi-stage remarketing campaigns that align with the buyer’s journey. Start by using remarketing lists for search ads (RLSA) to bid more aggressively on users who have previously visited high-intent pages (e.g., pricing or demo request pages). Then, utilize sequential remarketing on display and video networks to guide users through different stages, from awareness to consideration to decision.",[14,2404,2405,2407],{},[52,2406,1972],{}," Use ad sequencing on platforms like YouTube to show a series of ads in a specific order. For example, start with a thought-leadership video, followed by a case study, and end with a direct call to action like a demo request.",[24,2409,2411],{"id":2410},"_3-optimize-for-high-intent-keywords-with-long-tail-strategy",[52,2412,2413],{},"3. Optimize for High-Intent Keywords with Long-Tail Strategy",[14,2415,2416,2418],{},[52,2417,2374],{}," Broad keywords in the cybersecurity space are expensive and often result in low-quality clicks. High-intent, long-tail keywords tend to be less competitive and more aligned with specific buyer needs.",[14,2420,2421,2423],{},[52,2422,2380],{}," Conduct in-depth keyword research to uncover long-tail keywords that signal strong purchase intent. For example, instead of bidding on \"cybersecurity software,\" focus on more specific terms like \"enterprise-level data loss prevention solutions.\" Use phrase match and exact match to tightly control when your ads appear, reducing wasted spend.",[14,2425,2426,2428],{},[52,2427,1972],{}," Regularly analyze search query reports to identify high-performing long-tail keywords that you may not have initially considered. Add these to your campaigns and refine your negative keyword list to further optimize performance.",[24,2430,2432],{"id":2431},"_4-leverage-ad-extensions-and-dynamic-ad-features",[52,2433,2434],{},"4. Leverage Ad Extensions and Dynamic Ad Features",[14,2436,2437,2439],{},[52,2438,2374],{}," Ad extensions enhance visibility and improve click-through rates (CTR) by providing additional information directly in your ads.",[14,2441,2442,2444],{},[52,2443,2380],{}," Use every ad extension available in Google Ads and Bing Ads relevant to your offering, such as site links, callouts, structured snippets, and call extensions. For cybersecurity agencies, structured snippets can highlight services like \"Threat Detection,\" \"Incident Response,\" and \"Compliance Management.\" Additionally, consider using dynamic keyword insertion (DKI) to make your ads more relevant by automatically including the user's search query in the ad copy.",[14,2446,2447,2449],{},[52,2448,1972],{}," Test using promotion extensions to highlight special offers or discounts for limited times, such as \"Free Security Audit for First-Time Clients.\" Ensure these extensions are tailored to each campaign and regularly updated.",[24,2451,2453],{"id":2452},"_5-implement-smart-bidding-strategies-with-ai",[52,2454,2455],{},"5. Implement Smart Bidding Strategies with AI",[14,2457,2458,2460],{},[52,2459,2374],{}," Manual bidding can be time-consuming and often leads to suboptimal results. Smart bidding strategies use machine learning to optimize for conversions or conversion value in every auction.",[14,2462,2463,2465],{},[52,2464,2380],{}," Use Google's automated bidding strategies like Target CPA (Cost Per Acquisition) or Target ROAS (Return on Ad Spend) to maximize your campaign performance. For more control, implement portfolio bid strategies to manage bids across multiple campaigns with shared goals.",[14,2467,2468,2470],{},[52,2469,1972],{}," Start by running a campaign with enhanced CPC (Cost Per Click) to gather data. Once you have enough conversion data (typically at least 30 conversions in the past month), switch to a smart bidding strategy like Target CPA to let Google optimize your bids for each auction.",[24,2472,2474],{"id":2473},"_6-craft-hyper-relevant-ad-copy-and-landing-pages",[52,2475,2476],{},"6. Craft Hyper-Relevant Ad Copy and Landing Pages",[14,2478,2479,2481],{},[52,2480,2374],{}," In cybersecurity, your audience is savvy and expects tailored solutions. Generic ad copy and landing pages will result in high bounce rates and low conversion rates.",[14,2483,2484,2486],{},[52,2485,2380],{}," Create dynamic ad copy using IF functions to tailor your message based on the user's device or audience segment. For instance, offer mobile users an immediate download of a mobile security guide, while desktop users see a call-to-action for a full demo. Additionally, implement dynamic landing pages that adapt content based on the ad clicked, ensuring a seamless user experience.",[14,2488,2489,2491],{},[52,2490,1972],{}," Use tools like Unbounce or Instapage to create and test different landing pages rapidly. Run A\u002FB tests on headlines, forms, and CTA buttons to identify which combinations yield the highest conversion rates.",[24,2493,2495],{"id":2494},"_7-use-cross-platform-ppc-campaigns",[52,2496,2497],{},"7. Use Cross-Platform PPC Campaigns",[14,2499,2500,2502],{},[52,2501,2374],{}," Your target audience engages with multiple platforms. Limiting your PPC strategy to just Google Ads means missing out on potential leads from other channels.",[14,2504,2505,2507],{},[52,2506,2380],{}," Run cross-platform PPC campaigns, incorporating Google Ads, Bing Ads, LinkedIn Ads, and even Twitter Ads. For example, use LinkedIn to target CISOs with sponsored content and InMail, while using Google Ads for intent-based targeting. Use platform-specific strategies, like LinkedIn’s Matched Audiences, to retarget website visitors or nurture LinkedIn Page followers with personalized ad content.",[14,2509,2510,2512],{},[52,2511,1972],{}," Sync your LinkedIn Ads and Google Ads by importing LinkedIn audience segments into Google Ads (via Customer Match) to create a consistent cross-platform message. Monitor performance across platforms to allocate budgets dynamically based on where you're seeing the best results.",[24,2514,2516],{"id":2515},"_8-continuous-data-driven-optimization",[52,2517,2518],{},"8. Continuous Data-Driven Optimization",[14,2520,2521,2523],{},[52,2522,2374],{}," PPC campaigns are not \"set it and forget it.\" The cybersecurity landscape and search behaviors are continually changing.",[14,2525,2526,2528],{},[52,2527,2380],{}," Utilize advanced analytics tools and attribution models to understand the customer journey better. Use tools like Google Analytics 4 (GA4) to set up conversion tracking and analyze user behavior on your site. Implement multi-touch attribution models to understand which channels and touchpoints contribute most to conversions, allowing you to make data-driven decisions on budget allocation.",[14,2530,2531,2533],{},[52,2532,1972],{}," Regularly conduct A\u002FB testing on ad copy, landing pages, and bid strategies. Use scripts or automated rules to monitor campaign performance and make real-time adjustments. For example, create rules to automatically pause underperforming keywords or increase bids on top performers during peak business hours.",[24,2535,2537],{"id":2536},"_9-enhance-security-and-compliance-in-ppc",[52,2538,2539],{},"9. Enhance Security and Compliance in PPC",[14,2541,2542,2544],{},[52,2543,2374],{}," Cybersecurity clients are highly sensitive to privacy and security issues. Your PPC campaigns must reflect your agency’s commitment to these concerns.",[14,2546,2547,2549],{},[52,2548,2380],{}," Implement secure URL tracking parameters using HTTPS and ensure that all landing pages are SSL certified. Use Google's new privacy-focused tracking tools, such as Enhanced Conversions and Consent Mode, to comply with data protection regulations while still gaining valuable insights into campaign performance.",[14,2551,2552,2554],{},[52,2553,1972],{}," Include privacy-focused messaging in your ads. For instance, highlight \"GDPR-Compliant Solutions\" or \"End-to-End Data Encryption\" to address privacy concerns directly in your ad copy.",[24,2556,2558],{"id":2557},"key-takeaways",[52,2559,2560],{},"Key Takeaways",[46,2562,2563,2569,2575,2581,2587,2593,2599,2605,2611],{},[49,2564,2565,2568],{},[52,2566,2567],{},"Segment Your Audience:"," Create highly targeted campaigns for different buyer personas using custom audiences and layered targeting.",[49,2570,2571,2574],{},[52,2572,2573],{},"Implement Multi-Stage Remarketing:"," Use sequential remarketing to guide prospects through the buyer's journey.",[49,2576,2577,2580],{},[52,2578,2579],{},"Focus on High-Intent Long-Tail Keywords:"," Bid on specific, high-intent keywords to attract qualified leads and reduce wasted spend.",[49,2582,2583,2586],{},[52,2584,2585],{},"Leverage Ad Extensions:"," Use all relevant ad extensions to enhance ad visibility and drive more clicks.",[49,2588,2589,2592],{},[52,2590,2591],{},"Adopt Smart Bidding:"," Use AI-driven bidding strategies to optimize for conversions and ROI.",[49,2594,2595,2598],{},[52,2596,2597],{},"Create Hyper-Relevant Content:"," Craft dynamic ad copy and landing pages tailored to user intent.",[49,2600,2601,2604],{},[52,2602,2603],{},"Run Cross-Platform Campaigns:"," Utilize multiple ad platforms to reach your target audience effectively.",[49,2606,2607,2610],{},[52,2608,2609],{},"Embrace Data-Driven Optimization:"," Test, analyze, and optimize your campaigns using advanced analytics.",[49,2612,2613,2616],{},[52,2614,2615],{},"Ensure Security and Compliance:"," Build trust with your audience by focusing on security and privacy in your campaigns.",[24,2618,2619],{"id":2244},[52,2620,2247],{},[14,2622,2623],{},"Implementing these advanced PPC techniques can significantly elevate the performance of your cybersecurity agency's marketing efforts, driving higher-quality leads and maximizing your ROI. The key is continuous testing, optimization, and a strategic approach tailored to the unique needs of your target audience.",[14,2625,2626,2627,2630],{},"If you found these insights useful and are ready to take your PPC campaigns to the next level, feel free to reach out to schedule a discovery call with ",[206,2628,1414],{"href":2256,"target":2257,"rel":2629},[2259]," today! Let's create a custom strategy that propels your business forward.",{"title":77,"searchDepth":291,"depth":291,"links":2632},[2633,2634,2635,2636,2637,2638,2639,2640,2641,2642,2643],{"id":2366,"depth":291,"text":2369},{"id":2389,"depth":291,"text":2392},{"id":2410,"depth":291,"text":2413},{"id":2431,"depth":291,"text":2434},{"id":2452,"depth":291,"text":2455},{"id":2473,"depth":291,"text":2476},{"id":2494,"depth":291,"text":2497},{"id":2515,"depth":291,"text":2518},{"id":2536,"depth":291,"text":2539},{"id":2557,"depth":291,"text":2560},{"id":2244,"depth":291,"text":2247},"2024-10-07T17:05:00Z","Discover advanced PPC strategies for cybersecurity vendors, including audience targeting, long-tail keywords, remarketing, and smart bidding to maximize ROI.",{"_schema":1936},"\u002Fblog\u002Fppc\u002Fadvanced-ppc-strategies",{"title":2357,"description":2645},"blog\u002Fppc\u002Fadvanced-ppc-strategies","O3_urNr2PWoEoZieN1F9Et_63GqI1Vlr7J9q8xXLZX0",[2308],{"id":2653,"title":2654,"author":7,"authors":2655,"body":2656,"caption":7,"category":1729,"date":3010,"description":3011,"extension":318,"img":2301,"imgAlt":77,"meta":3012,"minutes":321,"navigation":322,"path":3013,"seo":3014,"seodescription":7,"seotitle":7,"stem":3015,"updated":7,"__hash__":3016,"people":3017},"blog\u002Fblog\u002Fppc\u002Fppc-mistakes.md","Top PPC Mistakes & How to Fix Them",[1946],{"type":11,"value":2657,"toc":3000},[2658,2661,2667,2674,2677,2683,2703,2708,2714,2719,2722,2727,2747,2752,2758,2763,2766,2771,2791,2796,2802,2807,2810,2815,2841,2846,2852,2857,2860,2865,2885,2890,2896,2901,2904,2909,2929,2934,2940,2945,2948,2953,2973,2978,2982,2985],[14,2659,2660],{},"Pay-per-click (PPC) advertising is vital to digital marketing, especially for cybersecurity vendors. With the industry becoming increasingly competitive, getting your PPC campaigns right can mean the difference between attracting qualified leads and wasting a valuable marketing budget. However, many cybersecurity firms fall into common traps when setting up and managing their PPC efforts. This article will dive deep into these pitfalls and provide actionable insights to ensure your campaigns are effective, efficient, and profitable.",[81,2662,2664],{"id":2663},"_1-mistake-1-lack-of-clear-goals-and-kpis",[52,2665,2666],{},"1. Mistake #1: Lack of Clear Goals and KPIs",[2668,2669,2671],"h4",{"id":2670},"why-its-a-problem",[52,2672,2673],{},"Why It's a Problem",[14,2675,2676],{},"One of the most common mistakes is launching PPC campaigns without clearly defined objectives and key performance indicators (KPIs). Without specific goals, measuring success or identifying improvement areas is challenging. For a cybersecurity agency, goals might include generating high-quality leads, increasing brand awareness, or driving downloads of a security assessment tool.",[2668,2678,2680],{"id":2679},"actionable-tips",[52,2681,2682],{},"Actionable Tips",[46,2684,2685,2691,2697],{},[49,2686,2687,2690],{},[52,2688,2689],{},"Define Clear Objectives:"," Set specific, measurable goals such as \"increase qualified leads by 20% in the next quarter\" or \"reduce the cost per acquisition (CPA) by 15%.\"",[49,2692,2693,2696],{},[52,2694,2695],{},"Identify KPIs:"," Choose relevant KPIs like click-through rate (CTR), conversion rate, cost per lead (CPL), and return on ad spend (ROAS) to monitor progress.",[49,2698,2699,2702],{},[52,2700,2701],{},"Use Goal Tracking:"," Utilize tools like Google Analytics and Google Ads conversion tracking to measure these KPIs accurately.",[14,2704,2705,2707],{},[52,2706,1992],{}," Clear goals and KPIs are the foundation of any successful PPC campaign. Without them, you're flying blind.",[81,2709,2711],{"id":2710},"_2-mistake-2-ignoring-audience-targeting",[52,2712,2713],{},"2. Mistake #2: Ignoring Audience Targeting",[2668,2715,2717],{"id":2716},"why-its-a-problem-1",[52,2718,2673],{},[14,2720,2721],{},"Cybersecurity is a niche market with a specific audience. Casting a wide net with your PPC campaigns will not only increase costs but also lead to irrelevant traffic. Ignoring detailed audience targeting means you might attract visitors who are not in the market for your services, wasting your ad spend.",[2668,2723,2725],{"id":2724},"actionable-tips-1",[52,2726,2682],{},[46,2728,2729,2735,2741],{},[49,2730,2731,2734],{},[52,2732,2733],{},"Leverage Detailed Demographics:"," Use the demographic targeting options in platforms like Google Ads and LinkedIn to reach decision-makers, such as CISOs and IT managers, in companies that match your ideal customer profile.",[49,2736,2737,2740],{},[52,2738,2739],{},"Employ Retargeting:"," Implement retargeting campaigns to re-engage users who have previously interacted with your website or ads, keeping your brand top-of-mind.",[49,2742,2743,2746],{},[52,2744,2745],{},"Utilize In-Market Audiences:"," Google Ads provides in-market audiences for cybersecurity services. Use this feature to target users actively researching or considering purchasing cybersecurity solutions.",[14,2748,2749,2751],{},[52,2750,1992],{}," Effective audience targeting ensures your ads are seen by the right people, maximizing the chances of converting visitors into leads.",[81,2753,2755],{"id":2754},"_3-mistake-3-poor-keyword-strategy",[52,2756,2757],{},"3. Mistake #3: Poor Keyword Strategy",[2668,2759,2761],{"id":2760},"why-its-a-problem-2",[52,2762,2673],{},[14,2764,2765],{},"Choosing the wrong keywords or failing to use negative keywords can result in irrelevant clicks, driving up costs and reducing the quality of leads. In the cybersecurity field, where terminology can be highly technical, getting your keyword strategy wrong can mean missing out on qualified traffic.",[2668,2767,2769],{"id":2768},"actionable-tips-2",[52,2770,2682],{},[46,2772,2773,2779,2785],{},[49,2774,2775,2778],{},[52,2776,2777],{},"Conduct Thorough Keyword Research:"," Use tools like Google Keyword Planner and SEMrush to identify high-intent keywords related to cybersecurity, such as \"network security solutions\" or \"data breach prevention.\"",[49,2780,2781,2784],{},[52,2782,2783],{},"Utilize Long-Tail Keywords:"," Focus on long-tail keywords that are more specific and have a higher conversion intent, such as \"managed cybersecurity services for SMEs.\"",[49,2786,2787,2790],{},[52,2788,2789],{},"Implement Negative Keywords:"," Identify and add negative keywords to your campaigns to prevent your ads from showing up for irrelevant searches, like \"free cybersecurity tools\" if you’re selling premium services.",[14,2792,2793,2795],{},[52,2794,1992],{}," A strategic keyword plan is crucial. It allows you to attract high-intent users and avoid wasting budget on irrelevant clicks.",[81,2797,2799],{"id":2798},"_4-mistake-4-ignoring-ad-copy-and-landing-page-relevance",[52,2800,2801],{},"4. Mistake #4: Ignoring Ad Copy and Landing Page Relevance",[2668,2803,2805],{"id":2804},"why-its-a-problem-3",[52,2806,2673],{},[14,2808,2809],{},"Your ad copy and landing page must be closely aligned with the user's search intent. Mismatched messaging can lead to high bounce rates and low-quality scores, driving up your costs and reducing ad visibility.",[2668,2811,2813],{"id":2812},"actionable-tips-3",[52,2814,2682],{},[46,2816,2817,2823,2829,2835],{},[49,2818,2819,2822],{},[52,2820,2821],{},"Craft Compelling Ad Copy:"," Write ad copy that directly addresses the pain points of your target audience. For example, highlight how your cybersecurity services protect against the latest threats.",[49,2824,2825,2828],{},[52,2826,2827],{},"Include Strong CTAs:"," Use clear calls-to-action (CTAs) like \"Get a Free Security Audit\" to guide users on the next steps.",[49,2830,2831,2834],{},[52,2832,2833],{},"Optimize Landing Pages:"," Ensure your landing pages are relevant to the ad copy and provide a seamless experience. Include persuasive content, testimonials, and a straightforward form to capture leads.",[49,2836,2837,2840],{},[52,2838,2839],{},"A\u002FB Test Your Ads:"," Continuously test different versions of your ad copy and landing pages to find the combination that resonates best with your audience.",[14,2842,2843,2845],{},[52,2844,1992],{}," Relevance between ad copy, keywords, and landing pages is key to high-quality scores and better conversion rates.",[81,2847,2849],{"id":2848},"_5-mistake-5-not-using-ad-extensions",[52,2850,2851],{},"5. Mistake #5: Not Using Ad Extensions",[2668,2853,2855],{"id":2854},"why-its-a-problem-4",[52,2856,2673],{},[14,2858,2859],{},"Ad extensions enhance the visibility and functionality of your ads, providing users with more reasons to click. Not using them is a missed opportunity to improve your ad's performance and provide additional information.",[2668,2861,2863],{"id":2862},"actionable-tips-4",[52,2864,2682],{},[46,2866,2867,2873,2879],{},[49,2868,2869,2872],{},[52,2870,2871],{},"Utilize Sitelink Extensions:"," Add links to specific pages on your site, such as \"Case Studies\" or \"Pricing,\" to give users more options.",[49,2874,2875,2878],{},[52,2876,2877],{},"Include Callout Extensions:"," Highlight unique selling points like \"24\u002F7 Support\" or \"Free Consultation\" to entice clicks.",[49,2880,2881,2884],{},[52,2882,2883],{},"Leverage Call Extensions:"," Allow potential clients to call you directly from the ad, particularly effective for B2B services where conversations can drive conversions.",[14,2886,2887,2889],{},[52,2888,1992],{}," Ad extensions can significantly improve your ad's click-through rate and provide more context to potential clients.",[81,2891,2893],{"id":2892},"_6-mistake-6-ignoring-campaign-performance-data",[52,2894,2895],{},"6. Mistake #6: Ignoring Campaign Performance Data",[2668,2897,2899],{"id":2898},"why-its-a-problem-5",[52,2900,2673],{},[14,2902,2903],{},"Failing to analyze your campaign data regularly can result in suboptimal performance and wasted budget. You need to understand what's working and what isn't to make data-driven decisions.",[2668,2905,2907],{"id":2906},"actionable-tips-5",[52,2908,2682],{},[46,2910,2911,2917,2923],{},[49,2912,2913,2916],{},[52,2914,2915],{},"Regularly Monitor KPIs:"," Use platforms like Google Ads and Google Analytics to track metrics such as CTR, conversion rate, and CPL.",[49,2918,2919,2922],{},[52,2920,2921],{},"Optimize Based on Performance:"," Identify underperforming keywords, ads, or demographics, and make adjustments to improve results.",[49,2924,2925,2928],{},[52,2926,2927],{},"Implement Automated Rules:"," Use automated rules in Google Ads to pause underperforming keywords or increase bids on high-performing ones, ensuring efficient use of your budget.",[14,2930,2931,2933],{},[52,2932,1992],{}," Regular analysis and optimization of campaign performance are crucial for maintaining a high-performing PPC strategy.",[81,2935,2937],{"id":2936},"_7-mistake-7-underestimating-the-power-of-remarketing",[52,2938,2939],{},"7. Mistake #7: Underestimating the Power of Remarketing",[2668,2941,2943],{"id":2942},"why-its-a-problem-6",[52,2944,2673],{},[14,2946,2947],{},"Remarketing allows you to re-engage users who have already shown interest in your services. Not leveraging this strategy means missing out on a significant opportunity to convert warm leads into customers.",[2668,2949,2951],{"id":2950},"actionable-tips-6",[52,2952,2682],{},[46,2954,2955,2961,2967],{},[49,2956,2957,2960],{},[52,2958,2959],{},"Set Up Remarketing Lists:"," Create remarketing lists for users who visited key pages, such as your \"Services\" or \"Contact Us\" page.",[49,2962,2963,2966],{},[52,2964,2965],{},"Personalize Remarketing Ads:"," Use tailored messaging in your remarketing ads, like \"Ready to Secure Your Network? Get a Free Quote Today.\"",[49,2968,2969,2972],{},[52,2970,2971],{},"Adjust Bidding Strategies:"," Increase bids for remarketing audiences to prioritize ad visibility for users more likely to convert.",[14,2974,2975,2977],{},[52,2976,1992],{}," Remarketing is a powerful way to nurture leads who have already interacted with your brand, increasing the likelihood of conversion.",[81,2979,2980],{"id":2244},[52,2981,2247],{},[14,2983,2984],{},"Avoiding these common PPC mistakes can significantly impact your cybersecurity agency's ability to attract and convert high-quality leads. By setting clear goals, targeting the right audience, optimizing keywords, aligning ad copy with landing pages, and leveraging ad extensions and remarketing, you can create a PPC strategy that drives tangible results.",[14,2986,2987,1042,2990,2996,2999],{},[52,2988,2989],{},"If you found these insights useful, reach out to schedule a discovery call with my",[206,2991,2993],{"href":2256,"target":2257,"rel":2992},[2259],[52,2994,2995],{},"MKG Marketing ",[52,2997,2998],{},"today!"," Let's work together to elevate your PPC campaigns and help your business thrive in the competitive cybersecurity landscape.",{"title":77,"searchDepth":291,"depth":291,"links":3001},[3002,3003,3004,3005,3006,3007,3008,3009],{"id":2663,"depth":297,"text":2666},{"id":2710,"depth":297,"text":2713},{"id":2754,"depth":297,"text":2757},{"id":2798,"depth":297,"text":2801},{"id":2848,"depth":297,"text":2851},{"id":2892,"depth":297,"text":2895},{"id":2936,"depth":297,"text":2939},{"id":2244,"depth":297,"text":2247},"2024-10-01T17:05:00Z","Discover common PPC mistakes cybersecurity vendors make & learn how to avoid them. Optimize your campaigns for better targeting & higher conversion rates.",{"_schema":1936},"\u002Fblog\u002Fppc\u002Fppc-mistakes",{"title":2654,"description":3011},"blog\u002Fppc\u002Fppc-mistakes","xcpgQ5M6E1AQOoKXH_jUbiiJRzEgyfk3CTT6YS_XDBA",[2308],{"id":3019,"title":3020,"author":7,"authors":3021,"body":3022,"caption":7,"category":1729,"date":3316,"description":3317,"extension":318,"img":2301,"imgAlt":77,"meta":3318,"minutes":321,"navigation":322,"path":3319,"seo":3320,"seodescription":7,"seotitle":7,"stem":3321,"updated":7,"__hash__":3322,"people":3323},"blog\u002Fblog\u002Fppc\u002Fanalyzing-ppc-campaign-performance.md","Analyzing PPC Campaign Performance",[1946],{"type":11,"value":3023,"toc":3291},[3024,3027,3030,3036,3039,3042,3048,3051,3057,3060,3065,3071,3074,3079,3085,3088,3093,3099,3102,3107,3113,3116,3121,3127,3130,3136,3139,3144,3150,3153,3158,3164,3167,3172,3178,3181,3186,3192,3195,3201,3204,3210,3213,3218,3224,3227,3233,3236,3241,3247,3277,3281,3284],[14,3025,3026],{},"Pay-per-click (PPC) campaigns are a vital part of growing your business. For Chief Marketing Officers (CMOs) of cybersecurity agencies, understanding how to measure and optimize PPC campaign performance can be the difference between wasting budget and driving measurable results.",[14,3028,3029],{},"This detailed guide will walk you through the critical elements of PPC performance analysis, ensuring that your investment is being put to good use and driving leads that convert. By the end of this article, you’ll have actionable tips and key takeaways to implement in your PPC strategies, along with benchmarks for evaluating your campaign’s health.",[24,3031,3033],{"id":3032},"the-importance-of-ppc-in-cybersecurity-marketing",[52,3034,3035],{},"The Importance of PPC in Cybersecurity Marketing",[14,3037,3038],{},"Cybersecurity is an industry with a specific audience that has unique pain points. CMOs need to align PPC campaigns to this niche, ensuring ads are seen by IT decision-makers, security officers, or even CEOs concerned with safeguarding their company’s assets. The complexity of the subject matter makes PPC campaigns particularly suited for driving targeted traffic from specific searches (e.g., “cybersecurity managed services” or “data protection software”).",[14,3040,3041],{},"But PPC campaigns require constant monitoring and optimization. Otherwise, you risk wasting money on irrelevant clicks or unqualified leads. That’s why analyzing PPC performance is essential.",[24,3043,3045],{"id":3044},"key-metrics-for-ppc-campaign-performance-analysis",[52,3046,3047],{},"Key Metrics for PPC Campaign Performance Analysis",[14,3049,3050],{},"To assess whether your PPC campaigns are performing effectively, it’s important to measure the right metrics. Here are some core KPIs that every CMO of a cybersecurity agency should track:",[81,3052,3054],{"id":3053},"_1-click-through-rate-ctr",[52,3055,3056],{},"1. Click-Through Rate (CTR)",[14,3058,3059],{},"CTR is the percentage of people who clicked your ad after seeing it. It’s calculated by dividing the number of clicks by the number of impressions. A high CTR indicates that your ad copy is resonating with your audience.",[14,3061,3062,3064],{},[52,3063,1972],{}," Test multiple versions of ad copy to see which headlines and descriptions drive the most clicks. Cybersecurity is complex, so keep your language simple but authoritative.",[81,3066,3068],{"id":3067},"_2-conversion-rate",[52,3069,3070],{},"2. Conversion Rate",[14,3072,3073],{},"This measures how many clicks turn into conversions, such as filling out a contact form, signing up for a newsletter, or requesting a demo. For CMOs in cybersecurity, the quality of leads is often more important than the quantity, so focus on this metric.",[14,3075,3076,3078],{},[52,3077,1972],{}," Use specific landing pages tailored to different PPC campaigns. A landing page focused on enterprise-level security software will convert better than a generic homepage.",[81,3080,3082],{"id":3081},"_3-cost-per-click-cpc",[52,3083,3084],{},"3. Cost Per Click (CPC)",[14,3086,3087],{},"CPC refers to how much you’re paying every time someone clicks on your ad. This is a crucial metric because it determines how far your budget can stretch.",[14,3089,3090,3092],{},[52,3091,1972],{}," Lower your CPC by improving your Quality Score. This is Google’s way of grading your ad relevance, landing page quality, and expected CTR. Ads that perform well get more favorable placement at lower costs.",[81,3094,3096],{"id":3095},"_4-cost-per-acquisition-cpa",[52,3097,3098],{},"4. Cost Per Acquisition (CPA)",[14,3100,3101],{},"CPA measures how much it costs to acquire one paying customer or qualified lead. This is especially important for CMOs focused on maximizing ROI.",[14,3103,3104,3106],{},[52,3105,1972],{}," Use negative keywords to filter out irrelevant traffic. For example, if you’re targeting businesses looking for managed cybersecurity services, you might want to add negative keywords like “free” or “cheap” to avoid unqualified clicks.",[81,3108,3110],{"id":3109},"_5-return-on-ad-spend-roas",[52,3111,3112],{},"5. Return on Ad Spend (ROAS)",[14,3114,3115],{},"ROAS evaluates how much revenue you generate for each dollar spent on PPC campaigns. It’s the ultimate metric for profitability.",[14,3117,3118,3120],{},[52,3119,1972],{}," Review your keyword performance regularly. Shift the budget from underperforming keywords to those with higher conversion rates to maximize ROAS.",[24,3122,3124],{"id":3123},"advanced-techniques-for-analyzing-ppc-performance",[52,3125,3126],{},"Advanced Techniques for Analyzing PPC Performance",[14,3128,3129],{},"Once you’ve got a handle on the basic metrics, it’s time to dive deeper into the data to fine-tune your campaigns.",[81,3131,3133],{"id":3132},"_1-segmentation-by-device-and-geography",[52,3134,3135],{},"1. Segmentation by Device and Geography",[14,3137,3138],{},"Different audiences behave differently based on where they are and what device they’re using. Analyzing the performance of your campaigns across desktop vs. mobile, and in various geographic regions, can help you spot optimization opportunities.",[14,3140,3141,3143],{},[52,3142,1972],{}," For cybersecurity, it’s common to see higher conversion rates on desktop, as decision-makers are likely to research software or services at their desk. Tailor your mobile and desktop bids accordingly.",[81,3145,3147],{"id":3146},"_2-keyword-level-performance-analysis",[52,3148,3149],{},"2. Keyword-Level Performance Analysis",[14,3151,3152],{},"Understanding which keywords are driving your conversions can help you optimize ad spend. Use a tool like Google’s Search Query Report to review search terms that trigger your ads.",[14,3154,3155,3157],{},[52,3156,1972],{}," Look for long-tail keywords with lower competition. For example, instead of bidding on “cybersecurity,” try a more specific query like “cybersecurity risk assessment for small businesses.”",[81,3159,3161],{"id":3160},"_3-ad-copy-and-ab-testing",[52,3162,3163],{},"3. Ad Copy and A\u002FB Testing",[14,3165,3166],{},"A\u002FB testing your ad copy is essential for understanding what resonates with your audience. Test different messaging strategies that speak to common cybersecurity pain points, such as data breaches or regulatory compliance.",[14,3168,3169,3171],{},[52,3170,1972],{}," Experiment with urgency-driven copy, like “Protect Your Data Now” or “Schedule a Free Cybersecurity Consultation Today,” to improve CTR and conversion rates.",[81,3173,3175],{"id":3174},"_4-audience-targeting-remarketing",[52,3176,3177],{},"4. Audience Targeting & Remarketing",[14,3179,3180],{},"For CMOs, it’s essential to continually refine your audience targeting. Google Ads and other platforms allow for demographic targeting, interest-based targeting, and even remarketing.",[14,3182,3183,3185],{},[52,3184,1972],{}," Use remarketing to re-engage visitors who didn’t convert on their first visit. Remarketing can be especially effective in the cybersecurity space, where decision-making processes may take longer and require multiple touchpoints.",[24,3187,3189],{"id":3188},"regular-reporting-and-ppc-audits",[52,3190,3191],{},"Regular Reporting and PPC Audits",[14,3193,3194],{},"To keep your campaigns performing well, it’s important to set up regular reporting and PPC audits. Monthly reports help you stay on top of how campaigns are progressing, while quarterly PPC audits offer deeper insights into areas for improvement.",[81,3196,3198],{"id":3197},"_1-automated-reporting-tools",[52,3199,3200],{},"1. Automated Reporting Tools",[14,3202,3203],{},"Investing in automated reporting tools can save time while offering actionable insights. Tools like Google Analytics or third-party platforms can help track every element of the customer journey, from ad click to conversion.",[81,3205,3207],{"id":3206},"_2-audit-your-campaign-structure",[52,3208,3209],{},"2. Audit Your Campaign Structure",[14,3211,3212],{},"Every few months, audit your campaign structure. Are your ad groups tightly themed? Are you wasting budget on broad-match keywords that don’t convert? Are you missing opportunities for extensions, such as sitelinks or callouts?",[14,3214,3215,3217],{},[52,3216,1972],{}," Use these audits to clean up low-performing ad groups and reallocate your budget to higher-performing campaigns.",[24,3219,3221],{"id":3220},"benchmarking-and-performance-goals",[52,3222,3223],{},"Benchmarking and Performance Goals",[14,3225,3226],{},"Establishing performance benchmarks is critical to understanding how your PPC campaigns are performing relative to industry standards.",[81,3228,3230],{"id":3229},"_1-cybersecurity-industry-benchmarks",[52,3231,3232],{},"1. Cybersecurity Industry Benchmarks",[14,3234,3235],{},"On average, the cybersecurity industry has a CTR of 2-3%, with CPCs ranging from $3 to $12, depending on the competition level. Conversion rates in the sector are often around 5%, though this can vary based on the offer and landing page quality.",[14,3237,3238,3240],{},[52,3239,1972],{}," Measure your campaign against these benchmarks, but remember that your results may vary depending on the specificity of your targeting and the quality of your ads and landing pages.",[24,3242,3244],{"id":3243},"key-takeaways-for-cybersecurity-cmos",[52,3245,3246],{},"Key Takeaways for Cybersecurity CMOs",[46,3248,3249,3255,3265,3271],{},[49,3250,3251,3254],{},[52,3252,3253],{},"Click-Through Rate (CTR), Conversion Rate, CPC, CPA, and ROAS"," are your primary PPC performance metrics. Regularly monitor these to ensure you’re maximizing your ad spend.",[49,3256,3257,3260,3261,3264],{},[52,3258,3259],{},"Ad copy testing"," and ",[52,3262,3263],{},"audience segmentation"," are critical to ensuring you’re speaking to the right audience at the right time.",[49,3266,3267,3270],{},[52,3268,3269],{},"Regular PPC audits"," help ensure that your campaign structure is optimized, and automated reporting tools provide valuable data to drive performance.",[49,3272,3273,3276],{},[52,3274,3275],{},"Benchmark your campaigns"," against industry standards but recognize that unique factors like geographic targeting or specific cybersecurity services may impact your results.",[24,3278,3279],{"id":2244},[52,3280,2247],{},[14,3282,3283],{},"Analyzing and optimizing PPC campaigns is a continual process. For CMOs in cybersecurity, ensuring that your ads are driving the right leads while staying within your budget is essential for growth. By focusing on the right metrics, testing continuously, and conducting regular audits, you can significantly improve the efficiency of your campaigns and maximize your return on investment.",[14,3285,3286,3287,3290],{},"If you found these insights useful, reach out to schedule a discovery call with ",[206,3288,1414],{"href":2256,"target":2257,"rel":3289},[2259]," today! Let’s discuss how we can help you refine your PPC strategy to target the right audience, optimize your budget, and grow your business in the ever-competitive cybersecurity industry.",{"title":77,"searchDepth":291,"depth":291,"links":3292},[3293,3294,3301,3307,3311,3314,3315],{"id":3032,"depth":291,"text":3035},{"id":3044,"depth":291,"text":3047,"children":3295},[3296,3297,3298,3299,3300],{"id":3053,"depth":297,"text":3056},{"id":3067,"depth":297,"text":3070},{"id":3081,"depth":297,"text":3084},{"id":3095,"depth":297,"text":3098},{"id":3109,"depth":297,"text":3112},{"id":3123,"depth":291,"text":3126,"children":3302},[3303,3304,3305,3306],{"id":3132,"depth":297,"text":3135},{"id":3146,"depth":297,"text":3149},{"id":3160,"depth":297,"text":3163},{"id":3174,"depth":297,"text":3177},{"id":3188,"depth":291,"text":3191,"children":3308},[3309,3310],{"id":3197,"depth":297,"text":3200},{"id":3206,"depth":297,"text":3209},{"id":3220,"depth":291,"text":3223,"children":3312},[3313],{"id":3229,"depth":297,"text":3232},{"id":3243,"depth":291,"text":3246},{"id":2244,"depth":291,"text":2247},"2024-09-23T17:05:00Z","Discover key metrics and actionable insights to analyze and optimize your PPC campaigns for better leads and ROI in the competitive cybersecurity landscape.",{"_schema":1936},"\u002Fblog\u002Fppc\u002Fanalyzing-ppc-campaign-performance",{"title":3020,"description":3317},"blog\u002Fppc\u002Fanalyzing-ppc-campaign-performance","ok_DuIDlNjgbvYHUZr5LGnhBTWXYAPAn0qqpRSSmro4",[2308],{"id":3325,"title":3326,"author":7,"authors":3327,"body":3328,"caption":7,"category":1729,"date":3635,"description":3636,"extension":318,"img":2301,"imgAlt":77,"meta":3637,"minutes":321,"navigation":322,"path":3638,"seo":3639,"seodescription":7,"seotitle":7,"stem":3640,"updated":7,"__hash__":3641,"people":3642},"blog\u002Fblog\u002Fppc\u002Fmaximizing-your-ppc-budget-how-to-drive-better-leads-without-overspending.md","Maximizing Your PPC Budget to Drive Better Leads",[1946],{"type":11,"value":3329,"toc":3615},[3330,3333,3340,3343,3354,3357,3363,3370,3373,3376,3396,3401,3408,3411,3414,3434,3439,3446,3449,3452,3472,3477,3484,3487,3490,3501,3506,3513,3516,3519,3524,3531,3534,3537,3557,3562,3569,3572,3575,3580,3584,3601,3605,3608],[14,3331,3332],{},"PPC (pay-per-click) campaigns are a powerful way for cybersecurity agencies to capture qualified leads. But if not handled correctly, PPC can easily become a financial black hole with little to show in return. The key is finding that sweet spot where you’re driving quality leads while staying within a budget that maximizes ROI (return on investment). This article dives deep into PPC optimization tactics, ensuring you get the most out of every dollar.",[81,3334,3336,3337],{"id":3335},"_1-define-clear-objectives-for-your-ppc-campaigns","1. ",[52,3338,3339],{},"Define Clear Objectives for Your PPC Campaigns",[14,3341,3342],{},"The foundation of any successful PPC campaign is knowing what you want to achieve. For a CMO in a cybersecurity agency, your goals likely center around generating high-quality leads, but specifics are crucial here. Start by asking:",[46,3344,3345,3348,3351],{},[49,3346,3347],{},"What is your customer acquisition cost (CAC) goal?",[49,3349,3350],{},"What industries or types of businesses do you want to target (financial services, healthcare, government)?",[49,3352,3353],{},"What’s the ideal size of the companies you’re pursuing?",[14,3355,3356],{},"Once you have clearly defined goals, you can tailor your PPC strategy to align with them. Whether your focus is building brand awareness, driving traffic, or getting conversions, a clear objective informs every decision—from ad copy to bid strategies.",[14,3358,3359,3362],{},[52,3360,3361],{},"Actionable Tip",": Create segmented campaigns based on different objectives (e.g., brand awareness vs. conversions). This segmentation allows you to allocate your budget where it’s most needed without overextending yourself.",[81,3364,3366,3367],{"id":3365},"_2-use-audience-targeting-to-your-advantage","2. ",[52,3368,3369],{},"Use Audience Targeting to Your Advantage",[14,3371,3372],{},"Cybersecurity solutions tend to have a niche audience, and not every click is created equal. Wasteful clicks come from untargeted traffic. To avoid this, leverage audience targeting features available in most PPC platforms. Narrowing down your audience ensures that your ads only show to the people most likely to convert.",[14,3374,3375],{},"Here’s how:",[46,3377,3378,3384,3390],{},[49,3379,3380,3383],{},[52,3381,3382],{},"Demographic targeting",": Focus on decision-makers in specific industries (e.g., CTOs, CIOs, IT Directors).",[49,3385,3386,3389],{},[52,3387,3388],{},"Custom intent audiences",": Google Ads allows you to target users who are actively searching for services related to cybersecurity. This feature zeroes in on those with a high likelihood of conversion.",[49,3391,3392,3395],{},[52,3393,3394],{},"Remarketing",": Re-engage users who previously interacted with your ads or website but did not convert. These individuals already have brand familiarity, making them more likely to convert on subsequent interactions.",[14,3397,3398,3400],{},[52,3399,3361],{},": Implement exclusions to prevent your ads from showing to irrelevant audiences. For example, exclude job seekers if your ad is focused on selling enterprise-level cybersecurity solutions.",[81,3402,3404,3405],{"id":3403},"_3-optimize-your-ad-copy-for-high-ctrs-and-conversions","3. ",[52,3406,3407],{},"Optimize Your Ad Copy for High CTRs and Conversions",[14,3409,3410],{},"Your ad copy is what will ultimately determine whether a prospect clicks on your ad or not. For a cybersecurity audience, trust, expertise, and urgency are key drivers of action. Make sure your copy speaks to the pain points of your target audience—highlight how your services can protect their organization’s data, ensure compliance, and reduce risks.",[14,3412,3413],{},"Key elements to focus on:",[46,3415,3416,3422,3428],{},[49,3417,3418,3421],{},[52,3419,3420],{},"Value propositions",": What sets your cybersecurity services apart from competitors?",[49,3423,3424,3427],{},[52,3425,3426],{},"Call-to-action (CTA)",": A strong, actionable CTA like “Protect Your Business Now” or “Schedule a Free Cybersecurity Audit” encourages users to engage.",[49,3429,3430,3433],{},[52,3431,3432],{},"Ad extensions",": Use sitelink extensions, callouts, and structured snippets to provide more information and increase your ad's visibility.",[14,3435,3436,3438],{},[52,3437,3361],{},": A\u002FB test different versions of your ad copy to identify which messaging resonates best with your audience. Make data-driven decisions to continuously improve your ads’ performance.",[81,3440,3442,3443],{"id":3441},"_4-bid-strategically-to-maximize-your-budget","4. ",[52,3444,3445],{},"Bid Strategically to Maximize Your Budget",[14,3447,3448],{},"Bid management is a balancing act. You don’t want to bid too high and drain your budget too quickly, but bidding too low can prevent your ads from being shown to the right audience. For cybersecurity agencies, where each lead can have a high value, a more aggressive bidding strategy might make sense for highly competitive keywords.",[14,3450,3451],{},"Consider the following bidding strategies:",[46,3453,3454,3460,3466],{},[49,3455,3456,3459],{},[52,3457,3458],{},"Manual CPC (cost-per-click)",": Gives you more control over your bids for each keyword, allowing you to adjust based on performance.",[49,3461,3462,3465],{},[52,3463,3464],{},"Target CPA (cost-per-acquisition)",": Automatically adjusts bids to achieve a desired cost per acquisition. This strategy works well if you know your target CAC and want to control costs.",[49,3467,3468,3471],{},[52,3469,3470],{},"Enhanced CPC",": Lets Google adjust your manual bids based on the likelihood of a conversion, offering a balance between control and automation.",[14,3473,3474,3476],{},[52,3475,3361],{},": Avoid overbidding on generic keywords. Instead, focus your budget on more specific, long-tail keywords like \"enterprise cybersecurity solutions\" or \"compliance-driven data protection.\" These tend to have lower competition and higher intent.",[81,3478,3480,3481],{"id":3479},"_5-leverage-negative-keywords-to-avoid-wasting-ad-spend","5. ",[52,3482,3483],{},"Leverage Negative Keywords to Avoid Wasting Ad Spend",[14,3485,3486],{},"Negative keywords are essential to avoiding irrelevant traffic and wasted clicks. For instance, if your agency specializes in enterprise cybersecurity, you wouldn’t want to attract searchers looking for personal antivirus solutions. Adding keywords like \"free,\" \"cheap,\" or \"personal\" to your negative keyword list will filter out these low-intent searches.",[14,3488,3489],{},"To build a strong negative keyword list:",[46,3491,3492,3495,3498],{},[49,3493,3494],{},"Analyze your search terms report to identify irrelevant queries.",[49,3496,3497],{},"Regularly update your list as new search terms arise.",[49,3499,3500],{},"Consider both broad and exact match types to ensure you cover all bases.",[14,3502,3503,3505],{},[52,3504,3361],{},": Use Google’s keyword planner or tools like SEMrush to discover terms that might be draining your budget without delivering results.",[81,3507,3509,3510],{"id":3508},"_6-implement-conversion-tracking-and-analytics","6. ",[52,3511,3512],{},"Implement Conversion Tracking and Analytics",[14,3514,3515],{},"You can’t optimize what you don’t measure. Conversion tracking ensures you know which campaigns are driving results and which are falling flat. Set up tracking for actions that align with your goals, such as form submissions, phone calls, or downloads of gated content.",[14,3517,3518],{},"Additionally, use tools like Google Analytics, HubSpot, or Salesforce to monitor the customer journey post-click. Are users bouncing from your landing page, or are they moving through the funnel? Understanding user behavior helps you fine-tune not only your PPC ads but also your landing pages.",[14,3520,3521,3523],{},[52,3522,3361],{},": Assign different tracking codes to each campaign, allowing you to determine which source delivers the highest quality leads. Integrate this data into your CRM for a holistic view of campaign performance.",[81,3525,3527,3528],{"id":3526},"_7-optimize-your-landing-pages-for-conversions","7. ",[52,3529,3530],{},"Optimize Your Landing Pages for Conversions",[14,3532,3533],{},"Your PPC campaign is only as effective as the landing page it leads to. If your ad copy promises “best-in-class cybersecurity solutions” but your landing page fails to deliver a compelling case for why your service is superior, visitors will bounce—and your ad spend will be wasted.",[14,3535,3536],{},"Here’s how to optimize your landing page:",[46,3538,3539,3545,3551],{},[49,3540,3541,3544],{},[52,3542,3543],{},"Match the messaging",": Ensure your landing page reflects the promises made in your ad copy. If your ad highlights a “Free Consultation,” make sure visitors can easily sign up for it.",[49,3546,3547,3550],{},[52,3548,3549],{},"Streamline the user experience",": Reduce friction by minimizing form fields and removing unnecessary steps in the conversion process.",[49,3552,3553,3556],{},[52,3554,3555],{},"Mobile optimization",": With more traffic coming from mobile devices, your landing page must be fully responsive.",[14,3558,3559,3561],{},[52,3560,3361],{},": Use heatmaps and session recordings (e.g., Hotjar) to understand how users interact with your landing page. Based on these insights, make data-driven optimizations to improve conversion rates.",[81,3563,3565,3566],{"id":3564},"_8-monitor-test-and-adapt-continuously","8. ",[52,3567,3568],{},"Monitor, Test, and Adapt Continuously",[14,3570,3571],{},"PPC isn’t a “set it and forget it” strategy. It requires constant monitoring and adaptation. Regularly reviewing campaign performance ensures your budget is being used effectively. If you notice a campaign or keyword isn’t delivering results, don’t hesitate to pause it or shift your budget toward higher-performing areas.",[14,3573,3574],{},"Additionally, keep experimenting with new ideas. Whether it’s tweaking your ad copy, testing a different landing page layout, or adjusting your bidding strategy, the goal is to continually refine your campaigns for optimal performance.",[14,3576,3577,3579],{},[52,3578,3361],{},": Schedule weekly or bi-weekly reviews of your PPC campaigns. Identify top performers and underperformers, then adjust your budget accordingly.",[81,3581,3582],{"id":2557},[52,3583,2560],{},[46,3585,3586,3589,3592,3595,3598],{},[49,3587,3588],{},"Defining clear objectives is essential for a focused PPC strategy.",[49,3590,3591],{},"Audience targeting and the use of negative keywords prevent wasted ad spend.",[49,3593,3594],{},"Regular testing and optimization of ad copy, landing pages, and bids ensure sustained performance.",[49,3596,3597],{},"Conversion tracking provides critical insights for measuring success.",[49,3599,3600],{},"Continuous monitoring allows for real-time adjustments and optimizations.",[81,3602,3603],{"id":2244},[52,3604,2247],{},[14,3606,3607],{},"Effective PPC management isn’t about spending more—it’s about spending smart. By following the strategies outlined above, CMOs of cybersecurity agencies can maximize their budget, capture high-quality leads, and see a greater return on investment. PPC campaigns can be a goldmine when handled correctly, so take these insights and start optimizing today.",[14,3609,3610,3611,3614],{},"If you found these insights useful, reach out to schedule a discovery call with            ",[206,3612,1414],{"href":2256,"target":2257,"rel":3613},[2259],"! Let's work together to unlock the full potential of your PPC campaigns.",{"title":77,"searchDepth":291,"depth":291,"links":3616},[3617,3619,3621,3623,3625,3627,3629,3631,3633,3634],{"id":3335,"depth":297,"text":3618},"1. Define Clear Objectives for Your PPC Campaigns",{"id":3365,"depth":297,"text":3620},"2. Use Audience Targeting to Your Advantage",{"id":3403,"depth":297,"text":3622},"3. Optimize Your Ad Copy for High CTRs and Conversions",{"id":3441,"depth":297,"text":3624},"4. Bid Strategically to Maximize Your Budget",{"id":3479,"depth":297,"text":3626},"5. Leverage Negative Keywords to Avoid Wasting Ad Spend",{"id":3508,"depth":297,"text":3628},"6. Implement Conversion Tracking and Analytics",{"id":3526,"depth":297,"text":3630},"7. Optimize Your Landing Pages for Conversions",{"id":3564,"depth":297,"text":3632},"8. Monitor, Test, and Adapt Continuously",{"id":2557,"depth":297,"text":2560},{"id":2244,"depth":297,"text":2247},"2024-09-16T17:05:00Z","Discover how to maximize your PPC budget and drive better leads without overspending. Uncover strategies that ensure every dollar counts! ",{"_schema":1936},"\u002Fblog\u002Fppc\u002Fmaximizing-your-ppc-budget-how-to-drive-better-leads-without-overspending",{"title":3326,"description":3636},"blog\u002Fppc\u002Fmaximizing-your-ppc-budget-how-to-drive-better-leads-without-overspending","Re49rIRY-YnLxX0NC8-pxmkMfh7cvSdFn0LvEoGDpvY",[2308],{"id":3644,"title":3645,"author":7,"authors":3646,"body":3647,"caption":7,"category":1729,"date":3960,"description":3961,"extension":318,"img":2301,"imgAlt":77,"meta":3962,"minutes":321,"navigation":322,"path":3963,"seo":3964,"seodescription":7,"seotitle":7,"stem":3965,"updated":7,"__hash__":3966,"people":3967},"blog\u002Fblog\u002Fppc\u002Foptimizing-ppc-landing-pages-for-better-performance.md","Optimizing PPC Landing Pages for Better Performance",[1946],{"type":11,"value":3648,"toc":3937},[3649,3652,3655,3661,3664,3669,3674,3679,3684,3690,3693,3697,3702,3706,3711,3717,3720,3724,3729,3733,3738,3744,3747,3751,3756,3760,3765,3771,3774,3778,3783,3787,3792,3798,3801,3805,3810,3814,3819,3825,3828,3832,3837,3841,3846,3852,3855,3859,3864,3868,3873,3880,3883,3887,3892,3896,3901,3908,3911,3915,3920,3924,3929,3931,3934],[14,3650,3651],{},"Every click on your PPC ads represents a potential client seeking to protect their organization from digital threats. But that click could be a missed opportunity if your landing page isn’t optimized. The challenge is clear: not only do you need to attract the right prospects, but you must also deliver a seamless landing page experience that converts visitors into leads or customers.",[14,3653,3654],{},"This article provides an in-depth guide to optimizing your PPC landing pages for cybersecurity services. We’ll explore actionable tips and best practices to help you drive better performance and higher conversion rates.",[81,3656,3336,3658],{"id":3657},"_1-understand-the-users-intent",[52,3659,3660],{},"Understand the User's Intent",[14,3662,3663],{},"In cybersecurity, intent matters. The person clicking on your ad is likely facing a critical security issue or searching for ways to improve their company’s defenses. Your landing page must address this intent directly.",[14,3665,3666],{},[52,3667,3668],{},"Key takeaway:",[46,3670,3671],{},[49,3672,3673],{},"Tailor the message to address the problem they are facing—whether it's about endpoint security, phishing prevention, or compliance with data regulations.",[14,3675,3676],{},[52,3677,3678],{},"Actionable tip:",[46,3680,3681],{},[49,3682,3683],{},"Analyze your keyword data and ad copy to ensure that the messaging on your landing page aligns perfectly with the search intent. For example, if your PPC ad mentions “Managed Threat Detection Services,” your landing page should expand on the specific benefits and solutions offered.",[81,3685,3366,3687],{"id":3686},"_2-create-a-clear-and-compelling-headline",[52,3688,3689],{},"Create a Clear and Compelling Headline",[14,3691,3692],{},"The headline is the first thing your visitor will see, and it needs to instantly grab their attention. Given that cybersecurity is a high-stakes industry, the headline should convey trust, urgency, and value.",[14,3694,3695],{},[52,3696,3668],{},[46,3698,3699],{},[49,3700,3701],{},"Your headline should make it crystal clear that the user has landed in the right place to solve their problem. Don’t be vague—get straight to the point.",[14,3703,3704],{},[52,3705,3678],{},[46,3707,3708],{},[49,3709,3710],{},"A\u002FB test different headlines to see which resonates better with your audience. Use phrases like “Protect Your Business from Data Breaches” or “Comprehensive Cybersecurity Solutions for Enterprise-Level Threats” to create a sense of relevance and urgency.",[81,3712,3404,3714],{"id":3713},"_3-optimize-for-mobile-responsiveness",[52,3715,3716],{},"Optimize for Mobile Responsiveness",[14,3718,3719],{},"Most of your traffic is likely coming from mobile devices, and if your landing page doesn’t load quickly or display well on mobile, you’re losing leads. Google penalizes slow mobile experiences, which can drive up your cost-per-click and lower your ad rankings.",[14,3721,3722],{},[52,3723,3668],{},[46,3725,3726],{},[49,3727,3728],{},"A fast, responsive landing page design is essential for providing a smooth experience across all devices, particularly mobile.",[14,3730,3731],{},[52,3732,3678],{},[46,3734,3735],{},[49,3736,3737],{},"Use Google's PageSpeed Insights to analyze load times and mobile responsiveness. Implement AMP (Accelerated Mobile Pages) if necessary, and minimize large images or complex scripts that slow down page loading times.",[81,3739,3442,3741],{"id":3740},"_4-craft-a-strong-call-to-action-cta",[52,3742,3743],{},"Craft a Strong Call-to-Action (CTA)",[14,3745,3746],{},"Your CTA is where conversions happen—or don’t. In the cybersecurity space, your prospects may be looking for demos, consultations, or downloadable resources. The CTA must be action-oriented and aligned with what your visitor wants.",[14,3748,3749],{},[52,3750,3668],{},[46,3752,3753],{},[49,3754,3755],{},"The CTA should be clear, concise, and value-driven. Instead of “Submit,” try something more specific like “Schedule a Free Cybersecurity Audit” or “Get a Personalized Threat Assessment.”",[14,3757,3758],{},[52,3759,3678],{},[46,3761,3762],{},[49,3763,3764],{},"Test different CTA placements and wording to see which drives the best results. You can experiment with urgency-based CTAs like “Secure Your Network Today” or benefit-driven options like “Get Expert Insights into Your Vulnerabilities.”",[81,3766,3480,3768],{"id":3767},"_5-streamline-the-form-fields",[52,3769,3770],{},"Streamline the Form Fields",[14,3772,3773],{},"Nobody likes filling out long forms, especially when they’re in a rush or concerned about their cybersecurity. Long or complex forms often lead to high bounce rates, so it’s essential to ask for only the information you need.",[14,3775,3776],{},[52,3777,3668],{},[46,3779,3780],{},[49,3781,3782],{},"Keep form fields to a minimum, especially for first-time visitors. The goal is to gather enough information to follow up without overwhelming the visitor.",[14,3784,3785],{},[52,3786,3678],{},[46,3788,3789],{},[49,3790,3791],{},"Stick to the basics for your initial form: name, email, and perhaps a single qualifying question like “What’s your biggest cybersecurity challenge right now?” You can collect more details during your follow-up process.",[81,3793,3509,3795],{"id":3794},"_6-use-social-proof-and-trust-signals",[52,3796,3797],{},"Use Social Proof and Trust Signals",[14,3799,3800],{},"In cybersecurity, trust is everything. Your visitors need to know they are dealing with an experienced, reliable provider. Incorporate trust signals to reassure prospects that they’re making the right decision.",[14,3802,3803],{},[52,3804,3668],{},[46,3806,3807],{},[49,3808,3809],{},"Testimonials, case studies, logos of clients, and industry certifications can significantly improve credibility on your landing page.",[14,3811,3812],{},[52,3813,3678],{},[46,3815,3816],{},[49,3817,3818],{},"Add a “Trusted by Industry Leaders” section featuring recognizable logos and testimonials from satisfied clients. Include any relevant certifications such as ISO compliance, PCI DSS, or GDPR expertise.",[81,3820,3527,3822],{"id":3821},"_7-leverage-engaging-visuals-and-videos",[52,3823,3824],{},"Leverage Engaging Visuals and Videos",[14,3826,3827],{},"Cybersecurity is often a complex topic. Visuals and explainer videos can simplify the message and make it easier for potential clients to understand how your solution works.",[14,3829,3830],{},[52,3831,3668],{},[46,3833,3834],{},[49,3835,3836],{},"Use videos and infographics to quickly convey the benefits and key features of your cybersecurity offerings. Videos also help to keep users engaged, lowering bounce rates and increasing conversion opportunities.",[14,3838,3839],{},[52,3840,3678],{},[46,3842,3843],{},[49,3844,3845],{},"Create a short, 1-2 minute explainer video that introduces your services and walks the user through how your solution addresses their specific security concerns. Keep it professional and concise.",[81,3847,3565,3849],{"id":3848},"_8-implement-exit-intent-popups",[52,3850,3851],{},"Implement Exit-Intent Popups",[14,3853,3854],{},"Sometimes, visitors leave your landing page without converting—but that doesn’t mean they’re a lost opportunity. Exit-intent popups can capture these potential leads before they leave.",[14,3856,3857],{},[52,3858,3668],{},[46,3860,3861],{},[49,3862,3863],{},"An exit-intent popup can offer one last chance to engage a visitor, whether by offering a free resource or discount on services.",[14,3865,3866],{},[52,3867,3678],{},[46,3869,3870],{},[49,3871,3872],{},"Trigger an exit-intent popup offering a free eBook like “10 Steps to Strengthen Your Enterprise’s Cybersecurity” or “The Ultimate Guide to Ransomware Prevention.” This can help you capture emails from prospects who might not be ready to commit yet.",[81,3874,3876,3877],{"id":3875},"_9-test-analyze-and-iterate","9. ",[52,3878,3879],{},"Test, Analyze, and Iterate",[14,3881,3882],{},"Optimization isn’t a one-time task—it’s an ongoing process. Use data from your PPC campaigns to continuously refine your landing pages. Pay attention to which landing pages are performing well and where there’s room for improvement.",[14,3884,3885],{},[52,3886,3668],{},[46,3888,3889],{},[49,3890,3891],{},"Continuous testing (A\u002FB testing, multivariate testing) is essential for improving conversion rates. Analyze your data and make informed decisions based on what works best for your target audience.",[14,3893,3894],{},[52,3895,3678],{},[46,3897,3898],{},[49,3899,3900],{},"Implement heat maps and session recordings to see where visitors are clicking, where they stop scrolling, and where they drop off. Use this data to refine your layout and messaging further.",[81,3902,3904,3905],{"id":3903},"_10-ensure-data-privacy-compliance","10. ",[52,3906,3907],{},"Ensure Data Privacy Compliance",[14,3909,3910],{},"Since you’re in the cybersecurity industry, it’s imperative to demonstrate that you take data privacy seriously. Your landing page should clearly state your commitment to data protection.",[14,3912,3913],{},[52,3914,3668],{},[46,3916,3917],{},[49,3918,3919],{},"Include clear messaging about how you collect, use, and store data in compliance with GDPR, CCPA, or other relevant regulations.",[14,3921,3922],{},[52,3923,3678],{},[46,3925,3926],{},[49,3927,3928],{},"Add a brief but visible privacy policy link near your form, and reassure users that their data will be handled securely. A message like, “We respect your privacy and will never share your information” can help build trust.",[81,3930,2247],{"id":2244},[14,3932,3933],{},"Optimizing your PPC landing pages for better performance is essential to the success of your cybersecurity agency. By aligning your messaging with user intent, simplifying form submissions, and providing clear CTAs, you’ll improve your conversion rates and drive business growth. Additionally, by continuously testing and refining your landing pages, you’ll stay ahead in the ever-competitive PPC landscape.",[14,3935,3936],{},"If you found these insights useful, reach out to schedule a discovery call with my marketing agency today! Let’s discuss how we can help your cybersecurity business generate more leads and improve your overall marketing performance.",{"title":77,"searchDepth":291,"depth":291,"links":3938},[3939,3941,3943,3945,3947,3949,3951,3953,3955,3957,3959],{"id":3657,"depth":297,"text":3940},"1. Understand the User's Intent",{"id":3686,"depth":297,"text":3942},"2. Create a Clear and Compelling Headline",{"id":3713,"depth":297,"text":3944},"3. Optimize for Mobile Responsiveness",{"id":3740,"depth":297,"text":3946},"4. Craft a Strong Call-to-Action (CTA)",{"id":3767,"depth":297,"text":3948},"5. Streamline the Form Fields",{"id":3794,"depth":297,"text":3950},"6. Use Social Proof and Trust Signals",{"id":3821,"depth":297,"text":3952},"7. Leverage Engaging Visuals and Videos",{"id":3848,"depth":297,"text":3954},"8. Implement Exit-Intent Popups",{"id":3875,"depth":297,"text":3956},"9. Test, Analyze, and Iterate",{"id":3903,"depth":297,"text":3958},"10. Ensure Data Privacy Compliance",{"id":2244,"depth":297,"text":2247},"2024-09-09T17:05:00Z","Discover how to optimize your PPC landing pages. Learn actionable tips to improve user experience, align messaging, and increase conversions.",{"_schema":1936},"\u002Fblog\u002Fppc\u002Foptimizing-ppc-landing-pages-for-better-performance",{"title":3645,"description":3961},"blog\u002Fppc\u002Foptimizing-ppc-landing-pages-for-better-performance","cK6WdlD0LkXzJzDh1CcRNos-TJUaMiuAbQJC1IlvtvU",[2308],{"id":3969,"title":3970,"author":7,"authors":3971,"body":3972,"caption":7,"category":1729,"date":4216,"description":4217,"extension":318,"img":2301,"imgAlt":77,"meta":4218,"minutes":321,"navigation":322,"path":4219,"seo":4220,"seodescription":7,"seotitle":7,"stem":4221,"updated":7,"__hash__":4222,"people":4223},"blog\u002Fblog\u002Fppc\u002Foptimizing-your-ppc-ads-for-better-performance.md","Optimizing Your PPC Ads for Better Performance",[1946],{"type":11,"value":3973,"toc":4206},[3974,3977,3981,3984,3989,4009,4013,4016,4021,4041,4045,4048,4052,4072,4076,4079,4083,4103,4107,4110,4114,4134,4138,4141,4145,4165,4169,4172,4176,4196,4200,4203],[14,3975,3976],{},"As a CMO of a cybersecurity agency, you're no stranger to the fast-paced, ever-evolving world of digital marketing. With the rising competition in the cybersecurity space, optimizing your Pay-Per-Click (PPC) campaigns is critical to staying ahead. In this article, we will dive deep into strategies and best practices that can help you achieve higher ROI, better engagement, and more qualified leads through your PPC efforts.",[81,3978,3980],{"id":3979},"understanding-the-cybersecurity-audience","Understanding the Cybersecurity Audience",[14,3982,3983],{},"Before we get into the nitty-gritty of PPC optimization, it’s crucial to understand the unique characteristics of your target audience in the cybersecurity industry. The audience here is highly technical, often consisting of IT professionals, C-level executives, and decision-makers who are skeptical of generic marketing tactics.",[14,3985,3986],{},[52,3987,3988],{},"Key Takeaways:",[46,3990,3991,3997,4003],{},[49,3992,3993,3996],{},[52,3994,3995],{},"Know Your Buyer Personas:"," Develop detailed buyer personas, focusing on their pain points, decision-making processes, and content preferences.",[49,3998,3999,4002],{},[52,4000,4001],{},"Targeting Based on Job Role and Industry:"," Utilize LinkedIn and Google Ads to target specific job roles within the cybersecurity industry.",[49,4004,4005,4008],{},[52,4006,4007],{},"Tailored Messaging:"," Customize your ad copy to address industry-specific challenges and offer solutions that resonate with their needs.",[81,4010,4012],{"id":4011},"conducting-thorough-keyword-research","Conducting Thorough Keyword Research",[14,4014,4015],{},"Keyword research is the backbone of any successful PPC campaign. In the cybersecurity sector, it’s essential to go beyond generic terms like “cybersecurity solutions” and dig into long-tail keywords that reflect the specific services your company offers.",[14,4017,4018],{},[52,4019,4020],{},"Actionable Tips:",[46,4022,4023,4029,4035],{},[49,4024,4025,4028],{},[52,4026,4027],{},"Use Industry-Specific Tools:"," Platforms like SEMrush and Ahrefs offer insights into industry-specific keywords that your competitors might be targeting.",[49,4030,4031,4034],{},[52,4032,4033],{},"Focus on Intent:"," Identify keywords that align with the buyer’s intent, such as “cybersecurity risk assessment services” or “managed detection and response.”",[49,4036,4037,4040],{},[52,4038,4039],{},"Negative Keywords:"," Implement a robust list of negative keywords to filter out irrelevant traffic, ensuring your ads are only shown to qualified leads.",[81,4042,4044],{"id":4043},"crafting-high-impact-ad-copy","Crafting High-Impact Ad Copy",[14,4046,4047],{},"Ad copy can make or break your PPC campaigns. Given the competitive nature of the cybersecurity industry, your ad copy needs to be both compelling and concise, emphasizing value propositions that set your agency apart.",[14,4049,4050],{},[52,4051,3988],{},[46,4053,4054,4060,4066],{},[49,4055,4056,4059],{},[52,4057,4058],{},"Highlight Unique Selling Points (USPs):"," Clearly state what differentiates your services from competitors—be it a patented technology, 24\u002F7 support, or a team of industry veterans.",[49,4061,4062,4065],{},[52,4063,4064],{},"Use Action-Oriented Language:"," Encourage clicks by using strong CTAs like “Schedule a Free Demo” or “Get Your Security Audit Today.”",[49,4067,4068,4071],{},[52,4069,4070],{},"Ad Extensions:"," Utilize ad extensions like site links, callouts, and structured snippets to provide additional information and increase your ad’s visibility.",[81,4073,4075],{"id":4074},"leveraging-advanced-targeting-options","Leveraging Advanced Targeting Options",[14,4077,4078],{},"Targeting the right audience is crucial in PPC, especially in a niche like cybersecurity. Using advanced targeting options can ensure your ads reach the right people at the right time.",[14,4080,4081],{},[52,4082,4020],{},[46,4084,4085,4091,4097],{},[49,4086,4087,4090],{},[52,4088,4089],{},"Remarketing:"," Implement remarketing campaigns to re-engage visitors who have interacted with your site but didn’t convert.",[49,4092,4093,4096],{},[52,4094,4095],{},"Geotargeting:"," Focus your campaigns on regions or countries where your services are most relevant or where you have a competitive advantage.",[49,4098,4099,4102],{},[52,4100,4101],{},"Device Targeting:"," Customize your ads for different devices, ensuring a seamless experience whether users are on desktop or mobile.",[81,4104,4106],{"id":4105},"optimizing-landing-pages-for-conversions","Optimizing Landing Pages for Conversions",[14,4108,4109],{},"A well-optimized landing page is vital for converting clicks into leads. Your PPC ads should lead to landing pages that are specifically designed to convert visitors into qualified leads.",[14,4111,4112],{},[52,4113,3988],{},[46,4115,4116,4122,4128],{},[49,4117,4118,4121],{},[52,4119,4120],{},"Consistency Between Ads and Landing Pages:"," Ensure that the messaging in your ads aligns with the content on your landing pages, providing a cohesive experience.",[49,4123,4124,4127],{},[52,4125,4126],{},"Clear and Concise CTAs:"," Use prominent, action-oriented CTAs like “Request a Quote” or “Download the Whitepaper” to guide users toward conversion.",[49,4129,4130,4133],{},[52,4131,4132],{},"A\u002FB Testing:"," Continuously test different landing page elements such as headlines, images, and forms to identify what drives the most conversions.",[81,4135,4137],{"id":4136},"utilizing-data-and-analytics","Utilizing Data and Analytics",[14,4139,4140],{},"Data-driven decision-making is the cornerstone of optimizing PPC campaigns. By leveraging analytics, you can refine your strategies and make informed adjustments that lead to better performance.",[14,4142,4143],{},[52,4144,4020],{},[46,4146,4147,4153,4159],{},[49,4148,4149,4152],{},[52,4150,4151],{},"Conversion Tracking:"," Set up conversion tracking to measure the effectiveness of your PPC campaigns accurately. Tools like Google Analytics can provide insights into user behavior and conversion paths.",[49,4154,4155,4158],{},[52,4156,4157],{},"Regular Performance Reviews:"," Conduct weekly or bi-weekly reviews of your PPC campaigns to assess KPIs like click-through rate (CTR), cost-per-click (CPC), and return on ad spend (ROAS).",[49,4160,4161,4164],{},[52,4162,4163],{},"Adjusting Bids and Budgets:"," Use data to make informed decisions on bid adjustments and budget allocation, focusing on high-performing keywords and ad groups.",[81,4166,4168],{"id":4167},"enhancing-your-campaigns-with-ai-and-automation","Enhancing Your Campaigns with AI and Automation",[14,4170,4171],{},"Artificial Intelligence (AI) and automation are transforming the way PPC campaigns are managed. For cybersecurity marketers, these technologies can provide a competitive edge by optimizing bids, targeting, and even ad creation.",[14,4173,4174],{},[52,4175,3988],{},[46,4177,4178,4184,4190],{},[49,4179,4180,4183],{},[52,4181,4182],{},"Smart Bidding Strategies:"," Utilize Google’s smart bidding options, such as Target CPA or Target ROAS, to automatically adjust bids based on the likelihood of conversions.",[49,4185,4186,4189],{},[52,4187,4188],{},"Dynamic Search Ads:"," Leverage Dynamic Search Ads (DSAs) to automatically generate ads based on the content of your website, ensuring relevancy.",[49,4191,4192,4195],{},[52,4193,4194],{},"Automation Scripts:"," Implement automation scripts to manage tasks like pausing low-performing ads, adjusting budgets, and generating reports.",[81,4197,4199],{"id":4198},"conclusion-elevate-your-ppc-performance","Conclusion: Elevate Your PPC Performance",[14,4201,4202],{},"In the ever-competitive world of cybersecurity, optimizing your PPC campaigns is not just about getting clicks—it’s about attracting the right kind of attention and converting that into tangible business outcomes. By understanding your audience, conducting thorough keyword research, crafting compelling ad copy, and leveraging advanced targeting options, you can significantly improve your PPC performance.",[14,4204,4205],{},"If you found these insights useful, reach out to schedule a discovery call with my marketing agency today! Together, we can create PPC strategies that not only elevate your brand but also drive measurable results.",{"title":77,"searchDepth":291,"depth":291,"links":4207},[4208,4209,4210,4211,4212,4213,4214,4215],{"id":3979,"depth":297,"text":3980},{"id":4011,"depth":297,"text":4012},{"id":4043,"depth":297,"text":4044},{"id":4074,"depth":297,"text":4075},{"id":4105,"depth":297,"text":4106},{"id":4136,"depth":297,"text":4137},{"id":4167,"depth":297,"text":4168},{"id":4198,"depth":297,"text":4199},"2024-09-03T17:05:00Z","Discover how to enhance your PPC ads for cybersecurity. Learn strategies to target the right audience, create effective ad copy, and maximize ROI.",{"_schema":1936},"\u002Fblog\u002Fppc\u002Foptimizing-your-ppc-ads-for-better-performance",{"title":3970,"description":4217},"blog\u002Fppc\u002Foptimizing-your-ppc-ads-for-better-performance","Un0XvFG7fLtlGMcXqcVLchd9kFJH5Q7tV_bN2tO5f_c",[2308],{"id":4225,"title":4226,"author":7,"authors":4227,"body":4228,"caption":7,"category":1729,"date":4464,"description":4465,"extension":318,"img":2301,"imgAlt":77,"meta":4466,"minutes":321,"navigation":322,"path":4467,"seo":4468,"seodescription":7,"seotitle":7,"stem":4469,"updated":7,"__hash__":4470,"people":4471},"blog\u002Fblog\u002Fppc\u002Fchoosing-the-right-ppc-keywords-for-your-cybersecurity-campaign-a-comprehensive-guide.md","Choosing the Right PPC Keywords for Your Campaign",[1946],{"type":11,"value":4229,"toc":4454},[4230,4233,4237,4240,4246,4257,4261,4264,4306,4310,4313,4367,4371,4374,4415,4417,4443,4445,4448,4451],[14,4231,4232],{},"Attracting high-quality leads through pay-per-click (PPC) advertising hinges on choosing the right keywords for your campaigns. A well-planned keyword strategy can significantly impact the effectiveness of your campaigns, ensuring you reach the right audience and achieve optimal results. This guide explores how to select the best PPC keywords for cybersecurity companies, offering insights and strategies that can elevate your digital marketing efforts.",[24,4234,4236],{"id":4235},"understanding-your-audience-the-foundation-of-keyword-selection","Understanding Your Audience: The Foundation of Keyword Selection",[14,4238,4239],{},"Before diving into keyword research, it’s essential to have a deep understanding of your target audience. The cybersecurity industry is vast, encompassing everything from small businesses looking for basic antivirus solutions to large enterprises needing comprehensive threat intelligence platforms. Knowing who you’re targeting will help you select keywords that align with their needs and pain points.",[81,4241,4243],{"id":4242},"key-questions-to-consider",[52,4244,4245],{},"Key Questions to Consider:",[46,4247,4248,4251,4254],{},[49,4249,4250],{},"Who is your ideal customer? Are they SMBs, large enterprises, or specific industries like finance or healthcare?",[49,4252,4253],{},"What problems are they trying to solve? Are they concerned about compliance, data breaches, insider threats, or something else?",[49,4255,4256],{},"What language do they use? Understanding the terminology and jargon specific to your target audience can help you select keywords that resonate with them.",[81,4258,4260],{"id":4259},"types-of-keywords-broad-exact-and-long-tail","Types of Keywords: Broad, Exact, and Long-Tail",[14,4262,4263],{},"When it comes to PPC, not all keywords are created equal. Different types of keywords serve different purposes, and understanding these distinctions is crucial for building an effective campaign.",[132,4265,4266,4280,4293],{},[49,4267,4268,4271,4273,4274,4276,4279],{},[52,4269,4270],{},"Broad Keywords",[1791,4272],{},"Broad keywords are general terms that cast a wide net. For example, “cybersecurity solutions” or “network security.” While these keywords have high search volume, they can also attract clicks from users who aren’t a good fit for your services.",[1791,4275],{},[52,4277,4278],{},"Best Practice:"," Use broad keywords sparingly and in conjunction with negative keywords to filter out irrelevant traffic.",[49,4281,4282,4285,4287,4288,4290,4292],{},[52,4283,4284],{},"Exact Match Keywords",[1791,4286],{},"Exact match keywords are highly specific and only trigger ads when the search query matches the keyword exactly. These are ideal for targeting users with a clear intent to purchase or engage.",[1791,4289],{},[52,4291,4278],{}," Use exact match keywords for high-intent searches, such as “buy endpoint protection software” or “cybersecurity consulting services.”",[49,4294,4295,4298,4300,4301,4303,4305],{},[52,4296,4297],{},"Long-Tail Keywords",[1791,4299],{},"Long-tail keywords are longer phrases that are more specific and often have lower search volume. However, they typically attract more qualified leads. An example might be “best cybersecurity solutions for small businesses.”",[1791,4302],{},[52,4304,4278],{}," Focus on long-tail keywords that align with the specific needs and pain points of your target audience. These keywords are less competitive and often result in higher conversion rates.",[81,4307,4309],{"id":4308},"advanced-keyword-strategies-for-cybersecurity-campaigns","Advanced Keyword Strategies for Cybersecurity Campaigns",[14,4311,4312],{},"With a basic understanding of keyword types, it’s time to explore more advanced strategies that can elevate your PPC campaigns.",[132,4314,4315,4328,4341,4354],{},[49,4316,4317,4320,4322,4323,4325,4327],{},[52,4318,4319],{},"Competitor Keyword Analysis",[1791,4321],{},"One of the most effective ways to find high-performing keywords is by analyzing what your competitors are doing. Tools like SEMrush, Ahrefs, and SpyFu allow you to see which keywords your competitors are bidding on, how much they’re spending, and which ones are driving traffic to their sites.",[1791,4324],{},[52,4326,1972],{}," Identify gaps in your competitors’ keyword strategies where you can position your brand more effectively.",[49,4329,4330,4333,4335,4336,4338,4340],{},[52,4331,4332],{},"Leveraging Negative Keywords",[1791,4334],{},"Negative keywords prevent your ads from appearing for certain search queries that are irrelevant to your business. For example, if you offer high-end cybersecurity solutions, you might want to exclude terms like “free” or “cheap” to avoid attracting users who aren’t willing to pay for premium services.",[1791,4337],{},[52,4339,1972],{}," Regularly review your search term reports to identify and add negative keywords that can save you from wasting ad spend.",[49,4342,4343,4346,4348,4349,4351,4353],{},[52,4344,4345],{},"Geo-Targeted Keywords",[1791,4347],{},"If your cybersecurity services are tailored to specific regions or countries, geo-targeted keywords can help you attract more relevant traffic. For example, “cybersecurity services in New York” or “EU GDPR compliance consulting.”",[1791,4350],{},[52,4352,1972],{}," Combine geo-targeted keywords with local ad extensions to improve your ad visibility in specific regions.",[49,4355,4356,4359,4361,4362,4364,4366],{},[52,4357,4358],{},"Seasonal and Event-Based Keywords",[1791,4360],{},"Cybersecurity needs can be influenced by seasonal trends or industry events. For instance, during tax season, there might be a surge in demand for cybersecurity services related to financial data protection. Similarly, major cybersecurity conferences or data breaches can create opportunities to target event-specific keywords.",[1791,4363],{},[52,4365,1972],{}," Monitor industry trends and events to capitalize on seasonal or event-driven keywords that can give your campaigns a timely boost.",[81,4368,4370],{"id":4369},"measuring-and-optimizing-your-keyword-performance","Measuring and Optimizing Your Keyword Performance",[14,4372,4373],{},"Keyword selection is not a one-and-done process. To ensure your PPC campaigns continue to perform well, you need to regularly measure and optimize your keyword strategy.",[132,4375,4376,4389,4402],{},[49,4377,4378,4381,4383,4384,4386,4388],{},[52,4379,4380],{},"Use A\u002FB Testing",[1791,4382],{},"A\u002FB testing allows you to compare the performance of different keywords, ad copy, and landing pages to see what resonates best with your audience.",[1791,4385],{},[52,4387,1972],{}," Start with broad tests, then narrow down to more specific variables as you gather data.",[49,4390,4391,4394,4396,4397,4399,4401],{},[52,4392,4393],{},"Monitor Quality Score",[1791,4395],{},"Google Ads assigns a Quality Score to your keywords based on their relevance, the quality of your landing page, and the expected click-through rate. A high-Quality Score can reduce your cost-per-click and improve your ad position.",[1791,4398],{},[52,4400,1972],{}," Regularly review and improve your Quality Score by refining your ad copy and ensuring that your landing pages are relevant and user-friendly.",[49,4403,4404,4407,4409,4410,4412,4414],{},[52,4405,4406],{},"Track Conversions, Not Just Clicks",[1791,4408],{},"Clicks are important, but conversions are what ultimately matter. Make sure you’re tracking the actions that users take after clicking on your ad, whether it’s filling out a contact form, downloading a whitepaper, or signing up for a webinar.",[1791,4411],{},[52,4413,1972],{}," Use Google Analytics and conversion tracking to measure the ROI of your keywords and adjust your strategy accordingly.",[81,4416,2560],{"id":2557},[46,4418,4419,4425,4431,4437],{},[49,4420,4421,4424],{},[52,4422,4423],{},"Understand Your Audience:"," Tailor your keywords to your target customers' specific needs and language.",[49,4426,4427,4430],{},[52,4428,4429],{},"Leverage Different Keyword Types:"," Use a mix of broad, exact, and long-tail keywords to capture broad interest and high-intent searches.",[49,4432,4433,4436],{},[52,4434,4435],{},"Use Advanced Strategies:"," Incorporate competitor analysis, negative keywords, geo-targeting, and seasonal keywords to optimize your campaigns.",[49,4438,4439,4442],{},[52,4440,4441],{},"Regularly Measure and Optimize:"," Continuously track your keyword performance and make data-driven adjustments to improve ROI.",[81,4444,2247],{"id":2244},[14,4446,4447],{},"Choosing the right PPC keywords for your cybersecurity campaign is both an art and a science. By understanding your audience, leveraging advanced keyword strategies, and continuously optimizing your campaigns, you can ensure that your PPC efforts drive the results your business needs.",[14,4449,4450],{},"If you found these insights useful and would like to explore how to implement them in your campaigns, please reach out to schedule a discovery call with my marketing agency today! We specialize in helping cybersecurity companies like yours achieve their marketing goals through targeted and effective PPC strategies.",[4452,4453],"hr",{},{"title":77,"searchDepth":291,"depth":291,"links":4455},[4456],{"id":4235,"depth":291,"text":4236,"children":4457},[4458,4459,4460,4461,4462,4463],{"id":4242,"depth":297,"text":4245},{"id":4259,"depth":297,"text":4260},{"id":4308,"depth":297,"text":4309},{"id":4369,"depth":297,"text":4370},{"id":2557,"depth":297,"text":2560},{"id":2244,"depth":297,"text":2247},"2024-08-26T15:59:52Z","Discover how to choose effective PPC keywords for your cybersecurity campaign. Learn audience insights, keyword types, and strategies to optimize results.",{"_schema":1936},"\u002Fblog\u002Fppc\u002Fchoosing-the-right-ppc-keywords-for-your-cybersecurity-campaign-a-comprehensive-guide",{"title":4226,"description":4465},"blog\u002Fppc\u002Fchoosing-the-right-ppc-keywords-for-your-cybersecurity-campaign-a-comprehensive-guide","KPIqGs4Ci85Mj_8pJlwgq7g6zJuHscgZP9ugjYKH4q0",[2308],{"id":4473,"title":4474,"author":7,"authors":4475,"body":4476,"caption":7,"category":1729,"date":4720,"description":4721,"extension":318,"img":2301,"imgAlt":77,"meta":4722,"minutes":321,"navigation":322,"path":4723,"seo":4724,"seodescription":7,"seotitle":7,"stem":4725,"updated":7,"__hash__":4726,"people":4727},"blog\u002Fblog\u002Fppc\u002Fthe-ultimate-guide-to-setting-up-a-successful-ppc-campaign-for-cybersecurity-agencies.md","The Ultimate Guide to Setting Up a Successful PPC Campaign",[1946],{"type":11,"value":4477,"toc":4711},[4478,4481,4485,4489,4492,4496,4499,4503,4509,4534,4540,4558,4564,4590,4596,4616,4622,4642,4648,4667,4671,4703,4705,4708],[14,4479,4480],{},"Pay-per-click (PPC) advertising can be a powerful tool for cybersecurity agencies looking to attract qualified leads. This comprehensive guide will walk you through the best practices for setting up a PPC campaign, specifically tailored for cybersecurity firms. Whether you're a seasoned marketer or new to PPC, these tips and tricks will help you optimize your campaigns, maximize ROI, and stay ahead of the competition.",[24,4482,4484],{"id":4483},"understanding-the-basics-of-ppc-for-cybersecurity","Understanding the Basics of PPC for Cybersecurity",[81,4486,4488],{"id":4487},"what-is-ppc","What is PPC?",[14,4490,4491],{},"PPC, or pay-per-click, is an online advertising model where advertisers pay a fee each time one of their ads is clicked. It’s essentially a way of buying visits to your site rather than attempting to “earn” those visits organically.",[81,4493,4495],{"id":4494},"why-ppc-for-cybersecurity","Why PPC for Cybersecurity?",[14,4497,4498],{},"Cybersecurity services are often complex, high-value offerings that require a targeted marketing approach. PPC allows you to directly target specific audiences based on keywords, demographics, interests, and more. This precision is vital for reaching decision-makers like CTOs, CISOs, and other IT professionals who are actively seeking cybersecurity solutions.",[81,4500,4502],{"id":4501},"key-components-of-a-successful-ppc-campaign","Key Components of a Successful PPC Campaign",[2668,4504,3336,4506],{"id":4505},"_1-keyword-research-and-selection",[52,4507,4508],{},"Keyword Research and Selection",[46,4510,4511,4517,4523,4529],{},[49,4512,4513,4516],{},[52,4514,4515],{},"Identify Your Niche:"," Start by identifying the specific cybersecurity services you offer, such as penetration testing, threat intelligence, or incident response.",[49,4518,4519,4522],{},[52,4520,4521],{},"Use Keyword Tools:"," Utilize tools like Google Keyword Planner, SEMrush, or Ahrefs to find keywords with the right balance of search volume and competition.",[49,4524,4525,4528],{},[52,4526,4527],{},"Long-Tail Keywords:"," Target long-tail keywords like \"best penetration testing services for SMBs\" to attract more qualified leads with specific needs.",[49,4530,4531,4533],{},[52,4532,4039],{}," Use negative keywords to filter out irrelevant traffic, ensuring your ads are only shown to potential customers.",[2668,4535,3366,4537],{"id":4536},"_2-compelling-ad-copy",[52,4538,4539],{},"Compelling Ad Copy",[46,4541,4542,4547,4553],{},[49,4543,4544,4546],{},[52,4545,4058],{}," Clearly state what sets your cybersecurity services apart from the competition. This could be a unique technology, industry expertise, or client success stories.",[49,4548,4549,4552],{},[52,4550,4551],{},"Include a Strong Call-to-Action (CTA):"," Use action-oriented language like \"Protect Your Data Today,\" \"Get a Free Security Audit,\" or \"Schedule a Consultation Now.\"",[49,4554,4555,4557],{},[52,4556,4070],{}," Leverage ad extensions to provide additional information and increase ad visibility. Use sitelinks, callouts, and structured snippets to highlight key aspects of your services.",[2668,4559,3404,4561],{"id":4560},"_3-landing-page-optimization",[52,4562,4563],{},"Landing Page Optimization",[46,4565,4566,4572,4578,4584],{},[49,4567,4568,4571],{},[52,4569,4570],{},"Consistency is Key:"," Ensure that your landing page aligns with the ad copy and keywords. The messaging should be consistent and directly address the user's intent.",[49,4573,4574,4577],{},[52,4575,4576],{},"Clear and Concise:"," Keep the landing page content clear, concise, and focused on a single objective, such as downloading a whitepaper or scheduling a demo.",[49,4579,4580,4583],{},[52,4581,4582],{},"Fast Load Times:"," A slow landing page can lead to high bounce rates. Optimize for speed to keep visitors engaged.",[49,4585,4586,4589],{},[52,4587,4588],{},"Trust Signals:"," Include client logos, testimonials, certifications, and case studies to build trust and credibility.",[2668,4591,3442,4593],{"id":4592},"_4-bid-strategy-and-budget-management",[52,4594,4595],{},"Bid Strategy and Budget Management",[46,4597,4598,4604,4610],{},[49,4599,4600,4603],{},[52,4601,4602],{},"Set a Realistic Budget:"," Determine your budget based on the average cost-per-click (CPC) for your chosen keywords and the expected conversion rate.",[49,4605,4606,4609],{},[52,4607,4608],{},"Choose the Right Bidding Strategy:"," Depending on your goals, you can opt for strategies like manual CPC, automated bidding, or target CPA (cost per acquisition).",[49,4611,4612,4615],{},[52,4613,4614],{},"Monitor and Adjust:"," PPC is not a set-it-and-forget-it strategy. Regularly monitor your campaign performance and adjust bids to optimize for the best results.",[2668,4617,3480,4619],{"id":4618},"_5-targeting-and-retargeting",[52,4620,4621],{},"Targeting and Retargeting",[46,4623,4624,4630,4636],{},[49,4625,4626,4629],{},[52,4627,4628],{},"Demographic and Geographic Targeting:"," Use demographic and geographic targeting to reach specific segments, such as enterprises in particular regions.",[49,4631,4632,4635],{},[52,4633,4634],{},"Behavioral Targeting:"," Leverage data on user behavior to refine your targeting. This includes interests, previous interactions with your site, and more.",[49,4637,4638,4641],{},[52,4639,4640],{},"Retargeting:"," Implement retargeting campaigns to re-engage visitors who have previously interacted with your site but did not convert.",[2668,4643,3509,4645],{"id":4644},"_6-analytics-and-reporting",[52,4646,4647],{},"Analytics and Reporting",[46,4649,4650,4656,4662],{},[49,4651,4652,4655],{},[52,4653,4654],{},"Track Key Metrics:"," Keep an eye on metrics such as click-through rate (CTR), conversion rate, cost per conversion, and return on ad spend (ROAS).",[49,4657,4658,4661],{},[52,4659,4660],{},"Use Conversion Tracking:"," Set up conversion tracking in Google Ads or other PPC platforms to measure the effectiveness of your campaigns.",[49,4663,4664,4666],{},[52,4665,4132],{}," Regularly conduct A\u002FB tests on ad copy, landing pages, and targeting options to continuously improve performance.",[81,4668,4670],{"id":4669},"key-takeaways-and-actionable-tips","Key Takeaways and Actionable Tips",[132,4672,4673,4679,4685,4691,4697],{},[49,4674,4675,4678],{},[52,4676,4677],{},"Prioritize Quality Over Quantity:"," Focus on highly relevant keywords and targeted ads to attract quality leads rather than casting a wide net.",[49,4680,4681,4684],{},[52,4682,4683],{},"Be Specific in Your Messaging:"," Tailor your ad copy and landing pages to address the specific pain points and needs of your target audience.",[49,4686,4687,4690],{},[52,4688,4689],{},"Optimize for Mobile:"," Ensure that your ads and landing pages are mobile-friendly, as many decision-makers access information on their mobile devices.",[49,4692,4693,4696],{},[52,4694,4695],{},"Regularly Review and Adjust Campaigns:"," The digital landscape is constantly evolving. Stay proactive by regularly reviewing your campaigns and making necessary adjustments.",[49,4698,4699,4702],{},[52,4700,4701],{},"Leverage Automation:"," Use automated tools and scripts to manage bids, track performance, and optimize campaigns efficiently.",[81,4704,2247],{"id":2244},[14,4706,4707],{},"Setting up a successful PPC campaign for a cybersecurity agency requires a strategic approach, attention to detail, and ongoing optimization. By following these best practices and focusing on the unique needs of your target audience, you can drive qualified leads and grow your business.",[14,4709,4710],{},"If you found these insights useful, reach out to schedule a discovery call with our marketing agency today! Our experts are here to help you craft a tailored PPC strategy that aligns with your business goals and maximizes your ROI. Let's secure your digital future together!",{"title":77,"searchDepth":291,"depth":291,"links":4712},[4713],{"id":4483,"depth":291,"text":4484,"children":4714},[4715,4716,4717,4718,4719],{"id":4487,"depth":297,"text":4488},{"id":4494,"depth":297,"text":4495},{"id":4501,"depth":297,"text":4502},{"id":4669,"depth":297,"text":4670},{"id":2244,"depth":297,"text":2247},"2024-08-19T16:41:38Z","Discover how to set up successful PPC campaigns for cybersecurity agencies. Target decision-makers and optimize for maximum ROI.",{"_schema":1936},"\u002Fblog\u002Fppc\u002Fthe-ultimate-guide-to-setting-up-a-successful-ppc-campaign-for-cybersecurity-agencies",{"title":4474,"description":4721},"blog\u002Fppc\u002Fthe-ultimate-guide-to-setting-up-a-successful-ppc-campaign-for-cybersecurity-agencies","VOY-_y0keEks0_IeNmxebPepf0L5llpzQXa9idRidpo",[2308],{"id":4729,"title":4730,"author":7,"authors":4731,"body":4732,"caption":7,"category":1729,"date":4992,"description":4993,"extension":318,"img":2301,"imgAlt":77,"meta":4994,"minutes":321,"navigation":322,"path":4995,"seo":4996,"seodescription":7,"seotitle":7,"stem":4997,"updated":7,"__hash__":4998,"people":4999},"blog\u002Fblog\u002Fppc\u002Fb2b-digital-advertising-for-cybersecurity-agencies-a-comprehensive-guide.md","B2B Digital Advertising: A Comprehensive Guide",[1946],{"type":11,"value":4733,"toc":4985},[4734,4737,4743,4746,4766,4772,4775,4781,4784,4789,4809,4815,4818,4822,4842,4848,4851,4855,4875,4881,4884,4888,4908,4914,4945,4949,4975,4979,4982],[14,4735,4736],{},"For CMOs of cybersecurity agencies, crafting a robust digital advertising strategy is crucial to gaining visibility, driving engagement, and ultimately, securing new business. This guide delves into the intricacies of B2B digital advertising specifically tailored to the cybersecurity industry, offering actionable insights and best practices.",[24,4738,4740],{"id":4739},"understanding-the-cybersecurity-market-landscape",[52,4741,4742],{},"Understanding the Cybersecurity Market Landscape",[14,4744,4745],{},"Before diving into strategies, it’s essential to grasp the unique dynamics of the cybersecurity market:",[132,4747,4748,4754,4760],{},[49,4749,4750,4753],{},[52,4751,4752],{},"High-Value, Low-Volume Audience",": Cybersecurity products and services often target a niche market, including IT decision-makers, CISOs, and security architects. The buying process is typically complex and involves multiple stakeholders.",[49,4755,4756,4759],{},[52,4757,4758],{},"Trust and Credibility",": Given the nature of the industry, potential clients prioritize trust and credibility. They seek proven expertise and reliable solutions to safeguard their digital assets.",[49,4761,4762,4765],{},[52,4763,4764],{},"Complex Buying Journeys",": The decision-making process can be lengthy, with extensive research, comparison, and internal deliberations.",[24,4767,4769],{"id":4768},"key-b2b-digital-advertising-channels",[52,4770,4771],{},"Key B2B Digital Advertising Channels",[14,4773,4774],{},"To effectively reach and engage with your target audience, a multi-channel approach is essential. Here are the primary digital advertising channels to consider:",[2668,4776,4778],{"id":4777},"_1-pay-per-click-ppc-advertising",[52,4779,4780],{},"1. Pay-Per-Click (PPC) Advertising",[14,4782,4783],{},"PPC is a cornerstone of B2B digital marketing, providing immediate visibility on search engines. For cybersecurity agencies, PPC can be particularly effective when targeting high-intent keywords.",[14,4785,4786],{},[52,4787,4788],{},"Best Practices:",[46,4790,4791,4797,4803],{},[49,4792,4793,4796],{},[52,4794,4795],{},"Target Long-Tail Keywords",": Focus on specific, less competitive keywords that indicate strong intent, such as \"enterprise firewall solutions\" or \"managed security services for banks.\"",[49,4798,4799,4802],{},[52,4800,4801],{},"Use Negative Keywords",": Exclude irrelevant searches to maximize ad spend efficiency. For instance, filter out terms like \"free\" or \"cheap\" if your services are premium.",[49,4804,4805,4808],{},[52,4806,4807],{},"Leverage Ad Extensions",": Utilize site link, callout, and structured snippet extensions to provide additional information and enhance click-through rates.",[2668,4810,4812],{"id":4811},"_2-linkedin-advertising",[52,4813,4814],{},"2. LinkedIn Advertising",[14,4816,4817],{},"LinkedIn is a powerful platform for B2B marketing, particularly in reaching decision-makers in the cybersecurity field.",[14,4819,4820],{},[52,4821,4788],{},[46,4823,4824,4830,4836],{},[49,4825,4826,4829],{},[52,4827,4828],{},"Sponsored Content and InMail",": Use sponsored content to promote thought leadership articles or whitepapers. InMail can be effective for personalized outreach.",[49,4831,4832,4835],{},[52,4833,4834],{},"Account-Based Marketing (ABM)",": Target specific companies and roles with customized messages and ads, aligning your content with their unique pain points.",[49,4837,4838,4841],{},[52,4839,4840],{},"Utilize LinkedIn Insight Tag",": This tag helps you track website visitors and create retargeting campaigns, nurturing prospects through the sales funnel.",[2668,4843,4845],{"id":4844},"_3-display-advertising-and-retargeting",[52,4846,4847],{},"3. Display Advertising and Retargeting",[14,4849,4850],{},"Display ads can help build brand awareness, while retargeting keeps your brand top-of-mind for visitors who have shown interest.",[14,4852,4853],{},[52,4854,4788],{},[46,4856,4857,4863,4869],{},[49,4858,4859,4862],{},[52,4860,4861],{},"Custom Audiences",": Create custom audiences based on website visitors, email lists, or CRM data to tailor your ads.",[49,4864,4865,4868],{},[52,4866,4867],{},"Engaging Visuals and Messaging",": Use visuals and messages that resonate with your target audience’s concerns, like data breaches or compliance issues.",[49,4870,4871,4874],{},[52,4872,4873],{},"Frequency Cap",": Set a frequency cap to avoid ad fatigue, ensuring that your audience isn’t overwhelmed with too many ads.",[2668,4876,4878],{"id":4877},"_4-content-marketing-and-native-advertising",[52,4879,4880],{},"4. Content Marketing and Native Advertising",[14,4882,4883],{},"High-quality content is crucial in cybersecurity, where educating potential clients can significantly influence their decision-making.",[14,4885,4886],{},[52,4887,4788],{},[46,4889,4890,4896,4902],{},[49,4891,4892,4895],{},[52,4893,4894],{},"Whitepapers and Case Studies",": Develop in-depth resources that demonstrate your expertise and showcase successful client outcomes.",[49,4897,4898,4901],{},[52,4899,4900],{},"Native Ads",": Place ads that blend seamlessly with the content on platforms your audience frequents, enhancing credibility.",[49,4903,4904,4907],{},[52,4905,4906],{},"SEO Integration",": Optimize content for search engines to attract organic traffic, supporting your paid efforts.",[24,4909,4911],{"id":4910},"actionable-tips-for-successful-campaigns",[52,4912,4913],{},"Actionable Tips for Successful Campaigns",[132,4915,4916,4922,4927,4933,4939],{},[49,4917,4918,4921],{},[52,4919,4920],{},"Ad Copy and Creative",": Use clear, concise, and compelling ad copy. Highlight pain points and solutions, focusing on benefits over features.",[49,4923,4924,4926],{},[52,4925,4563],{},": Ensure that landing pages are fast, mobile-friendly, and aligned with ad messaging. Include strong calls-to-action (CTAs) and trust signals like client testimonials and certifications.",[49,4928,4929,4932],{},[52,4930,4931],{},"Data-Driven Decisions",": Regularly analyze campaign performance using tools like Google Analytics and LinkedIn Insights. Adjust bids, refine targeting, and experiment with new ad formats based on data insights.",[49,4934,4935,4938],{},[52,4936,4937],{},"A\u002FB Testing",": Continuously test ad creatives, headlines, and landing pages to determine what resonates best with your audience.",[49,4940,4941,4944],{},[52,4942,4943],{},"Lead Nurturing",": Implement a lead nurturing strategy with email campaigns and remarketing to guide prospects through the buying journey.",[24,4946,4947],{"id":2557},[52,4948,2560],{},[46,4950,4951,4957,4963,4969],{},[49,4952,4953,4956],{},[52,4954,4955],{},"Precision Targeting",": Utilize platforms and tactics that allow for precise targeting of decision-makers in the cybersecurity space.",[49,4958,4959,4962],{},[52,4960,4961],{},"Content is King",": Invest in high-quality content that educates and builds trust with your audience.",[49,4964,4965,4968],{},[52,4966,4967],{},"Optimize Continuously",": Digital advertising is not a set-it-and-forget-it strategy. Regular optimization and testing are crucial for sustained success.",[49,4970,4971,4974],{},[52,4972,4973],{},"Measure and Adapt",": Use data analytics to measure the effectiveness of your campaigns and adapt strategies accordingly.",[24,4976,4977],{"id":2244},[52,4978,2247],{},[14,4980,4981],{},"B2B digital advertising for cybersecurity agencies requires a strategic approach, focusing on targeting, content quality, and continuous optimization. By leveraging the right channels and adhering to best practices, you can effectively reach and engage with decision-makers, ultimately driving business growth.",[14,4983,4984],{},"If you found these insights useful and want to explore how tailored digital advertising strategies can benefit your cybersecurity agency, reach out to schedule a discovery call with our marketing agency today! Together, we can craft a strategy that positions your brand as a leader in the cybersecurity market.",{"title":77,"searchDepth":291,"depth":291,"links":4986},[4987,4988,4989,4990,4991],{"id":4739,"depth":291,"text":4742},{"id":4768,"depth":291,"text":4771},{"id":4910,"depth":291,"text":4913},{"id":2557,"depth":291,"text":2560},{"id":2244,"depth":291,"text":2247},"2024-08-12T17:10:46Z","Unlock B2B PPC strategies for cybersecurity agencies. Discover how to target decision-makers and optimize campaigns for growth.",{"_schema":1936},"\u002Fblog\u002Fppc\u002Fb2b-digital-advertising-for-cybersecurity-agencies-a-comprehensive-guide",{"title":4730,"description":4993},"blog\u002Fppc\u002Fb2b-digital-advertising-for-cybersecurity-agencies-a-comprehensive-guide","Bcfl6KC8W-W2ZokaS7MC4kctuOBT3xCRc180C2hCYv0",[2308],{"id":5001,"title":5002,"author":7,"authors":5003,"body":5007,"caption":7,"category":1729,"date":5076,"description":5077,"extension":318,"img":7,"imgAlt":77,"meta":5078,"minutes":321,"navigation":322,"path":5079,"seo":5080,"seodescription":7,"seotitle":7,"stem":5081,"updated":7,"__hash__":5082,"people":5083},"blog\u002Fblog\u002Fppc\u002Fchanging-funnels-in-cybersecurity-marketing.md","Changing Funnels in Cybersecurity Marketing",[5004,5005,5006],"Nick Bare "," Cansu Ozen","Leigh Snyder ",{"type":11,"value":5008,"toc":5069},[5009,5012,5018,5021,5024,5030,5033,5039,5042,5046,5060,5064,5067],[14,5010,5011],{},"In the ever-evolving realm of marketing, traditional models such as the sales funnel are continually being questioned and reassessed. This is particularly true in sectors like cybersecurity, where the rapid pace of technological and market changes demands an adaptive approach. Based on insights from three marketing professionals, this article delves into the relevance of traditional marketing funnels, the challenges of internal communication within large organizations, and the impacts on relationships with third-party vendors and partnering agencies.",[81,5013,5015],{"id":5014},"the-changing-dynamics-of-the-marketing-funnel",[52,5016,5017],{},"The Changing Dynamics of the Marketing Funnel",[14,5019,5020],{},"The traditional sales funnel model, characterized by a linear progression from awareness to purchase, is no longer a standalone strategy in today's complex digital landscape. Instead, the journey has become less predictable and more circular, resembling a flywheel where customers can enter various stages and remain engaged in a continuous loop of interaction, influence, and decision-making. The funnel seems elongated due to the vast availability of similar services and products, prompting customers to engage in extensive research and price comparisons.",[14,5022,5023],{},"For cybersecurity firms, where trust and reliability are paramount, understanding where and how potential clients engage with your content is crucial. Leveraging tools that track and attribute client interactions across this journey can provide invaluable insights, helping marketers refine strategies and better align with customer behaviors.",[81,5025,5027],{"id":5026},"enhancing-internal-communication-within-large-organizations",[52,5028,5029],{},"Enhancing Internal Communication within Large Organizations",[14,5031,5032],{},"Effective communication within large, geographically dispersed teams remains a challenge, yet it is crucial for operational efficiency and project success. Tools like Asana play a pivotal role by centralizing project details, collaboration, and communication. However, the human element—embodied by roles like account managers and project managers—cannot be understated. These professionals act as essential conduits between different teams and departments, ensuring that specialized groups can focus on their expertise while staying aligned with broader company goals.",[81,5034,5036],{"id":5035},"impact-on-external-relationships",[52,5037,5038],{},"Impact on External Relationships",[14,5040,5041],{},"The breakdown in internal communication can significantly affect a company's relationships with external partners, such as third-party vendors and marketing agencies. Inadequate communication can lead to misunderstandings, delayed projects, and a general decrease in the effectiveness of collaborative efforts. Companies must invest in robust communication systems and technologies, ensuring that all parties are consistently aligned and informed.",[81,5043,5044],{"id":4669},[52,5045,4670],{},[132,5047,5048,5051,5054,5057],{},[49,5049,5050],{},"Adopt a Hybrid Marketing Model: Integrate the flywheel approach with traditional funnel elements to create a more dynamic and responsive marketing strategy.",[49,5052,5053],{},"Invest in Technology: Utilize comprehensive project management and communication tools to keep internal teams and external partners in sync.",[49,5055,5056],{},"Empower Your Intermediaries: Strengthen the roles of account and project managers to facilitate better communication and project coherence across departments.",[49,5058,5059],{},"Focus on Attribution: Implement advanced analytics to understand customer interactions and refine marketing strategies accordingly.",[81,5061,5062],{"id":2244},[52,5063,2247],{},[14,5065,5066],{},"In the complex and fast-paced world of cybersecurity marketing, understanding the shift from traditional funnels to more dynamic models is crucial. By embracing new methodologies and enhancing internal communication, cybersecurity firms can not only stay ahead in a competitive market but also build lasting relationships with clients and partners. Suppose these insights resonate with you and you want to explore how our digital marketing agency can help enhance your cybersecurity firm's marketing strategies. In that case, we invite you to reach out for a discovery call today. Let's navigate these challenges together and establish your firm as a thought leader in the cybersecurity space.",[1791,5068],{},{"title":77,"searchDepth":291,"depth":291,"links":5070},[5071,5072,5073,5074,5075],{"id":5014,"depth":297,"text":5017},{"id":5026,"depth":297,"text":5029},{"id":5035,"depth":297,"text":5038},{"id":4669,"depth":297,"text":4670},{"id":2244,"depth":297,"text":2247},"2024-05-02T19:36:30Z","Discover how different tech marketing leaders, who are a part of the MKG VIP community, are changing the traditional funnels in cybersecurity. ",{"_schema":1936},"\u002Fblog\u002Fppc\u002Fchanging-funnels-in-cybersecurity-marketing",{"title":5002,"description":5077},"blog\u002Fppc\u002Fchanging-funnels-in-cybersecurity-marketing","8DLq90la4lza4Aipxl7QV823XE3y3kPNPMPVUZVB12M",[],{"id":5085,"title":5086,"author":7,"authors":5087,"body":5089,"caption":7,"category":1729,"date":5177,"description":5178,"extension":318,"img":5179,"imgAlt":77,"meta":5180,"minutes":321,"navigation":322,"path":5181,"seo":5182,"seodescription":7,"seotitle":7,"stem":5183,"updated":7,"__hash__":5184,"people":5185},"blog\u002Fblog\u002Fppc\u002Fmkg-vip-advanced-marketing-strategies-for-cybersecurity.md","MKG VIP: Advanced Marketing Strategies for Cybersecurity",[5088,1946],"Cansu Ozen",{"type":11,"value":5090,"toc":5167},[5091,5097,5100,5106,5109,5115,5118,5124,5127,5133,5136,5147,5153,5156,5162,5165],[24,5092,5094],{"id":5093},"mkg-vip-community-building-influence-and-trust-in-a-competitive-landscape",[52,5095,5096],{},"MKG VIP Community: Building Influence and Trust in a Competitive Landscape",[14,5098,5099],{},"In the ever-evolving digital realm, cybersecurity firms face both significant challenges and exciting opportunities as they strive to market their innovative solutions. This article is designed as a strategic resource for Chief Marketing Officers (CMOs) and marketing leaders within the cybersecurity sector. Our aim is to offer actionable advice and showcase our thought leadership, helping you navigate the intricacies of modern marketing.",[81,5101,5103],{"id":5102},"crafting-content-that-addresses-user-needs",[52,5104,5105],{},"Crafting Content that Addresses User Needs",[14,5107,5108],{},"Successful marketing begins by developing content that directly confronts the challenges your potential clients encounter. In the cybersecurity field, where threats are constantly evolving, content must do more than inform—it needs to provide solutions. We recommend focusing on clarifying the benefits and unique aspects of your products, steering clear of technical jargon, and overblown claims. Incorporating real-world testimonials and evidence-based results can greatly enhance credibility and trust.",[81,5110,5112],{"id":5111},"enhancing-content-with-sme-contributions",[52,5113,5114],{},"Enhancing Content with SME Contributions",[14,5116,5117],{},"Our team's deep insights are crucial when complex solutions or advanced technologies are involved. By weaving expert knowledge into content, we transform standard articles into engaging, informative, and educational pieces that resonate with a tech-savvy audience. It's important to balance the depth of these contributions to ensure they enrich the content without dominating the core message.",[81,5119,5121],{"id":5120},"diversifying-content-throughout-the-customer-journey",[52,5122,5123],{},"Diversifying Content Throughout the Customer Journey",[14,5125,5126],{},"The customer journey in purchasing cybersecurity solutions is often long and involves numerous stakeholders. To effectively navigate this journey, various content formats should be utilized. From educational articles and in-depth technical guides to engaging videos and insightful case studies, each format should uphold a consistent brand voice and aesthetic, reinforcing brand identity and ensuring recognition in a competitive space.",[81,5128,5130],{"id":5129},"preserving-core-marketing-principles",[52,5131,5132],{},"Preserving Core Marketing Principles",[14,5134,5135],{},"Several foundational marketing principles remain indispensable throughout the years and algorithmic updates:",[46,5137,5138,5141,5144],{},[49,5139,5140],{},"Understanding User Behavior: At the heart of any strategy is a profound understanding of what motivates your customers. Tailoring content to meet these needs is crucial for ensuring relevance and impact.",[49,5142,5143],{},"Targeted Audience Reach: Identifying and engaging the audience with decision-making power is essential, ensuring that your marketing efforts reach those most likely to respond.",[49,5145,5146],{},"Compelling Storytelling: In a dynamic field like cybersecurity, storytelling can vividly illustrate the real-world impact of security solutions, captivating and persuading more effectively than traditional product pitches.",[81,5148,5150],{"id":5149},"implementing-user-friendly-interfaces",[52,5151,5152],{},"Implementing User-Friendly Interfaces",[14,5154,5155],{},"Just as user-friendliness is vital in software design, simplicity in accessing and interacting with marketing content can significantly boost user engagement. Features such as interactive elements, easy navigation, and clear calls-to-action can enhance the user experience, fostering deeper engagement and a stronger connection with your brand.",[81,5157,5159],{"id":5158},"conclusion-your-next-step-towards-marketing-excellence",[52,5160,5161],{},"Conclusion: Your Next Step Towards Marketing Excellence",[14,5163,5164],{},"As your cybersecurity firm seeks to distinguish itself in a crowded market, embracing these advanced marketing strategies will not only establish you as a thought leader but also build the essential trust needed in this industry. If these insights strike a chord with you and you're eager to tailor these strategies to your business needs, we invite you to reach out and schedule a discovery call with our agency. Together, we can craft effective marketing campaigns that deliver tangible results.",[1791,5166],{},{"title":77,"searchDepth":291,"depth":291,"links":5168},[5169],{"id":5093,"depth":291,"text":5096,"children":5170},[5171,5172,5173,5174,5175,5176],{"id":5102,"depth":297,"text":5105},{"id":5111,"depth":297,"text":5114},{"id":5120,"depth":297,"text":5123},{"id":5129,"depth":297,"text":5132},{"id":5149,"depth":297,"text":5152},{"id":5158,"depth":297,"text":5161},"2024-04-15T15:50:53Z","Discover how tech marketers build influence and trust in a saturated landscape through helpful content and user-friendly interfaces.","\u002Fimages\u002Fblog\u002Fadvanced-marketing-strategies-for-cybersecurity.png",{"_schema":1936},"\u002Fblog\u002Fppc\u002Fmkg-vip-advanced-marketing-strategies-for-cybersecurity",{"title":5086,"description":5178},"blog\u002Fppc\u002Fmkg-vip-advanced-marketing-strategies-for-cybersecurity","-PMIwHvTJxibHqLiEzgu8nbmJRL2W3H0ijsEXXxwqpk",[2308],{"id":5187,"title":5188,"author":7,"authors":5189,"body":5191,"caption":7,"category":1729,"date":5323,"description":5324,"extension":318,"img":5325,"imgAlt":7,"meta":5326,"minutes":321,"navigation":322,"path":5327,"seo":5328,"seodescription":7,"seotitle":7,"stem":5329,"updated":7,"__hash__":5330,"people":5331},"blog\u002Fblog\u002Fppc\u002Fcookieless-future.md","Cookieless Future",[5190],"Eddie Castillo",{"type":11,"value":5192,"toc":5315},[5193,5197,5200,5214,5219,5222,5226,5235,5238,5241,5245,5248,5263,5266,5271,5274,5278,5281,5284,5288,5291,5296,5299,5304,5307,5312],[24,5194,5196],{"id":5195},"prepared-for-a-third-party-cookieless-future","Prepared for a Third-party Cookieless Future?",[14,5198,5199],{},"Are Third-party cookies going away?",[14,5201,5202,5203,3260,5208,5213],{},"Yes, Third-party cookies are going away, and have been on the decline for years. Governments around the world as well as consumer demand have been pushing for this change to accelerate. Consumer protection is on the rise with laws like ",[206,5204,5207],{"href":5205,"rel":5206},"https:\u002F\u002Fgdpr-info.eu\u002Fchapter-1\u002F",[210],"GDPR",[206,5209,5212],{"href":5210,"rel":5211},"https:\u002F\u002Foag.ca.gov\u002Fprivacy\u002Fccpa",[210],"CCPA"," that have stiff penalties for non-compliance.",[14,5215,5216],{},[75,5217],{"alt":77,"src":5218},"\u002Fimages\u002Fcookies2.gif",[14,5220,5221],{},"It’s not all bad news though, First-party cookies aren't going anywhere any time soon and are still usable for online advertising moving forward. First-party cookies are used for on-site user experience enhancements and analytics.",[81,5223,5225],{"id":5224},"what-is-a-third-party-cookie","What Is a Third-party Cookie?",[14,5227,5228,5229,5234],{},"At a basic level, a ",[206,5230,5233],{"href":5231,"rel":5232},"https:\u002F\u002Fen.wikipedia.org\u002Fwiki\u002FHTTP_cookie#Third-party_cookie",[210],"third-party cookie"," is a piece of code in a web page that saves to your computer browser, much like a First-party cookie. A Third-party cookie is used by a website domain to track or advertise to you on another website domain, a third party.",[14,5236,5237],{},"For example, your investment company wants to track your visits to other sites to personalize ads to you while on the investment company site. The association of your data or behavior between two separate sites is what the third-party cookie delivers.",[14,5239,5240],{},"Another example, you visit a t-shirt website and find a great t-shirt that says “Boss” on it. You leave the site going about your day and see that same tee starring you down on another site with a come back soon call to action and maybe even an offer to save.",[81,5242,5244],{"id":5243},"enter-the-third-party-cookieless-world","Enter the Third-party Cookieless World",[14,5246,5247],{},"The digital marketing practices that leverage third-party cookies will be diminished, become obsolete, or will evolve. Third-party cookies are used to support programmatic, retargeting, as well as enabling frequency capping, view-through conversions, and other marketing programs and tactics.",[14,5249,5250,5251,5256,5257,5262],{},"Some web browsers already block third-party cookies by default, Safari and ",[206,5252,5255],{"href":5253,"rel":5254},"https:\u002F\u002Fblog.mozilla.org\u002Fblog\u002F2019\u002F09\u002F03\u002Ftodays-firefox-blocks-third-party-tracking-cookies-and-cryptomining-by-default\u002F",[210],"Firefox"," for example, and ",[206,5258,5261],{"href":5259,"rel":5260},"https:\u002F\u002Fblog.chromium.org\u002F2020\u002F01\u002Fbuilding-more-private-web-path-towards.html",[210],"chrome browsers by 2022",". Google Chrome accounts for an estimated global market share of +62% of web browsing.",[14,5264,5265],{},"And with the latest IOS update, Apple stepped up consumer protection by allowing users to block third-party tracking altogether for their app use or specific apps. This made a big impact on Facebook advertising by reducing Facebook's ability to learn about your behavior on other sites, thereby reducing cookie pools and increasing costs for marketers.",[14,5267,5268],{},[75,5269],{"alt":77,"src":5270},"\u002Fimages\u002Fdead2.gif",[14,5272,5273],{},"The overall trend is to store more information at the web browser level, thereby keeping individual user data more secure.",[81,5275,5277],{"id":5276},"targeting-and-measuring-without-third-party-cookies","Targeting and Measuring Without Third Party Cookies",[14,5279,5280],{},"Long term, marketers and advertisers will need to pivot. They’ll need to move more towards leveraging first-party cookie data collection, walled gardens, and machine learning. And direct relationships will increase for sharing First party cookie user data with trusted partners, under a Second-party data scenario.",[14,5282,5283],{},"Without third-party cookies, marketers may not be able to follow individuals around the web with a personalized ad moving forward. But rest assured there will be ad tech solutions for delivering ads to cohorts of people.",[81,5285,5287],{"id":5286},"next-steps","Next Steps",[14,5289,5290],{},"Run.",[14,5292,5293],{},[75,5294],{"alt":77,"src":5295},"\u002Fimages\u002Frun.gif",[14,5297,5298],{},"No, start making a game plan.",[14,5300,5301],{},[75,5302],{"alt":77,"src":5303},"\u002Fimages\u002Fcat.gif",[14,5305,5306],{},"It’s time to identify which of your marketing programs rely on third-party cookies. It’s easy to get overwhelmed, and often a simple approach is best for getting started. Download this free marketing program cookie Kanban and start jotting down today what you know, and identifying what you don’t. The point of this Kanban is to move programs out of third-party and into either Second-party, First-party, or kill altogether.",[14,5308,5309],{},[75,5310],{"alt":77,"src":5311},"\u002Fimages\u002Fkanban2.png",[14,5313,5314],{},"And hey, don’t feel like you’re alone. Lots of companies are figuring out how to navigate these changes and what it means for their marketing programs. If you feel like you need help, reach out to us at MKG and we can partner with you to get through this and succeed on the other side.",{"title":77,"searchDepth":291,"depth":291,"links":5316},[5317],{"id":5195,"depth":291,"text":5196,"children":5318},[5319,5320,5321,5322],{"id":5224,"depth":297,"text":5225},{"id":5243,"depth":297,"text":5244},{"id":5276,"depth":297,"text":5277},{"id":5286,"depth":297,"text":5287},"2021-12-08T16:00:00.000+00:00","Third-party cookies fuel a lot of the digital advertising ecosystem, and is one of the ways to measure success of the digital campaigns. But are Third-party cookies going away? Here’s why and how to handle them as marketers and advertisers.","\u002Fimages\u002F1.webp",{},"\u002Fblog\u002Fppc\u002Fcookieless-future",{"title":5188,"description":5324},"blog\u002Fppc\u002Fcookieless-future","4Ct56A5yRyRL4A3kDIg81xJtFG7885rfcYRJNYyjEKU",[],{"id":5333,"title":5334,"author":7,"authors":5335,"body":5336,"caption":7,"category":1729,"date":5408,"description":5409,"extension":318,"img":5410,"imgAlt":7,"meta":5411,"minutes":321,"navigation":322,"path":5412,"seo":5413,"seodescription":7,"seotitle":7,"stem":5414,"updated":7,"__hash__":5415,"people":5416},"blog\u002Fblog\u002Fppc\u002Fexpanded-text-ads-going-away.md","Expanded Text Ads Going Away",[5190],{"type":11,"value":5337,"toc":5403},[5338,5341,5344,5349,5352,5357,5361,5370,5373,5377,5380,5383,5386,5389,5393,5396],[14,5339,5340],{},"You may or may have not noticed that you can’t create expanded text ads in the adwords web interface. You may not have noticed if you primarily build ads in Google Ads Editor. It’s been disappearing for accounts over the past year.",[14,5342,5343],{},"As you can see below, expanded text ads are still available in Google Ads Editor.",[14,5345,5346],{},[75,5347],{"alt":77,"src":5348},"\u002Fimages\u002Feta1.png",[14,5350,5351],{},"In the web interface though, there is no longer the option to create expanded text ads.",[14,5353,5354],{},[75,5355],{"alt":77,"src":5356},"\u002Fimages\u002Feta2.png",[81,5358,5360],{"id":5359},"expanded-text-ads-sunset","Expanded Text Ads Sunset",[14,5362,5363,5364,5369],{},"You may have missed that in August Google announced that indeed expanded text ads are going away. It’s understandable considering the title of the announcement was ",[206,5365,5368],{"href":5366,"rel":5367},"https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F11031467",[210],"Making it easier to show the right message on Search",". We all now have a timetable of June 2022 to prepare for the change.",[14,5371,5372],{},"Once Google officially sunsets ETAs, you’ll still be able to run existing expanded text ads as they’ll continue to serve for now, as well as pause and start them. But, you will not be able to create new ones. So if you are a control freak about ads, you’re going to have to learn to adapt to the variability of responsive search ads.",[81,5374,5376],{"id":5375},"enter-the-age-of-machine-learning","Enter the Age of Machine Learning",[14,5378,5379],{},"Whether you like it or not, whether you’ve noticed or not, Google has been pushing automation and machine learning hard. There have been subtle and not subtle tweaks to google ads to start steering you towards fully embracing automation, and letting Google test through your copy & creative.",[14,5381,5382],{},"Responsive search ads and responsive display ads are the way of the future, now. This may complicate your account management, but it’s crucial to start preparing now, especially if you have ads that have stringent copy requirements.",[14,5384,5385],{},"First steps are to look at adapting your existing extended text ads into responsive search ads. You’ll want to at least have one responsive search ad per ad group. And it may be easier than you thought once you get going. Google ads will offer up suggested additional headlines and descriptions based on your landing pages. But make sure these suggestions make sense for your strategy and check with parties needed on the copy.",[14,5387,5388],{},"Next you’ll want to take a fresh look at your landing pages and draft bigger, better responsive search ads(more headlines and descriptions). A good place to start looking for ideas is your search terms report to identify search trends your current ads may not be addressing. And pin headlines and descriptions to better align with your preferred flow of messaging.",[81,5390,5392],{"id":5391},"final-thoughts","Final Thoughts",[14,5394,5395],{},"In conclusion, be prepared, because come June 30 2022 you can count expanded text ads gone from your toolbox of ad formats you can create. And eventually they may disappear altogether from Google Ads and be nothing more than a memory, like standard text ads.",[14,5397,5398,5399,5402],{},"If you need help, ",[206,5400,5401],{"href":2256},"reach out"," to see how MKG Marketing Inc can help you make the transition.",{"title":77,"searchDepth":291,"depth":291,"links":5404},[5405,5406,5407],{"id":5359,"depth":297,"text":5360},{"id":5375,"depth":297,"text":5376},{"id":5391,"depth":297,"text":5392},"2021-12-07T16:00:00.000+00:00","With Google’s announcement about Expanded Text Ads going away, adapting to responsive search ads may be the way. Read on to know all about this transition and how MKG Marketing can help.","\u002Fimages\u002Fgoogle-expanded-text-ads-going-away-after-june-2022.webp",{},"\u002Fblog\u002Fppc\u002Fexpanded-text-ads-going-away",{"title":5334,"description":5409},"blog\u002Fppc\u002Fexpanded-text-ads-going-away","04L7IsiWBSCgQ6MF-YqRw_SzAtSlBQZLT-8F8Wf-aQE",[],{"id":5418,"title":5419,"author":7,"authors":5420,"body":5422,"caption":7,"category":1729,"date":5620,"description":5621,"extension":318,"img":5622,"imgAlt":7,"meta":5623,"minutes":321,"navigation":322,"path":5624,"seo":5625,"seodescription":7,"seotitle":5626,"stem":5627,"updated":7,"__hash__":5628,"people":5629},"blog\u002Fblog\u002Fppc\u002F2019-four-digital-advertising-predictions.md","Four Fab Predictions for Digital Advertising in 2019",[5421],"Adam Bullock",{"type":11,"value":5423,"toc":5613},[5424,5427,5430,5434,5442,5449,5452,5467,5470,5473,5478,5481,5487,5491,5494,5497,5500,5503,5506,5511,5515,5518,5521,5524,5532,5535,5540,5544,5547,5550,5553,5558,5561,5564,5567,5572,5576,5579,5582,5585,5588],[14,5425,5426],{},"The digital advertising world experienced quite a bit of change in 2018. GDPR was instituted and the world of privacy and data was dissected and investigated as never before.\nWhat does that mean for 2019?",[14,5428,5429],{},"I have FOUR predictions that line up nicely with songs by The Beatles, which makes me happy. So tune in and read on!",[24,5431,5433],{"id":5432},"i-want-to-hold-your-hand","I Want To Hold Your Hand",[5435,5436],"iframe",{"width":5437,"height":5438,"src":5439,"frameBorder":5440,"allow":5441,"allowFullScreen":322},560,315,"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002FjenWdylTtzs","0","accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture",[14,5443,5444,5445,5448],{},"Let me let you in on the context of the title of this song; ",[52,5446,5447],{},"Google"," wants to hold your hand.",[14,5450,5451],{},"The sheer amount of automation popping up in Google’s tool with:",[46,5453,5454,5457,5460],{},[49,5455,5456],{},"New ‘responsive’ Google search ads",[49,5458,5459],{},"Auto-creating ads on your behalf",[49,5461,5462],{},[206,5463,5466],{"href":5464,"rel":5465},"https:\u002F\u002Fsearchengineland.com\u002Fgoogle-tells-some-advertisers-it-will-handle-their-campaign-management-310931",[210],"Straight-up managing your account",[14,5468,5469],{},"This can be appealing at first blush. However, I’ve found responsive ads still are not making a major impact in terms of impression share. Also, auto-created ads lack the precision needed to capture someone’s attention with really well-written calls to action.",[14,5471,5472],{},"And don’t get me started on the account management automation…",[14,5474,5475],{},[52,5476,5477],{},"Don’t trust the company who makes the money on advertising to manage that advertising.",[14,5479,5480],{},"If 2018 was the year of automation popping up everywhere, 2019 is going to be the year ensuring we keep these things OFF.",[5482,5483,5484],"blockquote",{},[14,5485,5486],{},"And please say to me,\nYou'll let me hold your hand.",[24,5488,5490],{"id":5489},"let-it-be","Let It Be",[14,5492,5493],{},"Machine learning may be a 2017 buzzword, but the always buzzy “algorithms” and “system learnings” are still around and thriving.",[14,5495,5496],{},"And they seem to be getting better!",[14,5498,5499],{},"The best version of this I’ve found is Facebook Ads. Using Facebook’s pixel data to count conversions, Facebook actively finds users related to those converting. And it WORKS! It actually works. CPAs get better over time and the system actively learns.",[14,5501,5502],{},"For this account tweak, it’s a good reminder to sometimes just let it be. And platforms are getting better at using converting folks (whether due to a pixel or a similar audience) to find similar people. Even more reason to let it be!",[14,5504,5505],{},"We’ll see this trend continue in 2019. I predict they’ll call it something new and interesting. And it’ll be a feature.",[5482,5507,5508],{},[14,5509,5510],{},"Whisper words of wisdom,\nlet it be.",[24,5512,5514],{"id":5513},"in-my-life","In My Life",[14,5516,5517],{},"While the user intent behind searching for something will always be king (a la Google Paid Search), platforms are gaining more and more intel about their users; who they are and how they live their lives.",[14,5519,5520],{},"You can use Facebook\u002FInstagram targeting to get a very refined audience. People who have a wedding anniversary coming up. Folks in the top 10% household income bracket. The targeting possibilities are nearly endless.",[14,5522,5523],{},"This is going to spread beyond paid social.",[14,5525,1874,5526,5531],{},[206,5527,5530],{"href":5528,"rel":5529},"https:\u002F\u002Fwww.searchenginejournal.com\u002Fbing-announces-linkedin-profile-targeting-for-bing-ads\u002F274695\u002F",[210],"ability to target someone via company, industry, or job function in Bing Ads"," is here-ish. And Google has ‘custom intent’ audiences that can actually use your website data to match people up to.",[14,5533,5534],{},"Mark my words; this is going to expand in 2019. Targeting will become better, even a little more ‘creepy’ as some people call it.",[5482,5536,5537],{},[14,5538,5539],{},"I know I'll often stop and think about them,\nIn my life, I love you more.",[24,5541,5543],{"id":5542},"please-please-me","Please Please Me",[14,5545,5546],{},"People are getting smarter on the Web.",[14,5548,5549],{},"They can see through the “Free This!” and “Free That!” type of messaging. And a bland white paper or a stale call to action will fail to capture somebody’s attention.",[14,5551,5552],{},"Some folks use ad blockers and literally block advertising from reaching them.",[14,5554,5555],{},[38,5556,5557],{},"So how do we, as digital marketers, fight through the noise or around these tools?",[14,5559,5560],{},"Ads are natively being integrated into our lives whether it be sponsored ‘stories’ in Facebook and Instagram, to native advertising stories in a list of articles.",[14,5562,5563],{},"There are certain parts of the page that people have trained their eyes to just not look at.",[14,5565,5566],{},"Digital advertising platforms are going to find more ways to natively add advertisements to their platforms. And with this, it’s important to PLEASE people more than ever before. It is going to take much more than stale headline. Ads will, more than ever before, need to be a benefit to somebody. A Chief Technical Officer needs a guide to increase efficiency in her data centers. Or a Web Developer needs to know why a particular tool will help them code in half the time.",[5482,5568,5569],{},[14,5570,5571],{},"Come on, come on, come on, come on,\nPlease, please me, woah yeah, like I please you.",[24,5573,5575],{"id":5574},"theres-nothing-you-can-do-that-cant-be-done","There's Nothing You Can Do That Can't Be Done",[14,5577,5578],{},"As online marketers, there will be tactics in 2019 that we will never have been able to do before.",[14,5580,5581],{},"And that’s super exciting!",[14,5583,5584],{},"From targeting certain individuals, to how we target those individuals; we will continue to see the landscape evolve.",[14,5586,5587],{},"But with data privacy at the forefront, along with more regulation like GDPR being put into place, it’ll be interesting to see how it all shakes out come 2020.",[14,5589,5590,1042,5593,1042,5600,1042,5603,1042,5610],{},[52,5591,5592],{},"Do you have any bold predictions? Think I’m off-base anywhere? Fire off a tweet at",[206,5594,5597],{"href":5595,"rel":5596},"https:\u002F\u002Ftwitter.com\u002FMKGMarketingInc",[210],[52,5598,5599],{},"@MKGMarketingInc",[52,5601,5602],{},"and",[206,5604,5607],{"href":5605,"rel":5606},"https:\u002F\u002Ftwitter.com\u002Fmradambullock",[210],[52,5608,5609],{},"@MrAdamBullock",[52,5611,5612],{},"and let me know!",{"title":77,"searchDepth":291,"depth":291,"links":5614},[5615,5616,5617,5618,5619],{"id":5432,"depth":291,"text":5433},{"id":5489,"depth":291,"text":5490},{"id":5513,"depth":291,"text":5514},{"id":5542,"depth":291,"text":5543},{"id":5574,"depth":291,"text":5575},"2019-02-04","I have FOUR Digital Advertising predictions for 2019 that line up nicely withsongs by The Beatles, which makes me happy. So tune in and read on!","\u002Fimages\u002Fblog\u002F2019-digital-advertising-predictions.webp",{},"\u002Fblog\u002Fppc\u002F2019-four-digital-advertising-predictions",{"title":5419,"description":5621},"2019 Digital Advertising Predictions","blog\u002Fppc\u002F2019-four-digital-advertising-predictions","3lj_34uRHkzTR2MjguynDHUPuSU1awulSrLI5ntWQOM",[],{"id":5631,"title":5632,"author":7,"authors":5633,"body":5634,"caption":7,"category":1729,"date":5716,"description":5717,"extension":318,"img":5718,"imgAlt":7,"meta":5719,"minutes":321,"navigation":322,"path":5720,"seo":5721,"seodescription":7,"seotitle":5632,"stem":5722,"updated":7,"__hash__":5723,"people":5724},"blog\u002Fblog\u002Fppc\u002Fduplicate-google-ads-campaign.md","Why I Duplicate All My Google Ads Campaigns",[5421],{"type":11,"value":5635,"toc":5712},[5636,5644,5647,5651,5659,5664,5667,5670,5673,5676,5693,5696,5699,5702,5706,5709],[14,5637,5638,5639],{},"One of my favorite clients forwarded a news story over to me Friday afternoon. It was the nightmare of any digital marketing professional.\n",[206,5640,5643],{"href":5641,"rel":5642},"https:\u002F\u002Fadexchanger.com\u002Fonline-advertising\u002Fmultimillion-dollar-oops-google-will-pay-publishers-for-the-night-of-the-yellow-ad\u002F?mkt_tok=eyJpIjoiWlRVNE1HWmtPVFV6TUdVdyIsInQiOiJYZDdDRzNZdnVxcGpzQkRiUDE5YkFWQ3Q0QlE0N3F4RndqMUdaNG4xMXRSa1paXC9JK1ZnRjI0RjJiRXJjc2ttdFBDMmxTVkdWVCtDUjJBeG1qaGc3UzdCXC9sc2NCWVdLVHZBcytwbmtSOXBVSElvMnNcL1hwSURJOWI3SVpLU0NFcyJ9",[210],"Due to misconfiguration, a campaign that ran for 45 minutes on the Google Display Network ended up costing $1.6 million.",[14,5645,5646],{},"While it ended up being the fault of somebody on Google’s own training team, it’s still a very costly mistake and it still gave me goosebumps.",[24,5648,5650],{"id":5649},"if-this-can-happen-to-somebody-who-works-at-google-it-can-happen-to-you","If this can happen to somebody who works at Google, it can happen to you.",[14,5652,5653,5654,5658],{},"There’s no denying that Google keeps some settings somewhat hidden that can end up costing companies money in areas they don’t want to (",[206,5655,5657],{"href":5656},"\u002Fresources\u002Fgoogle-ads-location\u002F","people in, or who show interest in, your targeted locations (recommended)",", I’m talking about you), but I’ve found one simple solution to ensure my campaigns are set up exactly how I want them to be every single time:",[5482,5660,5661],{},[14,5662,5663],{},"I duplicate all my campaigns.",[14,5665,5666],{},"I use Google AdWords Editor (time for a name update, eh, Google?) and copy an existing campaign then paste into the account and start from there.",[14,5668,5669],{},"Every. Single. Time.",[14,5671,5672],{},"Why?",[14,5674,5675],{},"All the settings are already correct.",[46,5677,5678,5681,5684,5687,5690],{},[49,5679,5680],{},"The silly “People who show interest in” your targeted location setting is turned off (on by default)",[49,5682,5683],{},"TV screens have a -100% bid modifier on (included in the mix by default)",[49,5685,5686],{},"Ad extensions are brought in when a campaign is duplicated (none added to the campaign by default)",[49,5688,5689],{},"Relevant audiences I have setup for RLSA are brought in when a campaign is duplicated",[49,5691,5692],{},"My bids\u002Fbudgets\u002FCPA targets are all updated and I’m not relying on Google’s sometimes-sketchy information for this",[14,5694,5695],{},"There are no questions, no chances in leaving things up to Google, and mistakes are far less likely to happen.",[14,5697,5698],{},"It also serves as a good reminder in terms of things you want to ensure gets passed along to other campaigns like mobile bidding, URL tracking template options, and more.",[14,5700,5701],{},"And, at the end of the day, it’s actually faster. No bloated UI. No guided campaign creation. Just you and a non-flashy program with tables of text.",[24,5703,5705],{"id":5704},"duplicate-dont-recreate","Duplicate Don’t Recreate",[14,5707,5708],{},"If you already have a campaign structure that you’re happy with, why blindly go through the campaign creation process with Google? Just duplicate what’s working and update it from there!",[14,5710,5711],{},"Don’t let the “Night of the Yellow Ad” happen to you!",{"title":77,"searchDepth":291,"depth":291,"links":5713},[5714,5715],{"id":5649,"depth":291,"text":5650},{"id":5704,"depth":291,"text":5705},"2018-10-10","Due to misconfiguration, a campaign that ran for 45 minutes on the Google Display Network ended up costing $1.6 million. Prevent this from happening with one simple step.","\u002Fimages\u002Fblog\u002Fgoogle-ads.webp",{},"\u002Fblog\u002Fppc\u002Fduplicate-google-ads-campaign",{"title":5632,"description":5717},"blog\u002Fppc\u002Fduplicate-google-ads-campaign","sji2iVU1UyPXQj98DY11Lh9mE1qPyysEIQuwuUHOPvg",[],{"id":5726,"title":5727,"author":7,"authors":5728,"body":5729,"caption":7,"category":1729,"date":5802,"description":5803,"extension":318,"img":5804,"imgAlt":7,"meta":5805,"minutes":321,"navigation":322,"path":5806,"seo":5807,"seodescription":7,"seotitle":7,"stem":5808,"updated":7,"__hash__":5809,"people":5810},"blog\u002Fblog\u002Fppc\u002Fbilled-cost-served-cost-adwords-breakout.md","You Got SERVED! Billed Cost vs Served Cost in the New Google Ads Interface",[5421],{"type":11,"value":5730,"toc":5800},[5731,5734,5739,5742,5745,5748,5753,5756,5759,5783,5786,5791,5794,5797],[14,5732,5733],{},"Fun fact - the ‘cost’ metric found in the Google Ads interface isn’t always the actual cost passed on to the client.",[14,5735,5736],{},[38,5737,5738],{},"Duh, Adam, of COURSE there are tiny fluctuations due to spammy clicks and other adjustments from Google.",[14,5740,5741],{},"Well, I’m talking about relatively large differences in the actual cost in the interface compared to the billed cost. This can make a big impact on the bottom line of a client budget for a month.",[14,5743,5744],{},"AND this ‘cost’ metric is the only metric used in Google’s API for reporting. That’s the trickiest part - it’s not the billed cost!",[14,5746,5747],{},"Thankfully, Google has added a nifty report titled “Overdelivery” that spells it out.",[14,5749,5750],{},[52,5751,5752],{},"I check this instead of the ‘cost’ listed in the interface, especially with clients that have display campaigns. Newly launched display campaigns, especially with broad targeting, can overspend significantly when first enabled before Google shuts them off.",[14,5754,5755],{},"In other words: make this a part of your routine!",[14,5757,5758],{},"To find this report:",[132,5760,5761,5768,5774,5780],{},[49,5762,5763,5764],{},"Click the “Reporting” graph button at the top right within the new Google Ads interface (this report is NOT available in the old interface).\n",[75,5765],{"alt":5766,"src":5767},"Google Ads Served vs Billed Report Step 1","\u002Fimages\u002Fblog\u002Fadwords-served-billed-report-1.webp",[49,5769,5770,5771],{},"Choose “Predefined reports (formerly Dimensions)” then “Basic” then “Overdelivery.”\n",[75,5772],{"alt":5766,"src":5773},"\u002Fimages\u002Fblog\u002Fadwords-served-billed-report-2.webp",[49,5775,5776,5777],{},"Boomshackalacka! You’ve found the served and billed costs for all your campaigns! But it’s a little sloppy...so let’s change the format of the data. Click “Table” at the top left and change it to a “Bar Chart.” Yes, the image is broken. It’s been broken for at least 3 months.\n",[75,5778],{"alt":5766,"src":5779},"\u002Fimages\u002Fblog\u002Fadwords-served-billed-report-3.webp",[49,5781,5782],{},"Select “Served Cost” and “Billed Cost” then “Continue” to generate the report.",[14,5784,5785],{},"And voila! You have a super easy-to-read chart with your ACTUAL COST for your client. Here’s a recent example we had for a client of ours with a $5,000 budget:",[14,5787,5788],{},[75,5789],{"alt":5766,"src":5790},"\u002Fimages\u002Fblog\u002Fadwords-served-billed-results.webp",[14,5792,5793],{},"We ended a month at $4,970.93 spent of their $5,000.00 budget (99.4%...nice!).\nHowever, this client of ours loves popping into the interface and seeing what changes we’ve made, how things are looking, etc.\nThey were confused why we went $277.61 over budget that month",[14,5795,5796],{},"Turns out: we had spun up a few display campaigns and they overspent the first few hours they were on. We received confirmation from Google that we were not charged that spend because we had a daily budget in place.",[14,5798,5799],{},"I implore you to keep an eye on this particular report, especially if your ‘cost’ looks a bit funky.",{"title":77,"searchDepth":291,"depth":291,"links":5801},[],"2018-04-23","How to produce a report in Google Ads that shows how much was served verse what was actually billed.","\u002Fimages\u002Fblog\u002Fadwords-served-billed-hero.webp",{},"\u002Fblog\u002Fppc\u002Fbilled-cost-served-cost-adwords-breakout",{"title":5727,"description":5803},"blog\u002Fppc\u002Fbilled-cost-served-cost-adwords-breakout","r_Btb0jUVTCIRYbhv1LceSFmb4OfuZwLBKrmje9iKcE",[],{"id":5812,"title":5813,"author":7,"authors":5814,"body":5815,"caption":7,"category":1729,"date":5856,"description":5857,"extension":318,"img":5858,"imgAlt":7,"meta":5859,"minutes":321,"navigation":322,"path":5860,"seo":5861,"seodescription":7,"seotitle":5862,"stem":5863,"updated":7,"__hash__":5864,"people":5865},"blog\u002Fblog\u002Fppc\u002Fbing-ads-fans.md","Join the Club! MKG Marketing is Officially a Bing Ads Fan",[5421],{"type":11,"value":5816,"toc":5853},[5817,5821,5830,5833,5839,5842,5847],[24,5818,5820],{"id":5819},"we-made-it-official","We Made It Official!",[14,5822,5823,5824,5829],{},"Bing Ads has ",[206,5825,5828],{"href":5826,"rel":5827},"https:\u002F\u002Fsearchengineland.com\u002Fbing-ads-launches-fan-community-program-dedicated-advertisers-293259",[210],"JUST"," rolled out a community program for its most dedicated advertisers - a Bing Ads fan club, of sorts.",[14,5831,5832],{},"And we would be silly not to join.",[14,5834,5835,5836],{},"Any agency purely focusing on Google Ads isn’t giving its clients the full landscape of search engine pay-per-click. Bing Ads can be a strong compliment to any paid media strategy. In fact, we’ve even seen ",[52,5837,5838],{},"Bing Ads outperform Google Ads for certain industries and verticals.",[14,5840,5841],{},"All with the advantage of much lower CPCs for highly-competitive auctions on the Google side. While somebody’s budget may only be able to get one click a day on Google, you can often squeeze 3-5 clicks in on the Bing side.",[14,5843,5844],{},[52,5845,5846],{},"Less traffic and lower CPCs means a more affordable way to dominate share of voice via Bing.",[14,5848,5849,5850],{},"Have any questions about when and how to use Bing Ads? ",[206,5851,5852],{"href":2256},"Drop us a line!",{"title":77,"searchDepth":291,"depth":291,"links":5854},[5855],{"id":5819,"depth":291,"text":5820},"2018-03-05","We’re a big fan of Bing Ads at MKG - so we joined the fan club! How does Bing Ads compare to Google Ads?","\u002Fimages\u002Fblog\u002Fbing-ads-fan.webp",{},"\u002Fblog\u002Fppc\u002Fbing-ads-fans",{"title":5813,"description":5857},"A Bing Ads Fan","blog\u002Fppc\u002Fbing-ads-fans","A7WYjWI8j3Q7tjGtI10eCkBktqX6a-XF52FewBXG1gg",[],{"id":5867,"title":5868,"author":7,"authors":5869,"body":5871,"caption":7,"category":1729,"date":6003,"description":6004,"extension":318,"img":5990,"imgAlt":7,"meta":6005,"minutes":321,"navigation":322,"path":6006,"seo":6007,"seodescription":7,"seotitle":7,"stem":6008,"updated":7,"__hash__":6009,"people":6010},"blog\u002Fblog\u002Fppc\u002Fgoogle-ads-june-2017-benchmarks-by-industry.md","August 2017 Google Ads Benchmarks By Industry",[5870],"Spencer Mayes",{"type":11,"value":5872,"toc":5991},[5873,5876,5879,5883,5887,5890,5894,5900,5904,5910,5914,5917,5920,5926,5929,5935,5939,5942,5945,5948,5954,5957,5963,5967,5970,5973,5976,5982,5985],[14,5874,5875],{},"MKG has assembled Google Ads Benchmarks for August 2017.",[14,5877,5878],{},"From a collection of advertiser accounts in our Master Client Center (MCC) we saw the following Google Ads benchmarks in August 2017 for the Tech, Healthcare, and Travel Verticals.",[24,5880,5882],{"id":5881},"tech-vertical","Tech Vertical",[81,5884,5886],{"id":5885},"google-ads-display","Google Ads Display",[14,5888,5889],{},"While CTR and CPC have trended down month over month, conversion rate has seen a lift. Specifically for the tech vertical, this is a very common August trend as the summer generally performs lower than spring and fall months.",[2668,5891,5893],{"id":5892},"benchmark","Benchmark",[14,5895,5896],{},[75,5897],{"alt":5898,"src":5899},"August Tech Benchmarks for Google Ads Display","\u002Fimages\u002Fblog\u002Ftech-august-display-benchmarks.webp",[2668,5901,5903],{"id":5902},"month-over-month-trending","Month over Month Trending",[14,5905,5906],{},[75,5907],{"alt":5908,"src":5909},"August Tech Month over Month Trending for Google Ads Display","\u002Fimages\u002Fblog\u002Ftech-august-display-trending.webp",[81,5911,5913],{"id":5912},"google-ads-search","Google Ads Search",[14,5915,5916],{},"Search is a different story than display. Mostly because search impressions are down as a whole. Less people are searching for tech solutions, but those who are, are more likely to take action. Less impressions, means more competition which also explains the higher CPC.",[2668,5918,5893],{"id":5919},"benchmark-1",[14,5921,5922],{},[75,5923],{"alt":5924,"src":5925},"August Tech Benchmarks for Google Ads Paid Search","\u002Fimages\u002Fblog\u002Ftech-august-search-benchmarks.webp",[2668,5927,5903],{"id":5928},"month-over-month-trending-1",[14,5930,5931],{},[75,5932],{"alt":5933,"src":5934},"August Tech Month over Month Trending for Google Ads Paid Search","\u002Fimages\u002Fblog\u002Ftech-august-search-trending.webp",[24,5936,5938],{"id":5937},"healthcare-vertical","Healthcare Vertical",[14,5940,5941],{},"Healthcare is an always on vertical with no major changes month over month. We may see a shift come January and February as people generally make healthcare changes at this time. We'll circle back on this potential trend as the new year approaches.",[81,5943,5913],{"id":5944},"google-ads-search-1",[2668,5946,5893],{"id":5947},"benchmark-2",[14,5949,5950],{},[75,5951],{"alt":5952,"src":5953},"August Healthcare Benchmarks for Google Ads Search","\u002Fimages\u002Fblog\u002Fhealthcare-august-search-benchmarks.webp",[2668,5955,5903],{"id":5956},"month-over-month-trending-2",[14,5958,5959],{},[75,5960],{"alt":5961,"src":5962},"August Healthcare Month over Month Trending for Google Ads Search","\u002Fimages\u002Fblog\u002Fhealthcare-august-search-trending.webp",[24,5964,5966],{"id":5965},"travel-vertical","Travel Vertical",[14,5968,5969],{},"No surprises. Summer months show better CPCs, higher CTRs, and better Conversion Rates. As more people travel during the warm months while school is out and the weather is good.",[81,5971,5913],{"id":5972},"google-ads-search-2",[2668,5974,5893],{"id":5975},"benchmark-3",[14,5977,5978],{},[75,5979],{"alt":5980,"src":5981},"August Travel Benchmarks for Google Ads Search","\u002Fimages\u002Fblog\u002Ftravel-august-search-benchmarks.webp",[2668,5983,5903],{"id":5984},"month-over-month-trending-3",[14,5986,5987],{},[75,5988],{"alt":5989,"src":5990},"August Travel Month over Month for Google Ads Search","\u002Fimages\u002Fblog\u002Ftravel-august-search-trending.webp",{"title":77,"searchDepth":291,"depth":291,"links":5992},[5993,5997,6000],{"id":5881,"depth":291,"text":5882,"children":5994},[5995,5996],{"id":5885,"depth":297,"text":5886},{"id":5912,"depth":297,"text":5913},{"id":5937,"depth":291,"text":5938,"children":5998},[5999],{"id":5944,"depth":297,"text":5913},{"id":5965,"depth":291,"text":5966,"children":6001},[6002],{"id":5972,"depth":297,"text":5913},"2017-09-07","Check out these August Google Ads industry benchmarks by vertical.",{},"\u002Fblog\u002Fppc\u002Fgoogle-ads-june-2017-benchmarks-by-industry",{"title":5868,"description":6004},"blog\u002Fppc\u002Fgoogle-ads-june-2017-benchmarks-by-industry","xAB_uoqC8t0aqpcQvBfLdEFspSA_m_M_ZssbcsCiFu0",[],{"id":6012,"title":6013,"author":7,"authors":6014,"body":6015,"caption":7,"category":1729,"date":6070,"description":6071,"extension":318,"img":6072,"imgAlt":7,"meta":6073,"minutes":321,"navigation":322,"path":6074,"seo":6075,"seodescription":7,"seotitle":7,"stem":6076,"updated":7,"__hash__":6077,"people":6078},"blog\u002Fblog\u002Fppc\u002Ffacebook-power-editor-update-november-9-2016.md","Facebook Ad’s Power Editor",[5421],{"type":11,"value":6016,"toc":6064},[6017,6020,6024,6027,6030,6033,6037,6040,6043,6046,6050,6053,6056,6058,6061],[14,6018,6019],{},"While I was within Facebook Ad's Power Editor (their online tool for heavy-duty ad updates on the Facebook Ads platform) today, my interface refreshed and I was informed that there had been an update.",[24,6021,6023],{"id":6022},"woo-an-update","Woo! An update!",[14,6025,6026],{},"And that's NOT sarcastic! Facebook's Power Editor is a bit of a clunker; often hanging up, failing to load, or causing a multitude of any other weird, quirky errors.",[14,6028,6029],{},"But, news of an update was pretty exciting when it came on Wednesday, November 9, 2016.",[14,6031,6032],{},"Unfortunately, it appears to be just a bit of a UI update. But not totally unwelcome!",[24,6034,6036],{"id":6035},"tabs","Tabs",[14,6038,6039],{},"We've got tabs! ...and they work just fine!",[14,6041,6042],{},"To refresh your memory, before it was just a quick click of a little row on the left to get to campaigns \u002F ad sets \u002F ads:",[14,6044,6045],{},"Okay, so that makes it a little easier to navigate, but what else does this update include?",[24,6047,6049],{"id":6048},"go-on-select-something","Go On, Select Something...",[14,6051,6052],{},"So, one of the weirdest things about Facebook's Power Editor is how selecting an ad, ad set, or campaign is somewhat hidden and finnicky.",[14,6054,6055],{},"Good news! The new tabs give you an easy peek into how many of each are selected. Check it:",[24,6057,5392],{"id":5391},[14,6059,6060],{},"Not an earth-shattering update....but a step in the right direction.",[14,6062,6063],{},"What Facebook's Power Editor needs to do is make it easier to find information and have it work reliably. This one checks off the first need, and the jury is still out on the other.",{"title":77,"searchDepth":291,"depth":291,"links":6065},[6066,6067,6068,6069],{"id":6022,"depth":291,"text":6023},{"id":6035,"depth":291,"text":6036},{"id":6048,"depth":291,"text":6049},{"id":5391,"depth":291,"text":5392},"2016-11-09","Facebook Ad's Power Editor updated today. Read what's new.","\u002Fimages\u002Fblog\u002Fpower.webp",{},"\u002Fblog\u002Fppc\u002Ffacebook-power-editor-update-november-9-2016",{"title":6013,"description":6071},"blog\u002Fppc\u002Ffacebook-power-editor-update-november-9-2016","2G3rzHrggu0gAEWLoZ0onlAaeYdq00jyDKBZdr7E5zo",[],{"id":6080,"title":6081,"author":7,"authors":6082,"body":6084,"caption":7,"category":1729,"date":6231,"description":6232,"extension":318,"img":7,"imgAlt":7,"meta":6233,"minutes":321,"navigation":322,"path":6234,"seo":6235,"seodescription":7,"seotitle":7,"stem":6236,"updated":7,"__hash__":6237,"people":6238},"blog\u002Fblog\u002Fppc\u002Fcase-study-what-8-mm-in-sales-taught-us-about-youtube-advertising.md","YouTube Advertising",[6083],"Mike Krass",{"type":11,"value":6085,"toc":6224},[6086,6090,6098,6101,6118,6121,6125,6128,6131,6134,6137,6143,6146,6150,6158,6161,6169,6172,6175,6178,6192,6195,6199,6202,6205,6208,6214,6218],[24,6087,6089],{"id":6088},"youtube-is-the-2nd-largest-search-engine-in-the-world","YouTube is the 2nd largest search engine in the world",[14,6091,6092,6093,6097],{},"Second only to ",[206,6094,5447],{"href":6095,"rel":6096},"https:\u002F\u002Fsearchengineland.com\u002Fyoutube-ranking-factors-getting-ranked-second-largest-search-engine-225533",[210],", naturally :)",[14,6099,6100],{},"So we decided to share some \"rules of the road\" based on campaign data from 8 clients in the Consumer Package Goods (CPG), Retail and Ecommerce verticals. These 8 campaigns racked up:",[46,6102,6103,6106,6109,6112,6115],{},[49,6104,6105],{},"More than 23,000,000 paid views",[49,6107,6108],{},"Over $8,000,000 in physical, retail store transactions",[49,6110,6111],{},"Triple-digit boosts in (direct) and Natural Search Engine traffic to our clients website",[49,6113,6114],{},"Average Return-on-Ad-Spend (ROAS) of 3x",[49,6116,6117],{},"Average of $3 in ecommerce revenue for every single impression served",[14,6119,6120],{},"Keep on reading to learn what our study of these eight clients and campaigns found.",[24,6122,6124],{"id":6123},"youtube-campaigns-generally-bump-search-engine-activity-by-2x-5x","YouTube Campaigns Generally Bump Search Engine Activity by 2x - 5x",[14,6126,6127],{},"The two clients that contributed to this study operate in the retail and CPG verticals, and their KPIs were to generate more in-store foot traffic to buy their products off a physical shelf.",[14,6129,6130],{},"While the two campaigns brought in more than  $8,000,000 (a 9x ROAS) in measurable retail sales lift, there was a secondary benefit that we did not anticipate: Major spikes in Natural and Paid Search traffic.",[14,6132,6133],{},"The retail product say a boost of 5x (515%, to be exact) in the number of Paid Search visitors that were making it to their website. The only thing that changed across their entire marketing mix? Investing in YouTube TrueView video campaigns.",[14,6135,6136],{},"The CPG client didn't do too badly themselves either: They saw a 2x bump in Natural Search traffic to their website. Same story on the marketing mix -  not a single change  besides investing in YouTube TrueView campaigns.",[14,6138,6139,6140],{},"We'd love to see if this secondary benefit is constant for all of our client campaigns over the next six months or so, but needless to say our study uncovered the fact that ",[52,6141,6142],{},"running YouTube Video Campaigns boosts Natural and Paid Search performance.",[14,6144,6145],{},"Wait back up ... did we say we can measure retail sales lift off YouTube video campaigns?",[24,6147,6149],{"id":6148},"trueview-campaigns-can-link-youtube-video-ads-with-retail-transactions","TrueView Campaigns Can Link YouTube Video Ads with Retail Transactions",[14,6151,6152,6153,6157],{},"While ",[206,6154,6156],{"href":6095,"rel":6155},[210],"Google did  set a beta program for Search Network"," into the wild that tracked offline (i.e. retail) activity at the end of 2015, we hadn't heard too much about this being rolled out for YouTube or Video Pre-Roll ads anytime soon.",[14,6159,6160],{},"Until now :)",[14,6162,6163,6164,6168],{},"Based on an NDA we've signed with our Google agency reps, we can't publish too too many details about 'how the sausage is made', so to speak. [If you want those details you're welcome to shoot me an email and ask]('mailto:",[206,6165,6167],{"href":6166},"mailto:mike@mkgmarketinginc.com","mike@mkgmarketinginc.com","?subject=Youtube in-store transaction post').",[14,6170,6171],{},"But needless to say, our team has been selected from a handful of Google agency partners (literally, ONE hand full) as certified  beta partners on this program.",[14,6173,6174],{},"And the ROAS and match rates are  solid.",[14,6176,6177],{},"Without giving too much away, here's how Google is able to track offline, retail transactions against Video campaigns:",[132,6179,6180,6183,6186,6189],{},[49,6181,6182],{},"Google partners with TWO independent, third-party data providers that bring in Credit Card and Loyalty\u002FMember card data from big-box retail stores and supermarkets of all sizes",[49,6184,6185],{},"The advertiser can segment their video ads to a control and test segment within specific zip codes. You'd want to focus your zips within 10 miles of retail locations where your product is sold.",[49,6187,6188],{},"The recommended timeframe is to serve video ads for 90 days, pausing campaigns on day 91 and instituting a 30 day \"dark\" policy where no campaign impressions are served",[49,6190,6191],{},"Circling back around to the third-party data partners ... Google provides a \"clean room\" at the conclusion of the campaign to measure all your campaign metrics (clicks, views, completions, etc) as well as ingest and process all the Credit Card and Loyalty card data to measure sales bumps in the key zip codes you've outlined",[14,6193,6194],{},"Being completely honest: Is this something that is brand spanking new? NO! (see the aforementioned Search Network beta last Winter).But the match rates on users and retail transactions are higher than any solution we've seen to date, which is extremely encouraging for CPG brands that need to justify their budgets and allocate resources where performance is best.",[24,6196,6198],{"id":6197},"trueview-campaigns-drive-ecommerce-activityexceptionally-wellfor-marketplace-businesses","TrueView Campaigns Drive Ecommerce Activity Exceptionally Well for Marketplace Businesses",[14,6200,6201],{},"Four of the eight clients included in this study represented a marketplace: Flowers, furniture, packaged foods and clothing (to be specific).",[14,6203,6204],{},"These marketplace businesses averages a ROAS of 3x for every dollar spent (right at the study average of ~3x) and we were able to actually measure revenue per impression ($3 earned for every impression earned - papow!)",[14,6206,6207],{},"And while it's still a relatively small sample size (eight clients\u002Fcampaigns of millions on YouTube each year), marketplace businesses tended to OVER-deliver against the Sales Forecasts put forward by our end clients. The study average was a sales increase of 7x in any given market, whereas marketplaces tended to see sales increases closer to 10x the target.",[14,6209,6210,6211],{},"Again, our sample size is fairly small. But what this tells us is that ",[52,6212,6213],{},"marketplace businesses (with many SKUs and product lines) are fantastic businesses to run YouTube TrueView campaigns against.",[24,6215,6217],{"id":6216},"have-some-more-questions","Have some more questions?",[14,6219,6220,6221,6223],{},"[Shoot me an email and ask nicely :)]('mailto:",[206,6222,6167],{"href":6166},"?subject=Youtube in-store transaction post')",{"title":77,"searchDepth":291,"depth":291,"links":6225},[6226,6227,6228,6229,6230],{"id":6088,"depth":291,"text":6089},{"id":6123,"depth":291,"text":6124},{"id":6148,"depth":291,"text":6149},{"id":6197,"depth":291,"text":6198},{"id":6216,"depth":291,"text":6217},"2016-06-13","YouTube advertising based on campaign. data from 8 clients, with MKG Marketing.",{},"\u002Fblog\u002Fppc\u002Fcase-study-what-8-mm-in-sales-taught-us-about-youtube-advertising",{"title":6081,"description":6232},"blog\u002Fppc\u002Fcase-study-what-8-mm-in-sales-taught-us-about-youtube-advertising","yZJEZ6kVL0HyDDxPfJcy8yOM_IfGqFsVsa-iuQ9UKZw",[6239],{"id":6240,"title":6083,"body":6241,"date":7,"description":6269,"extension":318,"images":6270,"isLeader":2342,"jobTitle":6272,"linkedIn":6273,"meta":6274,"name":6083,"navigation":322,"path":6276,"quote":6277,"quoteCite":6278,"ref":6279,"seo":6280,"sequence":6281,"stem":6282,"team":7,"twitter":6273,"updated":7,"website":7,"__hash__":6283},"team\u002Fteam\u002Fmike-krass.md",{"type":11,"value":6242,"toc":6267},[6243,6247,6250,6253],[14,6244,6246],{"className":6245},[2315],"A proud Washington State University alum — Go Cougs! — who grew up on the west coast of the United States, Mike has lived on three continents during his lifetime.",[14,6248,6249],{},"Over the past decade Mike has led MKG Marketing in becoming a 7-figure business, joined the global Entrepreneurs Organization (EO) as a member as well as holds a seat on their Board of Directors and mentored other business owners through organizations like Idea Village, EO and General Assembly.",[14,6251,6252],{},"When he’s not at work, Mike enjoys:",[46,6254,6255,6258,6261,6264],{},[49,6256,6257],{},"Riding his beach cruiser bike in the park.",[49,6259,6260],{},"Reading business and spy novels (often at the same time — ask him how many half finished books he’s currently reading on his Kindle!)",[49,6262,6263],{},"Traveling the world.",[49,6265,6266],{},"Flying N5478N — his trusty 1981 Cessna 182.",{"title":77,"searchDepth":291,"depth":291,"links":6268},[],"Meet Mike Krass, one of MKG Marketing’s founders. He currently drives the big picture vision for the agency and supports biz dev and sales efforts.",{"landscape":6271},"mike-krass.webp","Owner\u002FVisionary","mikekrass",{"imageDescription":6275},"Mike Krass, MKG Marketing’s Owner\u002FVisionary, standing in front of St. Louis Cathedral in the French Quarter of New Orleans | MKG Marketing","\u002Fteam\u002Fmike-krass","Focus on the road, not the wall.","Alvin Alexander","mike-krass",{"description":6269},10,"team\u002Fmike-krass","WCJwOrpm4HOYHMODFwHdEILqPkcZwTSZUakkr3-n3rs",{"id":6285,"title":6286,"author":7,"authors":6287,"body":6288,"caption":7,"category":1729,"date":6487,"description":6292,"extension":318,"img":7,"imgAlt":7,"meta":6488,"minutes":321,"navigation":322,"path":6489,"seo":6490,"seodescription":7,"seotitle":6491,"stem":6492,"updated":7,"__hash__":6493,"people":6494},"blog\u002Fblog\u002Fppc\u002Fsem-research-how-do-you-present-paid-search-build-outs.md","SEM Research: How Do You Present Paid Search Build Outs?",[6083],{"type":11,"value":6289,"toc":6479},[6290,6293,6296,6301,6304,6307,6310,6314,6321,6324,6327,6334,6338,6341,6344,6355,6359,6362,6365,6370,6373,6376,6379,6383,6386,6389,6406,6410,6413,6421,6424,6427,6430,6433,6437,6440],[14,6291,6292],{},"TL;DR - This post outlines the results from a recent Paid SEM survey we ran. The question we wanted an answer to: How do SEM pros present campaign build outs for feedback and approval?",[14,6294,6295],{},"It all started with one simple question:",[5482,6297,6298],{},[14,6299,6300],{},"How do other SEM professionals present Paid Search build outs for feedback or approvals?\nThis question has been burning a hole in our brains for years.",[14,6302,6303],{},"Our team currently presents Paid Search build outs using PowerPoint. We seek feedback and approval from clients directly in the document.",[14,6305,6306],{},"We have also tried using the HTML Export feature from Google Ads Editor. That export feature never worked well for presenting our work; the creative is tough to read.",[14,6308,6309],{},"Additionally, the newest version of Google Ads Editor removed this feature, making so that we had to keep an older version installed to even create an export.",[24,6311,6313],{"id":6312},"why-is-this-problem-important","Why is this problem important?",[14,6315,6316,6317,212],{},"Paid Search is a ",[206,6318,6320],{"href":6319},"https:\u002F\u002Fmartech.org\u002Fdisplay-eclipse-paid-search-ad-spend-2016-mobile-set-become-4th-largest-ad-medium","$55 billion dollar industry, according to ZenithOptimedia research",[14,6322,6323],{},"That means  a lot  of people are creating and presenting Paid SEM build outs!",[14,6325,6326],{},"We are total analytical nerds here at MKG. To answer this question, our team built a survey and deployed it to 20 SEM pro's.",[14,6328,6329,6330,212],{},"If you'd like, you can ",[206,6331,6333],{"href":6332},"https:\u002F\u002Fwww.surveymonkey.com\u002Fr\u002FSEMbuildouts","visit this link to take the survey",[24,6335,6337],{"id":6336},"writing-our-survey","Writing our Survey",[14,6339,6340],{},"We outlined the key question up front: How do SEM's present build outs?",[14,6342,6343],{},"Based on this question, we needed answers to:",[46,6345,6346,6349,6352],{},[49,6347,6348],{},"Do SEM's  actually present their build outs?  Or are we making an incorrect assumption?",[49,6350,6351],{},"If SEM's do present build outs, what platform do they use? How long does it take them?",[49,6353,6354],{},"Are SEM's satisfied with the existing presentation process? What would they change?",[24,6356,6358],{"id":6357},"the-pitch-why-we-want-to-know-these-things","The Pitch - Why We Want to Know These Things",[14,6360,6361],{},"We have an idea for an alternative way to present Paid Search build outs.",[14,6363,6364],{},"Let us describe it below:",[5482,6366,6367],{},[14,6368,6369],{},"Stop presenting Paid Search buildouts using Excel or PowerPoint.",[14,6371,6372],{},"Use something interactive. A dashboard that display campaigns, ad groups, creative and keywords.",[14,6374,6375],{},"This dashboard uses a web hook to plug into Google Ads API. With a few clicks, your campaign will populate into a presentation-worthy view.",[14,6377,6378],{},"Want to collect feedback or approvals? The comments feature allows reviewers to write campaign feedback on the dashboard.",[24,6380,6382],{"id":6381},"the-key-insights","The Key Insights",[14,6384,6385],{},"Enough talk! Let's see the results.",[14,6387,6388],{},"The top five findings were:",[46,6390,6391,6394,6397,6400,6403],{},[49,6392,6393],{},"73% of SEM's present build outs for approval",[49,6395,6396],{},"More than half of SEM's use Excel or PowerPoint",[49,6398,6399],{},"47% are happy with Excel and PowerPoint",[49,6401,6402],{},"80% of SEM's  are interested in the product we described",[49,6404,6405],{},"Surveyed SEM's would pay up to $50 per month for that product",[24,6407,6409],{"id":6408},"are-these-results-accurate","Are these results accurate?",[14,6411,6412],{},"Good question.",[14,6414,6415,6416,212],{},"We used a ",[206,6417,6420],{"href":6418,"rel":6419},"https:\u002F\u002Fwww.relevantinsights.com\u002Fresearch-tools#sthash.uc9vhS1N.dpbs",[210],"sample size and margin of error calculator from our good friends at Relevant Rankings",[14,6422,6423],{},"Take a look below.",[75,6425],{"src":6426},"\u002Fimages\u002Fblog\u002FSEM-Survey-Sample-Size-and-Margin-of-Error.webp",[14,6428,6429],{},"According to this calculator, a sample size of 13 gives us a 90% confidence in data and 8% margin of error.",[14,6431,6432],{},"This is dependent on the response percentage, which we listed at 95% of SEM's  asked to take the survey.  ​",[24,6434,6436],{"id":6435},"want-full-access-to-the-results","Want full access to the results?",[14,6438,6439],{},"If you want access to the full results, share your email address in the form below.",[6441,6442,6444],"div",{"id":6443},"mc_embed_signup",[6445,6446,6450],"form",{"id":6447,"action":6448,"method":6449,"name":6447,"noValidate":322},"mc-embedded-subscribe-form","\u002F\u002Fmkgmarketinginc.us5.list-manage.com\u002Fsubscribe\u002Fpost?u=3753c494c5a2f443984a3f660&id=7f32f70d6b","post",[6441,6451,6453,6459,6465],{"id":6452},"mc_embed_signup_scroll",[6454,6455,6458],"label",{"htmlFor":6456},[6457],"mce-EMAIL","Email your email to receive the survey results",[6460,6461],"input",{"id":6457,"name":6462,"required":322,"type":6463,"value":77,"placeholder":6464},"EMAIL","email","email address",[6441,6466,6468,6473],{"style":6467},"position: absolute; left: -5000px;",[6460,6469],{"tabIndex":6470,"name":6471,"type":6472,"value":77},-1,"b_3753c494c5a2f443984a3f660_7f32f70d6b","text",[6460,6474],{"id":6475,"name":6476,"type":6477,"value":6478},"mc-embedded-subscribe","subscribe","submit","Subscribe",{"title":77,"searchDepth":291,"depth":291,"links":6480},[6481,6482,6483,6484,6485,6486],{"id":6312,"depth":291,"text":6313},{"id":6336,"depth":291,"text":6337},{"id":6357,"depth":291,"text":6358},{"id":6381,"depth":291,"text":6382},{"id":6408,"depth":291,"text":6409},{"id":6435,"depth":291,"text":6436},"2015-05-11",{},"\u002Fblog\u002Fppc\u002Fsem-research-how-do-you-present-paid-search-build-outs",{"title":6286,"description":6292},"How To Present Paid Search Build Outs | MKG Marketing","blog\u002Fppc\u002Fsem-research-how-do-you-present-paid-search-build-outs","D_ovf1TM8MJkQIhwlH2gN7eXkVPN0vZCYrXOVx2UtMg",[6239],{"id":6496,"title":6497,"author":7,"authors":6498,"body":6500,"caption":7,"category":1729,"date":6542,"description":6543,"extension":318,"img":7,"imgAlt":7,"meta":6544,"minutes":321,"navigation":322,"path":6545,"seo":6546,"seodescription":7,"seotitle":6547,"stem":6548,"updated":7,"__hash__":6549,"people":6550},"blog\u002Fblog\u002Fppc\u002Ffacebook-ads-targeting-options-april-2015.md","Facebook Ads: Targeting Options in April 2015",[6499],"Christian Bullock",{"type":11,"value":6501,"toc":6540},[6502,6505,6510,6513,6522,6525,6528,6531,6537],[14,6503,6504],{},"We received a great question from one of our clients recently. That question was:",[5482,6506,6507],{},[14,6508,6509],{},"What targeting options does Facebook Ads have?",[14,6511,6512],{},"After explaining the high-level options, the client replied with:",[5482,6514,6515],{},[14,6516,6517,6518,6521],{},"Yeah, but what are ",[52,6519,6520],{},"all"," of the targeting options? Does Facebook have this available anywhere?",[14,6523,6524],{},"Much to our surprise, we couldn't find a resource that really showed in a comprehensive yet succinct view the wealth of different targeting options that Facebook Ads had available for advertisers.",[14,6526,6527],{},"So we decided to record it.",[14,6529,6530],{},"Below is a video that goes over each targeting option that Facebook has available in April 2015. We didn't click into each specific category (that would take far too long) but did want to highlight all of the different targeting options along with some use-cases on how powerful targeting can be with FB Ads.",[14,6532,6533],{},[206,6534,6535],{"href":6535,"rel":6536},"https:\u002F\u002Fwww.youtube.com\u002Fwatch?v=P_ezbtSYfpU",[210],[14,6538,6539],{},"Is there anything you'd like us to cover more in-depth when it comes to targeting options for Facebook Ads? Let us know in the comments!",{"title":77,"searchDepth":291,"depth":291,"links":6541},[],"2015-04-15","What targeting options does Facebook Ads have? Christian Bullock explains.",{},"\u002Fblog\u002Fppc\u002Ffacebook-ads-targeting-options-april-2015",{"title":6497,"description":6543},"Facebook Ads: Targeting Options","blog\u002Fppc\u002Ffacebook-ads-targeting-options-april-2015","kflupJmhKEG99H0CNccZ9H_V8v9Y5ioiPCZ488E2BKw",[],{"id":6552,"title":6553,"author":7,"authors":6554,"body":6555,"caption":7,"category":1729,"date":6705,"description":6706,"extension":318,"img":7,"imgAlt":7,"meta":6707,"minutes":321,"navigation":322,"path":6708,"seo":6709,"seodescription":7,"seotitle":6710,"stem":6711,"updated":7,"__hash__":6712,"people":6713},"blog\u002Fblog\u002Fppc\u002Fit-may-be-time-to-include-bing-ads-in-your-marketing-mix.md","It May Be Time to Include Bing Ads In Your Marketing Mix",[5421],{"type":11,"value":6556,"toc":6699},[6557,6560,6563,6566,6573,6576,6582,6585,6593,6600,6611,6615,6618,6621,6624,6627,6630,6634,6637,6642,6645,6648,6651,6655,6658,6663,6666,6685,6689,6692],[14,6558,6559],{},"\"It's only just about Google online...\"",[14,6561,6562],{},"\"Just worry about your rankings on Google, don't worry about anything else.\"",[14,6564,6565],{},"\"Interested in advertising online? Put it all in Google.\"",[14,6567,6568,6569,6572],{},"Raise your hand if your digital marketing employee\u002Fagency\u002Fguru of choice has uttered any of the phrases above. Truth be told, ",[52,6570,6571],{},"we've also"," said these same things.",[14,6574,6575],{},"Well, my friends, the times are a-changin'. And I would be lyin' (had to) if I said any of the above today!",[14,6577,6578,6581],{},[52,6579,6580],{},"What's changed?"," Adoption of Windows 8 is growing and it features pretty deep integration with Bing by default.",[14,6583,6584],{},"It may be time to add Bing Ads to your digital marketing mix.",[14,6586,6587,6588,212],{},"What you see above is a monthly breakdown of operating system usage in 2014 (along with December 2013...more on that soon) from ",[206,6589,6592],{"href":6590,"rel":6591},"https:\u002F\u002Fwww.w3schools.com\u002Fbrowsers\u002Fbrowsers_os.asp",[210],"W3Schools",[14,6594,6595,6596,6599],{},"What's the one line you see that had a trend of increasing month-over-month in 2014? ",[52,6597,6598],{},"Windows 8",". The dark blue line had a very consistent upward trend. Now, look at December 2013 to January 2014 specifically. Four operating systems had a positive bump from month-to-month (in order of least impressive increase to most impressive) :",[46,6601,6602,6605,6608],{},[49,6603,6604],{},"Linux grew by 0.1%",[49,6606,6607],{},"Mobile grew by 0.2%",[49,6609,6610],{},"Mac grew by 0.4%",[81,6612,6614],{"id":6613},"windows-8-grew-by-34and-continued-to-grow-sporting-a-71-growth-rate-over-the-course-of-2014","Windows 8 grew by 3.4%...and continued to grow, sporting a 7.1% growth rate over the course of 2014",[14,6616,6617],{},"So, the trend tells us there will be a bump this January, too!",[14,6619,6620],{},"So, now you're saying, \"Great, Adam, Windows 8 is growing. Why does that mean it's time to look at Bing Ads?\"",[14,6622,6623],{},"Bing is being integrated more and more into the Window ecosystem. By default, if you bring up the charm window on the right-hand side and hit search, you look for files on your local machine AND you'll notice suggestions below that list. These suggestions are directly from the Bing search engine. Tap on any of those suggestions and you'll be brought to a custom search engine result page. This page does not have ads on it, but it has an easy-to-spot \"Powered by Bing\" logo at the bottom.",[14,6625,6626],{},"And let's note forget, Bing is the default search engine for Internet Explorer. (And the metro version is superb) .",[14,6628,6629],{},"So, yes, more people are using Windows 8. And with deeper integration with Bing, some may make the switch based on familiarity alone.",[24,6631,6633],{"id":6632},"any-firefox-users-in-the-house","Any Firefox users in the house?",[14,6635,6636],{},"You may (or may not have) noticed a change in your default search engine...",[14,6638,6639],{},[52,6640,6641],{},"Yahoo! is Firefox's new default search engine.",[14,6643,6644],{},"And, if you didn't know, Bing Ads are displayed on Yahoo!.",[14,6646,6647],{},"This relatively new change isn't going to result in a huge shift (it's relatively easy to switch default search engines, anyway), but it's just another way that Bing is increasing traction.",[14,6649,6650],{},"And let's face it, most Internet Explorer users aren't the tech-savvy type that are changing their default search engines willy-nilly (sorry to anyone I just offended).",[24,6652,6654],{"id":6653},"there-is-one-big-disclaimer","There is one big disclaimer...",[14,6656,6657],{},"Some audiences skew toward Internet Explorer users, some audiences do not.",[14,6659,6660],{},[52,6661,6662],{},"You have the power to check whether or not Internet Explorer (and Windows) users are visiting your site right now...",[14,6664,6665],{},"Well, you should have the power (I'm assuming you have Google Analytics available because what's a website without Google Analytics?) .",[14,6667,6668,6669,6672,6673,6676,6677,6680,6681,6684],{},"Log into Google Analytics, click ",[52,6670,6671],{},"Audience"," then ",[52,6674,6675],{},"Technology"," and finally ",[52,6678,6679],{},"Browser & OS",". And check out the resulting information. (You can click ",[52,6682,6683],{},"Operating System"," directly underneath the graph to check out that relevant information, too.)",[24,6686,6688],{"id":6687},"what-does-this-all-mean","What does this all mean!?",[14,6690,6691],{},"If you've neglected Bing Ads 'simply because,' you should take some time to see if there's enough volume of IE\u002FWindows visitors to your site for your to consider Bing Ads.",[14,6693,6694,6695,6698],{},"Fortunately, MKG Marketing has experience managing Bing Ads accounts. If you're spending money on online advertising, and have never looked into Bing Ads as an advertising platform, ",[206,6696,6697],{"href":2256},"contact our team!"," We can dive into your website's analytics to see if Bing Ads may be a good fit, and can even set up a trial Bing Ads account. Because, you never know...",{"title":77,"searchDepth":291,"depth":291,"links":6700},[6701,6702,6703,6704],{"id":6613,"depth":297,"text":6614},{"id":6632,"depth":291,"text":6633},{"id":6653,"depth":291,"text":6654},{"id":6687,"depth":291,"text":6688},"2015-01-09","It may be time to add Bing Ads to your digital marketing mix. Read why.",{},"\u002Fblog\u002Fppc\u002Fit-may-be-time-to-include-bing-ads-in-your-marketing-mix",{"title":6553,"description":6706},"Include Bing Ads In Your Marketing Mix","blog\u002Fppc\u002Fit-may-be-time-to-include-bing-ads-in-your-marketing-mix","MaXxQ8BqP5_trQ7km7lrBh-liW5A1Wj4ZWcEe6nX8ZQ",[],{"id":6715,"title":6716,"author":7,"authors":6717,"body":6718,"caption":7,"category":1729,"date":6860,"description":6861,"extension":318,"img":7,"imgAlt":7,"meta":6862,"minutes":321,"navigation":322,"path":6863,"seo":6864,"seodescription":7,"seotitle":7,"stem":6865,"updated":7,"__hash__":6866,"people":6867},"blog\u002Fblog\u002Fppc\u002Fclubbing-google-3-ways-bing-beats-google.md","ClubBING Google: 3 Ways Bing Beats Google",[5421],{"type":11,"value":6719,"toc":6852},[6720,6723,6727,6730,6734,6747,6750,6753,6760,6764,6767,6770,6773,6782,6786,6795,6798,6802,6805,6808,6811,6836,6840,6849],[14,6721,6722],{},"As a marketer, I obviously prefer Google to Bing. And I would recommend that companies focus on Google rather than Bing the majority of the time.",[24,6724,6726],{"id":6725},"but-as-a-consumer-i-love-using-bing","But as a consumer, I love using Bing.",[14,6728,6729],{},"Yep, I'm not afraid to admit it. Hear me, world: I love Bing! I've boiled it down to three big ways that I believe Bing beats Google.",[24,6731,6733],{"id":6732},"but-google-is-king","But Google is King!",[14,6735,6736,6737,6742,6743,6746],{},"Of course, Borat is right, Google is very much the king. According to comScore data, ",[206,6738,6741],{"href":6739,"rel":6740},"https:\u002F\u002Fwww.comscore.com\u002FInsights\u002FMarket-Rankings\u002FcomScore-Releases-June-2014-US-Search-Engine-Rankings",[210],"Google ruled June 2014"," with 67.6% market share in the U.S., with Bing the closest challenger at 19.2%. It should be mentioned, though, that Bing grew from May to June. And that's a trend! In June ",[52,6744,6745],{},"2013"," Google held 66.7% and Bing had 17.9% (both cannibalizing market share from faltering Yahoo!).",[14,6748,6749],{},"Being more popular doesn't make something better. The Backstreet Boys, Ghostbusters 2 and the sport of hockey have something to say about that.",[14,6751,6752],{},"So let me get to the point:",[14,6754,6755,6756,6759],{},"Here are three ways Bing offers a ",[52,6757,6758],{},"superior experience"," to Google.",[24,6761,6763],{"id":6762},"_1-the-bing-homepage-tells-me-everything-i-need-to-know","1) The Bing homepage tells me everything I need to know.",[14,6765,6766],{},"I adore the Bing homepage.",[14,6768,6769],{},"I love how trending news stories show up at the bottom so I can quickly know what's going on in the world.",[14,6771,6772],{},"Cats overrun island!? Be right back, clicking immediately...",[14,6774,6775,6776,6781],{},"I also enjoy seeing a new image every day. It feels fresh every time I load it up. Meanwhile, Google's home page is (purposefully) straightforward. That's fine, but it rarely offers anything compelling outside of a fun doodle every once in awhile. And don't get me started on ",[206,6777,6780],{"href":6778,"rel":6779},"https:\u002F\u002Fnews.google.com\u002F",[210],"Google News","; it looks like it hasn't updated its design since 2005.",[24,6783,6785],{"id":6784},"_2-bing-pays-me-and-you-to-use-their-search-engine","2) Bing pays me (and YOU!) to use their search engine.",[14,6787,6788,6789,6794],{},"You've probably heard this ad nauseam, but with ",[206,6790,6793],{"href":6791,"rel":6792},"https:\u002F\u002Fwww.bing.com\u002Freward",[210],"Bing Rewards",", Bing actually pays you to use its search engine. If I hit the limit of searches every weekday (which is pretty easy as a digital marketing professional), I end up earning enough for a $5 Starbucks card every month and a half.",[14,6796,6797],{},"In addition, the daily goals for extra credits teach you how to use Bing, and they can often be an interesting topics.",[24,6799,6801],{"id":6800},"_3-image-search-is-smart-useful-and-fun","3) Image search is smart, useful and fun.",[14,6803,6804],{},"Let me show you two searches for Crater Lake:",[14,6806,6807],{},"And",[14,6809,6810],{},"In my opinion, the Bing interface gives you more options to find what you're looking for. Google keeps the clean look, but Bing is more useful. That's merely personal preference, though, let me show you some magic when you click on an image:",[46,6812,6813,6819,6830],{},[49,6814,6815,6818],{},[52,6816,6817],{},"Quick ways to find alternate image sizes."," This little feature is very cool. Find a picture and want either a larger or smaller version? Click the \"Image Match\" button and it will show you different sizes of the same picture. Magic.",[49,6820,6821,6824,6825],{},[52,6822,6823],{},"Slideshow functionality."," Okay, I will readily admit that this is more flair than function, but perform a Bing image search for any meme and .gif and \"Play All\" wins. ",[206,6826,6829],{"href":6827,"rel":6828},"https:\u002F\u002Fwww.bing.com\u002Fimages\u002Fsearch?q=deal+with+it+gif&FORM=HDRSC2#view=detail&id=91BFF905D9496FA7C5D02B0FC7E0C91EE9A699C8&selectedIndex=1",[210],"Here you go, you won't regret clicking on this.",[49,6831,6832,6835],{},[52,6833,6834],{},"Intergrated \"Pin It\" button."," Why is the \"integrated\" part so special? Bing actually pulls the image from the source when you want to pin the image to Pinterest. If you have the \"Pin It\" extension installed, you can pin from a Google search but that Google search is the source, not where the image is located.",[24,6837,6839],{"id":6838},"do-i-have-you-convinced","Do I have you convinced?",[14,6841,6842,6843,6848],{},"Do yourself a favor and give ",[206,6844,6847],{"href":6845,"rel":6846},"https:\u002F\u002Fwww.bing.com",[210],"Bing"," a try!",[14,6850,6851],{},"What do you think? Am I off my rocker? Are there features on Bing that you prefer? Let us know in the comments below!",{"title":77,"searchDepth":291,"depth":291,"links":6853},[6854,6855,6856,6857,6858,6859],{"id":6725,"depth":291,"text":6726},{"id":6732,"depth":291,"text":6733},{"id":6762,"depth":291,"text":6763},{"id":6784,"depth":291,"text":6785},{"id":6800,"depth":291,"text":6801},{"id":6838,"depth":291,"text":6839},"2014-08-01","Here are three ways to use Bing Ads to enhance your paid search efforts.",{},"\u002Fblog\u002Fppc\u002Fclubbing-google-3-ways-bing-beats-google",{"title":6716,"description":6861},"blog\u002Fppc\u002Fclubbing-google-3-ways-bing-beats-google","Ft4Z5P5Cw-ZCWedU5inzD7d2kBaxLOpdHGjz86HzBpU",[],{"id":6869,"title":6870,"author":7,"authors":6871,"body":6872,"caption":7,"category":1729,"date":7035,"description":7036,"extension":318,"img":7,"imgAlt":7,"meta":7037,"minutes":321,"navigation":322,"path":7038,"seo":7039,"seodescription":7,"seotitle":7,"stem":7040,"updated":7,"__hash__":7041,"people":7042},"blog\u002Fblog\u002Fppc\u002F5-words-use-website-5-words-avoid.md","5 Words to Use on Your Website (and 5 Words to Avoid)",[5421],{"type":11,"value":6873,"toc":7019},[6874,6877,6880,6884,6887,6891,6894,6898,6901,6904,6908,6911,6916,6921,6924,6929,6934,6937,6942,6946,6949,6954,6957,6961,6964,6967,6970,6974,6978,6981,6985,6988,6992,6995,6999,7002,7006,7009,7013],[14,6875,6876],{},"Too often, websites fail to convey the absolute awesomesauce that a company offers. Simply, it's in how a company chooses to describe their product\u002Foffering via the words on their website that can be its downfall.\nWe wanted to give you the \"secret sauce\" on how to properly describe your offering on your website, while also giving you the \"mustard.\" Because nobody likes \"mustard.\" The word itself isn't even appealing.",[14,6878,6879],{},"Read on for FIVE words to absolutely make sure are on your website and 5 words to CTRL-F and get rid of immediately.",[24,6881,6883],{"id":6882},"_5-words-to-use-on-your-website","5 Words to Use on Your Website",[14,6885,6886],{},"These words should be the entire basis of your website. They should be prevalent in headlines, copy and calls to action.",[24,6888,6890],{"id":6889},"you","You",[14,6892,6893],{},"Regardless of what you're offering, it's all about your customer\u002Fclient\u002Fuser\u002Fmember, isn't it? If a visitor can't understand how your offering fits into their life quickly and painlessly, they will leave.",[24,6895,6897],{"id":6896},"value","Value",[14,6899,6900],{},"Your offering's value needs to be stated\u002Fshown\u002Fshoved down a visitor's throat early and often. And if for whatever reason you don't want to use the actual word \"value,\" find a way to succinctly sum up what makes your offering appealing. Will it increase productivity by 20%? Save you $60 over a year? Hold 12 times its weight in liquid?",[14,6902,6903],{},"(The ShamWow really is amazing.)",[24,6905,6907],{"id":6906},"the","The",[14,6909,6910],{},"What's this? The word \"the?\" Believe it. If you truly want to make a headline impactful, add the word \"the\" to the beginning of it. Watch:",[14,6912,6913],{},[52,6914,6915],{},"Coffee That Gets Noticed",[14,6917,6918],{},[52,6919,6920],{},"The Coffee That Gets Noticed",[14,6922,6923],{},"Or:",[14,6925,6926],{},[52,6927,6928],{},"Destination for the World's Best Cup of Coffee",[14,6930,6931],{},[52,6932,6933],{},"The Destination for the World's Best Cup of Coffee",[14,6935,6936],{},"The word \"the\" makes something seem exclusive; just look at the dictionary for \"the.\"",[5482,6938,6939],{},[14,6940,6941],{},"Used to mark a noun as indicating the best-known, most approved, most important, most satisfying, etc.",[81,6943,6945],{"id":6944},"simple","Simple",[14,6947,6948],{},"Do you want more complicated? I don't. As a matter of fact, lots of people are turned off if something seems complicated. Why do you think the iPhone is so popular?",[14,6950,6951],{},[38,6952,6953],{},"rimshot",[14,6955,6956],{},"People want things fast, easy and they want it to be simple. If your offering isn't simple, there's a straightforward solution: make it seem simple.",[81,6958,6960],{"id":6959},"proven","Proven",[14,6962,6963],{},"The majority of those that surf the Internet are not willing to try something that doesn't have legitimacy. It needs to be proven, and things that are proven help ease the anxiety of visitors who may be on the fence about your offering.",[14,6965,6966],{},"Proven-what, though?",[14,6968,6969],{},"It can actually be proven-anything! Proven 4.5 average app rating on iTunes, proven to increase profits by 15%, etc. The one thing to remember, however, is the word \"proven\" means to \"demonstrate the truth or existence of (something) by evidence or argument.\" The only way using the word \"proven\" will work is to prove its existence by providing evidence.",[81,6971,6973],{"id":6972},"and-now-the-mustard-5-words-to-avoid-using-on-your-website","And now, the \"Mustard\" - 5 Words to Avoid Using on Your Website",[81,6975,6977],{"id":6976},"innovative","Innovative",[14,6979,6980],{},"Instead of labeling something as innovative, tell the visitor why it's innovative.",[81,6982,6984],{"id":6983},"unique","Unique",[14,6986,6987],{},"Does being unique instantly make something a good thing? If you're using \"unique\" to describe your offering, find a way to describe it better.",[81,6989,6991],{"id":6990},"original","Original",[14,6993,6994],{},"This one is tricky! The original is rarely the best option. It's true! And not only that, the original can be outdated pretty easily. If you truly have a groundbreaking offering, I'll let you have this packet of mustard...",[81,6996,6998],{"id":6997},"discover","Discover",[14,7000,7001],{},"Why is the website visitor on your site? Don't tell them what they're already doing...",[81,7003,7005],{"id":7004},"might-should-could","Might, Should, Could",[14,7007,7008],{},"Don't write about what may happen, write about what will happen. Your offering might not improve someone's life, or could be life-changing: it is life-changing and it will improve someone's life. Make sure your verbs are putting website visitors in the right mindset.",[81,7010,7012],{"id":7011},"more-secret-sauce-less-mustard","More Secret Sauce, Less Mustard",[14,7014,7015,7016,212],{},"Whether building a website or looking to refresh a current web presence, MKG Marketing can help turn your website into a converting machine. Actionable copy with impactful words is one way we can help amplify your Web presence. ",[206,7017,7018],{"href":2256},"Contact us if you're curious about how we can amplify your conversion rate",{"title":77,"searchDepth":291,"depth":291,"links":7020},[7021,7022,7023,7024],{"id":6882,"depth":291,"text":6883},{"id":6889,"depth":291,"text":6890},{"id":6896,"depth":291,"text":6897},{"id":6906,"depth":291,"text":6907,"children":7025},[7026,7027,7028,7029,7030,7031,7032,7033,7034],{"id":6944,"depth":297,"text":6945},{"id":6959,"depth":297,"text":6960},{"id":6972,"depth":297,"text":6973},{"id":6976,"depth":297,"text":6977},{"id":6983,"depth":297,"text":6984},{"id":6990,"depth":297,"text":6991},{"id":6997,"depth":297,"text":6998},{"id":7004,"depth":297,"text":7005},{"id":7011,"depth":297,"text":7012},"2014-07-16","Here are five words to absolutely make sure are on your website and five words to CTRL-F and get rid of immediately.",{},"\u002Fblog\u002Fppc\u002F5-words-use-website-5-words-avoid",{"title":6870,"description":7036},"blog\u002Fppc\u002F5-words-use-website-5-words-avoid","Fn4L_vGYLEQHZ7NQWZh3JLtVZICDNqqdPa4EVWqFkXA",[],{"id":7044,"title":7045,"author":7,"authors":7046,"body":7047,"caption":7,"category":1729,"date":7158,"description":7159,"extension":318,"img":7,"imgAlt":7,"meta":7160,"minutes":321,"navigation":322,"path":7161,"seo":7162,"seodescription":7,"seotitle":7163,"stem":7164,"updated":7,"__hash__":7165,"people":7166},"blog\u002Fblog\u002Fppc\u002F7-steps-for-starting-your-pinterest-account-the-right-way-part-2-from-vincent-ng-of-mcng-marketing.md","7 Steps for Starting Your Pinterest Account – The Right Way – Part 2",[5421],{"type":11,"value":7048,"toc":7150},[7049,7058,7066,7070,7073,7076,7080,7083,7086,7089,7092,7095,7099,7102,7105,7109,7112,7116,7119,7128,7131,7134,7138],[14,7050,7051,7052,7057],{},"This post is written by Vincent Ng, founder of ",[206,7053,7056],{"href":7054,"rel":7055},"https:\u002F\u002Fwww.mcngmarketing.com\u002F",[210],"MCNG Marketing",", author of Pinterest to Profits with Pintalysis and the host of the Pinterest podcast, Pictures to Profits.",[14,7059,7060,7061,7065],{},"In the second part of this two-part blog series (",[206,7062,7064],{"href":7063},"\u002Fblog\u002Fppc\u002F7-steps-for-starting-your-pinterest-account-the-right-way-part-1-from-vincent-ng-of-mcng-marketing\u002F","read part one here!","), Vincent looks at the last 3 steps for starting a Pinterest account - the right way.",[24,7067,7069],{"id":7068},"step-4-connect-your-social-profiles","Step 4: Connect Your Social Profiles",[14,7071,7072],{},"You can connect your Twitter account with your Pinterest account. This is a great way for other people to connect with your business. However at this time you can’t connect your Facebook Business Page with it, you can only connect a personal Facebook page.",[14,7074,7075],{},"To do this, go to the desktop version of Pinterest and then click on the top right hand corner and click on your profile name next to your picture. A drop down menu will show up. Choose settings, and then scroll down to social networks.",[24,7077,7079],{"id":7078},"step-5-decide-the-type-of-boards-and-pins-you-want-to-share","Step 5: Decide the Type of Boards and Pins You Want to Share",[14,7081,7082],{},"It’s real easy to go crazy and pin everything under the sun, but like any good plan you need to ask yourself what your goal is when starting your Pinterest account. Are you using it to drive more sales to your e-commerce page, are you using it to generate more quotes and leads for your pet insurance company, or are you using it as way to increase brand awareness?",[14,7084,7085],{},"A big mistake that many Pinterest businesses’ make is that they pin irrelevant content, or pin popular content for the sake of getting more of the WRONG followers. My general advice when it comes to pinning is this - if you wouldn’t share your pin as a status update on Facebook, then don’t pin it.",[14,7087,7088],{},"Personally, I think PetPlan insurance is a company that can show the power of providing great resources that leads to generating quality leads and revenue using Pinterest. Petplan insurance is great because they provide quality resources to the right audience customers that are helpful.",[14,7090,7091],{},"They’re not just selling stuff. They also provide great pet entertainment tied into current events such as the #WorldCupPups, and show off what’s happening behind the scenes. But they had to make sure what they were pinning, and the boards they created were targeted to the audience they wanted to attract.",[14,7093,7094],{},"The proper planning led to 87% in new site traffic, and 12.5% increase in insurance quote requests for Petplan Insurance. Not bad huh?",[24,7096,7098],{"id":7097},"step-6-fill-in-your-boards-descriptions","Step 6: Fill In your Boards’ Descriptions",[14,7100,7101],{},"Filling in board descriptions can be vital. Imagine your website only had the title of your company, but no company description. Wouldn’t you feel a little confused? Ensure that you have a board description that is filled with search terms that your customers may be looking for on every board you create.",[14,7103,7104],{},"This will help with search results within Pinterest as well as search engines like Google. So by NOT putting in a description with search terms your customers are looking for, you’re losing out double.",[24,7106,7108],{"id":7107},"step-7-ensure-you-add-your-url-to-uploaded-photos","Step 7: Ensure you add your url to uploaded photos.",[14,7110,7111],{},"When you upload photos onto your Pinterest account, and they are related to your business, ensure that you’re linking them back to the site. Here’s the brilliant thing, the same photo doesn’t have to be used. Petplan insurance customized their pin with a headline that drove back to a blog post that didn’t have a picture, though having the same picture of a pin onto a redirected url does help.",[24,7113,7115],{"id":7114},"bonus-step-add-a-pin-it-button-to-your-website","BONUS Step: Add a Pin it Button to Your Website",[14,7117,7118],{},"Copyright may be a concern, and you may need to consult your legal team before you do this. But if you create pictures on your website or featured images in your blog that you don’t mind being used across the web, then you should definitely have a Pin it button for your site.",[14,7120,7121,7122,7127],{},"Making it easy for people to pin content from your web is vital. If your website has a lot of visuals you can type in ",[206,7123,7126],{"href":7124,"rel":7125},"http:\u002F\u002Fwww.pinterest.com\u002Fsource\u002F(yourwebsite.com)",[210],"www.pinterest.com\u002Fsource\u002F(yourwebsite.com)"," and see what people are pinning. You will need an account to see this information.",[14,7129,7130],{},"Just like a tweet button, a Pin it button can help your content be shared with the 70 + million users on Pinterest. What’s great is that Pinterest, is that pins have a half life that is thousands of times longer than content shared to Facebook and Twitter.",[14,7132,7133],{},"Those are tips that I have for you when starting off your Pinterest account for your business. Do you have other tips for businesses that want to launch on Pinterest? Please feel free to share in the comments.",[24,7135,7137],{"id":7136},"thank-you-for-sharing-vincent","Thank You For Sharing, Vincent!",[14,7139,7140,7141,7144,7145,212],{},"Vincent Ng is the founder of ",[206,7142,7056],{"href":7054,"rel":7143},[210],", and the author of Pinterest to Profits with Pintalysis and the host of the Pinterest podcast, Pictures to Profits. He has been an opening speaker along with Ryan Holmes, CEO of Hootsuite, at the International Internet Marketing Association’s conference. You can grab your free e-book on ",[206,7146,7149],{"href":7147,"rel":7148},"https:\u002F\u002Fwww.mcngmarketing.com\u002Fwin-a-free-pinterest-consultation\u002F",[210],"How to Search Optimize Your Pins for Pinterest and Search Engines",{"title":77,"searchDepth":291,"depth":291,"links":7151},[7152,7153,7154,7155,7156,7157],{"id":7068,"depth":291,"text":7069},{"id":7078,"depth":291,"text":7079},{"id":7097,"depth":291,"text":7098},{"id":7107,"depth":291,"text":7108},{"id":7114,"depth":291,"text":7115},{"id":7136,"depth":291,"text":7137},"2014-07-10","In the second part of this two-part blog series Vincent looks at the last 3 steps for starting a Pinterest account - the right way.",{},"\u002Fblog\u002Fppc\u002F7-steps-for-starting-your-pinterest-account-the-right-way-part-2-from-vincent-ng-of-mcng-marketing",{"title":7045,"description":7159},"Start Your Pinterest Account The Right Way - Part  2  |","blog\u002Fppc\u002F7-steps-for-starting-your-pinterest-account-the-right-way-part-2-from-vincent-ng-of-mcng-marketing","w0AZ3ncFgaMFAq0JYwpE3GO2Wbaq2kZl3bZ51H7z_q8",[],{"id":7168,"title":7169,"author":7,"authors":7170,"body":7171,"caption":7,"category":1729,"date":7382,"description":7180,"extension":318,"img":7,"imgAlt":7,"meta":7383,"minutes":321,"navigation":322,"path":7384,"seo":7385,"seodescription":7,"seotitle":7,"stem":7386,"updated":7,"__hash__":7387,"people":7388},"blog\u002Fblog\u002Fppc\u002F7-steps-for-starting-your-pinterest-account-the-right-way-part-1-from-vincent-ng-of-mcng-marketing.md","7 Steps for Starting Your Pinterest Account – The Right Way – Part 1",[5421],{"type":11,"value":7172,"toc":7371},[7173,7178,7181,7185,7194,7197,7200,7204,7213,7222,7225,7234,7238,7241,7244,7253,7256,7259,7262,7265,7268,7276,7279,7282,7286,7290,7293,7307,7315,7323,7327,7336,7339,7342,7346,7349,7352,7359,7363],[14,7174,7051,7175,7057],{},[206,7176,7056],{"href":7054,"rel":7177},[210],[14,7179,7180],{},"This first part, in a two-part blog series, gives the basics of Pinterest and looks at the first 4 steps for starting a Pinterest account - the right way.",[24,7182,7184],{"id":7183},"what-is-pinterest","What is Pinterest?",[14,7186,7187,7188,7193],{},"Depending on whom you ask, Pinterest is many things to many people, but Pinterest refers to itself as a visual discovery tool. However, it’s not just a visual discovery tool because it really is so much more. It’s starting ",[206,7189,7192],{"href":7190,"rel":7191},"https:\u002F\u002Fblog.tailwindapp.com\u002Fpinterest-search-better-than-google\u002F",[210],"to become its own search engine",". It is now becoming more common for people to use Pinterest to search for lifestyle related inquiries, like recipes for diabetics, or children’s activities than on Google.",[14,7195,7196],{},"Pinterest is also a great place for you to do virtual scrapbooking. You can collect pictures from across the web as well as grab pictures from other Pinteret users and put them into your own collection. Each of these visuals is known as a pin, similar to a tweet on Twitter or a status update on Facebook.",[14,7198,7199],{},"Each pin must belong to a specific collection, and each collection is known as a board. Pinterest allows you to have up to 350 boards, including secret ones in case you want certain pins to remain private between you and a client, or maybe you’re using Pinterest to take over the world.",[24,7201,7203],{"id":7202},"pinterest-is-taking-over-the-world","Pinterest is Taking Over the World",[14,7205,7206,7207,7212],{},"In a way Pinterest is slowly taking over the world. The last reported number of global users for Pinterest was over 70 million in July of 2013. However the numbers would be quite a bit higher now. Data from Pinterest analytics company, Ahalogy, suggests that there are about ",[206,7208,7211],{"href":7209,"rel":7210},"https:\u002F\u002Fwww.forbes.com\u002Fsites\u002Fjeffbercovici\u002F2014\u002F06\u002F24\u002Fstill-more-data-shows-pinterest-passing-twitter-in-popularity\u002F",[210],"53 million active users on Pinterest from the U.S alone",". With approximately one in three women using Pinterest, and 80% of the users on Pinterest are women.",[14,7214,7215,7216,7221],{},"Another startling fact is that ",[206,7217,7220],{"href":7218,"rel":7219},"https:\u002F\u002Fdigiday.com\u002Fplatforms\u002Fcan-pinterest-convince-brands-buy-mobile\u002F",[210],"93% percent of time spent on Pinterest"," is coming from mobile devices according to comScore.",[75,7223],{"src":7224},"\u002Fimages\u002Fblog\u002F2014\u002F07\u002F93-percent-Mobile-Usage-On-Pinterest.webp",[14,7226,7227,7228,7233],{},"Want to know another mind boggling fact that’s going to blow your mind away? According to ",[206,7229,7232],{"href":7230,"rel":7231},"https:\u002F\u002Fwww.richrelevance.com\u002Fblog\u002F2013\u002F11\u002Frichrelevance-shopping-insights-study-unveils-how-social-platforms-fare-leading-into-holiday-2013\u002F",[210],"Rich Relevance"," the average order value of Pinterest users was $199.16 compared to Facebook users who spent $92.27.",[24,7235,7237],{"id":7236},"what-makes-pinterest-different-from-other-social-networks","What Makes Pinterest Different from other Social Networks?",[14,7239,7240],{},"What makes Pinterest quite different from other social networks is that it was the first big visual social media network that allowed people to process information, and to have the visuals linked back to a specific site.",[14,7242,7243],{},"Also the use of visual tiles that focussed on never ending scrolling was a smart feature to get people to stay on the site longer.",[14,7245,7246,7247,7252],{},"Pinterest’s design of using vertical tiles has been credited for influencing the way Google Plus did their redesign, as well as the way popular tech and social media site, ",[206,7248,7251],{"href":7249,"rel":7250},"https:\u002F\u002Fmashable.com\u002F",[210],"Mashable",", lay out there content.",[14,7254,7255],{},"Pictures make it easier for people to digest information. It also keeps our attention longer compared to plain texts. This is why you barely see any blogs that are purely text based now.",[14,7257,7258],{},"What’s brilliant about Pinterest, in my opinion, is that when you upload pins for your business, you can have it linked back to ANY website of you desire. Which I’ll go into a little bit later on how to do that.",[14,7260,7261],{},"Imagine that you’re flipping through a magazine at your local grocery store while you’re at the checkout, you pick up a copy of the Cosmo, and then you see an ad for a perfume you’re excited about. You want to know more, but you can’t, because...well it’s a piece of paper.",[14,7263,7264],{},"The customer, in their sense of heightened excitement, is left with one impression of your product, but not much engagement, and unfortunately due to her busy schedule forgot the name of the perfume. It happens.",[14,7266,7267],{},"With Pinterest, it’s different. A person can see a pin about the perfume, click on it, and she can land on a product page that tells them more about the product she’s excited about. Or if she isn’t ready to buy, she can add that pin to her board that’s dedicated to items she wants to buy in the near future.",[14,7269,7270,7271,212],{},"What’s fascinating about purchases on Pinterest is that about 47% of purchases “happened upon” the item they pinned and purchased, without the intent of searching for it according to a ",[206,7272,7275],{"href":7273,"rel":7274},"https:\u002F\u002Fwww.visioncritical.com\u002Fsites\u002Fdefault\u002Ffiles\u002Fpdf\u002Fwhitepaper-social-to-sale.pdf",[210],"study conducted by Vision Critical",[14,7277,7278],{},"The same study also reported that Pinterest purchasers were the most spontaneous when it comes to buying products. This doesn’t mean that they would buy a product immediately, but It means that when that Pinterest purchasers did the LEAST amount of additional research. 84% of purchases where the purchasers engaged with Pinterest bought their items within 3 weeks of a liking or pinning the product.",[14,7280,7281],{},"Now the question you have to ask yourself is how do you get a piece of the Pinterest pie?",[24,7283,7285],{"id":7284},"_7-steps-to-take-when-starting-a-pinterest-account","7 Steps to Take When Starting a Pinterest Account",[81,7287,7289],{"id":7288},"step-1-decide-to-open-a-business-or-personal-account","Step 1: Decide to Open a Business or Personal Account?",[14,7291,7292],{},"There are two different types of accounts. There are business and personal accounts. According to the terms and services of Pinterest, if you’re using your Pinterest account for any type of business, whether you’re a professional blogger, or if you’re a multinational conglomerate, you have to get a business account.",[14,7294,7295,7296,7301,7302,212],{},"Though it hasn’t been explicitly stated, if you are interested in using Pinterest’s API (not public) or interested in their ",[206,7297,7300],{"href":7298,"rel":7299},"https:\u002F\u002Ftechcrunch.com\u002F2014\u002F06\u002F05\u002Fpinterest-cpc-promoted-pins\u002F",[210],"advertising platform",", you should start a ",[206,7303,7306],{"href":7304,"rel":7305},"https:\u002F\u002Fbusiness.pinterest.com\u002Fen",[210],"business Pinterest account",[14,7308,7309,7310,212],{},"It’s also important to get a business account because it helps in the process of rich pins for products. A type of pin that’s valuable to e-commerce. Rich pins for products allow for pins to contain extra information to be shown on a pin, such as the price and whether the item is in stock. Here’s an example of one taken from ",[206,7311,7314],{"href":7312,"rel":7313},"https:\u002F\u002Fwww.etsy.com",[210],"Etsy",[14,7316,7317,7318,212],{},"There are other rich pins that are available, such as article rich pins, movie rich pins, place pins, and recipe rich pins. To see what these pins are like, you can check out this ",[206,7319,7322],{"href":7320,"rel":7321},"https:\u002F\u002Fbusiness.pinterest.com\u002Fen\u002Frich-pins",[210],"article by Pinterest",[81,7324,7326],{"id":7325},"step-2-verify-your-business-account","Step 2: Verify Your Business Account",[14,7328,7329,7330,7335],{},"Most likely you’re going to open up a business account. Once that’s done you need to ",[206,7331,7334],{"href":7332,"rel":7333},"https:\u002F\u002Fbusiness.pinterest.com\u002Fen\u002Fverify-your-website",[210],"go and verify your account",". Pinterest lists all the steps that you need. A verified account indicates that the person who has the Pinterest account also has control of the website.",[14,7337,7338],{},"This can be extremely important for businesses that tend to have a lot of counterfeit products made. Without a checkmark next to your website on Pinterest, anybody can copy your Pinterest page or pretend to be your business.",[14,7340,7341],{},"There were a lot of counterfeit Nike Pinterest accounts out there before, and there still are some. Any person can recreate the Pinterest page to look like the one by Nike, and put their website down. But the only way I know if the account list legitimate is by the check mark that’s next to the official website of Nike.",[81,7343,7345],{"id":7344},"step-3-ensure-you-fill-out-your-profile","Step 3: Ensure You Fill out Your Profile",[14,7347,7348],{},"This might seem like a given, but it’s really important that you fill out your Pinterest account profile, and tell them what your account is about. Don’t try to be mysterious and aloof. Remember how I mentioned that 47% of purchases discover products by accident?",[14,7350,7351],{},"Tell people in your profile what it is that you do, and what your account is about. Imagine your account description as the accounts bio.",[14,7353,7354,7355,212],{},"Also if you can, put in keywords in the account description to help leverage ",[206,7356,7358],{"href":7357},"\u002Fexpert-digital-marketing-services\u002Fsearch-engine-optimization\u002F","SEO (search engine optimization)",[81,7360,7362],{"id":7361},"stay-tuned-for-part-2-on-thursday","Stay Tuned for Part 2 on Thursday!",[14,7364,7140,7365,7144,7368,212],{},[206,7366,7056],{"href":7054,"rel":7367},[210],[206,7369,7149],{"href":7147,"rel":7370},[210],{"title":77,"searchDepth":291,"depth":291,"links":7372},[7373,7374,7375,7376],{"id":7183,"depth":291,"text":7184},{"id":7202,"depth":291,"text":7203},{"id":7236,"depth":291,"text":7237},{"id":7284,"depth":291,"text":7285,"children":7377},[7378,7379,7380,7381],{"id":7288,"depth":297,"text":7289},{"id":7325,"depth":297,"text":7326},{"id":7344,"depth":297,"text":7345},{"id":7361,"depth":297,"text":7362},"2014-07-08",{},"\u002Fblog\u002Fppc\u002F7-steps-for-starting-your-pinterest-account-the-right-way-part-1-from-vincent-ng-of-mcng-marketing",{"title":7169,"description":7180},"blog\u002Fppc\u002F7-steps-for-starting-your-pinterest-account-the-right-way-part-1-from-vincent-ng-of-mcng-marketing","ebS-WE1776HN0VINLK02QusC8Hf9RbS3TXSe7L82ry4",[],{"id":7390,"title":7391,"author":7,"authors":7392,"body":7393,"caption":7,"category":1729,"date":7515,"description":7516,"extension":318,"img":7,"imgAlt":7,"meta":7517,"minutes":321,"navigation":322,"path":7518,"seo":7519,"seodescription":7,"seotitle":7,"stem":7520,"updated":7,"__hash__":7521,"people":7522},"blog\u002Fblog\u002Fppc\u002Fduckduckgo-and-you-viewing-referral-traffic-and-how-to-advertise.md","DuckDuckGo and YOU: Viewing Referral Traffic & How to Advertise",[5421],{"type":11,"value":7394,"toc":7509},[7395,7403,7406,7409,7413,7416,7424,7435,7438,7447,7450,7453,7462,7466,7469,7472,7476,7479,7482,7486,7489],[14,7396,7397,7402],{},[206,7398,7401],{"href":7399,"rel":7400},"https:\u002F\u002Fwww.duckduckgo.com",[210],"DuckDuckGo"," is booming to the tune of 1 billion searches in 2013. Are you curious how much traffic is coming to your website from the privacy-focused search engine? Or how you can advertise on it?",[14,7404,7405],{},"Read on for your DuckDuckGo primer to learn all you need to know.",[14,7407,7408],{},"Duck...duck...GO!",[24,7410,7412],{"id":7411},"what-makes-duckduckgo-unique","What Makes DuckDuckGo Unique?",[14,7414,7415],{},"First and foremost, DuckDuckGo was built to be a search engine that focuses on privacy. They claim to not track searches or mine data for advertising or other purposes.",[14,7417,7418,7423],{},[206,7419,7422],{"href":7420,"rel":7421},"https:\u002F\u002Fduckduckgo.com\u002Fabout",[210],"How DuckDuckGo describes their search engine in a nicely bulleted list",":",[46,7425,7426,7429,7432],{},[49,7427,7428],{},"Real Privacy. We don't track you.",[49,7430,7431],{},"Smarter Search. Get answers quicker.",[49,7433,7434],{},"Less Clutter. Fewer ads and reduced spam.",[14,7436,7437],{},"While #1 and #3 are pretty easy to see (hover over a link in a SERP and copy the link address in DuckDuckGo and compare to Google to see), smarter search is debatable. There's probably a bit of a learning curve to have DuckDuckGo deliver the info you need right off the bat every time.",[14,7439,7440,7441,7446],{},"The popularity of DuckDuckGo has exploded after the NSA and PRISM revelations. In a pretty snazzy move, they are ",[206,7442,7445],{"href":7443,"rel":7444},"https:\u002F\u002Fduckduckgo.com\u002Ftraffic.html",[210],"completely transparent about the traffic they receive",". Notice the latest milestone? DuckDuckGo has made the transition from ugly duckling to sexy duckling in their latest redesign.",[14,7448,7449],{},"Note: feel free to never search \"sexy duck\" in Google.",[14,7451,7452],{},"Moving on!",[14,7454,7455,7456,7461],{},"DuckDuckGo has made some updates to their site to include the introduction of features like image search, meanings of phrases (think Google's \"answer boxes\") and RECIPES (",[206,7457,7460],{"href":7458,"rel":7459},"https:\u002F\u002Fduckduckgo.com\u002F?q=tiramisu",[210],"search tiramisu"," and I dare you to not immediately start salivating). Wrap it all together in a much more refined interface and DuckDuckGo is starting to look the part of a proper search engine.",[24,7463,7465],{"id":7464},"alright-so-how-do-you-check-your-websites-visits-from-duckduckgo","Alright, So How Do You Check Your Website's Visits From DuckDuckGo?",[14,7467,7468],{},"Log in to your Google Analytics account and click on your website's profile. From here, click on \"Acquisition\" then the \"All Referrals\" drop-down and search for \"DuckDuckGo\" to the right.",[14,7470,7471],{},"Note: next.duckduckgo.com was a preview of their new interface pre-launch and the r.duckduckgo.com is a redirect URL.",[24,7473,7475],{"id":7474},"how-do-you-advertise-on-duckduckgo","How Do You Advertise on DuckDuckGo?",[14,7477,7478],{},"They syndicate through Yahoo! via the Yahoo-Microsoft search alliance. This means that in order to advertise on DuckDuckGo, you would need to sign up for a Bing Ads account and make sure you have the \"All search networks\" or \"Bing and Yahoo! syndicated search partners only\" radial buttons selected under \"Ad Distribution.\"",[14,7480,7481],{},"Note: You cannot just advertise on DuckDuckGo by itself. You can either advertise on Bing, Yahoo! and all their syndicated search partners, or just Bing\u002FYahoo!'s syndicated search partners. The dream of a \"Duck, Duck, Go\"-specific pun for your businesses' ad is no more.",[24,7483,7485],{"id":7484},"whats-next-for-duckduckgo","What's Next for DuckDuckGo?",[14,7487,7488],{},"Traffic is growing, their interface is looking better than ever and DuckDuckGo has capitalized on a captivating theme in this modern day and age: privacy. Their future is bright.",[14,7490,7491,7492,7497,7498,7503,7504,7508],{},"I hope this primer has answered any questions you may have about DuckDuckGo. I would encourage you to check them out (via their ",[206,7493,7496],{"href":7494,"rel":7495},"https:\u002F\u002Fduck.co\u002Fblog",[210],"blog",", on ",[206,7499,7502],{"href":7500,"rel":7501},"https:\u002F\u002Freddit.com\u002Fr\u002Fduckduckgo",[210],"Reddit"," or start ",[206,7505,7507],{"href":7399,"rel":7506},[210],"performing searches on their platform",") and keep an eye on this growing Google alternative.",{"title":77,"searchDepth":291,"depth":291,"links":7510},[7511,7512,7513,7514],{"id":7411,"depth":291,"text":7412},{"id":7464,"depth":291,"text":7465},{"id":7474,"depth":291,"text":7475},{"id":7484,"depth":291,"text":7485},"2014-05-30","DuckDuckGo is booming to the tune of 1 billion searches in 2013. Are you curious how much traffic is coming to your website from the privacy-focused search engine? Or how you can advertise on it?",{},"\u002Fblog\u002Fppc\u002Fduckduckgo-and-you-viewing-referral-traffic-and-how-to-advertise",{"title":7391,"description":7516},"blog\u002Fppc\u002Fduckduckgo-and-you-viewing-referral-traffic-and-how-to-advertise","KCjKhNT_rKbDOiZYayVgaGBjB3a7NbHDnytwkMKcYP4",[],{"id":7524,"title":7525,"author":7,"authors":7526,"body":7527,"caption":7,"category":1729,"date":7614,"description":7615,"extension":318,"img":7,"imgAlt":7,"meta":7616,"minutes":321,"navigation":322,"path":7617,"seo":7618,"seodescription":7,"seotitle":7,"stem":7619,"updated":7,"__hash__":7620,"people":7621},"blog\u002Fblog\u002Fppc\u002Fsparking-slow-clap-adding-value-beyond-core-service.md","Sparking the Slow Clap: Adding Value Beyond Your Core Service",[5421],{"type":11,"value":7528,"toc":7608},[7529,7538,7541,7546,7549,7557,7560,7565,7568,7571],[14,7530,7531,7532,7537],{},"One of the most important question for companies is how to get customers to stick around. Since this is MKG Marketing and we’re in the business of amplifying your awesomeness, we go one step further: how do you get your customers to sing your praises? To chant your name while fist-pumping from the rooftops? ",[206,7533,7536],{"href":7534,"rel":7535},"https:\u002F\u002Fwww.youtube.com\u002Fwatch?v=N2-eRWgyGq8",[210],"To subconsciously hear an angelic chorus sing whenever they think of your company","?",[14,7539,7540],{},"How do you get your customers so pumped about your company they transform into brand evangelists?",[14,7542,7543],{},[52,7544,7545],{},"By adding value beyond your core service.",[14,7547,7548],{},"Do this and you’ll spark the slow clap.",[14,7550,7551,7556],{},[206,7552,7555],{"href":7553,"rel":7554},"https:\u002F\u002Fwww.bigstockphoto.com\u002F",[210],"BigStock"," provides me value beyond just being my go-to spot for stock photography.",[14,7558,7559],{},"They describe themselves as a “fast, easy-to-use marketplace for quality stock images” and I would wholeheartedly agree! But why are they the company I remember and the company I recommend to colleagues?",[14,7561,7562],{},[52,7563,7564],{},"Bigstock offers a free image of the week (which is why there is an Australian ostrich at the top of this blog post).",[14,7566,7567],{},"Granted, I can’t pick the exact image I want, nor do I have the option of downloading the previous week’s image, but it doesn’t matter! Free high-definition picture, woohoo! And when I go to their site, I usually end up searching for something random (don’t you when on a stock photography site?).",[14,7569,7570],{},"\"Hmm, I wonder if they have any images of bulldogs in formal attire...\"",[206,7572,7574,7577,7580,7584,7587,7591,7594,7598,7601,7605],{"href":7573},"https:\u002F\u002Fwww.bigstockphoto.com\u002Fimage-40678831\u002Fstock-photo-males-bulldog-with-two-females-all-dressed-in-formal-clothing-isolated-on-white-background",[14,7575,7576],{},"Of course they do.",[14,7578,7579],{},"BigStock goes above and beyond being a great stock photography website. They provide me, their fist-pumping evanglist, extra value! And that's awesome!",[24,7581,7583],{"id":7582},"but-adam-im-a-plumber","But Adam, I'm a plumber.",[14,7585,7586],{},"How could you add value to your customers? How about a monthly newsletter with tips on proper maintenance of pipes? Or a guidebook on how to keep a home safe in the winter?",[24,7588,7590],{"id":7589},"but-adam-im-an-owner-of-a-gyro-foodcart","But Adam, I’m an owner of a gyro foodcart.",[14,7592,7593],{},"Offer your customers recipes or ideas of side dishes that go well with gyros. Even a stamp card provides value!",[24,7595,7597],{"id":7596},"alright-mister-know-it-all-i-own-a-sports-card-shop","Alright, mister know-it-all, I own a sports card shop.",[14,7599,7600],{},"Educate your customers about the benefits of proper card storage, form a partnership with a local sports team for discounted tickets or hold promotional nights for particular sports, brands, the year of the card series, etc.",[24,7602,7604],{"id":7603},"but-adam-i-do-___-fill-in-the-blank","But Adam, I do ___ (fill in the blank).",[14,7606,7607],{},"By now, I know you get it. It doesn’t matter the industry, your product or your service: you have the ability to add value for your customer. And this added value transforms customers into evangelists who, like Conan below, may be prone to starting a slow clap in your honor.",{"title":77,"searchDepth":291,"depth":291,"links":7609},[7610,7611,7612,7613],{"id":7582,"depth":291,"text":7583},{"id":7589,"depth":291,"text":7590},{"id":7596,"depth":291,"text":7597},{"id":7603,"depth":291,"text":7604},"2014-05-26","One of the most important question for companies is how to get customers to stick around. Since this is MKG Marketing and we’re in the business of amplifying your awesomeness, we go one step further: how do you get your customers to sing your praises? To chant your name while fist-pumping from the rooftops? To subconsciously hear an angelic chorus sing whenever they think of your company?",{},"\u002Fblog\u002Fppc\u002Fsparking-slow-clap-adding-value-beyond-core-service",{"title":7525,"description":7615},"blog\u002Fppc\u002Fsparking-slow-clap-adding-value-beyond-core-service","Y5FPJSfCgVzuRzoOR9ITlwX0i6TyjjzEcjFdd6IeQlw",[],{"id":7623,"title":7624,"author":7,"authors":7625,"body":7626,"caption":7,"category":1729,"date":7754,"description":7755,"extension":318,"img":7,"imgAlt":7,"meta":7756,"minutes":321,"navigation":322,"path":7757,"seo":7758,"seodescription":7,"seotitle":7,"stem":7759,"updated":7,"__hash__":7760,"people":7761},"blog\u002Fblog\u002Fppc\u002F3-reasons-leave-google-adwords-management-experts.md","3 Reasons to Leave Google Ads Management to the Experts",[6083],{"type":11,"value":7627,"toc":7748},[7628,7631,7634,7637,7640,7644,7647,7650,7677,7682,7685,7690,7699,7702,7706,7711,7714,7717,7722,7725,7728,7731,7735,7738,7741,7745],[14,7629,7630],{},"As part of our 2014 Goals, specifically Mike's goal of having each of us step into each other's shoes, I decided to take a crack at being a Paid Search Director.",[14,7632,7633],{},"Let's just say, I have a new found appreciation for letting experts handle certain things, especially when it comes to spending money.",[14,7635,7636],{},"Note that our Search Director, Christian Bullock, held my hand through this experience so everything I did ultimately came out as if he would have done it, it just took me 3x longer.",[14,7638,7639],{},"If you don't have a hand-holder and you value your time, I would highly recommend working with a Search Director for these three main reasons:",[24,7641,7643],{"id":7642},"_1-google-is-in-the-business-to-make-money","1. Google is in the business to make money...",[14,7645,7646],{},"And they have no problem taking advantage of those who don't know what they're doing.",[14,7648,7649],{},"There are three types of search queries:",[46,7651,7652,7662,7668],{},[49,7653,7654,7657,7658,7661],{},[52,7655,7656],{},"Broad Match",": If you have a string of keywords like, \"meal planning\", you will show up in search for anything with meal and\u002F",[52,7659,7660],{},"OR"," planning",[49,7663,7664,7667],{},[52,7665,7666],{},"\"Phrase Match\"",": Let's use the same example of \"meal planning\" -- you will show up in search for anything that says \"meal planning\" or \"planning meal\"",[49,7669,7670,7676],{},[52,7671,7672],{},[7673,7674,7675],"span",{},"Exact Match",": Your ad will only show when someone searches, \"meal planning\" exactly**",[14,7678,7679],{},[52,7680,7681],{},"How does Google take advantage of the unaware?",[14,7683,7684],{},"They default to a type of keyword matching called Broad Match Modifier.",[14,7686,7687],{},[52,7688,7689],{},"Why is this bad?",[14,7691,7692,7693,7698],{},"Let's take our example of \"meal planning.\" If we show up for anything like meal or planning, we could show up for something completely off topic like \"insurance plans\". That doesn't have anything to do with what ",[206,7694,7697],{"href":7695,"rel":7696},"https:\u002F\u002Fwww.timefordinnerplanning.com",[210],"Time for Dinner"," does, and we would have paid for a ton of clicks if people weren't paying attention.",[14,7700,7701],{},"As a general rule, it's best to always go with the type of keyword matching called Phrase Match Modifier, this way you're not too broad and not too narrow with your keyword search.",[24,7703,7705],{"id":7704},"_2-it-takes-time","2. It takes time...",[14,7707,7708],{},[52,7709,7710],{},"Lots and lots of time.",[14,7712,7713],{},"On top of fumbling through the set-up process, including the process of linking accounts, implementing Google Tag Manager and dropping in conversion pixels, I have to go into Google Ads every day and tweak. EVERY. DAY.",[14,7715,7716],{},"Some of the daily tweaks included optimizing messaging, looking at time of day statistics, adding negative keywords, upping bids and so on and so forth.",[14,7718,7719],{},[52,7720,7721],{},"Why is this important?",[14,7723,7724],{},"Once, again, it comes back to money.",[14,7726,7727],{},"Here's an example in regards to negative keywords:",[14,7729,7730],{},"By using Google Analytics, and linking our Google Ads account, we are able to see exactly what a user searched for when they clicked on our ad. And a lot of what people searched for was around diet meal plans. Time for Dinner might help you with diet because it's all about eating healthy, but it's not part of it's core offering. Therefore, we went and added negative keywords around diet and plans so we didn't get wasted clicks off topic or brand.",[24,7732,7734],{"id":7733},"_3-its-soul-crushing","3. It's soul crushing.",[14,7736,7737],{},"If you have an obsessive data disorder like I do, you can lose your mind as you sit there in Google Ads and jam refresh waiting for the conversions to just roll in.",[14,7739,7740],{},"News flash: This takes days, sometimes weeks (depending on your spend) to dial your campaigns in and start to see results. Patience is a virtue only Search Directors seem to possess.",[24,7742,7744],{"id":7743},"in-conclusion","In conclusion",[14,7746,7747],{},"There's a clear reason why Search Directors exist, particularly our Google Ads genius, Christian Bullock, and I'm going to leave this to his expertise moving forward.",{"title":77,"searchDepth":291,"depth":291,"links":7749},[7750,7751,7752,7753],{"id":7642,"depth":291,"text":7643},{"id":7704,"depth":291,"text":7705},{"id":7733,"depth":291,"text":7734},{"id":7743,"depth":291,"text":7744},"2014-04-09","Stepping into the Paid Search Director's shoes.",{},"\u002Fblog\u002Fppc\u002F3-reasons-leave-google-adwords-management-experts",{"title":7624,"description":7755},"blog\u002Fppc\u002F3-reasons-leave-google-adwords-management-experts","T35-3EzjyYjtnK-Gt5FcQwkYS3Kf_WTFwaUg7aLimAU",[6239],{"id":7763,"title":7764,"author":7,"authors":7765,"body":7766,"caption":7,"category":1729,"date":7955,"description":7956,"extension":318,"img":7,"imgAlt":7,"meta":7957,"minutes":321,"navigation":322,"path":7958,"seo":7959,"seodescription":7,"seotitle":7,"stem":7960,"updated":7,"__hash__":7961,"people":7962},"blog\u002Fblog\u002Fppc\u002F3-steps-every-brand-agency-should-take-to-launch-a-digital-marketing-campaign.md","3 Steps Every Brand and Agency Should Take to Launch a Digital Marketing Campaign",[6083],{"type":11,"value":7767,"toc":7946},[7768,7771,7776,7779,7784,7787,7791,7794,7797,7800,7823,7827,7830,7833,7837,7854,7858,7881,7885,7888,7891,7899,7902,7905,7916,7919,7923,7926,7934,7937,7943],[14,7769,7770],{},"This post was created out of a conversation we had with a client recently when they blatantly told us:",[5482,7772,7773],{},[14,7774,7775],{},"Go run a paid search campaign for us, please.\nThat was it. No background on why paid search was chosen, how it had been used in the past or who made the ultimate decision to invest in paid search marketing at this point in time.",[14,7777,7778],{},"We backed this client out of the weeds and asked them a question in response:",[5482,7780,7781],{},[14,7782,7783],{},"Could we have a quick conference call with your stakeholders to understand your needs instead of being 'yes men' & listening to your demands without having any background information?\nThis is a critical position for agencies to take to ensure that they launch a digital marketing campaign that will meet the brands needs & goals.",[14,7785,7786],{},"So, when brands plan digital marketing campaigns with their marketing agency, it's imperative that they follow the three steps outlined below instead of simply throwing work their direction:",[24,7788,7790],{"id":7789},"_1-client-to-hold-a-discovery-meeting","1. Client to Hold a Discovery Meeting",[14,7792,7793],{},"Brands should host a meeting with all internal stakeholders and agency partners to clearly outline  roles and responsibilities.",[14,7795,7796],{},"This is also a good time for the agency to ask questions around your brand, goals and past campaign performance.",[14,7798,7799],{},"The common questions we ask include:",[46,7801,7802,7805,7808,7811,7814,7817,7820],{},[49,7803,7804],{},"What are your overarching business goals?",[49,7806,7807],{},"Who are your primary and secondary target audiences?",[49,7809,7810],{},"What channels have you used in the past that worked?",[49,7812,7813],{},"What channels have you used in the past that haven't worked?",[49,7815,7816],{},"How are you measuring performance? Google Analytics? Omniture?",[49,7818,7819],{},"Would you mind providing us access to your analytics?",[49,7821,7822],{},"What is your overall budget inclusive of agency time, channel spend and tools?",[24,7824,7826],{"id":7825},"_2-agency-to-conduct-extensive-research","2. Agency to Conduct Extensive Research",[14,7828,7829],{},"Once your agency has received your information download in the discovery meeting, we like to conduct our own extensive research to get a clear understanding of the task at hand.",[14,7831,7832],{},"This includes the following work on the agency front:",[81,7834,7836],{"id":7835},"conduct-a-website-audit","Conduct a Website Audit:",[46,7838,7839,7842,7845,7848,7851],{},[49,7840,7841],{},"Are you ranking for the right keywords?",[49,7843,7844],{},"What's your content strategy?",[49,7846,7847],{},"Do you have strong, prominent calls to action?",[49,7849,7850],{},"What's the user flow? Can users easily sign up for your service or are there major road blocks?",[49,7852,7853],{},"Check web analytics to understand visitor traffic & insights",[81,7855,7857],{"id":7856},"conduct-a-marketing-channel-audit","Conduct a Marketing Channel Audit:",[46,7859,7860,7863,7866,7869,7878],{},[49,7861,7862],{},"What search engines are you showing up on for both paid and organic search listings?",[49,7864,7865],{},"What social channels are you registered on and how active are those channels?",[49,7867,7868],{},"Are you producing blog content? If so how often and how are you pushing out that content?",[49,7870,7871,7872,7877],{},"Using the ",[206,7873,7876],{"href":7874,"rel":7875},"https:\u002F\u002Fwww.ghostery.com\u002Fdownload",[210],"Ghostery App",", we'll look at what 3rd party tags are firing on your website",[49,7879,7880],{},"Understand audiences you're targeting and look to see if we can segment them into different groups to serve a more personalized, relevant user experience",[81,7882,7884],{"id":7883},"an-example-of-agency-research-for-noise-canceling-headphones","An Example of Agency Research for 'Noise Canceling Headphones'",[14,7886,7887],{},"Let's say your brand sells noise cancelling headphones and you tell us, your agency, to focus targeting exclusively to Apple users.",[14,7889,7890],{},"Two thoughts we have out of the gate:",[132,7892,7893,7896],{},[49,7894,7895],{},"Anything that has an audio jack can accept those headphones, so limiting it to Apple users might cause you to lose out on additional customer sets",[49,7897,7898],{},"Apple is a broad audience!  Anyone from a toddler with their parent's iPad to a business professional who uses her tablet for Facetime is a target customer for the cool, slick headphones you are marketing",[14,7900,7901],{},"With that being said, the target Apple user isn't wrong, we'd just recommend including Android and Windows users as well!",[14,7903,7904],{},"Additionally, this is where Segmentation comes into play. Take a look at a few examples of audiences below:",[46,7906,7907,7910,7913],{},[49,7908,7909],{},"Developers who need full concentration and zero outside noise when working",[49,7911,7912],{},"Tech users who appreciate good sound quality and want to block out the annoying commuter conversationalists",[49,7914,7915],{},"Musicians who need the right tools to do their job well and keep an edge over other musicians",[14,7917,7918],{},"Had we only listened to the instructions to target Apple users, we could have missed out on a large segment of potential customers!",[24,7920,7922],{"id":7921},"_3-agency-strategy-presentation","3. Agency Strategy & Presentation",[14,7924,7925],{},"Once we've held the discovery meeting and then performed our own research, it's up to the agency to pull their findings together and deliver a strategy that accomplishes the following:",[132,7927,7928,7931],{},[49,7929,7930],{},"Set us and you, the client, up for success",[49,7932,7933],{},"Use your budget effectively",[14,7935,7936],{},"We can't put enough emphasis on this fact: This strategy is NOT TACTICAL.  Instead, it's a high level presentation of what we want to accomplish and how we plan to do so, not including exact tactical parameters and budget.",[14,7938,7939,7942],{},[52,7940,7941],{},"Finally: This should be a conversation."," A recommendation is never final, as you know your brand better then an agency ever could.",[14,7944,7945],{},"Listen, provide feedback and help us help you achieve your goals.",{"title":77,"searchDepth":291,"depth":291,"links":7947},[7948,7949,7954],{"id":7789,"depth":291,"text":7790},{"id":7825,"depth":291,"text":7826,"children":7950},[7951,7952,7953],{"id":7835,"depth":297,"text":7836},{"id":7856,"depth":297,"text":7857},{"id":7883,"depth":297,"text":7884},{"id":7921,"depth":291,"text":7922},"2013-05-24","COO Kerry Guard Walks Through the 3 Essential Steps Every Brand & Agency Should Take Before Launching a Digital Marketing Campaign",{},"\u002Fblog\u002Fppc\u002F3-steps-every-brand-agency-should-take-to-launch-a-digital-marketing-campaign",{"title":7764,"description":7956},"blog\u002Fppc\u002F3-steps-every-brand-agency-should-take-to-launch-a-digital-marketing-campaign","dogNuUal259N99mfLarbwD9EHgQYUFqEfYOegoAa8Xc",[6239],{"id":7964,"title":7965,"author":7,"authors":7966,"body":7967,"caption":7,"category":1729,"date":8091,"description":8092,"extension":318,"img":7,"imgAlt":7,"meta":8093,"minutes":321,"navigation":322,"path":8094,"seo":8095,"seodescription":7,"seotitle":7,"stem":8096,"updated":7,"__hash__":8097,"people":8098},"blog\u002Fblog\u002Fppc\u002Ffour-things-to-consider-when-evaluating-banner-ad-creative.md","Four Things to Consider When Evaluating Banner Ad Creative",[9],{"type":11,"value":7968,"toc":8086},[7969,7972,7981,7995,7998,8002,8011,8014,8028,8031,8039,8043,8052,8054,8068,8072],[14,7970,7971],{},"During a conference call earlier this week, the client brought up a great question:",[5482,7973,7974],{},[14,7975,7976,7977,7980],{},"How does your team evaluate banner ad creative? I mean, do you have certain guidelines to judge effectiveness prior to launching the banner advertising campaign?\nThe short answer: ",[52,7978,7979],{},"YES!","\nIn fact, there are four considerations we take into account when evaluating banner ad creative:",[132,7982,7983,7986,7989,7992],{},[49,7984,7985],{},"Clear Value Proposition",[49,7987,7988],{},"Clear Imagery",[49,7990,7991],{},"Character Limit",[49,7993,7994],{},"Actionable Call to Action (CTA)",[14,7996,7997],{},"To bring these considerations to life, let's examine a few banner campaigns we have run in the past.",[24,7999,8001],{"id":8000},"box-words-customer-acquisition-campaign","Box 'Words' Customer Acquisition Campaign",[14,8003,8004,8005,8010],{},"In one of the first case studies we developed following the creation of MKG Marketing, we worked with ",[206,8006,8009],{"href":8007,"rel":8008},"https:\u002F\u002Fbox.com",[210],"Box"," to create & execute a customer acquisition advertising campaign.",[14,8012,8013],{},"Looking at a sample of the banner ad creative used below, let's walk you through our evaluation process.",[132,8015,8016,8019,8022,8025],{},[49,8017,8018],{},"Value Proposition: Easy and quick! \"Simple, Secure Sharing From Anywhere\"",[49,8020,8021],{},"Clear Imagery: Cloud services product emphasized with white clouds & brand name",[49,8023,8024],{},"Character Limit: Uncluttered design drives user direct to call to action",[49,8026,8027],{},"Actionable CTA: Strong click here to begin a 'Free Trial' call to action",[14,8029,8030],{},"So, how'd we do?",[14,8032,8033,8034,8038],{},"Well, the campaign improved their cost-per-customer-acquisition metric by 51% and we won a ",[206,8035,8037],{"href":8036},"\u002Fblog\u002Fnews\u002Fmkg-media-group-wins-an-omma-award-for-online-advertising-creativity\u002F","2012 OMMA award for advertising creativity","!",[24,8040,8042],{"id":8041},"youeye-customer-acquisition-campaign","YouEye Customer Acquisition Campaign",[14,8044,8045,8046,8051],{},"When ",[206,8047,8050],{"href":8048,"rel":8049},"https:\u002F\u002Fyoueye.com",[210],"YouEye"," approached our team to help bring their user testing SaaS product to market, we jumped at the opportunity.",[14,8053,8013],{},[132,8055,8056,8059,8062,8065],{},[49,8057,8058],{},"Value Proposition: Three simple words: 'Insights for Websites'",[49,8060,8061],{},"Clear Imagery: Logo speaks directly to their value proposition. Green CTA button jumps off the page",[49,8063,8064],{},"Character Limit: Short sentence offers secondary CTA ('see for yourself') and then validation provided by Microsoft & Zappos client roster",[49,8066,8067],{},"Actionable CTA: 'Try It Today' pushes users to not only click through but to test drive the SaaS product",[24,8069,8071],{"id":8070},"so-next-time-you-are-evaluating-banner-creative-make-sure-to-ask-yourself","So next time you are evaluating banner creative, make sure to ask yourself ...",[132,8073,8074,8077,8080,8083],{},[49,8075,8076],{},"Is the value proposition stated in this ad clear? Do I immediately 'get it'?",[49,8078,8079],{},"Does my imagery align with the text-based value proposition? Is there a clear connection established between the two?",[49,8081,8082],{},"How many characters are in this ad? A good way to ensure the banner creative avoids clutter is to read through it: if it takes more than 2 - 3 seconds,  you've got too many words & images!",[49,8084,8085],{},"Lastly, is there a clear action that users are being instructed to take? Hint: 'Learn More' is not a clear action ...",{"title":77,"searchDepth":291,"depth":291,"links":8087},[8088,8089,8090],{"id":8000,"depth":291,"text":8001},{"id":8041,"depth":291,"text":8042},{"id":8070,"depth":291,"text":8071},"2013-04-08","There are Four Considerations to Note When Evaluating Banner Ad Creative: Clear Value Proposition, Clear Imagery, Character Limit & an Actionable Call to Action (CTA)",{},"\u002Fblog\u002Fppc\u002Ffour-things-to-consider-when-evaluating-banner-ad-creative",{"title":7965,"description":8092},"blog\u002Fppc\u002Ffour-things-to-consider-when-evaluating-banner-ad-creative","lzmUfk1UK2kllvnVGbjWKXj32wGLQpA6Po1KJ266WHE",[8099,8150],{"id":8100,"title":9,"body":8101,"date":7,"description":8135,"extension":318,"images":8136,"isLeader":322,"jobTitle":8138,"linkedIn":8139,"meta":8140,"name":9,"navigation":322,"path":8142,"quote":8143,"quoteCite":2348,"ref":8144,"seo":8145,"sequence":321,"stem":8146,"team":8147,"twitter":8139,"updated":7,"website":8148,"__hash__":8149},"team\u002Fteam\u002Fkerry-guard.md",{"type":11,"value":8102,"toc":8132},[8103,8107,8115,8123,8127],[14,8104,8106],{"className":8105},[2315],"Kerry Guard (she\u002Fher) is a mom of twins - boy and a girl. She understands what work life balance really looks like and is on a mission to build a company that honors parents having a career and a life. She’s out to prove you really can have both with policies like ensuring 20 days of vacation each year, no client emails after 6PM or weekends, unlimited sick days, and everyday flexibility.",[14,8108,8109,8110,8114],{},"She also hosts our podcast, ",[206,8111,8113],{"href":8112},"\u002Fpodcasts\u002Fmarketing-leaders\u002F","Back on T-R-A-C-K",", which brings eight digital marketing experts to your ears every quarter.",[14,8116,8117,8118,8122],{},"Kerry is responsible for HR. If you’d like to join MKG where people are first and your expertise matter, Kerry will be with you through the entire interview process ensuring each candidate meets the necessary requirements and gets a fair shot. Want to join MKG and Kerry’s mission of bringing People First to as many people as possible? Check out our ",[206,8119,8121],{"href":8120},"\u002Fabout\u002Fjobs\u002F","Jobs page"," and see if we have a position right for you!",[81,8124,8126],{"id":8125},"fun-facts","Fun facts",[46,8128,8129],{},[49,8130,8131],{},"Kerry now lives in Guernsey — a tiny nook in the world between England and France. Come visit for a spot of tea any time!",{"title":77,"searchDepth":291,"depth":291,"links":8133},[8134],{"id":8125,"depth":297,"text":8126},"Meet Kerry Guard, one of MKG Marketing’s founders. She currently fills the role of CEO of MKG as well as hosting the podcast, Back on T-R-A-C-K.",{"landscape":8137},"kerry-guard.webp","Founder & CEO","kerryguard",{"imageDescription":8141},"Kerry Guard, MKG Marketing’s Owner\u002FCEO, stands on a street in Guernsey with the Town Church behind her | MKG Marketing","\u002Fteam\u002Fkerry-guard","I don’t have to chase extraordinary moments to find happiness — it’s right in front of me if I’m paying attention and practicing gratitude.","kerry-guard",{"description":8135},"team\u002Fkerry-guard","Leadership","https:\u002F\u002Fkerryguard.com","YRwfwzeXtTw6ls2uWUIyTaK1IWSJr1nWG76vYHgqCgU",{"id":8151,"title":9,"body":8152,"date":7,"description":8199,"extension":318,"images":8200,"isLeader":2342,"jobTitle":8201,"linkedIn":8139,"meta":8202,"name":9,"navigation":322,"path":8203,"quote":8143,"quoteCite":2348,"ref":8144,"seo":8204,"sequence":8205,"stem":8206,"team":7,"twitter":8139,"updated":7,"website":7,"__hash__":8207},"team\u002Fteam\u002Fmarketing-leadership\u002Fkerry-guard.md",{"type":11,"value":8153,"toc":8196},[8154,8158,8181,8187,8190,8192],[14,8155,8157],{"className":8156},[2315],"\nKerry Guard (she\u002Fher) is the strategist founders call when they are tired of guessing. As the CEO of MKG Marketing, she doesn’t just run the agency; she steps into the trenches with clients as a Fractional Marketing Leader. She specializes in helping founders navigate the \"Growth Valley\"—building the systems, strategy, and teams required to scale from traction to expansion.",[14,8159,8160,8161,8164,8165,8168,8169,8172,8173,8176,8177,8180],{},"Her recent work focuses on bringing enterprise-level rigor to growing businesses. She serves as the strategic marketing engine for a diverse portfolio, including ",[52,8162,8163],{},"Rutkowski Law Firm",", ",[52,8166,8167],{},"Fulcrum Enterprise Group",", and ",[52,8170,8171],{},"Premier Office Movers",", where she aligns revenue goals with marketing execution. Whether she is translating complex tech into a go-to-market narrative for ",[52,8174,8175],{},"Avalanche Fusion",", or helping ",[52,8178,8179],{},"Extraordinary Advisors"," amplify their message, Kerry brings clarity and momentum to every leadership team she joins.",[14,8182,8183,8184,8186],{},"She is also the host of ",[206,8185,8113],{"href":8112},", where she interviews CMOs and Founders to uncover the human stories behind high-growth companies.",[14,8188,8189],{},"Kerry proves that high performance doesn't require burnout. As a mom of twins, she built MKG on a \"People First\" methodology—championing policies like 20 vacation days and zero after-hours emails—because she knows that rested, respected experts drive the best ROI.",[81,8191,8126],{"id":8125},[46,8193,8194],{},[49,8195,8131],{},{"title":77,"searchDepth":291,"depth":291,"links":8197},[8198],{"id":8125,"depth":297,"text":8126},"Meet Kerry Guard, MKG Marketing’s CEO and Principal Strategist. She works directly with founders to build scalable marketing engines while hosting the podcast, Back on T-R-A-C-K.",{"landscape":8137},"Fractional Marketing Leaders",{"imageDescription":8141},"\u002Fteam\u002Fmarketing-leadership\u002Fkerry-guard",{"description":8199},5,"team\u002Fmarketing-leadership\u002Fkerry-guard","oOXvRk_JAfbvrAQoDmPize2X6zquuQG1YD5msODvKcE",{"id":8209,"title":8210,"author":7,"authors":8211,"body":8212,"caption":7,"category":1729,"date":8316,"description":8317,"extension":318,"img":7,"imgAlt":7,"meta":8318,"minutes":321,"navigation":322,"path":8319,"seo":8320,"seodescription":7,"seotitle":7,"stem":8321,"updated":7,"__hash__":8322,"people":8323},"blog\u002Fblog\u002Fppc\u002Fvalentines-day-remarketing-campaign.md","What Valentine’s Day Can Tell Us About Running a Remarketing Campaign",[9],{"type":11,"value":8213,"toc":8309},[8214,8217,8220,8224,8232,8235,8238,8242,8250,8253,8261,8265,8268,8271,8274,8277,8281,8284,8287,8290,8293,8297,8300,8303,8306],[14,8215,8216],{},"I'm of the opinion that loved ones should receive flowers on Valentine's Day. It's just in my DNA.\nThat being said, like other online shoppers, I did some research to see which flower delivering service was worthy of my business this year. In the back of my mind, I was going to go with the website that not only had the lower price... but also decided to remarket me in an attempt to come back to their site to place an order.",[14,8218,8219],{},"SPOILER (highlight for the short & sweet answer): I had to use both sites I did research on: 1-800 Flowers and ProFlowers.",[24,8221,8223],{"id":8222},"what-is-remarketing","What is Remarketing?",[14,8225,8226,8231],{},[206,8227,8230],{"href":8228,"rel":8229},"https:\u002F\u002Fwww.google.com\u002Fads\u002Finnovations\u002Fremarketing.html",[210],"According to Google",", remarketing lets you show banner ads to users who've previously visited your website as they browse the Web.",[14,8233,8234],{},"Remarketing is something more and more companies are starting to include in their marketing portfolio. It's with good reason too, as remarketing gives brands the ability to customize an ad that is shown to a user based on browsing history on their website.",[14,8236,8237],{},"You can do some really creative stuff with remarketing, such as advertising a follow-up webinar to people who signed up and watched on one your site (my favorite example: show an upcoming 201 webinar to people who watched a 101 webinar) and even showing an ad with an extra discount for those who fell out of the purchasing conversion funnel.",[24,8239,8241],{"id":8240},"what-makes-valentines-day-the-perfect-case-study","What Makes Valentine's Day The Perfect Case Study",[14,8243,8244,8245,212],{},"Valentine's Day is like \"Black Friday\" for Florists. For fresh flower purchases, ",[206,8246,8249],{"href":8247,"rel":8248},"https:\u002F\u002Fwww.aboutflowers.com\u002Fflower-holidays-occasions-a-parties\u002Fflowers-for-valentines\u002Fvalentines-day-statistics.html",[210],"Valentine's Day ranks No. 1 out of all major U.S. holidays with 36% of holiday transactions and 40% of holiday dollar volume",[14,8251,8252],{},"With percentages that large, you bet online florist services will try to not only capture your business for V-Day... but for other holidays and special occasions.",[14,8254,8255,8256,8260],{},"Who knows? If I'm happy with my online floral delivery experience, I may just develop into a ",[206,8257,8259],{"href":8258},"\u002Fblog\u002Fmarketing-analytics\u002Ffour-characteristics-of-a-loyal-customer\u002F","loyal customer",". And as I covered in my previous blog post, these type of customers are $$$ for businesses.",[24,8262,8264],{"id":8263},"first-company-proflowers","First Company - ProFlowers",[14,8266,8267],{},"I had heard the name but never ordered anything from this website. After poking around, looking at their selection, and jotting down prices, I left.",[14,8269,8270],{},"Immediately after closing the tab, I saw an ad on another website:",[14,8272,8273],{},"\"Deal Of The Day\"? Reduced prices? And two items I had my eye on were in the ad?",[14,8275,8276],{},"ProFlowers went with the angle of trying to get me back to their site by advertising reduced prices. It worked, as I kept on seeing their ad as it followed me around the Internet and eventually ordered tulips with chocolates for both my Mom and Mother-in-law.",[24,8278,8280],{"id":8279},"second-company-1-800-flowers","Second Company - 1-800 Flowers",[14,8282,8283],{},"This was a website I was already familiar with, as I had used their service in the past. I feel like 1-800 Flowers has been around forever; surely they wouldn't need to use remarketing, right?",[14,8285,8286],{},"Wrong!",[14,8288,8289],{},"After doing some research, I closed out of their window and started seeing ads like this:",[14,8291,8292],{},"Here they're doing almost a little bit of scare-tactic marketing. \"Quantities are limited - hurry up and order!\" That didn't really hook me (you're one of the biggest online florist service websites out there; are you really going to run out of flowers?) but I did like the \"Save 15%\" message. After clicking it and confirming the savings were for anything, I ordered roses for my wife.",[24,8294,8296],{"id":8295},"congratulations-you-both-won-my-business","Congratulations - you both won my business",[14,8298,8299],{},"Fortunately for those two websites, I was ordering multiple flower deliveries. This probably isn't the usual buying experience, as I would think most people using an online floral delivery service only have one order to make.",[14,8301,8302],{},"Both websites used remarketing to try to get me back to their website by offering discounts. I thought the ProFlowers remarketing ad has a better hook, as they directly showed two items I had looked at in their ad copy. They also mentioned how it was a daily deal... so I had to order that day or potentially lose on some significant savings.",[14,8304,8305],{},"What floral delivery service will I go with next year? Well, maybe I'll try to see which company is doing mobile click-to-call marketing and go with that one. We'll see!",[14,8307,8308],{},"Did you order flowers online for Valentine's Day? Did you notice any remarketing ads \"following you\" around the Internet? Let us know!",{"title":77,"searchDepth":291,"depth":291,"links":8310},[8311,8312,8313,8314,8315],{"id":8222,"depth":291,"text":8223},{"id":8240,"depth":291,"text":8241},{"id":8263,"depth":291,"text":8264},{"id":8279,"depth":291,"text":8280},{"id":8295,"depth":291,"text":8296},"2013-02-12","How B2B Marketers can use Remarketing to build a stronger relationship with potential customers.",{},"\u002Fblog\u002Fppc\u002Fvalentines-day-remarketing-campaign",{"title":8210,"description":8317},"blog\u002Fppc\u002Fvalentines-day-remarketing-campaign","SSxNsVVrSFuFE76lLHos_LAgmmYmn595zeyVHtJ2W_Y",[8099,8150],{"id":8325,"title":8326,"author":7,"authors":8327,"body":8328,"caption":7,"category":1729,"date":8381,"description":8382,"extension":318,"img":7,"imgAlt":7,"meta":8383,"minutes":321,"navigation":322,"path":8384,"seo":8385,"seodescription":7,"seotitle":7,"stem":8386,"updated":7,"__hash__":8387,"people":8388},"blog\u002Fblog\u002Fppc\u002Fsearch-engine-marketing-findings-from-vmware.md","Search Engine Marketing Findings from VMware",[9],{"type":11,"value":8329,"toc":8376},[8330,8333,8336,8339,8342,8346,8353,8356,8360,8363,8366,8370,8373],[14,8331,8332],{},"Throughout our relationship with their SMB marketing business unit at VMware, where we worked with their Go Pro & vCenter Protect Advanced product lines, we posted some tremendous wins from the search engine marketing (SEM) work we produced.",[14,8334,8335],{},"These wins ran through a gamut of landing page & multivariate testing executions as well as ad copy and keyword bidding strategies that not only helped produce better results for the VMware client but also helped refine our processes for future paid search marketing engagements.",[14,8337,8338],{},"We're fortunate here at MKG Marketing -- being a small Internet marketing agency makes us nimble . We can take past learnings and apply them to present and future engagements, which not only helps future clients but also how we as a search engine marketing agency actively approach and manage work as well.",[14,8340,8341],{},"Here are some learnings that we've taken  away from our working relationship with VMware:",[24,8343,8345],{"id":8344},"_1-work-like-every-day-will-be-your-last-for-the-client","1. Work like every day will be your last for the client",[14,8347,8348,8349,8352],{},"No, this doesn't mean that every work day you need to send out a \"farewell\" note! It means that first impressions ",[52,8350,8351],{},"AND"," last impressions truly count.",[14,8354,8355],{},"Just like in a marriage, you should never go to bed angry... in this case, you should never end your day on a poor note with a client. Strive to keep them happy and work like it's your last day with them.",[24,8357,8359],{"id":8358},"_2-that-competitor-research-you-did-it-will-help-you-in-the-future","2. That competitor research you did? It will help you in the future",[14,8361,8362],{},"Don't drag those competitive research docs into the trash bin!",[14,8364,8365],{},"Any and all competitive research that you did will help you in the future, whether a prospective client is in the same industry as said research or not. You can take whatever discovery you found and often apply it in future competitive research, whether it's specific keyword stemming findings that stood out to you, common keyword misspellings with high search volume and low competition, and more.",[24,8367,8369],{"id":8368},"_3-day-parting-analysis-may-surprise-you","3. Day parting analysis may surprise you",[14,8371,8372],{},"Before taking a deep-dive into the data and seeing which days of the week and hours of the day tended to produce the best performance, we were fairly certain conversions peaked during the middle of the day (10 am - 2 pm) and during the middle of the work week (Tuesday - Thursday). It seemed like a no-brainer, as both products were B2B solutions.",[14,8374,8375],{},"However, after doing some analysis, we found it was quite the contrary! After implementing these findings, we found that it helped boost performance across the board for their accounts.",{"title":77,"searchDepth":291,"depth":291,"links":8377},[8378,8379,8380],{"id":8344,"depth":291,"text":8345},{"id":8358,"depth":291,"text":8359},{"id":8368,"depth":291,"text":8369},"2013-02-04","Read about what search engine marketing findings we took away with the Shavlik SMB marketing business unit we worked with and how we are applying those learnings to future clients.",{},"\u002Fblog\u002Fppc\u002Fsearch-engine-marketing-findings-from-vmware",{"title":8326,"description":8382},"blog\u002Fppc\u002Fsearch-engine-marketing-findings-from-vmware","UO4-JmNkJ0IHdxr96Dbr2M5VpnQxBBKlQRODTzxv3oY",[8099,8150],{"id":8390,"title":8391,"author":7,"authors":8392,"body":8394,"caption":7,"category":1729,"date":8526,"description":8398,"extension":318,"img":7,"imgAlt":7,"meta":8527,"minutes":321,"navigation":322,"path":8528,"seo":8529,"seodescription":7,"seotitle":7,"stem":8530,"updated":7,"__hash__":8531,"people":8532},"blog\u002Fblog\u002Fppc\u002Fguest-post-gretchen-sword-of-bloomberg-west.md","Guest Post: Gretchen Sword of Bloomberg West",[8393],"Gretchen Sword",{"type":11,"value":8395,"toc":8515},[8396,8399,8425,8429,8432,8435,8439,8442,8445,8448,8452,8455,8458,8461,8465,8468,8471,8475,8478,8481,8485,8488,8492,8495,8498,8502,8505,8508,8512],[14,8397,8398],{},"Today's guest post comes courtesy of one of our favorite media partners, Bloomberg West Coast Director Gretchen Sword.",[46,8400,8401,8407,8413,8419],{},[49,8402,8403,8406],{},[52,8404,8405],{},"Name:"," Gretchen Sword",[49,8408,8409,8412],{},[52,8410,8411],{},"Company:"," Bloomberg",[49,8414,8415,8418],{},[52,8416,8417],{},"Position:"," West Coast Director",[49,8420,8421,8424],{},[52,8422,8423],{},"140 characters or less:"," Bloomberg News is the most influential business news publisher in the world. I am also from New Jersey and proud of it!",[24,8426,8428],{"id":8427},"what-is-the-most-difficult-piece-of-your-digital-media-operation-to-explain-to-a-potential-client-how-do-you-overcome-this-obstacle","What is the most difficult piece of your digital media operation to explain to a potential client? How do you overcome this obstacle?",[14,8430,8431],{},"The most difficult piece of our operation to explain to a potential client is that mobile has already replaced newspaper media and sometimes digital, too.",[14,8433,8434],{},"Meaning: people are accessing their news and information from their mobile device in a way that we've truly never seen before - we don't wait to pick up the paper to learn that Whitney Houston died - someone either tweeted it, we got a breaking news alert or a friend's text message with the news.",[24,8436,8438],{"id":8437},"what-success-metrics-do-the-majority-of-your-clients-use-to-determine-success-failure-of-a-campaign","What success metrics do the majority of your clients use to determine success \u002Ffailure of a campaign?",[14,8440,8441],{},"Unfortunately, we're still stuck in the realm of click thru rate. Thankfully, we (as an industry) have moved out of the cost per click (read idiotic) model - but I maintain that just because you can measure something doesn't mean you should .",[14,8443,8444],{},"Here's a personal example:  my favorite home decor company (online only) is Serena & Lily.  I visit their website regularly.  Last night, (cleared cookies, new browser)I was on a cooking website and they served me an ad. I did not click on it.  I finished cooking, finished watching my TV show, cleaned the house, etc. etc - and then I thought, I'd like to see if Serena & Lily has anything new for me to check out!  So, I typed it into my browser.  Now, I'm sure that ad had a lot to do with why I wanted to check their site out.  But I took NO action from their digital banner.  My affinity for their brand drove me back to their site - on my own - but it certainly helped that I was exposed to the ad.",[14,8446,8447],{},"So, that's the message to digital marketers: your brand comes first. If it's solid, your digital messaging will only support that.",[24,8449,8451],{"id":8450},"whats-the-newest-hottest-shiniest-object-in-your-tool-bag-that-your-company-offers-to-clients","What's the newest \u002F hottest \u002F shiniest object in your tool bag that your company offers to clients?",[14,8453,8454],{},"Bloomberg unveiled the first ever iPad app that streams LIVE television at the end of last year.  It won 4 awards from Apple and has only been in market for about 4 months.  It won't have any competitors as we're a privately held news company so we can stream our content simultaneously online, on TV and now, on iPads.",[14,8456,8457],{},"The other feature of this app which is truly mind boggling is that as the live feed is coming across, text content on whatever the subject matter is is also educating the viewer on whatever they are watching.  We source tons of other news sources for this content - not just Bloomberg News.",[14,8459,8460],{},"It's hard to describe but easy to see why it's a game-changer when you download it - it's free as all of our products are. It's called Bloomberg TV+ so download it!",[24,8462,8464],{"id":8463},"do-you-prefer-to-work-with-clients-directly-or-use-an-agency-as-an-intermediary-why-pros-cons-of-each","Do you prefer to work with clients directly or use an agency as an intermediary? Why? Pros \u002F cons of each?",[14,8466,8467],{},"When pitching a big idea or an integrated marketing idea across our 7 multimedia properties, a client-direct meeting makes more sense than trying to get the various agencies and their various interests all together in a room.",[14,8469,8470],{},"When pitching digital or mobile, we need to have the digital agency in the room - there are SO many intricate pieces of the digital business which are really only intelligible to the client if the digital gurus are in the room.",[24,8472,8474],{"id":8473},"whats-the-biggest-problem-with-the-media-industry-today-how-is-your-company-addressing-it","What's the biggest problem with the media industry today? How is your company addressing it?",[14,8476,8477],{},"The biggest problem, sadly, in the media industry today is that little media companies are being edged out.  What that means is that the only publishers that will survive are those with a strong revenue models other than advertising.  When a media company doesn't have a mobile strategy or mobile apps, that to me is a clear indicator of their impending doom.",[14,8479,8480],{},"This is sad to me because the spectrum of opinions being reported are becoming binary and polarizing. My hope is that outlets like Twitter are allowing the spectrums of opinions to be heard again - but not on a large platform or a national scale.",[24,8482,8484],{"id":8483},"name-the-most-popular-trend-that-the-industry-your-clients-are-asking-you-about-specific-to-your-business-model","Name the most popular trend that the industry \u002F your clients are asking you about specific to your business model.",[14,8486,8487],{},"The popular trend that clients are asking us about is social:  how are business leaders using it, ARE they using it?  Do they gain valuable business insight from it? How should WE (advertisers) use it?",[24,8489,8491],{"id":8490},"how-many-of-your-friends-and-family-members-actually-understand-what-you-do","How many of your friends and family members actually understand what you do?",[14,8493,8494],{},"My friends and family enjoy hearing about my job:  it sounds glamorous and fun.  Very few of them understand the nitty-gritty, but, then again I don't understand the financial modeling that my father does or the family, genus, and species of plants like my mother does.",[14,8496,8497],{},"I very much value my friendships at work, though, and I feel confident that our team knows exactly what I do, because they do it too!",[24,8499,8501],{"id":8500},"where-do-you-see-digital-media-going-in-the-next-year-5-years-10-years","Where do you see digital media going in the next year? 5 years? 10 years?",[14,8503,8504],{},"I think the evolution of digital media will be tempered by the changing consumption patterns of the internet.  If Facebook invests and fundamentally changes the way people use the internet in 5 years, I look forward to being along for that ride.",[14,8506,8507],{},"10 years? I can't even begin to predict.  Just 6 years ago, I remember a 'mobile marketer' coming to talk with the team at Esquire Magazine (my first job) to explain how advertising might work on a mobile phone! We all thought she was bonkers - first, we'd have to have phones that had color!",[24,8509,8511],{"id":8510},"my-wild-card-question-is-what-does-the-internetchanging-media-consumption-represent-to-you","My wild-card question is: what does the internet\u002Fchanging media consumption represent to you??",[14,8513,8514],{},"And my answer is:  it represents the first visual representation of the connectedness of ALL beings. This is something innate, we all know we are connected.  But the internet allows us to SEE and FEEL how our actions affect others.  It also allows for a desensitizing - but that's for another blog post :-)",{"title":77,"searchDepth":291,"depth":291,"links":8516},[8517,8518,8519,8520,8521,8522,8523,8524,8525],{"id":8427,"depth":291,"text":8428},{"id":8437,"depth":291,"text":8438},{"id":8450,"depth":291,"text":8451},{"id":8463,"depth":291,"text":8464},{"id":8473,"depth":291,"text":8474},{"id":8483,"depth":291,"text":8484},{"id":8490,"depth":291,"text":8491},{"id":8500,"depth":291,"text":8501},{"id":8510,"depth":291,"text":8511},"2012-06-15",{},"\u002Fblog\u002Fppc\u002Fguest-post-gretchen-sword-of-bloomberg-west",{"title":8391,"description":8398},"blog\u002Fppc\u002Fguest-post-gretchen-sword-of-bloomberg-west","qAfz5-XTF4a9wRLlM6eK0u8F7TjWvAyIeO6pX7JYFsk",[],{"id":8534,"title":8535,"author":7,"authors":8536,"body":8537,"caption":7,"category":1729,"date":8590,"description":8591,"extension":318,"img":7,"imgAlt":7,"meta":8592,"minutes":321,"navigation":322,"path":8593,"seo":8594,"seodescription":7,"seotitle":7,"stem":8595,"updated":7,"__hash__":8596,"people":8597},"blog\u002Fblog\u002Fppc\u002Fnext-up-for-digital-media-programmatic-premium.md","Next Up for Digital Media: Programmatic Premium",[6083],{"type":11,"value":8538,"toc":8586},[8539,8542,8546,8549,8557,8561,8570,8573,8581],[14,8540,8541],{},"As a digital media agency, we are constantly toeing the line between buying programmatic, hyper-effecient channels (DSP's, for example) and contextually relevant, brand-targeted environments (site direct).",[24,8543,8545],{"id":8544},"why-do-we-toe-this-line","Why do we toe this line?",[14,8547,8548],{},"Well, there are a few reasons:",[46,8550,8551,8554],{},[49,8552,8553],{},"Every client is different, thus requiring unique media mixes to deliver on their goals",[49,8555,8556],{},"DSP's & site direct buys provide very different opportunities to reach your target audience",[24,8558,8560],{"id":8559},"but-what-if-we-didnt-have-to-toe-this-line","But what if we didn't have to toe this line?",[14,8562,8563,8564,8569],{},"In a recent ",[206,8565,8568],{"href":8566,"rel":8567},"https:\u002F\u002Fwww.clickz.com\u002Fclickz\u002Fcolumn\u002F2182900\u002Ftrend-digital-marketing-programmatic-premium",[210],"ClickZ article written by Data Xu CEO Mike Baker",", a hot new topic was brought up: programmatic premium media buying",[14,8571,8572],{},"Programmatic media buying would provide ...",[46,8574,8575,8578],{},[49,8576,8577],{},"Marketers the ability to serve the right message to the right consumer at the right time, reducing media waste and improving performance",[49,8579,8580],{},"Publishers could generate better performance & value from their premium inventory positions, helping them protect the cost of the unit",[14,8582,8583],{},[52,8584,8585],{},"As a media buyer, would you be willing to stop buying site direct altogether if a viable programmatic premium option existed?",{"title":77,"searchDepth":291,"depth":291,"links":8587},[8588,8589],{"id":8544,"depth":291,"text":8545},{"id":8559,"depth":291,"text":8560},"2012-06-12","Why we toed the line in offering hyper=efficient channels like DSPs.",{},"\u002Fblog\u002Fppc\u002Fnext-up-for-digital-media-programmatic-premium",{"title":8535,"description":8591},"blog\u002Fppc\u002Fnext-up-for-digital-media-programmatic-premium","qladV9pi1rISUwO1U2Ro7OskNL0ZsN380E4qKnPbR3E",[6239],{"id":8599,"title":8600,"author":7,"authors":8601,"body":8602,"caption":7,"category":1729,"date":8708,"description":8709,"extension":318,"img":7,"imgAlt":7,"meta":8710,"minutes":321,"navigation":322,"path":8711,"seo":8712,"seodescription":7,"seotitle":7,"stem":8713,"updated":7,"__hash__":8714,"people":8715},"blog\u002Fblog\u002Fppc\u002Ffinally-a-brand-hits-a-home-run-with-facebook-ads.md","Finally, a Brand Hits a Home Run with Facebook Ads",[6083],{"type":11,"value":8603,"toc":8705},[8604,8613,8621,8624,8632,8635,8640,8643,8646,8657,8661,8700],[14,8605,8606,8607,8612],{},"In a recent announcement, ",[206,8608,8611],{"href":8609,"rel":8610},"https:\u002F\u002Fwww.clickz.com\u002Fclickz\u002Fnews\u002F2181962\u002Fb2b-brand-facebook-ads-drove-sales",[210],"B2B marketing software giant HubSpot"," announced that running paid advertisements on Facebook generated a 71% increase in sales from social channels year over year.",[14,8614,8615,8616],{},"This news is huge for Facebook following the ",[206,8617,8620],{"href":8618,"rel":8619},"https:\u002F\u002Fwww.businessweek.com\u002Farticles\u002F2012-05-22\u002Fwhy-gm-and-others-fail-with-facebook-ads",[210],"GM announcement that they would be eliminating their entire Facebook advertising budget",[14,8622,8623],{},"A couple other fun facts that Dan Slagen, HubSpot's head of paid lead generation efforts, disclosed were:",[46,8625,8626,8629],{},[49,8627,8628],{},"Return on investment from Facebook ads was 15% better than their other paid channels during the first quarter of this year",[49,8630,8631],{},"Site traffic to HubSpot.com from Facebook increased 39% year over year",[14,8633,8634],{},"Despite all the positive momentum that HubSpot saw from Facebook ads, Slagen was very cautious and realistic when he described their paid lead generation strategy ...",[5482,8636,8637],{},[14,8638,8639],{},"\"It's a fallacy that paid leads are easy,\" he said. \"It took time. We looked at planning. We looked at post-click issues. We looked at market seasonality and day-parting.\"",[14,8641,8642],{},"So now the all important question: What levers did HubSpot pull to deliver this performance?",[14,8644,8645],{},"Slagen cited ...",[46,8647,8648,8651,8654],{},[49,8649,8650],{},"'Like gating' offers on ebooks and product trials that were targeted at marketing directors & decision makers based upon their recent 'like' activity",[49,8652,8653],{},"Deployed sponsored stories to build on their existing momentum of users who had already 'liked' the HubSpot brand page",[49,8655,8656],{},"Created a custom 'Try HubSpot for 30 days free!' tab on their Facebook page",[24,8658,8660],{"id":8659},"what-this-all-tells-me-is-that","What this all tells me is that ...",[132,8662,8663,8669,8683],{},[49,8664,8665,8668],{},[52,8666,8667],{},"Treat Facebook Ads Like a Big Kid:"," This case study is living proof that Facebook ads deserve a share of marketers tactical time & energy in planning an effective campaign. Simply 'turning on likes' doesn't actually move the needle -- like any of the traditional or established digital mediums, you need to commit to a diverse marketing mix within the Facebook platform in order to generate real results.",[49,8670,8671,8674,8675],{},[52,8672,8673],{},"Facebook Can Generate Leads ... For the Right Brand:"," As other brands come forward with their pro & anti-Facebook advertising stories, it will be interesting to see which types of brands (B2B vs. B2C, for example) will band together and see the best performance.\n",[132,8676,8677,8680],{},[49,8678,8679],{},"For example, General Motors pulled their automobile advertising on Facebook.",[49,8681,8682],{},"Could cars technically be 'un-sellable' on Facebook?",[49,8684,8685,8688,8689],{},[52,8686,8687],{},"Agencies Need to Be Smarter:"," When your client comes to you and wants to gain '100,000 likes' just for shits and giggles, agencies need to have the wherewithal to ask intelligent questions:\n",[46,8690,8691,8694,8697],{},[49,8692,8693],{},"Why do you want 100,000 additional fans?",[49,8695,8696],{},"What do you hope to achieve by bringing on these fans?",[49,8698,8699],{},"Where does fan acquisition and hard business metrics collide for your brand in the social space?",[14,8701,8702],{},[52,8703,8704],{},"What are your thoughts on HubSpot's social success?",{"title":77,"searchDepth":291,"depth":291,"links":8706},[8707],{"id":8659,"depth":291,"text":8660},"2012-06-04","In a recent announcement, B2B marketing software giant HubSpot announced that running paid advertisements on Facebook generated a 71% increase in sales from social channels year over year.",{},"\u002Fblog\u002Fppc\u002Ffinally-a-brand-hits-a-home-run-with-facebook-ads",{"title":8600,"description":8709},"blog\u002Fppc\u002Ffinally-a-brand-hits-a-home-run-with-facebook-ads","QJwH9hCRse_e5nYcn-ssRKUcfrKtraw7yTvOeRnwz1k",[6239],{"id":8717,"title":8718,"author":7,"authors":8719,"body":8720,"caption":7,"category":1729,"date":8801,"description":8802,"extension":318,"img":7,"imgAlt":7,"meta":8803,"minutes":321,"navigation":322,"path":8804,"seo":8805,"seodescription":7,"seotitle":7,"stem":8806,"updated":7,"__hash__":8807,"people":8808},"blog\u002Fblog\u002Fppc\u002Fending-all-bad-ads-across-the-web.md","Ending All ‘Bad Ads’ Across the Web",[6083],{"type":11,"value":8721,"toc":8797},[8722,8731,8734,8737,8755,8759,8762,8765,8768,8772,8775,8778,8792],[14,8723,8724,8725,8730],{},"We just read a ",[206,8726,8729],{"href":8727,"rel":8728},"https:\u002F\u002Fwww.clickz.com\u002Fclickz\u002Fnews\u002F2180729\u002Fgoogle-killed-134-million-bad-ads-2011",[210],"great ClickZ article"," that examined what Google calls \"bad ads\" across their advertising platform.",[14,8732,8733],{},"According to their definition, \"bad ads\" are accounts or advertising creative that violates Google's terms of service & advertising policy across the web.",[14,8735,8736],{},"In the article, the following stats were uncovered:",[46,8738,8739,8742,8747,8750],{},[49,8740,8741],{},"In 2010, Google cancelled nearly 248,000 accounts for terms of service & advertising policy violations",[49,8743,8744],{},[52,8745,8746],{},"In 2011, that number exploded to nearly 824,000 cancelled accounts",[49,8748,8749],{},"In 2010, Google denied more than 56 million \"bad ads\", or ads that weren't compliant with it's advertising policies.",[49,8751,8752],{},[52,8753,8754],{},"That number jumped to 134 million ads denied in 2011",[24,8756,8758],{"id":8757},"so-why-is-this-topic-relevant","So why is this topic relevant?",[14,8760,8761],{},"Google has worked to improve its advertising platform and implemented new techniques to prevent so-called \"bad ads\" from running on its properties over the last few years.",[14,8763,8764],{},"The company has put policies in place that do not allow ads containing misleading claims, spam or malware.",[14,8766,8767],{},"Which leads us to the question ...",[24,8769,8771],{"id":8770},"do-your-media-partners-have-steps-in-place-to-ensure-that-they-are-not-running-bad-ads","Do your media partners have steps in place to ensure that they are not running \"bad ads\"?",[14,8773,8774],{},"More importantly, what steps do they have in place to stop it?",[14,8776,8777],{},"A couple examples of the proactive steps that Google has taken are:",[46,8779,8780,8783,8786,8789],{},[49,8781,8782],{},"Ads violating their policies will not be shown on Google or AdSense partner sites",[49,8784,8785],{},"For repeat offenders, Google bans not only advertisements but advertisers master accounts (at the MCC level)",[49,8787,8788],{},"Google uses a human rater system as one of its methods to check up on how the system is doing.",[49,8790,8791],{},"These human raters review a large set of sites that are advertised on Google to get a relevant statistical reading on their advertising platform. By using human raters, Google can calibrate their automated systems and ensure that the advertising experience is continuing to improve over time.",[14,8793,8794],{},[52,8795,8796],{},"So we ask again: what steps is your agency taking to avoid running \"bad ads\"?",{"title":77,"searchDepth":291,"depth":291,"links":8798},[8799,8800],{"id":8757,"depth":291,"text":8758},{"id":8770,"depth":291,"text":8771},"2012-05-30","We just read a great ClickZ article that examined what Google calls \"bad ads\" across their advertising platform.",{},"\u002Fblog\u002Fppc\u002Fending-all-bad-ads-across-the-web",{"title":8718,"description":8802},"blog\u002Fppc\u002Fending-all-bad-ads-across-the-web","LJ9QA94oS4NmWP73fHUp5uN_cqfMwjDlRgaoiDiYxFg",[6239],{"id":8810,"title":8811,"author":7,"authors":8812,"body":8813,"caption":7,"category":1729,"date":8890,"description":8891,"extension":318,"img":7,"imgAlt":7,"meta":8892,"minutes":321,"navigation":322,"path":8893,"seo":8894,"seodescription":7,"seotitle":7,"stem":8895,"updated":7,"__hash__":8896,"people":8897},"blog\u002Fblog\u002Fppc\u002Fexamples-of-highly-clickable-banner-ads.md","Examples of Highly Clickable Banner Ads",[9],{"type":11,"value":8814,"toc":8884},[8815,8824,8827,8831,8840,8848,8852,8855,8858,8864,8868,8876],[14,8816,8817,8818,8823],{},"Mashable's new article, ",[206,8819,8822],{"href":8820,"rel":8821},"https:\u002F\u002Fmashable.com\u002F2012\u002F05\u002F28\u002F10-insanely-clickable-banner-ads\u002F",[210],"10 Amazingly Clickable Banner Ads",", examines ten highly creative and effective banner ads that are just begging to be clicked.",[14,8825,8826],{},"Here are a few of our favorites:",[24,8828,8830],{"id":8829},"nissan","Nissan",[14,8832,8833,8834,8839],{},"When users searched for a new car on ",[206,8835,8838],{"href":8836,"rel":8837},"https:\u002F\u002Fdubizzle.com",[210],"dubizzle.com",", Dubai's best resource for house & car hunting, Nissan wanted to be provide the most relevant advertising experience for their users.",[14,8841,8842,8843],{},"Based on the car options users selected (coupe, sedan, van) the corresponding ad creative pops up next to your search result.\n",[206,8844,8847],{"href":8845,"rel":8846},"https:\u002F\u002Fwww.youtube.com\u002Fwatch?feature=player_embedded&v=dSkJoT6RM28",[210],"See the case study here",[24,8849,8851],{"id":8850},"ikea","IKEA",[14,8853,8854],{},"IKEA put their entire inventory in an interactive 300x250 web banner.",[14,8856,8857],{},"Instead of sending users to their website, Ikea allowed shoppers to browse their online inventory in the convenience of their banner ad.",[14,8859,8860],{},[206,8861,8847],{"href":8862,"rel":8863},"https:\u002F\u002Fwww.youtube.com\u002Fwatch?feature=player_embedded&v=32Vt8cW0uWU",[210],[24,8865,8867],{"id":8866},"acura","Acura",[14,8869,8870,8871],{},"Acura tapped into a rich media execution on Wired.com to grab the attention of users visiting Wired.com\n",[206,8872,8875],{"href":8873,"rel":8874},"https:\u002F\u002Fwww.youtube.com\u002Fwatch?feature=player_embedded&v=x2z83gJA60E#!",[210],"See a live demo of the ad here",[24,8877,8879],{"id":8878},"take-a-look-at-all-the-banner-ads-featured-by-clicking-here",[206,8880,8883],{"href":8881,"rel":8882},"https:\u002F\u002Fmashable.com\u002F2012\u002F05\u002F28\u002F10-insanely-clickable-banner-ads",[210],"Take a look at all the banner ads featured by clicking here",{"title":77,"searchDepth":291,"depth":291,"links":8885},[8886,8887,8888,8889],{"id":8829,"depth":291,"text":8830},{"id":8850,"depth":291,"text":8851},{"id":8866,"depth":291,"text":8867},{"id":8878,"depth":291,"text":8883},"2012-05-29","Mashable's new article, 10 Amazingly Clickable Banner Ads, examines ten highly creative and effective banner ads that are just begging to be clicked.",{},"\u002Fblog\u002Fppc\u002Fexamples-of-highly-clickable-banner-ads",{"title":8811,"description":8891},"blog\u002Fppc\u002Fexamples-of-highly-clickable-banner-ads","TdXeTmz4IO0OlEzUvk1Lbdy-Zxyewk6E9D_Up0BuqAE",[8099,8150],{"id":8899,"title":8900,"author":7,"authors":8901,"body":8902,"caption":7,"category":1729,"date":8987,"description":8988,"extension":318,"img":7,"imgAlt":7,"meta":8989,"minutes":321,"navigation":322,"path":8990,"seo":8991,"seodescription":7,"seotitle":7,"stem":8992,"updated":7,"__hash__":8993,"people":8994},"blog\u002Fblog\u002Fppc\u002Fhow-to-design-effective-shock-ads.md","How to Design Effective ‘Shock Ads’",[6083],{"type":11,"value":8903,"toc":8981},[8904,8912,8915,8944,8948,8951,8955,8958,8962,8965,8969,8972],[14,8905,8563,8906,8911],{},[206,8907,8910],{"href":8908,"rel":8909},"https:\u002F\u002Fwww.imediaconnection.com\u002Fcontent\u002F31829.asp",[210],"iMedia Connection article",", ROI DNA's VP of Branding Jim Nichols took a look at 9 different brands that used shock ads.",[14,8913,8914],{},"The brands included:",[46,8916,8917,8920,8923,8926,8929,8932,8935,8938,8941],{},[49,8918,8919],{},"Meth Project (photo above)",[49,8921,8922],{},"Super PAC",[49,8924,8925],{},"Dolce & Gabbana",[49,8927,8928],{},"Groupon",[49,8930,8931],{},"Top Chef",[49,8933,8934],{},"Sisley",[49,8936,8937],{},"L'Oreal Dermablend",[49,8939,8940],{},"Benetton",[49,8942,8943],{},"Febreze\nAfter grading each brands ad on a Win \u002F Lose scale, Nichols made the following conclusions about how to create effective shock ads.",[24,8945,8947],{"id":8946},"viscerally-connect-with-and-celebrate-the-lifestyle-and-values-of-the-user","Viscerally connect with and celebrate the lifestyle and values of the user",[14,8949,8950],{},"Sisley does that well, and stands out because its message is anathema to people who \"don't get it.\"\nSimilarly, Benetton speaks to an emerging set of values most common among young tastemakers.",[24,8952,8954],{"id":8953},"depict-more-relatable-situations-and-drama","Depict more relatable situations and drama",[14,8956,8957],{},"These are things that people can envision. The meth ads, like the example above, do this really well; we all know that the dire straits they depict actually happen.",[24,8959,8961],{"id":8960},"direct-emotional-reactions-to-a-clear-set-of-action-steps-that-tell-us-what-we-should-do-now-that-we-are-all-fired-up","Direct emotional reactions to a clear set of action steps that tell us what we should do now that we are all fired up",[14,8963,8964],{},"Febreze wins here.",[24,8966,8968],{"id":8967},"they-go-easy-on-complex-analogies","They go easy on complex analogies",[14,8970,8971],{},"Very few people study ads, so their meaning needs to be immediately accessible. The Dermablend message shows an incredible demonstration with a strong impact. There's visual proof of the products effectiveness.",[14,8973,8974],{},[52,8975,8976,8977],{},"Go check out the examples mentioned above by ",[206,8978,8980],{"href":8908,"rel":8979},[210],"clicking this link",{"title":77,"searchDepth":291,"depth":291,"links":8982},[8983,8984,8985,8986],{"id":8946,"depth":291,"text":8947},{"id":8953,"depth":291,"text":8954},{"id":8960,"depth":291,"text":8961},{"id":8967,"depth":291,"text":8968},"2012-05-22","In a recent iMedia Connection article, ROI DNA's VP of Branding Jim Nichols took a look at 9 different brands that used shock ads.",{},"\u002Fblog\u002Fppc\u002Fhow-to-design-effective-shock-ads",{"title":8900,"description":8988},"blog\u002Fppc\u002Fhow-to-design-effective-shock-ads","XlpG5PxHdockNkKyrdnSDeXmpP48bwXnIpRP9vsYpA0",[6239],{"id":8996,"title":8997,"author":7,"authors":8998,"body":8999,"caption":7,"category":1729,"date":9062,"description":9063,"extension":318,"img":7,"imgAlt":7,"meta":9064,"minutes":321,"navigation":322,"path":9065,"seo":9066,"seodescription":7,"seotitle":7,"stem":9067,"updated":7,"__hash__":9068,"people":9069},"blog\u002Fblog\u002Fppc\u002Famazon-kindle-fire-to-begin-selling-ad-space.md","Amazon Kindle Fire to Begin Selling Ad Space",[6083],{"type":11,"value":9000,"toc":9057},[9001,9005,9008,9011,9022,9025,9028,9031,9035,9038,9041,9044,9048],[24,9002,9004],{"id":9003},"the-kindle-fire-is-amazons-best-selling-product","The Kindle Fire is Amazon's best selling product",[14,9006,9007],{},"With that in mind, Amazon has decided to sell ads on the device's welcome screen.",[14,9009,9010],{},"Here are some of the details:",[46,9012,9013,9016,9019],{},[49,9014,9015],{},"Minimum of $600,000 commitment must be made to get in on a welcome screen ad package",[49,9017,9018],{},"For $1,000,000, brands would gain access to 'special offers' section inventory and also be included in Amazon's public relations push",[49,9020,9021],{},"Campaigns would run for 2 month time frames",[14,9023,9024],{},"Initially, agency executives expressed concern over a couple points, including the fact that Amazon cannot guarantee the number of users \u002F devices that these welcome ads would appear on.",[14,9026,9027],{},"Another concern was whether these ads would be available on Kindle Fire's that are currently in users hands or only for the new generation of the Fire that Amazon is beginning to ship.",[14,9029,9030],{},"Which leads to another interesting question ..",[24,9032,9034],{"id":9033},"how-will-amazon-differ-this-experience-from-apples-iads","How will Amazon differ this experience from Apple's iAds?",[14,9036,9037],{},"If you recall, Apple initially had a entry point of $1 million to run ads on their iAds platform.",[14,9039,9040],{},"This number decreased rapidly (to $500k, then $300k & now $100k) as Apple found it difficult to sell such expensive packages without being able to guarantee performance.",[14,9042,9043],{},"Amazon will need to do a good job of communicating the value of these advertising placements to avoid a similar pricing fire sale, which would begin by defining the number of users that actually see the ads .",[24,9045,9047],{"id":9046},"for-more-information-on-amazons-new-advertising-opportunity","For more information on Amazon's new advertising opportunity ...",[14,9049,9050,9051,9056],{},"Check out this ",[206,9052,9055],{"href":9053,"rel":9054},"https:\u002F\u002Fadage.com\u002Farticle\u002Fdigital\u002Famazon-sell-ads-kindle-fire-screen-600k\u002F234830\u002F",[210],"Ad Age article"," that offers some additional details.",{"title":77,"searchDepth":291,"depth":291,"links":9058},[9059,9060,9061],{"id":9003,"depth":291,"text":9004},{"id":9033,"depth":291,"text":9034},{"id":9046,"depth":291,"text":9047},"2012-05-18","Amazon has decided to sell ads on the device welcome screen. Here are some of the details.",{},"\u002Fblog\u002Fppc\u002Famazon-kindle-fire-to-begin-selling-ad-space",{"title":8997,"description":9063},"blog\u002Fppc\u002Famazon-kindle-fire-to-begin-selling-ad-space","wEpza2uMqoJiohgohAK2RM4EPB8HbB9W1B3oOIEH-7U",[6239],{"id":9071,"title":9072,"author":7,"authors":9073,"body":9074,"caption":7,"category":1729,"date":9201,"description":9078,"extension":318,"img":7,"imgAlt":7,"meta":9202,"minutes":321,"navigation":322,"path":9203,"seo":9204,"seodescription":7,"seotitle":9072,"stem":9205,"updated":7,"__hash__":9206,"people":9207},"blog\u002Fblog\u002Fppc\u002Fthe-nfl-draft-of-advertising.md","The NFL Draft of Advertising",[6083],{"type":11,"value":9075,"toc":9194},[9076,9079,9083,9086,9089,9093,9096,9099,9103,9106,9109,9112,9123,9130,9134,9137,9140,9143,9163,9167,9174,9177,9189],[14,9077,9078],{},"Andrew Luck, Robert Griffin III, Trent Richardson and more will headline the bright lights of New York City tonight.",[24,9080,9082],{"id":9081},"thats-right-tonight-is-the-2012-nfl-draft","That's right: Tonight is the 2012 NFL Draft.",[14,9084,9085],{},"Literally thousands of hours have gone into evaluating these soon-to-be professional athletes; interviews, film study, phone calls to ex-coaches ... well, you get the point.",[14,9087,9088],{},"Which made us think ...",[24,9090,9092],{"id":9091},"how-do-marketing-agencies-evaluate-talent","How do marketing agencies evaluate talent?",[14,9094,9095],{},"While we can only speak for the way that we evaluate talent, I'm confident that our process is the result of past agency tutelage and experience.",[14,9097,9098],{},"So without further ado, here is how MKG Marketing evaluates talent ...",[24,9100,9102],{"id":9101},"referrals-references","Referrals & References",[14,9104,9105],{},"Anytime we need to bring on an extra pair of hands, the first thing I do is reach out to someone in that specific industry that I trust.",[14,9107,9108],{},"The first thing I ask that person is: Who's doing 'XYZ' really well right now?",[14,9110,9111],{},"Followed by:",[46,9113,9114,9117,9120],{},[49,9115,9116],{},"Have you personally worked with this individual \u002F agency before?",[49,9118,9119],{},"What have others said to you about this individual \u002F agency?",[49,9121,9122],{},"Would you hire them again?",[14,9124,9125,9126,9129],{},"This exercise helps me get a great firsthand account of their expertise ",[52,9127,9128],{},"AS WELL AS"," connects me with other references that I can contact if I feel like we need additional background.",[24,9131,9133],{"id":9132},"the-social-setting-gauntlet","The Social Setting Gauntlet ",[14,9135,9136],{},"Anybody can put on a shirt and tie, sit straight backed in a conference room and robotically answer interview questions.",[14,9138,9139],{},"So, next time we need to hire somebody to look out of place, uncomfortable and generally unhappy to sit in a conference room for 40 hours a week, I'll start using this tactic.",[14,9141,9142],{},"Instead, we like to get people \u002F groups into social settings where we can have a candid conversation about what we need and if they can provide it for us. We prefer this for the following reasons:",[46,9144,9145,9151,9157],{},[49,9146,9147,9150],{},[52,9148,9149],{},"Candid Answers:"," Being in a social setting (lunch, happy hour drinks, etc) helps lower anxiety and, eventually, let their guard down. We get to see a more candid version of the person we would potentially be working with instead of a scripted, robotic answering machine.",[49,9152,9153,9156],{},[52,9154,9155],{},"How They Treat Others:"," Watch how interviewees treat the wait staff at a bar as well as the patrons surrounding your table. Do they hold doors open for others and constantly thank the waitress? Conversely, does he oogle at the waitress when she walks by and scold others for being noisy?",[49,9158,9159,9162],{},[52,9160,9161],{},"Distractions, distractions, distractions:"," Social settings, like many things in life, are filled with distractions. How does the interviewee handle these distractions?",[24,9164,9166],{"id":9165},"this-isnt-a-one-night-stand","This Isn't a One Night Stand",[14,9168,9169,9170,9173],{},"We are always looking for quality partnerships -- usually ",[52,9171,9172],{},"FAR"," in advance of actual need -- and I am always completely transparent with potential partners as soon as we sit down.",[14,9175,9176],{},"We want to sit down and learn about your business over the course of a few conversations. You're not going to bed with us on the first date, so please treat our relationship with respect and understand that we need to vet you \u002F your team.",[14,9178,9179,9184,9185,9188],{},[206,9180,9183],{"href":9181,"rel":9182},"https:\u002F\u002Fridejoy.com",[210],"Ridejoy",", a startup based here in San Francisco, actually interviewed their community manager for ",[52,9186,9187],{},"36 hours"," (over a weekend, no less) before they decided to extend her an offer (read about it)",[14,9190,9191],{},[52,9192,9193],{},"So, How Do You Evaluate Potential New Employees?",{"title":77,"searchDepth":291,"depth":291,"links":9195},[9196,9197,9198,9199,9200],{"id":9081,"depth":291,"text":9082},{"id":9091,"depth":291,"text":9092},{"id":9101,"depth":291,"text":9102},{"id":9132,"depth":291,"text":9133},{"id":9165,"depth":291,"text":9166},"2012-04-26",{},"\u002Fblog\u002Fppc\u002Fthe-nfl-draft-of-advertising",{"title":9072,"description":9078},"blog\u002Fppc\u002Fthe-nfl-draft-of-advertising","RSRf6bKfzfoXOmILAoxpVEWioMDHZ-ECyciVlOp_nCw",[6239],{"id":9209,"title":9210,"author":7,"authors":9211,"body":9212,"caption":7,"category":1729,"date":9345,"description":9346,"extension":318,"img":7,"imgAlt":7,"meta":9347,"minutes":321,"navigation":322,"path":9348,"seo":9349,"seodescription":7,"seotitle":9210,"stem":9350,"updated":7,"__hash__":9351,"people":9352},"blog\u002Fblog\u002Fppc\u002Fthree-steps-to-marketing-automation-paradise.md","Three Steps to Marketing Automation Paradise",[6083],{"type":11,"value":9213,"toc":9339},[9214,9217,9221,9224,9227,9231,9234,9237,9267,9271,9274,9277,9285,9289,9292,9334],[14,9215,9216],{},"Ever wonder how your company could simplify the way they communicate with their customers?",[24,9218,9220],{"id":9219},"youre-not-alone","You're not alone",[14,9222,9223],{},"In fact, there are numerous companies who have built their products and services up around the idea of automating traditionally cumbersome marketing tasks.",[14,9225,9226],{},"Take a look below at the three ways brands can reach marketing automation paradise.",[24,9228,9230],{"id":9229},"programmatic-media-buying","Programmatic Media Buying",[14,9232,9233],{},"Save time and energy by plugging into real time bidding partners and demand side platforms that are able to programmatically purchase digital media space based upon the advertisers set parameters.",[14,9235,9236],{},"Great examples of RTB and DSP partners include:",[46,9238,9239,9246,9253,9260],{},[49,9240,9241],{},[206,9242,9245],{"href":9243,"rel":9244},"https:\u002F\u002Fdataxu.com",[210],"Data Xu",[49,9247,9248],{},[206,9249,9252],{"href":9250,"rel":9251},"https:\u002F\u002Fmediamath.com",[210],"Media Math",[49,9254,9255],{},[206,9256,9259],{"href":9257,"rel":9258},"https:\u002F\u002Fturn.com",[210],"Turn",[49,9261,9262],{},[206,9263,9266],{"href":9264,"rel":9265},"https:\u002F\u002Ftriggit.com",[210],"Triggit",[24,9268,9270],{"id":9269},"marketing-automation-partners","Marketing Automation Partners",[14,9272,9273],{},"Marketers work hard to acquire new customers, but what are they doing to encourage a long-term engagement with these customers?",[14,9275,9276],{},"Marketing automation is an all-inclusive lead nurturing tactic that allows brands to continuously communicate with their prospects & customers.",[14,9278,9279,9284],{},[206,9280,9283],{"href":9281,"rel":9282},"https:\u002F\u002Fmarketo.com",[210],"Marketo"," is a great example of a lead nurturing SaaS platform that allows marketers to do this.",[24,9286,9288],{"id":9287},"marketing-dashboards","Marketing Dashboards",[14,9290,9291],{},"Using tools such as attribution and data management platforms, marketers can measure the effect of all their marketing efforts in one simple-to-read",[46,9293,9294,9314],{},[49,9295,9296,1042,9299,8164,9304,8164,9309],{},[52,9297,9298],{},"Data Management Platforms:",[206,9300,9303],{"href":9301,"rel":9302},"https:\u002F\u002Fwww.xplusone.com\u002F",[210],"x+1",[206,9305,9308],{"href":9306,"rel":9307},"https:\u002F\u002Fwww.bluekai.com\u002Fdmp\u002F",[210],"Blue Kai",[206,9310,9313],{"href":9311,"rel":9312},"https:\u002F\u002Fwww.aggregateknowledge.com\u002Findex.html",[210],"Aggregate Knowledge",[49,9315,9316,1042,9319,8164,9324,8164,9329],{},[52,9317,9318],{},"Attribution Models:",[206,9320,9323],{"href":9321,"rel":9322},"https:\u002F\u002Fattributionmanagement.com\u002F",[210],"ClearSaleing",[206,9325,9328],{"href":9326,"rel":9327},"https:\u002F\u002Fwww.c3metrics.com",[210],"C3 Metrics",[206,9330,9333],{"href":9331,"rel":9332},"https:\u002F\u002Fadometry.com",[210],"Adometry",[14,9335,9336],{},[52,9337,9338],{},"Which of the tactics above is your company utilizing?",{"title":77,"searchDepth":291,"depth":291,"links":9340},[9341,9342,9343,9344],{"id":9219,"depth":291,"text":9220},{"id":9229,"depth":291,"text":9230},{"id":9269,"depth":291,"text":9270},{"id":9287,"depth":291,"text":9288},"2012-04-25","Ever wonder how your company could simplify the way they communicate with their customers? You''re not alone.",{},"\u002Fblog\u002Fppc\u002Fthree-steps-to-marketing-automation-paradise",{"title":9210,"description":9346},"blog\u002Fppc\u002Fthree-steps-to-marketing-automation-paradise","JewsOL46L0pWjR45yV0y8Dst6aZyrwP3buigtC6_4Ic",[6239],{"id":9354,"title":9355,"author":7,"authors":9356,"body":9357,"caption":7,"category":1729,"date":9457,"description":9458,"extension":318,"img":7,"imgAlt":7,"meta":9459,"minutes":321,"navigation":322,"path":9460,"seo":9461,"seodescription":7,"seotitle":9355,"stem":9462,"updated":7,"__hash__":9463,"people":9464},"blog\u002Fblog\u002Fppc\u002Fthree-myths-about-audience-targeting-cookies.md","Three Myths About Audience Targeting & Cookies",[6083],{"type":11,"value":9358,"toc":9451},[9359,9374,9377,9381,9384,9388,9391,9394,9397,9401,9410,9413,9416,9419,9423,9426,9429,9432,9446],[14,9360,9361,9362,9367,9368,9373],{},"Last Week, ",[206,9363,9366],{"href":9364,"rel":9365},"https:\u002F\u002Finvitemedia.com",[210],"Invite Media","'s James Lancelot wrote an ",[206,9369,9372],{"href":9370,"rel":9371},"https:\u002F\u002Fwww.adexchanger.com\u002Fdata-driven-thinking\u002Fcookie-wars\u002F",[210],"Ad Exchanger article"," that mentioned the current state of 'cookie wars' happening in the digital media industry.",[14,9375,9376],{},"Lancelot made a wise statement: the old model of buying multiple ad networks in order to reach 100% of your audience across the web is horrifically inefficient.",[24,9378,9380],{"id":9379},"with-that-in-mind-we-wanted-to-debunk-a-few-myths-about-buying-audiences-using-cookies","With that in mind, we wanted to debunk a few myths about buying audiences (using cookies)",[14,9382,9383],{},"So without further ado ...",[24,9385,9387],{"id":9386},"buying-multiple-ad-networks-will-help-reach-your-total-audience","Buying Multiple Ad Networks Will Help Reach Your Total Audience",[14,9389,9390],{},"Some media buyers believe that buying multiple ad networks will allow them to reach their complete target audience during any given campaign.",[14,9392,9393],{},"In fact, most (if not all) ad networks have access to the inventory exchanges and are able to purchase the exact same set of cookies (i.e. audience-specific inventory).",[14,9395,9396],{},"There's no need to purchase the inventory through multiple ad networks; each media partner will be competing against each other for the exact same set of cookies, effectively making your media cost soar through the roof.",[24,9398,9400],{"id":9399},"buying-direct-from-exchanges-is-your-best-option","Buying Direct from Exchanges is Your Best Option",[14,9402,9403,9404,9409],{},"Many media partners act as their own exchange sources -- ",[206,9405,9408],{"href":9406,"rel":9407},"https:\u002F\u002Fquantcast.com",[210],"Quantcast"," is a great example -- and it can be tempting to buy media direct from these partners.",[14,9411,9412],{},"DON'T.",[14,9414,9415],{},"Use a network or Demand Side Platform (DSP) to purchase the inventory on your behalf.",[14,9417,9418],{},"Purchasing through one of the aforementioned partners allows you to sit above all the exchanges and cherry pick 'exchange inventory' (i.e. audience cookies) at the most efficient price.",[24,9420,9422],{"id":9421},"blind-faith-in-your-media-partners-cookie-verticals","Blind Faith in Your Media Partners' Cookie Verticals",[14,9424,9425],{},"The granularity of audience inventory -- for example, buying users who are 'in market for buying shoes online' -- is absolutely astounding. It's that kind of data that allows planners to tap into the true potential of their media plans to drive performance.",[14,9427,9428],{},"But don't take your media partners cookie data on blind faith.",[14,9430,9431],{},"Ask them how they classify, sort & categorize these cookies. Great questions include:",[46,9433,9434,9437,9440,9443],{},[49,9435,9436],{},"Where are you collecting \u002F buying your cookie data from?",[49,9438,9439],{},"What algorithm do you use to classify each user?",[49,9441,9442],{},"How many iterations of this algorithm have existed within your company?",[49,9444,9445],{},"Who built the algorithm? Why did your company tap him \u002F her to do so?\nMake sure to understand how your media partners 'secret sauce' works.",[14,9447,9448],{},[52,9449,9450],{},"In your experience, what other audience buying myths did we forget to mention?",{"title":77,"searchDepth":291,"depth":291,"links":9452},[9453,9454,9455,9456],{"id":9379,"depth":291,"text":9380},{"id":9386,"depth":291,"text":9387},{"id":9399,"depth":291,"text":9400},{"id":9421,"depth":291,"text":9422},"2012-04-23","The old model of buying multiple ad networks in order to reach 100% of your audience across the web is horrifically inefficient.",{},"\u002Fblog\u002Fppc\u002Fthree-myths-about-audience-targeting-cookies",{"title":9355,"description":9458},"blog\u002Fppc\u002Fthree-myths-about-audience-targeting-cookies","pu2QCLgbR7c66jiCV2o7vEx-nHHMlXWLaoJQeo5Jp9w",[6239],{"id":9466,"title":9467,"author":7,"authors":9468,"body":9469,"caption":7,"category":1729,"date":9534,"description":9485,"extension":318,"img":7,"imgAlt":7,"meta":9535,"minutes":321,"navigation":322,"path":9536,"seo":9537,"seodescription":7,"seotitle":7,"stem":9538,"updated":7,"__hash__":9539,"people":9540},"blog\u002Fblog\u002Fppc\u002Fwhat-hilary-rosen-can-teach-us-about-focusing-your-mobile-ad-campaign.md","What Hilary Rosen Can Teach Us About Focusing Your Mobile Ad Campaign",[9],{"type":11,"value":9470,"toc":9528},[9471,9479,9483,9486,9489,9493,9496,9499,9503,9506,9509,9512,9515,9519,9522,9525],[14,9472,9473,9474,7423],{},"In the latest politicial mishap, democratic party strategist ",[206,9475,9478],{"href":9476,"rel":9477},"https:\u002F\u002Fwww.forbes.com\u002Fsites\u002Fsamanthaettus\u002F2012\u002F04\u002F13\u002Fann-romney\u002F",[210],"Hilary Rosen uttered the following comment about Ann Romney",[24,9480,9482],{"id":9481},"ann-romney-has-never-worked-a-day-in-her-life","'Ann Romney has never worked a day in her life.'",[14,9484,9485],{},"In the spirit of always learning from other people's mistakes, we realized there could be no better way to learn from Rosen's mistake than to identify a couple ways to focus a mobile advertising campaign!",[14,9487,9488],{},"I know we're stretching here, but stick with us and we'll take you to the promised land ...",[24,9490,9492],{"id":9491},"_1-content","1. Content",[14,9494,9495],{},"Imagine that the Democratic National Committee was running a mobile ad campaign in political-heavy mobile apps like CNN or MSNBC.",[14,9497,9498],{},"As Hilary Rosen utters the phrase mentioned above, you are buying up all inventory around political content (breaking news, politics section, etc) and your DNC advertisement shows up directly next to a negative story about your brand.\nLesson Learned: Do you have a transparent view into the type of content your mobile message is running alongside?",[24,9500,9502],{"id":9501},"_2-device","2. Device",[14,9504,9505],{},"Again, referring to Rosen's comments mentioned above, how would you react if you had seen her make that statement on live TV? If you read the statement in a newspaper article? If you heard it over the radio?",[14,9507,9508],{},"The channel that is presenting the information is critical in the way the user interprets it and formulates an opinion in their head.",[14,9510,9511],{},"The same can be said for the device that a mobile ad campaign targets -- if your product or service is focused on Android devices, yet you buy inventory on iPhones \u002F iPads, how is the user supposed to react to a disconnected message like that?",[14,9513,9514],{},"Lesson Learned: Be cognizant of the creative and technical implications of running mobile ad campaigns across different devices.",[24,9516,9518],{"id":9517},"_3-in-app-vs-mobile-web","3. In-App vs. Mobile Web",[14,9520,9521],{},"Building on point #2, device, where is your mobile ad campaign being delivered to the user? Is the advertising being served in actual mobile apps, or is the message sent out across mobile websites?",[14,9523,9524],{},"The creative implications of in-app vs mobile web are significant, and agencies should understand those differences and be able to interpret which option(s) are best for their clients.",[14,9526,9527],{},"Lesson Learned: You can't serve a 'Dunk Tank Hilary Rosen!' interactive ad across mobile websites -- understanding your clients options to deliver their message is key in making sure the creative execution works effectively.",{"title":77,"searchDepth":291,"depth":291,"links":9529},[9530,9531,9532,9533],{"id":9481,"depth":291,"text":9482},{"id":9491,"depth":291,"text":9492},{"id":9501,"depth":291,"text":9502},{"id":9517,"depth":291,"text":9518},"2012-04-13",{},"\u002Fblog\u002Fppc\u002Fwhat-hilary-rosen-can-teach-us-about-focusing-your-mobile-ad-campaign",{"title":9467,"description":9485},"blog\u002Fppc\u002Fwhat-hilary-rosen-can-teach-us-about-focusing-your-mobile-ad-campaign","25F5m3jzCITwhK8d9mBwRw0C31Zr2yqDny48B_JYrRY",[8099,8150],{"id":9542,"title":9543,"author":7,"authors":9544,"body":9545,"caption":7,"category":1729,"date":9638,"description":9639,"extension":318,"img":7,"imgAlt":7,"meta":9640,"minutes":321,"navigation":322,"path":9641,"seo":9642,"seodescription":7,"seotitle":9543,"stem":9643,"updated":7,"__hash__":9644,"people":9645},"blog\u002Fblog\u002Fppc\u002Fwhat-brands-can-learn-from-instagram.md","What Brands Can Learn from Instagram",[9],{"type":11,"value":9546,"toc":9632},[9547,9556,9560,9563,9567,9570,9584,9587,9590,9593,9597,9600,9603,9606,9610,9613,9621,9624,9627],[14,9548,9549,9550,9555],{},"Unless you've been living under a rock for the past 18 hours, it's likely that you've heard the news that ",[206,9551,9554],{"href":9552,"rel":9553},"https:\u002F\u002Fnews.cnet.com\u002F8301-31322_3-57411422-256\u002Ffacebook-buys-instagram...but-for-what\u002F",[210],"Facebook is set to acquire the mobile photo genius company known as Instagram for a cool $1 billion"," (cash plus stock).",[24,9557,9559],{"id":9558},"so-what-does-this-have-to-do-with-marketing-your-brand","So What Does This Have to Do With Marketing Your Brand?",[14,9561,9562],{},"Glad you asked! For your reading pleasure, here are three great lessons that brands can learn from the Facebook acquisition of Instagram.",[24,9564,9566],{"id":9565},"_1-forget-the-kiss-analogy-make-your-product-stupid-proof","1. Forget the KISS Analogy: Make Your Product 'Stupid Proof'",[14,9568,9569],{},"Using the Instagram app on your mobile device is a four step process:",[132,9571,9572,9575,9578,9581],{},[49,9573,9574],{},"Open the app",[49,9576,9577],{},"Take a photo",[49,9579,9580],{},"With a single tap of the screen, apply a crazy cool filter that makes you look like a photo journalist",[49,9582,9583],{},"Drop a caption on the image and share with out to all your social networks (Instagram will geo-tag the location all on it's own)",[14,9585,9586],{},"That's it!",[14,9588,9589],{},"You want your product or service to be 'stupid proof' so your audience is able to a) use it themselves, and b) sell it's use to their peers.",[14,9591,9592],{},"At the same time, you don't want to make it so 'stupid proof' that it's a useless product or service. Which leads to item #2 ...",[24,9594,9596],{"id":9595},"_2-make-your-users-customers-look-like-rock-stars","2. Make Your Users \u002F Customers Look Like Rock Stars",[14,9598,9599],{},"With one simple product feature, photo filters, Instagram gave the ability to take quality pictures through a combination of different 'lenses' to the masses.",[14,9601,9602],{},"If you were one of the early users of the app, I'm sure you began noticing the picture perfect photos being uploaded by friends on your social networks and wondering 'how the heck did they get that on camera????'",[14,9604,9605],{},"With one simple feature, Instagram allows everyone to become a photography rockstar on their mobile device!",[24,9607,9609],{"id":9608},"_3-focus-on-key-features-benefits-to-your-customers","3. Focus on Key Features \u002F Benefits to Your Customers",[14,9611,9612],{},"In line with Instagram making itself 'stupid proof', the founding team focused on doing a couple things really well:",[132,9614,9615,9618],{},[49,9616,9617],{},"Take professional-looking pictures",[49,9619,9620],{},"Make those photos extremely easy to share out to all your social networks",[14,9622,9623],{},"I have to say it one more time ... That's it!",[14,9625,9626],{},"By focusing on doing a couple things really well instead of producing a large quantity of average products, features, services, etc, you're able to build a loyal brand following that will spread those key features to the masses.",[14,9628,9629],{},[52,9630,9631],{},"What Will Your Company Learn from the Instagram acquisition?",{"title":77,"searchDepth":291,"depth":291,"links":9633},[9634,9635,9636,9637],{"id":9558,"depth":291,"text":9559},{"id":9565,"depth":291,"text":9566},{"id":9595,"depth":291,"text":9596},{"id":9608,"depth":291,"text":9609},"2012-04-09","Unless you've been living under a rock for the past 18 hours, it's likely that you've heard the news that Facebook is set to acquire the mobile photo genius company known as Instagram for a cool $1 billion (cash plus stock).",{},"\u002Fblog\u002Fppc\u002Fwhat-brands-can-learn-from-instagram",{"title":9543,"description":9639},"blog\u002Fppc\u002Fwhat-brands-can-learn-from-instagram","uLouC5uh8mKcNdGLHK2Y6vD_g5JtMzbU1m6xPg4uPo4",[8099,8150],{"id":9647,"title":9648,"author":7,"authors":9649,"body":9650,"caption":7,"category":1729,"date":9692,"description":9693,"extension":318,"img":7,"imgAlt":7,"meta":9694,"minutes":321,"navigation":322,"path":9695,"seo":9696,"seodescription":7,"seotitle":9648,"stem":9697,"updated":7,"__hash__":9698,"people":9699},"blog\u002Fblog\u002Fppc\u002Fdoes-your-brand-need-dynamic-media-pricing.md","Does Your Brand Need Dynamic Media Pricing?",[9],{"type":11,"value":9651,"toc":9688},[9652,9660,9663,9667,9670,9681,9685],[14,9653,9654,9655,9659],{},"In our previous blog entry, ",[206,9656,9658],{"href":9657},"\u002Fblog\u002Fppc\u002Fhow-useful-is-dynamic-media-pricing\u002F","How Useful is Dynamic Media Pricing",", we examined the pros & cons of using RTB media partners in your digital media plans.",[14,9661,9662],{},"But a bigger question still remains ...",[24,9664,9666],{"id":9665},"as-a-brand-how-do-you-know-if-rtb-is-right-for-your-marketing-efforts","As a brand, how do you know if RTB is right for your marketing efforts?",[14,9668,9669],{},"Here are a few sample questions to ask yourself:",[46,9671,9672,9675,9678],{},[49,9673,9674],{},"What is our desired 'end action' that we want users to take on our site? More importantly, do we have one?",[49,9676,9677],{},"As long as ad verification tools like AdSafe or Double Verify are in place, are we okay giving up some control over how many impressions we get on specific sites?",[49,9679,9680],{},"Are we equipped to analyze with the reams of extremely valuable data that RTB platforms will produce for us? Do we need to bring in help to analyze said data?",[24,9682,9684],{"id":9683},"rtb-platforms-are-changing-the-digital-media-landscape-but-are-they-right-for-your-brand","RTB platforms are changing the digital media landscape -- but are they right for your brand?",[14,9686,9687],{},"Let us know why or why not in the comments section.",{"title":77,"searchDepth":291,"depth":291,"links":9689},[9690,9691],{"id":9665,"depth":291,"text":9666},{"id":9683,"depth":291,"text":9684},"2012-04-06","In our previous blog entry, How Useful is Dynamic Media Pricing, we examined the pros & cons of using RTB media partners in your digital media plans.",{},"\u002Fblog\u002Fppc\u002Fdoes-your-brand-need-dynamic-media-pricing",{"title":9648,"description":9693},"blog\u002Fppc\u002Fdoes-your-brand-need-dynamic-media-pricing","7cqAvajHGEILyofHE1P0ElaYEK6yJR0Q9HU_9mzk7H0",[8099,8150],{"id":9701,"title":9702,"author":7,"authors":9703,"body":9704,"caption":7,"category":1729,"date":9787,"description":9788,"extension":318,"img":7,"imgAlt":7,"meta":9789,"minutes":321,"navigation":322,"path":9790,"seo":9791,"seodescription":7,"seotitle":9702,"stem":9792,"updated":7,"__hash__":9793,"people":9794},"blog\u002Fblog\u002Fppc\u002Funveiling-social-rewards-for-tv-viewing.md","Unveiling Social Rewards for TV Viewing",[9],{"type":11,"value":9705,"toc":9783},[9706,9714,9723,9726,9729,9755,9759,9762,9776,9780],[14,9707,9708,9713],{},[206,9709,9712],{"href":9710,"rel":9711},"https:\u002F\u002Fwww.intomobile.com\u002F2012\u002F02\u002F22\u002Fviggle-app-pays-users-watch-tv\u002F",[210],"Viggle"," is an iOS application that pays users to watch television.",[14,9715,9716,9717,9722],{},"The Viggle application is best described as a TV version of ",[206,9718,9721],{"href":9719,"rel":9720},"https:\u002F\u002Fshazam.com\u002F",[210],"Shazam",", the popular mobile application that identifies music by listening and relaying back artist, album and song title to the user.",[14,9724,9725],{},"So what does Viggle do and how does it work?",[14,9727,9728],{},"Well -",[46,9730,9731,9737,9743,9749],{},[49,9732,9733,9736],{},[52,9734,9735],{},"First:"," As you're sitting down to watch television, open the app and check in to the television program you are tuned into",[49,9738,9739,9742],{},[52,9740,9741],{},"Second:"," To verify that you're actually tuned in to the program you checked in to, Viggle will listen to the audio coming from the television and either confirm or deny your check in",[49,9744,9745,9748],{},[52,9746,9747],{},"Third:"," Set your phone down and forget it. If your program is confirmed (i.e. if you're actually watching the show you checked in to) you will be awarded points for every minute you watch",[49,9750,9751,9754],{},[52,9752,9753],{},"Fourth:"," These points accumulate over time and can eventually be redeemed for gift cards \u002F offers at Best Buy, Burger King and more",[24,9756,9758],{"id":9757},"viggle-also-connects-to-your-social-networks-allowing-users-to-share-which-television-programs-theyre-watching-to-friends-family","Viggle also connects to your social networks, allowing users to share which television programs they're watching to friends & family",[14,9760,9761],{},"At this point in time, there are only a few down sides I see to the Viggle model:",[46,9763,9764,9770],{},[49,9765,9766,9769],{},[52,9767,9768],{},"Fraudulent Viewing:"," Yes, Viggle will verify that you're tuned into the show you checked in to, but are users actually paying attention the entire time or simply leaving their phones next to the television?",[49,9771,9772,9775],{},[52,9773,9774],{},"Measurable Results:"," At some point, Viggle will need a 2.0 version that allows brands to include more engaging and\u002For measurable actions for users to take in order to back into more concrete performance metrics",[24,9777,9779],{"id":9778},"viggle-and-other-similar-products-that-pop-up-could-change-the-way-users-engage-with-traditional-and-digital-content-moving-forward","Viggle, and other similar products that pop up, could change the way users engage with traditional and digital content moving forward.",[14,9781,9782],{},"How will your brand utilize tactics like these in the future?",{"title":77,"searchDepth":291,"depth":291,"links":9784},[9785,9786],{"id":9757,"depth":291,"text":9758},{"id":9778,"depth":291,"text":9779},"2012-03-30","Viggle is an iOS application that pays users to watch television.",{},"\u002Fblog\u002Fppc\u002Funveiling-social-rewards-for-tv-viewing",{"title":9702,"description":9788},"blog\u002Fppc\u002Funveiling-social-rewards-for-tv-viewing","YiYer6BgG9v4jCmhxCk8geN-05zbmkJcPUVu3Jr-_Lc",[8099,8150],{"id":9796,"title":9658,"author":7,"authors":9797,"body":9798,"caption":7,"category":1729,"date":9849,"description":9850,"extension":318,"img":7,"imgAlt":7,"meta":9851,"minutes":321,"navigation":322,"path":9852,"seo":9853,"seodescription":7,"seotitle":9658,"stem":9854,"updated":7,"__hash__":9855,"people":9856},"blog\u002Fblog\u002Fppc\u002Fhow-useful-is-dynamic-media-pricing.md",[9],{"type":11,"value":9799,"toc":9845},[9800,9812,9815,9819,9822,9833,9837,9840],[14,9801,9802,9803,3260,9806,9811],{},"Real time bidding, or RTB, is the process in which media platforms like ",[206,9804,9245],{"href":9243,"rel":9805},[210],[206,9807,9810],{"href":9808,"rel":9809},"https:\u002F\u002Frocketfuel.com",[210],"Rocket Fuel"," dynamically bid on every single impression that you \"the advertiser\" has agreed to purchase.",[14,9813,9814],{},"This means that an ad buyer, through the platform of their choice, can value each individual opportunity to buy an ad impression based upon audience, site data & more before agreeing to purchase said impression.",[24,9816,9818],{"id":9817},"so-what-does-that-have-to-do-with-dynamic-media-pricing","So What Does That Have To Do With Dynamic Media Pricing?",[14,9820,9821],{},"Well, bidding on each individual impression in real time drives down the actual cost you are paying for every single impression, as not all impressions are created equal.\nA few items that RTB platforms evaluate include:",[132,9823,9824,9827,9830],{},[49,9825,9826],{},"Based on third-party data, does the user who is about to receive an impression match up with other actionable users (click, purchase, etc)?",[49,9828,9829],{},"Is the environment (i.e. site the impression will appear on) conducive with the type of content that drives actions? Also, is it brand safe content?",[49,9831,9832],{},"After purchasing the impression, will the RTB platform be able to back into the agreed-upon key performance benchmark?",[24,9834,9836],{"id":9835},"companies-like-the-aforementioned-data-xu-make-100000-decisions-per-second-when-evaluating-impressions-in-real-time","Companies like the aforementioned Data Xu make 100,000 decisions per second when evaluating impressions in real time!",[14,9838,9839],{},"The examples listed above are just three of hundred's of thousands  that RTB systems utilize to make purchasing through their platforms more efficient and effective.",[14,9841,9842],{},[52,9843,9844],{},"How does your company use RTB to make media plans more efficient?",{"title":77,"searchDepth":291,"depth":291,"links":9846},[9847,9848],{"id":9817,"depth":291,"text":9818},{"id":9835,"depth":291,"text":9836},"2012-03-29","Real time bidding, or RTB, is the process in which media platforms like Data Xu and Rocket Fuel dynamically bid on every single impression that you \"the advertiser\" has agreed to purchase.",{},"\u002Fblog\u002Fppc\u002Fhow-useful-is-dynamic-media-pricing",{"title":9658,"description":9850},"blog\u002Fppc\u002Fhow-useful-is-dynamic-media-pricing","iRF4UHNOoQQ3BwKXP7907xIY1xEKT9k8kYcQ6f7rMi4",[8099,8150],{"id":9858,"title":9859,"author":7,"authors":9860,"body":9861,"caption":7,"category":1729,"date":9942,"description":9943,"extension":318,"img":7,"imgAlt":7,"meta":9944,"minutes":321,"navigation":322,"path":9945,"seo":9946,"seodescription":7,"seotitle":9859,"stem":9947,"updated":7,"__hash__":9948,"people":9949},"blog\u002Fblog\u002Fppc\u002Fmerging-digital-real-life.md","Merging Digital & Real Life",[9],{"type":11,"value":9862,"toc":9936},[9863,9871,9874,9877,9881,9884,9888,9897,9906,9910,9913,9917,9925,9928,9931],[14,9864,9865,9866,212],{},"The future is here, and it goes by the name of ",[206,9867,9870],{"href":9868,"rel":9869},"https:\u002F\u002Ftacocopter.com",[210],"Tacocopter",[14,9872,9873],{},"With one simple install of the Tacocopter app on your smartphone, a remote-controlled flying apparatus (photo below) will be sent to your GPS location with your favorite order of tacos.",[14,9875,9876],{},"While there is some debate about whether Tacocopter is real or not (and for the record, we hope to god it is), the subject thatTacocopter brings up is an interesting one.",[24,9878,9880],{"id":9879},"how-is-your-company-merging-digital-data-with-real-life-offerings","How is your company merging digital data with real life offerings?",[14,9882,9883],{},"Here are a couple examples of ways your brand could merge digital data and real life offerings.",[24,9885,9887],{"id":9886},"augmented-reality","Augmented Reality",[14,9889,9890,9891,9896],{},"Companies like ",[206,9892,9895],{"href":9893,"rel":9894},"https:\u002F\u002Fwww.layar.com\u002F",[210],"Layar"," allow brands to use their smartphone to access a custom made alternate reality offering.",[14,9898,9899,9900,9905],{},"Their crown jewel, Layer Vision, is a smartphone browser that can turn any analog \u002F static product into a interactive experience in and of itself. A great example is their partnership with Linda Magazine (",[206,9901,9904],{"href":9902,"rel":9903},"https:\u002F\u002Fwww.youtube.com\u002Fwatch?feature=player_embedded&v=ldU9OvCgi8I",[210],"click here to see video footage of what the experience is like","), which turned a static print publication into an interactive experience that users could engage with.",[24,9907,9909],{"id":9908},"visual-search","Visual Search",[14,9911,9912],{},"The best example of visual search is Google Goggles, an Android application that allows users to take photos and search the web for information on products.",[24,9914,9916],{"id":9915},"listening-to-social-chatter","Listening to Social Chatter",[14,9918,9919,9924],{},[206,9920,9923],{"href":9921,"rel":9922},"https:\u002F\u002Flocalresponse.com",[210],"Local Response",", a hot new start up based out of New York, offers a new tool to advertisers that allows them to engage with users in real time.",[14,9926,9927],{},"Anytime a user on Twitter, Foursquare, Instagram and a host of other location-based applications mentions the brand \u002F keyword terms, brands can offer a coupon or serve an advertisement that can be clicked on using at 'at mention'.",[14,9929,9930],{},"Hot dog sales slumping? Run a special where anybody who checks into the ball game gets a free hot dog with the purchase of a cold beer.",[14,9932,9933],{},[52,9934,9935],{},"So I ask again: How is your company engaging consumers from digital to real life?",{"title":77,"searchDepth":291,"depth":291,"links":9937},[9938,9939,9940,9941],{"id":9879,"depth":291,"text":9880},{"id":9886,"depth":291,"text":9887},{"id":9908,"depth":291,"text":9909},{"id":9915,"depth":291,"text":9916},"2012-03-27","The future is here, and it goes by the name of Tacocopter.",{},"\u002Fblog\u002Fppc\u002Fmerging-digital-real-life",{"title":9859,"description":9943},"blog\u002Fppc\u002Fmerging-digital-real-life","4-wQvy10nOYd5d-xukETj2Td4n9lvALOkIYtVvmQ1-Y",[8099,8150],{"id":9951,"title":9952,"author":7,"authors":9953,"body":9954,"caption":7,"category":1729,"date":10017,"description":10018,"extension":318,"img":7,"imgAlt":7,"meta":10019,"minutes":321,"navigation":322,"path":10020,"seo":10021,"seodescription":7,"seotitle":9952,"stem":10022,"updated":7,"__hash__":10023,"people":10024},"blog\u002Fblog\u002Fppc\u002Fhow-pinterest-can-shape-marketing-forever.md","How Pinterest can Shape Marketing Forever",[9],{"type":11,"value":9955,"toc":10010},[9956,9959,9962,9965,9969,9975,9984,9987,9990,9994,9997,10000,10006],[14,9957,9958],{},"Mitt Romney's wife, Ann, is posting family photos on the site.",[14,9960,9961],{},"Reese Witherspoon told the world that it was a \"collection of the most amazing, wonderful craftiness on earth\" on the Conan O'Brien show.",[14,9963,9964],{},"The U.S. Army has issued a Pinterest 'how-to guide', as it's been described.",[24,9966,9968],{"id":9967},"pinterest-is-here-to-stay","Pinterest is here to stay.",[14,9970,9971,9972],{},"In February 2012, Pinterest drove more referral traffic than Twitter, Google+, LinkedIn & YouTube ... ",[52,9973,9974],{},"combined.",[24,9976,9978,9979],{"id":9977},"yet-investor-extraordinaire-andreessen-horowitz-nearly-passed-on-the-company","Yet investor extraordinaire Andreessen Horowitz ",[206,9980,9983],{"href":9981,"rel":9982},"https:\u002F\u002Ffinance.fortune.cnn.com\u002F2011\u002F10\u002F10\u002Fventure-capital-deals-21\u002F",[210],"nearly passed on the company.",[14,9985,9986],{},"What changed his mind?",[14,9988,9989],{},"A female researcher on staff tugged relentlessly on his sleeve and urged him to reconsider.",[24,9991,9993],{"id":9992},"so-whats-the-point-here","So what's the point here?",[14,9995,9996],{},"The point is this: Pinterest is the perfect example of a product \u002F service that blew up by reaching what was initially thought of as an unprofitable or non-existant market.",[14,9998,9999],{},"Take this quote from Andreessen: \"Our industry historically - do we produce products initially aimed primarily at men or women? You'd have to say men.\"",[14,10001,10002,10005],{},[52,10003,10004],{},"And he's right:"," Brands have the ability to become complacent with their current audience, which could lead to them missing out on previously unseen target segments.",[24,10007,10009],{"id":10008},"is-your-brand-missing-a-critical-undiscovered-piece-of-your-target-audience","Is your brand missing a critical \u002F undiscovered piece of your target audience?",{"title":77,"searchDepth":291,"depth":291,"links":10011},[10012,10013,10015,10016],{"id":9967,"depth":291,"text":9968},{"id":9977,"depth":291,"text":10014},"Yet investor extraordinaire Andreessen Horowitz nearly passed on the company.",{"id":9992,"depth":291,"text":9993},{"id":10008,"depth":291,"text":10009},"2012-03-23","Brands have the ability to become complacent with their current audience,which could lead to them missing out on previously unseen target segments.",{},"\u002Fblog\u002Fppc\u002Fhow-pinterest-can-shape-marketing-forever",{"title":9952,"description":10018},"blog\u002Fppc\u002Fhow-pinterest-can-shape-marketing-forever","p6Xez8bGPJQTIFCpl4zKWOVimURhpu5rItdMDoOHzXE",[8099,8150],{"id":10026,"title":10027,"author":7,"authors":10028,"body":10029,"caption":7,"category":1729,"date":10121,"description":10122,"extension":318,"img":7,"imgAlt":7,"meta":10123,"minutes":321,"navigation":322,"path":10124,"seo":10125,"seodescription":7,"seotitle":10027,"stem":10126,"updated":7,"__hash__":10127,"people":10128},"blog\u002Fblog\u002Fppc\u002F3-ways-to-make-your-website-more-social.md","3 Ways to Make Your Website More Social",[9],{"type":11,"value":10030,"toc":10115},[10031,10034,10037,10040,10044,10047,10051,10054,10062,10066,10069,10072,10089,10093,10096,10099,10110],[14,10032,10033],{},"According to ComScore, social media is now the number one online activity.",[14,10035,10036],{},"Facebook notes that there are 60 billion 'likes' every month and 250 million photos uploaded each day.",[14,10038,10039],{},"YouTube shows that 100 million people take a social action (defined as a like, share, comment) every week on their site.",[24,10041,10043],{"id":10042},"so-how-is-your-brand-encouraging-users-to-engage-with-content","So how is your brand encouraging users to engage with content?",[14,10045,10046],{},"Here are three sure fire ways boost the amount of social sharing that happens on your website.",[24,10048,10050],{"id":10049},"remove-the-hassle-of-sharing","Remove the hassle of sharing",[14,10052,10053],{},"A couple of tips here:",[46,10055,10056,10059],{},[49,10057,10058],{},"Fill your posts with concise, shareable meta data ... That way, when someone shares your content an accurate description will accompany it, making it more likely that others in the users social network will check your brand out",[49,10060,10061],{},"Place share buttons in easy to find locations across your website",[24,10063,10065],{"id":10064},"incentivize-sharing","Incentivize Sharing",[14,10067,10068],{},"Using an incentive to encourage users to share your content is a great way to create buzz around your brand and\u002For product.",[14,10070,10071],{},"A couple examples of incentivized sharing could be:",[46,10073,10074,10077,10080,10083,10086],{},[49,10075,10076],{},"Sweepstakes",[49,10078,10079],{},"Giveaway",[49,10081,10082],{},"VIP access to premium content",[49,10084,10085],{},"Sneak peaks at content",[49,10087,10088],{},"Content download triggered by a social share",[24,10090,10092],{"id":10091},"choose-your-social-networks-wisely","Choose your social networks wisely",[14,10094,10095],{},"It's likely you've seen websites that have 50 share buttons across the bottom of all their blog posts -- in fact, I doubt that you've actually heard of more than a couple of those social sharing networks!",[14,10097,10098],{},"Chances are that if you haven't heard of those social networks, then neither have your customers. To help make the decision on which social networks to include, ask yourself the following questions:",[46,10100,10101,10104,10107],{},[49,10102,10103],{},"Which social networks are currently driving the most traffic?",[49,10105,10106],{},"Which social networks have a large enough audience to invest your time in?",[49,10108,10109],{},"Which social networks are your competitors using?",[14,10111,10112],{},[52,10113,10114],{},"How many social networks does your brand use?",{"title":77,"searchDepth":291,"depth":291,"links":10116},[10117,10118,10119,10120],{"id":10042,"depth":291,"text":10043},{"id":10049,"depth":291,"text":10050},{"id":10064,"depth":291,"text":10065},{"id":10091,"depth":291,"text":10092},"2012-03-22","Here are three ways to not only bring people to your site, but keep them there and bring their friends.",{},"\u002Fblog\u002Fppc\u002F3-ways-to-make-your-website-more-social",{"title":10027,"description":10122},"blog\u002Fppc\u002F3-ways-to-make-your-website-more-social","XIq-QWLpfbdrm1LxyDDTeYml7HMG8A3q0nUNIasjqM8",[8099,8150],{"id":10130,"title":10131,"author":7,"authors":10132,"body":10133,"caption":7,"category":1729,"date":10167,"description":10168,"extension":318,"img":7,"imgAlt":7,"meta":10169,"minutes":321,"navigation":322,"path":10170,"seo":10171,"seodescription":7,"seotitle":10131,"stem":10172,"updated":7,"__hash__":10173,"people":10174},"blog\u002Fblog\u002Fppc\u002Fad-age-interactive-marketing-spend-forecast.md","Ad Age Interactive Marketing Spend Forecast",[9],{"type":11,"value":10134,"toc":10163},[10135,10144,10148,10159],[14,10136,10137,10138,10143],{},"Last summer, ",[206,10139,10142],{"href":10140,"rel":10141},"https:\u002F\u002Fadage.com\u002Farticle\u002Fdigital\u002Finteractive-marketing-spend-hit-76-6b-2016\u002F229444\u002F",[210],"Ad Age published a five year interactive marketing forecast"," that was produced by Forrester.",[24,10145,10147],{"id":10146},"the-highlights-include","The highlights include ...",[46,10149,10150,10153,10156],{},[49,10151,10152],{},"Mobile spend is growing by 38% year over year and will reach $8.2 billion by 2016",[49,10154,10155],{},"Search marketing will continue to own the largest piece of the spending pie and will grow from $18 billion to more than $33 billion in 2016",[49,10157,10158],{},"Display advertising spend will triple by 2016",[24,10160,10162],{"id":10161},"how-is-your-brand-spending-its-marketing-dollars","How is your brand spending its marketing dollars?",{"title":77,"searchDepth":291,"depth":291,"links":10164},[10165,10166],{"id":10146,"depth":291,"text":10147},{"id":10161,"depth":291,"text":10162},"2012-03-21","Highlights from the Ad Age Interactive Marketing Spend Forecast.",{},"\u002Fblog\u002Fppc\u002Fad-age-interactive-marketing-spend-forecast",{"title":10131,"description":10168},"blog\u002Fppc\u002Fad-age-interactive-marketing-spend-forecast","IO02QXLY79-AHDV9-9ykL83unJnIPajEdmBErApwgJA",[8099,8150],{"id":10176,"title":10177,"author":7,"authors":10178,"body":10179,"caption":7,"category":1729,"date":10253,"description":10183,"extension":318,"img":7,"imgAlt":7,"meta":10254,"minutes":321,"navigation":322,"path":10255,"seo":10256,"seodescription":7,"seotitle":10177,"stem":10257,"updated":7,"__hash__":10258,"people":10259},"blog\u002Fblog\u002Fppc\u002Fthe-rise-of-near-field-communication-nfc.md","The Rise of Near Field Communication, or NFC",[9],{"type":11,"value":10180,"toc":10247},[10181,10184,10193,10197,10208,10212,10220,10224,10240,10244],[14,10182,10183],{},"You may or may not have heard about near field communication, or NFC, as it's begun to pick up steam over the past year or so.",[14,10185,10186,10187,10192],{},"NFC is the technology behind ",[206,10188,10191],{"href":10189,"rel":10190},"https:\u002F\u002Fwww.google.com\u002Fwallet\u002F",[210],"Google Wallet"," as a mobile payment processor, specifically ...",[24,10194,10196],{"id":10195},"what-is-nfc","What is NFC?",[46,10198,10199,10202,10205],{},[49,10200,10201],{},"NFC technology is a short-range tool that operates on wireless frequencies. It works by connecting a user's mobile device, equipped with an NFC antenna or specially programmed SIM \u002F SD data card, to a receiver to transfer money",[49,10203,10204],{},"Using NFC requires no set up ahead of time; you simply touch or tap your smartphone to the receiver",[49,10206,10207],{},"The user must be within a few feet of the receiver to create a NFC transaction",[24,10209,10211],{"id":10210},"how-is-nfc-being-used","How is NFC being used?",[46,10213,10214,10217],{},[49,10215,10216],{},"Right now, a lot of the activity around NFC is in the mobile payment space",[49,10218,10219],{},"In the long run, NFC's capability to connect a consumer's mobile handset to the face-to-face experience of a store visit could be of value as brands look to integrate a more digital shopping experience into their customers lives",[24,10221,10223],{"id":10222},"how-can-brands-marketers-tap-into-nfc","How can brands & marketers tap into NFC?",[46,10225,10226,10229,10237],{},[49,10227,10228],{},"Marketers can use NFC to connect with consumers 'in real life', via their mobile devices",[49,10230,10231,10232],{},"Imagine in-retail signage that prompts users to check their smartphone for a coupon, deal or offer that is redeemable immediately\n",[46,10233,10234],{},[49,10235,10236],{},"Connecting user data from a 'mobile wallet', as Google dubs their NFC product, to create a custom- tailored shopping experience based upon  past shopping activity, demographic and geographic data",[49,10238,10239],{},"Based on this data, create more 'sticky', or loyal, customers that continually return to purchase good \u002F services from your brand",[24,10241,10243],{"id":10242},"keep-in-mind-not-all-smartphones-are-nfc-enabled","Keep in mind, not all smartphones are NFC enabled",[14,10245,10246],{},"It's important to understand the number of consumers that have the appropriate NFC antenna or SIM\u002FSD card to actually create this experience for the consumer.",{"title":77,"searchDepth":291,"depth":291,"links":10248},[10249,10250,10251,10252],{"id":10195,"depth":291,"text":10196},{"id":10210,"depth":291,"text":10211},{"id":10222,"depth":291,"text":10223},{"id":10242,"depth":291,"text":10243},"2012-03-20",{},"\u002Fblog\u002Fppc\u002Fthe-rise-of-near-field-communication-nfc",{"title":10177,"description":10183},"blog\u002Fppc\u002Fthe-rise-of-near-field-communication-nfc","_AMyAi9zWgpWjpEjlwMc2oMFdNPhHWWPB-2CW5uSUnk",[8099,8150],{"id":10261,"title":10262,"author":7,"authors":10263,"body":10264,"caption":7,"category":1729,"date":10358,"description":10359,"extension":318,"img":7,"imgAlt":7,"meta":10360,"minutes":321,"navigation":322,"path":10361,"seo":10362,"seodescription":7,"seotitle":10262,"stem":10363,"updated":7,"__hash__":10364,"people":10365},"blog\u002Fblog\u002Fppc\u002Fthe-rise-of-social-shopping.md","The Rise of Social Shopping",[9],{"type":11,"value":10265,"toc":10349},[10266,10279,10283,10286,10290,10299,10303,10306,10309,10313,10322,10326,10335,10339,10342,10345],[14,10267,10268,10269,10274,10275,10278],{},"As this recent ",[206,10270,10273],{"href":10271,"rel":10272},"https:\u002F\u002Fwww.clickz.com\u002Fclickz\u002Fcolumn\u002F2158498\u002Fshopping-social",[210],"ClickZ article, Shopping is Social,","pointed out, placing a check out cart on your brands Facebook page is ",[52,10276,10277],{},"not"," an engaging social shopping strategy.",[24,10280,10282],{"id":10281},"social-is-all-about-engagement","Social is all about engagement.",[14,10284,10285],{},"So how can brands use social shopping to engage with their consumers?",[24,10287,10289],{"id":10288},"group-buying","Group Buying",[14,10291,10292,10293,10298],{},"A great example of group buying is Target's ",[206,10294,10297],{"href":10295,"rel":10296},"https:\u002F\u002Fapps.facebook.com\u002Fgivewithfriends\u002F",[210],"\"Give with Friends\"",", which allows groups of Facebook friends to chip in to buy and send Target gift cards that can be redeemed online or in store.",[24,10300,10302],{"id":10301},"incentivized-sharing","Incentivized Sharing",[14,10304,10305],{},"Walmart.com used to run an incentivized coupon offer for users at the final stage of the online check out process.",[14,10307,10308],{},"At the final stage of the check out process, users were shown an option to 'share this purchase with 5 Facebook friends'. Doing so would unlock an instant ' x% off'  coupon that would be applied immediately to their purchase.",[24,10310,10312],{"id":10311},"local","Local",[14,10314,10315,10316,10321],{},"Another Walmart example includes the ",[206,10317,10320],{"href":10318,"rel":10319},"https:\u002F\u002Fwww.facebook.com\u002FWalmart5402?sk=app_216359575057664",[210],"Walmart My Local"," Facebook app. This app allows users to select their local Walmart location and get served deals or coupons based on location.",[24,10323,10325],{"id":10324},"connecting-shopping-data","Connecting Shopping Data",[14,10327,10328,10329,10334],{},"American Express' ",[206,10330,10333],{"href":10331,"rel":10332},"https:\u002F\u002Fwww.facebook.com\u002Famericanexpress?v=app_216352075054740",[210],"Like, Link, Love","  application links Facebook data with users AmEx purchase history to deliver personalized coupons based upon Facebook likes & interests.",[24,10336,10338],{"id":10337},"pop-up-gift-shop","Pop Up Gift Shop",[14,10340,10341],{},"In a unique PR-driven strategy, Heinz enabled it's UK-based residents to purchase a can of 'Get Well Soup' through their Facebook fan page.",[14,10343,10344],{},"Over the course of the 4 week program, the brand sold 2,127 cans of soup -- with 1 in 8 fans purchasing a can of soup -- and saw a 200% increase in 'likes'.",[24,10346,10348],{"id":10347},"so-how-is-your-brand-using-social-to-encourage-purchases","So, How is Your Brand Using Social to Encourage Purchases?",{"title":77,"searchDepth":291,"depth":291,"links":10350},[10351,10352,10353,10354,10355,10356,10357],{"id":10281,"depth":291,"text":10282},{"id":10288,"depth":291,"text":10289},{"id":10301,"depth":291,"text":10302},{"id":10311,"depth":291,"text":10312},{"id":10324,"depth":291,"text":10325},{"id":10337,"depth":291,"text":10338},{"id":10347,"depth":291,"text":10348},"2012-03-19","As this recent ClickZ article, Shopping is Social,pointed out, placing a check out cart on your brands Facebook page is not an engaging social shopping strategy.",{},"\u002Fblog\u002Fppc\u002Fthe-rise-of-social-shopping",{"title":10262,"description":10359},"blog\u002Fppc\u002Fthe-rise-of-social-shopping","WOob5EtXKkq8t45_JDp_ha8O8SmuaKsU7G2NMSvi1YI",[8099,8150],{"id":10367,"title":10368,"author":7,"authors":10369,"body":10370,"caption":7,"category":1729,"date":10475,"description":10476,"extension":318,"img":7,"imgAlt":7,"meta":10477,"minutes":321,"navigation":322,"path":10478,"seo":10479,"seodescription":7,"seotitle":10368,"stem":10480,"updated":7,"__hash__":10481,"people":10482},"blog\u002Fblog\u002Fppc\u002Fthe-top-four-digital-marketing-resources-on-the-web.md","The Four Best Digital Marketing Resources on the Web",[9],{"type":11,"value":10371,"toc":10467},[10372,10376,10379,10382,10385,10388,10392,10400,10409,10413,10420,10428,10432,10441,10444,10448,10456,10459,10462],[24,10373,10375],{"id":10374},"what-on-earth-makes-these-mkg-guys-experts","What on earth makes these MKG guys experts?",[14,10377,10378],{},"First of all, we don't claim to be the end-all-be-all of digital media & marketing knowledge ... Far from it, in fact.",[14,10380,10381],{},"We consume a large amount of industry newsletters, attend events and grab drinks with marketers coast-to-coast while discussing the latest and greatest.",[14,10383,10384],{},"Yes, our lives are so difficult :-)",[14,10386,10387],{},"As a gift to you and yours on this Friday afternoon, here are four of the best digital marketing resources on the web.",[81,10389,10391],{"id":10390},"_1-clickz","1. ClickZ",[14,10393,10394,10399],{},[206,10395,10398],{"href":10396,"rel":10397},"https:\u002F\u002Fwww.clickz.com\u002F",[210],"ClickZ"," publishes daily content and delivers newsletters about media planning & buying, analytics, trainings \u002F white papers & interactive jobs direct to users inboxes every single morning.",[14,10401,10402,10403,10408],{},"They also have ",[206,10404,10407],{"href":10405,"rel":10406},"https:\u002F\u002Fwww.clickz.com\u002Fstats",[210],"extremely handy tools","that we've used to explain media math and walk clients through the calculation of success metrics.",[81,10410,10412],{"id":10411},"imedia-connection","iMedia Connection",[14,10414,10415,10419],{},[206,10416,10412],{"href":10417,"rel":10418},"https:\u002F\u002Fwww.imediaconnection.com\u002F",[210]," works to connect the entire marketing community in a two-part strategy:",[46,10421,10422,10425],{},[49,10423,10424],{},"Content: Like ClickZ, iMedia publishes daily content on digital marketing & media on a daily basis to keep users up to date on the latest and greatest",[49,10426,10427],{},"Events: iMedia hosts regular events (iMedia Agency Summit, Brand Summit, Mom's Summit, etc) that cater to specific focuses or verticals within marketing",[81,10429,10431],{"id":10430},"digital-tonto","Digital Tonto",[14,10433,10434,10435,10440],{},"The brain child of ",[206,10436,10439],{"href":10437,"rel":10438},"https:\u002F\u002Fwww.digitaltonto.com\u002F",[210],"Greg Satell",", Digital Tonto is a niche digital marketing blog that discusses media, optimization & technology all from one crisp, coherent voice (enter: Greg Satell).",[14,10442,10443],{},"Digital Tonto is a refreshing place to read up on industry news as well as the actual human experience of working in this industry.",[81,10445,10447],{"id":10446},"adexchanger","AdExchanger",[14,10449,10450,10451,10455],{},"An extremely niche resource, ",[206,10452,10447],{"href":10453,"rel":10454},"https:\u002F\u002Fwww.adexchanger.com\u002F",[210]," focuses on ideas around digital media optimization.",[14,10457,10458],{},"On top of that, AdExchanger aggregates various trainings, resources, job listings & industry events.",[14,10460,10461],{},"Last but not least, they also release a regular 'state of the industry' post that details influentials in the community changing jobs, starting companies, as well as any other big headlines that just happened.",[14,10463,10464],{},[52,10465,10466],{},"So there you have it ... Happy Friday!",{"title":77,"searchDepth":291,"depth":291,"links":10468},[10469],{"id":10374,"depth":291,"text":10375,"children":10470},[10471,10472,10473,10474],{"id":10390,"depth":297,"text":10391},{"id":10411,"depth":297,"text":10412},{"id":10430,"depth":297,"text":10431},{"id":10446,"depth":297,"text":10447},"2012-03-16","Here's how we stay up to date with the fast moving Digital Marketing world.",{},"\u002Fblog\u002Fppc\u002Fthe-top-four-digital-marketing-resources-on-the-web",{"title":10368,"description":10476},"blog\u002Fppc\u002Fthe-top-four-digital-marketing-resources-on-the-web","XF6Y3zAvB1vWMoVvuJqQ3lS2CTJkr4YGnBeBPupYoqA",[8099,8150],{"id":10484,"title":10485,"author":7,"authors":10486,"body":10487,"caption":7,"category":1729,"date":10566,"description":10567,"extension":318,"img":7,"imgAlt":7,"meta":10568,"minutes":321,"navigation":322,"path":10569,"seo":10570,"seodescription":7,"seotitle":10485,"stem":10571,"updated":7,"__hash__":10572,"people":10573},"blog\u002Fblog\u002Fppc\u002Finterview-with-the-adometry-brain-trust.md","Interview with the Adometry Brain Trust",[9],{"type":11,"value":10488,"toc":10556},[10489,10496,10514,10516,10519,10523,10526,10528,10531,10533,10536,10538,10541,10543,10546,10548,10551,10553],[14,10490,10491,10492,10495],{},"Todays guest post comes courtesy of our good friends at ",[206,10493,9333],{"href":9331,"rel":10494},[210]," out of Seattle.",[46,10497,10498,10503,10508],{},[49,10499,10500,10502],{},[52,10501,8405],{}," Colin Robinson",[49,10504,10505,10507],{},[52,10506,8417],{}," Director of Sales, West, at Adometry",[49,10509,10510,10513],{},[52,10511,10512],{},"What Adometry Does:"," Adometry is a digital analytics company that provides ad verification & attribution services. Our goal is to improve the effects of online advertising through actionable insights & metrics.",[81,10515,8428],{"id":8427},[14,10517,10518],{},"I'd say the value of scientific attribution and the need for a more accurate solution (vs. last click) has become generally accepted in our industry. (But I'll emphasize 'generally'. It depends on who we're speaking with.) It's the description of our methodology that seems to be the first obstacle. Many feel an algorithmic approach to anything screams 'black box'. Our goal is to be as transparent as possible in describing our methodology and how we calculate fractional conversion credit.",[81,10520,10522],{"id":10521},"how-and-when-do-you-utilize-first-or-third-party-data-sources-to-pitch-business-to-enhance-campaign-performance","How and when do you utilize first or third party data sources to pitch business? To enhance campaign  performance?",[14,10524,10525],{},"Adometry leverages 3rd party data (from demographic data providers) to help advertisers & agencies understand WHO they're reaching (in real-time) and HOW those audiences are converting. With so much media buying taking place at the audience level it's become imperative that marketers confirm they're reaching the intended audience and understand how that audience is engaging with their brands.",[81,10527,8438],{"id":8437},[14,10529,10530],{},"A majority of the marketers we speak with still live and die by the last click\u002Fview methodology. They know it's inaccurate but it's engrained in their DNA. Until only recently there hasn't been sophisticated alternatives.",[81,10532,8464],{"id":8463},[14,10534,10535],{},"Adometry works with both advertisers & agencies, we have no preference. My role is focused on agencies but we have sales reps calling directly into the brands. We believe it's important to work with both sides to communicate our value.",[81,10537,8474],{"id":8473},[14,10539,10540],{},"The biggest problem is still the reliance on last click\u002Fview. Even though many believe it's inaccurate it can be difficult to adopt new technologies. We take an educational approach, explaining the state of the industry, how it's become critical to use a more-advanced solution and the added benefit to using an attribution platform.",[81,10542,8484],{"id":8483},[14,10544,10545],{},"I think cross-channel attribution, in particular, is very popular these days. Trying to understand the effects that display has on search, for example, and assigning credit to the appropriate channel has become important for any marketer to understand.",[81,10547,8491],{"id":8490},[14,10549,10550],{},"Probably 1 in 10. Certainly not my parents. :)",[81,10552,8501],{"id":8500},[14,10554,10555],{},"As it relates to attribution, I think just in the next year or two there will be a big focus on merging offline data with online data. We're able to do that currently to a certain extent, but to actually attribute conversions on a person by person basis using offline & online is really the holy grail.",{"title":77,"searchDepth":291,"depth":291,"links":10557},[10558,10559,10560,10561,10562,10563,10564,10565],{"id":8427,"depth":297,"text":8428},{"id":10521,"depth":297,"text":10522},{"id":8437,"depth":297,"text":8438},{"id":8463,"depth":297,"text":8464},{"id":8473,"depth":297,"text":8474},{"id":8483,"depth":297,"text":8484},{"id":8490,"depth":297,"text":8491},{"id":8500,"depth":297,"text":8501},"2012-03-14","Todays guest post comes courtesy of our good friends at Adometry out of Seattle.",{},"\u002Fblog\u002Fppc\u002Finterview-with-the-adometry-brain-trust",{"title":10485,"description":10567},"blog\u002Fppc\u002Finterview-with-the-adometry-brain-trust","J107GKZhf2n5JHEB76r6ig99H27_Dwbp44kpkNtqklc",[8099,8150],{"id":10575,"title":10576,"author":7,"authors":10577,"body":10578,"caption":7,"category":1729,"date":10677,"description":77,"extension":318,"img":7,"imgAlt":7,"meta":10678,"minutes":321,"navigation":322,"path":10679,"seo":10680,"seodescription":7,"seotitle":10576,"stem":10681,"updated":7,"__hash__":10682,"people":10683},"blog\u002Fblog\u002Fppc\u002Flocation-based-apps-at-sxswi.md","Location Based Social Apps Take over SXSW",[9],{"type":11,"value":10579,"toc":10668},[10580,10584,10587,10590,10594,10597,10606,10610,10613,10616,10620,10623,10626,10630,10633,10636,10640,10643,10663],[24,10581,10583],{"id":10582},"highlight-glancee-banjo-sonar","Highlight. Glancee. Banjo. Sonar.",[14,10585,10586],{},"These are just a few of the location-based social apps that have taken over Austin, Texas' South by Southwest interactive conference this year.",[14,10588,10589],{},"So how do they work and what do they do?",[81,10591,10593],{"id":10592},"highlight","Highlight",[14,10595,10596],{},"Highlight uses your Facebook profile to match you up with users nearby who share the same interests.",[14,10598,10599,10600,10605],{},"According to ",[206,10601,10604],{"href":10602,"rel":10603},"https:\u002F\u002Ftechcrunch.com\u002F2012\u002F03\u002F03\u002Fmyhighlight\u002F",[210],"TechCrunch",", Highlight is interested in becoming a personal CRM system; helping users remember new friends names along with time & place they met.",[81,10607,10609],{"id":10608},"glancee","Glancee",[14,10611,10612],{},"Like Highlight, Glancee uses a connection with your Facebook profile to match up with other users.",[14,10614,10615],{},"Unlike Highlight, Glancee doesn't show users exact physical location on a map. Instead, you are listed as 'about 4 miles away' from users, who are ranked by number of common interests and physical proximity.",[81,10617,10619],{"id":10618},"banjo","Banjo",[14,10621,10622],{},"Banjo utilizes data from Facebook, Twitter, Foursquare, Instagram & more to provide users with a more actionable 'out-of-the-box' experience than simply relying on Facebook connections alone.",[14,10624,10625],{},"The app also lets you know when your connections are nearby, even if they are not actively using the Banjo application.",[81,10627,10629],{"id":10628},"sonar","Sonar",[14,10631,10632],{},"This app seperates your connections with 'relevant friends' represented by potential friends based upon the interests listed on your social profiles.",[14,10634,10635],{},"Sonar uses data from all the same networks as Banjo, including LinkedIn.",[81,10637,10639],{"id":10638},"but-wait-theres-more","But wait, there's more!",[14,10641,10642],{},"Others who made a splash on the locaiton-based app scene at SxSW this year include:",[46,10644,10645,10648,10651,10654,10657,10660],{},[49,10646,10647],{},"Intro",[49,10649,10650],{},"EchoEcho",[49,10652,10653],{},"KisMet",[49,10655,10656],{},"Glassmap",[49,10658,10659],{},"ntro",[49,10661,10662],{},"Mingle",[14,10664,10665],{},[52,10666,10667],{},"Next up: How are brands going to market their products \u002F services using location based applications?",{"title":77,"searchDepth":291,"depth":291,"links":10669},[10670],{"id":10582,"depth":291,"text":10583,"children":10671},[10672,10673,10674,10675,10676],{"id":10592,"depth":297,"text":10593},{"id":10608,"depth":297,"text":10609},{"id":10618,"depth":297,"text":10619},{"id":10628,"depth":297,"text":10629},{"id":10638,"depth":297,"text":10639},"2012-03-12",{},"\u002Fblog\u002Fppc\u002Flocation-based-apps-at-sxswi",{"title":10576,"description":77},"blog\u002Fppc\u002Flocation-based-apps-at-sxswi","v2-P0DcETTxA2Wsctg2y5qpRJFmcZT_nn4PdMq5eqvc",[8099,8150],{"id":10685,"title":10686,"author":7,"authors":10687,"body":10688,"caption":7,"category":1729,"date":10723,"description":10724,"extension":318,"img":7,"imgAlt":7,"meta":10725,"minutes":321,"navigation":322,"path":10726,"seo":10727,"seodescription":7,"seotitle":10686,"stem":10728,"updated":7,"__hash__":10729,"people":10730},"blog\u002Fblog\u002Fppc\u002Fonline-ad-spending-nearing-200-million-mark.md","Online Ad Spending Nearing $200 Million Mark",[9],{"type":11,"value":10689,"toc":10719},[10690,10699,10702,10706,10709,10712,10716],[14,10691,10692,10693,10698],{},"A new ",[206,10694,10697],{"href":10695,"rel":10696},"https:\u002F\u002Fwww.clickz.com\u002Fclickz\u002Fnews\u002F2158194\u002Fonline-political-spending-hit-usd159-million-2012",[210],"Borrell Associates report"," found that $159.2 million will be spent on digital advertising and email marketing this sales cycle.",[14,10700,10701],{},"To put that into perspective ...",[81,10703,10705],{"id":10704},"that-represents-aminuscule15-of-total-political-ad-spending-across-all-channels","That represents a minuscule 1.5% of total political ad spending across all channels",[14,10707,10708],{},"TV, direct mail, telemarketing and other media channels account for more than 98% of the** $9.8 billion **that is estimated to be spent by the conclusion of this election cycle.",[14,10710,10711],{},"We'd like to open this question up to you -- our audience -- to answer the following ...",[81,10713,10715],{"id":10714},"why-do-you-think-online-ads-only-account-for-a-fraction-of-the-budget-compared-to-other-media-channels","Why do you think online ads only account for a fraction of the budget compared to other media channels?",[14,10717,10718],{},"Look forward to your responses.",{"title":77,"searchDepth":291,"depth":291,"links":10720},[10721,10722],{"id":10704,"depth":297,"text":10705},{"id":10714,"depth":297,"text":10715},"2012-03-09","A new Borrell Associates report found that $159.2 million will be spent on digital advertising and email marketing this sales cycle.",{},"\u002Fblog\u002Fppc\u002Fonline-ad-spending-nearing-200-million-mark",{"title":10686,"description":10724},"blog\u002Fppc\u002Fonline-ad-spending-nearing-200-million-mark","bbBx8S7hxTUgDm1uiLZYYGCwoanIaZkMYebhXMmSLRs",[8099,8150],{"id":10732,"title":10733,"author":7,"authors":10734,"body":10735,"caption":7,"category":1729,"date":10784,"description":10785,"extension":318,"img":7,"imgAlt":7,"meta":10786,"minutes":321,"navigation":322,"path":10787,"seo":10788,"seodescription":7,"seotitle":10733,"stem":10789,"updated":7,"__hash__":10790,"people":10791},"blog\u002Fblog\u002Fppc\u002Fthree-media-channels-that-nurture-leads.md","Three Media Channels that Nurture Leads",[9],{"type":11,"value":10736,"toc":10781},[10737,10740,10744,10747,10776],[14,10738,10739],{},"There are a million and one ways to generate awareness or create buzz around your brand.",[24,10741,10743],{"id":10742},"but-how-can-media-agencies-nurture-bottom-of-the-funnel-leads","But how can media agencies nurture bottom of the funnel leads?",[14,10745,10746],{},"Here are a few examples ...",[46,10748,10749,10755,10761,10764],{},[49,10750,10751,10754],{},[52,10752,10753],{},"Email Marketing:"," Perhaps the most traditional way to nurture leads, brands collect email addresses through lead gen forms or e-newsletter sign ups from users who have agreed to receive email communications about news, discounts and events the brand has to offer.",[49,10756,10757,10760],{},[52,10758,10759],{},"SMS Marketing:"," Also known as short codes, SMS marketing allows consumers to opt-in to regular communication from a brand via text message. Specials and discounts are popular with SMS marketing, as users simply bring in their cell phone with the coupon and are able to redeem on the spot.",[49,10762,10763],{},"This also makes it extremely  simple to track ROI generated from these SMS campaigns.",[49,10765,10766,10769,10770,10775],{},[52,10767,10768],{},"Search Retargeting:"," Media partners like ",[206,10771,10774],{"href":10772,"rel":10773},"https:\u002F\u002Fwww.chango.com\u002F",[210],"Chango"," have the ability to serve banner ads to users who recently typed in a relevant search query into Google, Bing or Yahoo search engines. Unlike email and SMS marketing, which require a user to opt into the program, search retargeting simply utilizes existing search data to nurture leads who are actively seeking out your product or service.",[14,10777,10778],{},[52,10779,10780],{},"How does your company push leads through the purchase funnel?",{"title":77,"searchDepth":291,"depth":291,"links":10782},[10783],{"id":10742,"depth":291,"text":10743},"2012-03-08","Email, test, and remarketing are all easy ways to nurture your leads into customers.",{},"\u002Fblog\u002Fppc\u002Fthree-media-channels-that-nurture-leads",{"title":10733,"description":10785},"blog\u002Fppc\u002Fthree-media-channels-that-nurture-leads","3r98oLW7xix3mFxgUiBgEkTrVenA8To--URQFoHJVxw",[8099,8150],{"id":10793,"title":10794,"author":7,"authors":10795,"body":10796,"caption":7,"category":1729,"date":10864,"description":10865,"extension":318,"img":7,"imgAlt":7,"meta":10866,"minutes":321,"navigation":322,"path":10867,"seo":10868,"seodescription":7,"seotitle":10794,"stem":10869,"updated":7,"__hash__":10870,"people":10871},"blog\u002Fblog\u002Fppc\u002Fhow-to-rush-limbaugh-your-audience-online.md","How to “Rush Limbaugh” Your Audience Online",[9],{"type":11,"value":10797,"toc":10862},[10798,10810,10813,10816,10821,10824,10854,10859],[14,10799,10800,10801,10806,10807],{},"As of yesterday morning, the ",[206,10802,10805],{"href":10803,"rel":10804},"https:\u002F\u002Fwww.hollywoodreporter.com\u002Fnews\u002Frush-limbaugh-sponsor-exodus-sandra-fluke-station-loss-297057",[210],"exodus of advertisers from the Rush Limbaugh"," radio program reached a new high: ",[52,10808,10809],{},"Forty.",[14,10811,10812],{},"After publicly calling Georgetown student Sandra Fluke a 'slut' and 'prostitute' who should have to post video of herself having sexual intercourse on the internet in order to go before congress to argue that health insurance should cover birth control, Limbaugh's radio program is watching sponsors sprint away from their advertising commitments.",[14,10814,10815],{},"Which made me think ...",[5482,10817,10818],{},[14,10819,10820],{},"Is it possible to be a 'Rush Limbaugh' advertiser to consumers online?",[14,10822,10823],{},"Here are a few ways you could offend your target audience, online consumers and internet users as a whole when advertising online:",[46,10825,10826,10832,10835,10841,10847],{},[49,10827,10828,10831],{},[52,10829,10830],{},"Ignore Frequency Caps:"," Delivering thousands of impressions a day to users who are not taking action on your message is a quick way to infuriate online consumers.",[49,10833,10834],{},"Try implementing a frequency cap to avoid this gross over-communication.",[49,10836,10837,10840],{},[52,10838,10839],{},"Speaking Down to Your Audience:"," Look in the eyes of your target audience -- is the message your brand is using to communicate demeaning, ignorant or in poor taste? Yes, we know that Old Spice & Dos Equis style humor is all the rage right now, but be careful how you speak to consumers.",[49,10842,10843,10846],{},[52,10844,10845],{},"Poor User Experience:"," You deliver an impression to an online consumer, who takes action by clicking on the ad, leading them to a Iowa-style corn maze landing page where they have no idea how to obtain the offer they clicked on or where to find support for their questions.",[49,10848,10849,10850],{},"Click on your own ads and go through the user flow of your conversion funnel, ",[206,10851,10853],{"href":10852},"\u002Fblog\u002Fmarketing-analytics\u002Fidentifying-holes-sales-funnel\u002F","just like we recommended in this blog post.",[14,10855,10856],{},[52,10857,10858],{},"Feel free to share your own thoughts on Rush Limbaugh-esque advertising situations.",[14,10860,10861],{},"PS -- MKG Media has no political ties, religious discriminations, gender \u002F sexual orientation biases or satanistic views. We're from San Francisco, so all we ask is for a happy and healthy world to surround ourselves with. Thanks for recycling!",{"title":77,"searchDepth":291,"depth":291,"links":10863},[],"2012-03-07","As of yesterday morning, the exodus of advertisers from the Rush Limbaugh radio program reached a new high: Forty.",{},"\u002Fblog\u002Fppc\u002Fhow-to-rush-limbaugh-your-audience-online",{"title":10794,"description":10865},"blog\u002Fppc\u002Fhow-to-rush-limbaugh-your-audience-online","YRdKhHeqAxu4ND_iZGTf3ztuiJhiTt69mQzdqi0Usdc",[8099,8150],{"id":10873,"title":10874,"author":7,"authors":10875,"body":10876,"caption":7,"category":1729,"date":10941,"description":10880,"extension":318,"img":7,"imgAlt":7,"meta":10942,"minutes":321,"navigation":322,"path":10943,"seo":10944,"seodescription":7,"seotitle":10874,"stem":10945,"updated":7,"__hash__":10946,"people":10947},"blog\u002Fblog\u002Fppc\u002Fthe-super-tuesday-of-digital-media.md","The Super Tuesday of Digital Media",[9],{"type":11,"value":10877,"toc":10937},[10878,10881,10885,10888,10930,10934],[14,10879,10880],{},"Super Tuesday is upon us -- Voters in 10 states will participate in caucuses and primaries that will award more more delegates in the Republican presidential nomination than all the caucuses and primaries that have come before it.",[24,10882,10884],{"id":10883},"so-what-is-the-digital-mediaequivalentof-super-tuesday","So, what is the digital media equivalent of Super Tuesday?",[14,10886,10887],{},"While there isn't just one day that takes the cake, there are a couple than compete for the top spot.",[46,10889,10890,10908,10914],{},[49,10891,10892,10895,10896,10901,10902,10907],{},[52,10893,10894],{},"Black Friday:"," Want access to all the best deals without having to get off the couch? Lucky for you, sites dedicated to Black Friday deals such as ",[206,10897,10900],{"href":10898,"rel":10899},"https:\u002F\u002Fblackfriday.info",[210],"Black Friday Info"," & ",[206,10903,10906],{"href":10904,"rel":10905},"https:\u002F\u002Ftheblackfriday.com",[210],"The Black Friday"," that will catalogue all the deals you're interested in and help you redeem them with no more than the click of your mouse.",[49,10909,10910,10913],{},[52,10911,10912],{},"Cyber Monday:"," In this election cycle, Cyber Monday is the equivalent of Mitt Romney on steroids. Overstock, Dealio & Amazon all set up specific sections of their sites to cater to the hordes of traffic that will descend upon online retailers on this day. Last year, US based shoppers spent more than **$1.25 BILLION ** on Cyber Monday, making it only the second day in a calendar year that has topped the $1 billion mark.",[49,10915,10916,10919,10920,10925,10926,10929],{},[52,10917,10918],{},"Week after Christmas:"," In our experience, the week after Christmas generates massive traffic spikes and performance increases in consumer-focused media campaigns. How could this be? Simple: Gift exchanges and returns. Aside from receiving gifts that are unappreciated, many consumers ",[206,10921,10924],{"href":10922,"rel":10923},"https:\u002F\u002Farticles.cnn.com\u002F2011-01-12\u002Ftech\u002Fgift.card.exchange.sites_1_gift-cards-plastic-jungle-preferred-gift?_s=PM:TECH",[210],"receive gift cards that need redeeming."," Ipso facto, consumers are ",[52,10927,10928],{},"still"," shopping after all the presents have been torn open!",[24,10931,10933],{"id":10932},"these-are-just-a-few-examples-of-super-tuesday-esque-digital-media-holidays","These are just a few examples of Super Tuesday-esque digital media holidays.",[14,10935,10936],{},"Year in and year out, these are the heavy hitters of the digital media space. How does your brand communicate with consumers on these days?",{"title":77,"searchDepth":291,"depth":291,"links":10938},[10939,10940],{"id":10883,"depth":291,"text":10884},{"id":10932,"depth":291,"text":10933},"2012-03-06",{},"\u002Fblog\u002Fppc\u002Fthe-super-tuesday-of-digital-media",{"title":10874,"description":10880},"blog\u002Fppc\u002Fthe-super-tuesday-of-digital-media","AqnqtrL0IPtMg9IKjON9sIw06CoS3N-bjcctxn1QM6Y",[8099,8150],{"id":10949,"title":10950,"author":7,"authors":10951,"body":10952,"caption":7,"category":1729,"date":11038,"description":10956,"extension":318,"img":7,"imgAlt":7,"meta":11039,"minutes":321,"navigation":322,"path":11040,"seo":11041,"seodescription":7,"seotitle":10950,"stem":11042,"updated":7,"__hash__":11043,"people":11044},"blog\u002Fblog\u002Fppc\u002Fboosting-on-site-conversion-performance.md","Boosting On Site Conversion Performance",[9],{"type":11,"value":10953,"toc":11033},[10954,10957,10961,10964,10975,10979,10985,10989,11028],[14,10955,10956],{},"Recently, I spoke to a channel marketer who mentioned her company was having issues converting people with their online marketing efforts.",[24,10958,10960],{"id":10959},"so-i-asked-her-what-is-the-flow-or-path-to-conversion-for-this-program","So, I asked her: What is the flow, or path, to conversion for this program?",[14,10962,10963],{},"She responded with ...",[46,10965,10966,10969,10972],{},[49,10967,10968],{},"First, the user has to 'like' the brand on Facebook",[49,10970,10971],{},"Then, the user is directed to sign up for the brands e-mail newsletter",[49,10973,10974],{},"Finally, the same user receives an email that must be clicked on. This final action will take them to the brand website, where the user converts",[24,10976,10978],{"id":10977},"my-next-question-for-her-have-you-ever-gone-through-your-own-conversion-path","My next question for her: Have you ever gone through your own conversion path?",[14,10980,10981,10982],{},"Her brand was suffering from the fantastic delusion that consumers actually cared about the extraneous channels they were being exposed to during the path to conversion. They were overwhelming users, causing an alarmingly high percent of users to drop off during the path to conversion, an issue I talked about in ",[206,10983,10984],{"href":10852},"this blog post.",[24,10986,10988],{"id":10987},"here-are-a-couple-best-practices-to-examine-when-your-conversion-paths-are-underperforming","Here are a couple best practices to examine when your conversion paths are underperforming ...",[46,10990,10991,10997,11008,11019],{},[49,10992,10993,10996],{},[52,10994,10995],{},"Do Consumers Know Where to Start:"," Look at the conversion path on your site -- is there a clear starting point that is emphasized?",[49,10998,10999,11000],{},"If you bury the 'start here' button at the bottom of your homepage, it's likely that you'll have issues getting users started on the conversion path\n",[46,11001,11002],{},[49,11003,11004,11007],{},[52,11005,11006],{},"Keep Your Path Focused:"," Brands make the mistake of mashing multiple programs together that don't truly  belong -- for example, asking a consumer to 'like' you on Facebook in the middle of the shopping cart check out process is a little off base.",[49,11009,11010,11011],{},"Are you trying to sell product or promote your Facebook page? Make up your mind, as they're two very separate initiatives.\n",[46,11012,11013],{},[49,11014,11015,11018],{},[52,11016,11017],{},"How Much Are You Asking For:"," Use the K-I-S-S analogy -- Keep it simple stupid. Asking for too much, too personal or irrelevant information (in the eyes of the consumer) will lead to fall off during the conversion path.",[49,11020,11021,11022,11027],{},"For example, to get a free ",[206,11023,11026],{"href":11024,"rel":11025},"https:\u002F\u002Fsquare.com",[210],"Square"," mobile payment reader Square wanted to know my social security number. It was that one question that made me abandon sign up at the very last step of the conversion path.",[14,11029,11030],{},[52,11031,11032],{},"Please share any experiences you've had in the comments below.",{"title":77,"searchDepth":291,"depth":291,"links":11034},[11035,11036,11037],{"id":10959,"depth":291,"text":10960},{"id":10977,"depth":291,"text":10978},{"id":10987,"depth":291,"text":10988},"2012-03-02",{},"\u002Fblog\u002Fppc\u002Fboosting-on-site-conversion-performance",{"title":10950,"description":10956},"blog\u002Fppc\u002Fboosting-on-site-conversion-performance","zll4lJtlIU2piudI_2Y7myYNNpdA21dE6orvYCHicOs",[8099,8150],{"id":11046,"title":11047,"author":7,"authors":11048,"body":11049,"caption":7,"category":1729,"date":11126,"description":11127,"extension":318,"img":7,"imgAlt":7,"meta":11128,"minutes":321,"navigation":322,"path":11129,"seo":11130,"seodescription":7,"seotitle":11131,"stem":11132,"updated":7,"__hash__":11133,"people":11134},"blog\u002Fblog\u002Fppc\u002Fbuilding-an-actionable-analytics-practice.md","Building an Actionable Analytics Practice",[9],{"type":11,"value":11050,"toc":11121},[11051,11064,11067,11071,11074,11082,11086,11089,11100,11104,11107,11118],[14,11052,11053,11054,1042,11059,11063],{},"Andrew Edwards wrote a great article on ",[206,11055,11058],{"href":11056,"rel":11057},"https:\u002F\u002Fwww.clickz.com\u002Fclickz\u002Fcolumn\u002F2122892\u002Fanalytics-bridge",[210],"ClickZ titled",[206,11060,11062],{"href":11056,"rel":11061},[210],"The Analytics Bridge to Nowhere","; the premise of the article centered around many companies' short sighted-ness when it comes to establishing and executing actionable analytics programs.",[14,11065,11066],{},"With that in mind, we wanted to provide a quick roadmap that clients and agencies alike can use to help guide initial conversations to establish their own actionable analytics plans.",[24,11068,11070],{"id":11069},"general","General ",[14,11072,11073],{},"These questions come in at the 50,000 foot level and should guide the analytics plan from the very beginning. As such, preliminary answers to these questions should be made in advance of the actual analytics plan going live and referred to throughout the life of the program as success benchmarks.",[46,11075,11076,11079],{},[49,11077,11078],{},"What insights do you hope to discover?",[49,11080,11081],{},"How long will you commit to digging for these discoveries?",[24,11083,11085],{"id":11084},"man-power","Man Power ",[14,11087,11088],{},"While there are many tools that can help collect, slice & dice your data, at the end of the day you need a trained analyst consuming and relaying the information back to the team as a whole.",[46,11090,11091,11094,11097],{},[49,11092,11093],{},"Who do you have in place to analyze the data on day 1 \u002F day 30 \u002F day 90 \u002F day 360?",[49,11095,11096],{},"Will this person be given \"the conch\", so to speak, to share their findings with the group on a regular basis?",[49,11098,11099],{},"Will you empower your torch bearers to act on the data in real time?",[24,11101,11103],{"id":11102},"results","Results ",[14,11105,11106],{},"We hinted at this in the general questions section above, but setting and measuring success against a specific goal is of the utmost importance. Otherwise, how else are you going to justify this expense when budget reviews come up next year?",[46,11108,11109,11112,11115],{},[49,11110,11111],{},"Agree to a series of time-stamped check ins to review with the 'powers that be' -- be sure to hold everyone accountable to these check ins and don't let anyone wiggle out of the meeting",[49,11113,11114],{},"Get sign off stating that the project will receive enough time to run its course. No 2 week 'OH SHIT!' stages should take place, because you've established up front that you're not canning the project because the results aren't exactly what you want to see right out of the gate",[49,11116,11117],{},"Just as your company has agreed to success metrics, you also want to establish an exit strategy if things aren't going as planned. Use a question like 'How does this project end?' to kickstart this conversation",[14,11119,11120],{},"Again, these are just some initial thoughts that brands \u002F clients can use to build out their analytics practices. Feel free to suggest your own ideas in the comments section below.",{"title":77,"searchDepth":291,"depth":291,"links":11122},[11123,11124,11125],{"id":11069,"depth":291,"text":11070},{"id":11084,"depth":291,"text":11085},{"id":11102,"depth":291,"text":11103},"2012-02-24","Andrew Edwards wrote a great article on ClickZ titled The Analytics Bridge to Nowhere; the premise of the article centered around many companies' short sighted-ness when it comes to establishing and executing actionable analytics programs.",{},"\u002Fblog\u002Fppc\u002Fbuilding-an-actionable-analytics-practice",{"title":11047,"description":11127},"Building an Actionable Analytics Practice| MKG Marketing","blog\u002Fppc\u002Fbuilding-an-actionable-analytics-practice","0WoEDALYtk2_h4sOu_IBora4wCzMh7778bnRA0uxxzE",[8099,8150],{"id":11136,"title":11137,"author":7,"authors":11138,"body":11139,"caption":7,"category":1729,"date":11163,"description":77,"extension":318,"img":7,"imgAlt":7,"meta":11164,"minutes":321,"navigation":322,"path":11165,"seo":11166,"seodescription":7,"seotitle":11167,"stem":11168,"updated":7,"__hash__":11169,"people":11170},"blog\u002Fblog\u002Fppc\u002Fmeasuring-mobile-marketinig-conversions.md","Measuring Mobile Marketing Conversions",[9],{"type":11,"value":11140,"toc":11160},[11141,11145,11148,11157],[24,11142,11144],{"id":11143},"how-the-heck-do-i-measure-performance-of-my-mobile-marketing-campaigns","How the heck do I measure performance of my mobile marketing campaigns?",[14,11146,11147],{},"Building on yesterdays 3 Examples of Mobile Marketing Genius post, the next step would be to share an example of how an agency like ours would measure the effectiveness of mobile marketing conversion events",[14,11149,11150,11151,11156],{},"Courtesy of our good friends at ",[206,11152,11155],{"href":11153,"rel":11154},"https:\u002F\u002Fwww.kissmetrics.com\u002F",[210],"KISSmetrics",", here's one example of how to measure performance from a mobile promotion: a conversion funnel.",[14,11158,11159],{},"Tomorrow, we'll show you how to identify and correct issues along the conversion path that apply to both mobile and web marketing campaigns.",{"title":77,"searchDepth":291,"depth":291,"links":11161},[11162],{"id":11143,"depth":291,"text":11144},"2012-02-22",{},"\u002Fblog\u002Fppc\u002Fmeasuring-mobile-marketinig-conversions",{"title":11137,"description":77},"Measuring Mobile Marketing Conversions| MKG Marketing","blog\u002Fppc\u002Fmeasuring-mobile-marketinig-conversions","U2UtXpX-_QqOZOgzkCKawwcHLEwAop7EP9FnyOmB8ww",[8099,8150],{"id":11172,"title":11173,"author":7,"authors":11174,"body":11175,"caption":7,"category":1729,"date":11262,"description":11263,"extension":318,"img":7,"imgAlt":7,"meta":11264,"minutes":321,"navigation":322,"path":11265,"seo":11266,"seodescription":7,"seotitle":11173,"stem":11267,"updated":7,"__hash__":11268,"people":11269},"blog\u002Fblog\u002Fppc\u002Fthree-examples-mobile-marketing-genius.md","Three Examples of Mobile Marketing Genius",[9],{"type":11,"value":11176,"toc":11260},[11177,11180,11206,11209,11252,11255],[14,11178,11179],{},"You've probably heard the statistics about smartphone ownership; mobile is the next marketing frontier. Just to brush up, let me remind you that ...",[46,11181,11182,11190,11198],{},[49,11183,11184,11189],{},[206,11185,11188],{"href":11186,"rel":11187},"https:\u002F\u002Fwww.comscore.com\u002FPress_Events\u002FPress_Releases\u002F2011\u002F11\u002FcomScore_Reports_September_2011_U.S._Mobile_Subscriber_Market_Share",[210],"According to comScore",", 40% of all mobile devices in the US are smartphones",[49,11191,11192,11197],{},[206,11193,11196],{"href":11194,"rel":11195},"https:\u002F\u002Fwww.idc.com\u002Fgetdoc.jsp?containerId=prUS23028711",[210],"IDC found that by 2015,","more US internet users will access the web on a mobile device than by computer",[49,11199,11200,11205],{},[206,11201,11204],{"href":11202,"rel":11203},"https:\u002F\u002Fwww.ft.com\u002Fcms\u002Fs\u002F2\u002F6ecd4a0a-280a-11e1-a4c4-00144feabdc0.html#axzz1mdUycRwv",[210],"A second IDC study","reported that nearly 1 billion smartphone handsets will be purchased in 2015\nSo, how are brands going to communicate their product message to all these smartphone users?",[14,11207,11208],{},"Here are three ways to engage consumers on their wireless device.",[46,11210,11211,11228,11240],{},[49,11212,11213,11215,11216,11221,11222,11227],{},[52,11214,10759],{}," SMS marketing campaigns collect opt-in users who agree to receive occasional text messages containing coupons or last-minute deals they can physically bring into a store to redeem upon purchase. Our good friend Derek Johnson, CEO of SMS marketing company ",[206,11217,11220],{"href":11218,"rel":11219},"https:\u002F\u002Ftatango.com",[210],"Tatango",", has a ",[206,11223,11226],{"href":11224,"rel":11225},"https:\u002F\u002Fwww.tatango.com\u002Fsms-marketing-how-it-works",[210],"great graphic describing how easy"," it is to engage consumers using SMS marketing.",[49,11229,11230,11233,11234,11239],{},[52,11231,11232],{},"Engaging Creative Executions:"," A great example of a company utilizing high-impact creative is ",[206,11235,11238],{"href":11236,"rel":11237},"https:\u002F\u002Fzumobi.com",[210],"Zumobi",", a mobile marketing company based out of Seattle that uses expandable microsites within mobile applications as well as full-page loading screen executions that take over the screen when an application is loading new data. These types of executions are all user initiated and literally take over the entire screen, allowing brands to speak directly to the consumer with no content or other advertisers to compete with.",[49,11241,11242,11245,11246,11251],{},[52,11243,11244],{},"Advertising Downloads:"," Mobile vendors like ",[206,11247,11250],{"href":11248,"rel":11249},"https:\u002F\u002Ffiksu.com",[210],"Fiksu"," are able to drive mobile application downloads using mobile advertising. Not only that, but these companies can tier downloaders into specific segments based upon how much they use the application post-download, making it easier to find a more loyal user base as opposed to a one-and-done user that won't use the application more than once.",[14,11253,11254],{},"These are just a couple examples of how brands can engage users on their mobile device. So just out of curiousity ...",[14,11256,11257],{},[52,11258,11259],{},"How are you engaging consumers on their mobile devices?",{"title":77,"searchDepth":291,"depth":291,"links":11261},[],"2012-02-21","How are brands going to communicate their product message to all these smartphone users?",{},"\u002Fblog\u002Fppc\u002Fthree-examples-mobile-marketing-genius",{"title":11173,"description":11263},"blog\u002Fppc\u002Fthree-examples-mobile-marketing-genius","923qO9KQvTLpn_l6LR9P2R0eHVajO9KO4KnDuPf1aDU",[8099,8150],{"id":11271,"title":11272,"author":7,"authors":11273,"body":11274,"caption":7,"category":1729,"date":11329,"description":11330,"extension":318,"img":7,"imgAlt":7,"meta":11331,"minutes":321,"navigation":322,"path":11332,"seo":11333,"seodescription":7,"seotitle":11272,"stem":11334,"updated":7,"__hash__":11335,"people":11336},"blog\u002Fblog\u002Fppc\u002Fvalue-of-customers-by-digital-channel.md","Value of Customers by Digital Channel",[9],{"type":11,"value":11275,"toc":11327},[11276,11285,11288,11296,11299,11322],[14,11277,11278,11279,11284],{},"ClearSaleing, the analytics and attribution provider, ",[206,11280,11283],{"href":11281,"rel":11282},"https:\u002F\u002Fwww.emarketer.com\u002FArticle.aspx?R=1008845&awid=6273373231268389210-3483",[210],"provided data to eMarketer","that showed the average revenue per order & revenue per click based upon which paid & earned media touch points consumers interacted with online.",[14,11286,11287],{},"The data showed ...",[46,11289,11290,11293],{},[49,11291,11292],{},"Social and display were the top two performers in terms of average revenue per order.",[49,11294,11295],{},"Social and paid search were the top two performers in terms of average revenue per click.",[14,11297,11298],{},"Aside from the top line numbers, the data also shows agencies the following:",[46,11300,11301,11307,11316],{},[49,11302,11303,11306],{},[52,11304,11305],{},"Price Dictates Tactic:"," Paid search and affiliate programs, two strategies that generate extremely cost efficient conversions, were the two lowest performers in terms of average revenue per order. How could this be? While we have no idea which products \u002F prices were being analyzed in this study, one could argue that paid search and affiliate marketing would be better suited for less expensive items that experience a shorter sales cycle (like iPod chargers and shampoo) as opposed to longer sales cycles (like a brand new Jaguar XK-8, for example).",[49,11308,11309,11312,11313,11315],{},[52,11310,11311],{},"Social Acts as Bottom Funnel:"," In terms of driving top revenue per order ",[52,11314,8351],{}," revenue per click, social acts like a bottom of the funnel tactic. Bottom funnel tactics are conversion tactics; strategies that are prime drivers in closing the sale with the consumer online. This proves that users are really turning to their social networks to engage with brands, obtain advice from friends, and ultimately make a purchase decision.",[49,11317,11318,11321],{},[52,11319,11320],{},"Multi-Channel Strategies Work:"," Agencies need to be at the forefront of pushing multi-channel strategies, or engagements that utilize multiple channels (mobile, web, comparison shopping sites), to generate awareness and trial \u002F purchase from consumers online.",[14,11323,11324],{},[52,11325,11326],{},"How is your agency utilizing multiple channels to find, educate and convert your target audience?",{"title":77,"searchDepth":291,"depth":291,"links":11328},[],"2012-02-17","How each digital marekting channel can impact your bottom line.",{},"\u002Fblog\u002Fppc\u002Fvalue-of-customers-by-digital-channel",{"title":11272,"description":11330},"blog\u002Fppc\u002Fvalue-of-customers-by-digital-channel","eTdc7DvCcfupmtsQyIPypM8CZ1NbsKzADxLIUUNRWVg",[8099,8150],{"id":11338,"title":11339,"author":7,"authors":11340,"body":11341,"caption":7,"category":1729,"date":11391,"description":11392,"extension":318,"img":7,"imgAlt":7,"meta":11393,"minutes":321,"navigation":322,"path":11394,"seo":11395,"seodescription":7,"seotitle":11339,"stem":11396,"updated":7,"__hash__":11397,"people":11398},"blog\u002Fblog\u002Fppc\u002Fmetrics-you-should-be-using.md","Metrics You Should Be Using",[9],{"type":11,"value":11342,"toc":11389},[11343,11352,11355,11384],[14,11344,11345,11346,11351],{},"A couple days ago, ",[206,11347,11350],{"href":11348,"rel":11349},"https:\u002F\u002Fwww.imediaconnection.com\u002Farticle_full.aspx?id=30946",[210],"Rocket Fuel's VP of Analytics Jarvis Mak wrote an article","detailing the metrics agency professionals should be using to determine the success of their online media campaign.",[14,11353,11354],{},"Through his extensive experience at Rocket Fuel, Havas Digital, Nielsen (and much, much more), Jarvis shared the following insights:",[46,11356,11357,11363,11378],{},[49,11358,11359,11362],{},[52,11360,11361],{},"Use Life Time Value (LTV) As a Metric:"," Focus on the quality of the leads you're producing; that is, generate leads that are going to convert for you ten times over. Especially in retail and finance, where promotions generate a large percentage of one-time shoppers, you want to invest more to acquire quality leads that are going to become repeat customers.",[49,11364,11365,11368,11369,1258,11372,11377],{},[52,11366,11367],{},"Measure Brand Lift & Purchase Intent:"," Measuring purchase intent and brand perception is a great way to get a real-time snapshot of your market. This can be accomplished by serving a Vizu brand study, which has qualitative questions of users within the ad unit, from a learning platform like ",[206,11370,9245],{"href":9243,"rel":11371},[210],[206,11373,11376],{"href":11374,"rel":11375},"https:\u002F\u002Fwww.legolas-media.com\u002F",[210],"Legolas"," that will deliver the surveys to the appropriate audience and optimize campaign segments based off of the responses (amongst other things).",[49,11379,11380,11383],{},[52,11381,11382],{},"Don't Optimize to CTR:"," Through extensive research, iMedia produced a study that showed optimizing only to click-through-rate excluded a large volume of inventory that would have reached optimal customer segments. This goes back to acquiring quality conversions; the study found that 'click-ier' segments did actually produce the same volume of conversions or quality, high LTV customers as the optimal customer segments did.",[14,11385,11386],{},[52,11387,11388],{},"So, what metrics is your agency using to determine the success of your campaign?",{"title":77,"searchDepth":291,"depth":291,"links":11390},[],"2012-02-16","A couple days ago, Rocket Fuel's VP of Analytics Jarvis Mak wrote an articledetailing the metrics agency professionals should be using to determine the success of their online media campaign.",{},"\u002Fblog\u002Fppc\u002Fmetrics-you-should-be-using",{"title":11339,"description":11392},"blog\u002Fppc\u002Fmetrics-you-should-be-using","5UXfjUvJ6Nbk4tCTrtpTDoGi4sdpUkzz0jT-jJUJquA",[8099,8150],{"id":11400,"title":11401,"author":7,"authors":11402,"body":11403,"caption":7,"category":1729,"date":11443,"description":11407,"extension":318,"img":7,"imgAlt":7,"meta":11444,"minutes":321,"navigation":322,"path":11445,"seo":11446,"seodescription":7,"seotitle":11401,"stem":11447,"updated":7,"__hash__":11448,"people":11449},"blog\u002Fblog\u002Fppc\u002Fhow-your-online-media-team-can-win-best-in-show.md","How Your Online Media Team Can Win Best In Show",[9],{"type":11,"value":11404,"toc":11440},[11405,11408,11412,11415,11435],[14,11406,11407],{},"Inspired by this years Westminster Dog Competition, in which Malachy the Pekingese took Best in Show, we wanted to explore how clients can take home the Best in Show prize within their own companies.",[24,11409,11411],{"id":11410},"how-can-you-a-marketing-manager-take-home-best-in-show-for-your-online-marketing-efforts","How can you, a marketing manager, take home Best in Show for your online marketing efforts?",[14,11413,11414],{},"Well, you can start with the following:",[46,11416,11417,11423,11429],{},[49,11418,11419,11422],{},[52,11420,11421],{},"Be Accountable For Your Investments:"," Every time you allocate your companies hard earned cash you need to be accountable for the results. That means if things go south, you need to be able to determine where the problem stemmed from and prove to your superiors that you can fix it next time around. If your online media investment was successful, then you need to shout the results from the roof top of your building so that others take note.",[49,11424,11425,11428],{},[52,11426,11427],{},"Measure Everything:"," It's difficult to figure out if you failed \u002F succeeded if you haven't set performance goals up front. Take the time to put together a road map of what success looks like; this will make your working relationships with online media partners and vendors go much more smoothly as everybody has agreed to what success looks like up front.",[49,11430,11431,11434],{},[52,11432,11433],{},"Focus on Long Term Learnings:"," While immediate success will keep your budget healthy, long term learnings are beginning to shape the online media landscape. Work with partners who are able to serve up informed insights from media buys so that you can learn more about the audience you are interacting with online.",[14,11436,11437],{},[38,11438,11439],{},"Just as a disclaimer, these thoughts are a combination of our own personal views as well as other opinions that have been shared with me by other agencies. At no point do we claim to know what clients go through on a daily basis; we just know what it's like to work with productive \u002F not-so-productive clients and wanted to share some tips we've picked up along the way.",{"title":77,"searchDepth":291,"depth":291,"links":11441},[11442],{"id":11410,"depth":291,"text":11411},"2012-02-15",{},"\u002Fblog\u002Fppc\u002Fhow-your-online-media-team-can-win-best-in-show",{"title":11401,"description":11407},"blog\u002Fppc\u002Fhow-your-online-media-team-can-win-best-in-show","xUM-Ss8Asf1ocSX70iTcm8R4CSdm6Dmu0TmL6EWXzjw",[8099,8150],{"id":11451,"title":11452,"author":7,"authors":11453,"body":11454,"caption":7,"category":1729,"date":11540,"description":11541,"extension":318,"img":7,"imgAlt":7,"meta":11542,"minutes":321,"navigation":322,"path":11543,"seo":11544,"seodescription":7,"seotitle":11452,"stem":11545,"updated":7,"__hash__":11546,"people":11547},"blog\u002Fblog\u002Fppc\u002Fnai-reports-ad-networks-compliant-with-privacy-code.md","NAI Reports Ad Networks Compliant with Privacy Code",[9],{"type":11,"value":11455,"toc":11531},[11456,11459,11462,11466,11469,11473,11476,11482,11486,11489,11493,11497,11500,11503,11523],[14,11457,11458],{},"With Valentines Day upon us, men and women alike are probably wondering why they're receiving ads for flowers.com and 'making that special someone happy on this special day'.",[14,11460,11461],{},"This is called Online Behavioral Advertising (OBA). For example, if you visit flowers.com and, after navigating off the site to somewhere else on the internet, you are served an advertisement for flowers.com, you have been targeted based on your past browsing behaviors.",[24,11463,11465],{"id":11464},"compliance","Compliance",[14,11467,11468],{},"Just in time for this Valentines Day, the National Advertising Initiative (NAI) conducted a study amongst ad networks to ensure they were up to date on all OBA rules and regulations.",[81,11470,11472],{"id":11471},"according-to-the-nais-annual-report-a-new-record-60-ad-networks-were-in-compliance-with-current-oba-regulations","According to the NAI's annual report, a new record 60 ad networks were in compliance with current OBA regulations.",[14,11474,11475],{},"The NAI confirmed that this years findings represents a jump of nearly 100% in OBA compliant ad networks year over year.",[14,11477,11478,11479,11481],{},"Compliance is based on ad networks ",[52,11480,10277],{}," collecting any personally identifiable information and showing a blue 'ad choices' button (as you see on the left) in the corner of the ad unit that allows users to opt out of behaviorally targeted advertising.",[24,11483,11485],{"id":11484},"opt-outs","Opt-Outs",[14,11487,11488],{},"The ad choices button shows exactly which companies are targeting you and allows users to opt out, or tell those companies not to target them, based on their online browsing behaviors.",[81,11490,11492],{"id":11491},"w-hat-is-interesting-is-that-of-the-65-million-people-who-actually-clicked-the-blue-ad-choices-button-to-see-who-was-targeting-them-only-14-of-those-users-actually-chose-to-opt-out-of-behavioral-advertising","W hat is interesting is that of the 6.5 million people who actually clicked the blue 'ad choices' button to see who was targeting them, only 14% of those users actually chose to opt out of behavioral advertising.",[24,11494,11496],{"id":11495},"what-this-means","What This Means",[14,11498,11499],{},"If 86% of users still chose to receive behaviorally relevant advertising, does this mean users don't care about sharing their browsing behaviors for more relevant advertising?",[14,11501,11502],{},"The short answer: It's still too early to decide. What we can suggest are the following timelines and metrics to measure this issue:",[46,11504,11505,11511,11517,11520],{},[49,11506,11507,11510],{},[52,11508,11509],{},"Problem:"," Since OBA compliance just kicked off in 2010, there is still less than two full years of data to analyze.",[49,11512,11513,11516],{},[52,11514,11515],{},"Solution:"," Measure year over year increase \u002F decrease of the following metrics:",[49,11518,11519],{},"Number of 'ad choices' button expands",[49,11521,11522],{},"Number of opt-outs based upon 'ad choices' expands\nBy measuring these metrics year over year, we can identify insights around how users are responding OBA compliance \u002F opt-out advertising.",[14,11524,11525,11526],{},"For more information on OBA compliance regulations, check out the definition by ",[206,11527,11530],{"href":11528,"rel":11529},"https:\u002F\u002Fwww.doubleverify.com\u002Fsolutions\u002Fad-networks\u002Foba-compliance\u002F",[210],"Google's Double Verify ad verification platform.",{"title":77,"searchDepth":291,"depth":291,"links":11532},[11533,11536,11539],{"id":11464,"depth":291,"text":11465,"children":11534},[11535],{"id":11471,"depth":297,"text":11472},{"id":11484,"depth":291,"text":11485,"children":11537},[11538],{"id":11491,"depth":297,"text":11492},{"id":11495,"depth":291,"text":11496},"2012-02-14","What Online Behavioral Advertising is and how to make sure your compliant.",{},"\u002Fblog\u002Fppc\u002Fnai-reports-ad-networks-compliant-with-privacy-code",{"title":11452,"description":11541},"blog\u002Fppc\u002Fnai-reports-ad-networks-compliant-with-privacy-code","QEXS2rh1nJOC0Nie_kujAFYGKoyJaKnqG5GI_qrOuV0",[8099,8150],{"id":11549,"title":11550,"author":7,"authors":11551,"body":11552,"caption":7,"category":1729,"date":11592,"description":11593,"extension":318,"img":7,"imgAlt":7,"meta":11594,"minutes":321,"navigation":322,"path":11595,"seo":11596,"seodescription":7,"seotitle":11550,"stem":11597,"updated":7,"__hash__":11598,"people":11599},"blog\u002Fblog\u002Fppc\u002Fyouth-consuming-video-everywhere-except-on-tv.md","Youth Consuming Video Everywhere — Except on TV",[9],{"type":11,"value":11553,"toc":11588},[11554,11563,11567,11570,11573,11576,11580,11583],[14,11555,11556,11557,11562],{},"According to recent ",[206,11558,11561],{"href":11559,"rel":11560},"https:\u002F\u002Fwww.nytimes.com\u002F2012\u002F02\u002F09\u002Fbusiness\u002Fmedia\u002Fyoung-people-are-watching-but-less-often-on-tv.html",[210],"Nielsen research",", television viewership is through the roof amongst the 65+ demographic.",[24,11564,11566],{"id":11565},"the-same-does-not-hold-true-for-the-35-and-under-crowd","The same does not hold true for the 35 and under crowd.",[14,11568,11569],{},"In Q3 2011, Adults 25-34 watched 4 1\u002F2 fewer hours of over-the-air TV than they reported in Q3 2010.",[14,11571,11572],{},"For the first time ever, the Super Bowl was broadcast online as well as on traditional, over-the-air TV. 2.1 million users tuned in online -- the most ever to tune in online for a single sporting event.",[14,11574,11575],{},"Because he has mastered Apple's swipe-to-unlock motion, a reader's 8-month old newborn is watching Baby Einstein on an iPad instead of on a traditional TV set.",[24,11577,11579],{"id":11578},"an-8-month-old-choosing-an-ipad-over-a-traditional-tv-screen","An 8 month old choosing an iPad over a traditional TV screen!",[14,11581,11582],{},"Brands and agencies must learn how to adapt the medium they deliver their product message on in order to reach this declining group of youngsters who have taken their eyeballs from traditional TV viewing to third screens such as smartphones, tablets and computer screens.",[14,11584,11585],{},[52,11586,11587],{},"Brands must learn to communicate with the right audience in the right place -- and now on the right device",{"title":77,"searchDepth":291,"depth":291,"links":11589},[11590,11591],{"id":11565,"depth":291,"text":11566},{"id":11578,"depth":291,"text":11579},"2012-02-13","According to recent Nielsen research, television viewership is through the roof amongst the 65+ demographic.",{},"\u002Fblog\u002Fppc\u002Fyouth-consuming-video-everywhere-except-on-tv",{"title":11550,"description":11593},"blog\u002Fppc\u002Fyouth-consuming-video-everywhere-except-on-tv","2g2OovKMxs1axkCk60la5Xo5yPUqgkKXig9NpyCT108",[8099,8150],{"id":11601,"title":11602,"author":7,"authors":11603,"body":11604,"caption":7,"category":1729,"date":11641,"description":11642,"extension":318,"img":7,"imgAlt":7,"meta":11643,"minutes":321,"navigation":322,"path":11644,"seo":11645,"seodescription":7,"seotitle":11602,"stem":11646,"updated":7,"__hash__":11647,"people":11648},"blog\u002Fblog\u002Fppc\u002Fimedia-interview-with-ted-mcconnell.md","iMedia Interview with Ted McConnell",[9],{"type":11,"value":11605,"toc":11639},[11606,11609,11612,11632],[14,11607,11608],{},"Earlier this year, Sarah Fay (Chairman of Board of Governors for ad:tech and iMedia) discussed advertising measurement with Ted McConnell, the new EVP of Digital at the Advertising Research Foundation.",[14,11610,11611],{},"I didn't want to spoil the entire interview, so instead I pulled out a few gems that Ted provided in the first ten minutes of their conversation.",[46,11613,11614,11620,11626],{},[49,11615,11616,11619],{},[52,11617,11618],{},"Observing is better than asking:"," In the research industry, marketers always ask people specific questions they want answered. Now, we have the ability to observe people. Difference between asking and observing is that observing is the only way to get out the box and discover new questions \u002F insights that you hadn't initially thought about. (3:00 mark)",[49,11621,11622,11625],{},[52,11623,11624],{},"Attitudes & Behaviors:"," In the past marketers used to look at behaviors and, with that information, assume that certain attitudes (in-market for ...) would apply to the user. Moving forward, Ted wants to see marketers identify attitudes first, which puts us in a position to predict behaviors like clicks, conversions, etc (4:30 mark)",[49,11627,11628,11631],{},[52,11629,11630],{},"Delivering Value:"," Focus your social teams on creating value for the users consuming your brands content. Make sure that every bit of content your team produces delivers value to the user and avoid producing 'fluff material' (my wording, not Ted's) that mainly benefits you, the brand (6:30 mark)",[14,11633,11634,11635],{},"You can watch the video in it's entirety by clicking on the link to the right: ",[206,11636,11602],{"href":11637,"rel":11638},"https:\u002F\u002Fyoutu.be\u002Fg7qIZ7ffDNI",[210],{"title":77,"searchDepth":291,"depth":291,"links":11640},[],"2012-02-10","Sarah Fay discussed advertising measurement with Ted McConnell, the new EVPof Digital at the Advertising Research Foundation.",{},"\u002Fblog\u002Fppc\u002Fimedia-interview-with-ted-mcconnell",{"title":11602,"description":11642},"blog\u002Fppc\u002Fimedia-interview-with-ted-mcconnell","qo8uAunvktshxFH-kELHk4qLDLbK0jRO1-9M8KmF1HU",[8099,8150],{"id":11650,"title":11651,"author":7,"authors":11652,"body":11653,"caption":7,"category":1729,"date":11703,"description":11704,"extension":318,"img":7,"imgAlt":7,"meta":11705,"minutes":321,"navigation":322,"path":11706,"seo":11707,"seodescription":7,"seotitle":11651,"stem":11708,"updated":7,"__hash__":11709,"people":11710},"blog\u002Fblog\u002Fppc\u002Fusers-not-customers.md","Target Users, Not Customers",[9],{"type":11,"value":11654,"toc":11699},[11655,11659,11668,11671,11675,11678,11686,11689,11694],[24,11656,11658],{"id":11657},"whats-the-difference-between-a-user-and-a-customer","What's the difference between a user and a customer?",[14,11660,11661,11662,11667],{},"Yesterday, I had the pleasure of listening to a ",[206,11663,11666],{"href":11664,"rel":11665},"https:\u002F\u002Fwww.digiday.com\u002Fagency\u002Fcan-agencies-attract-top-tech-talent\u002F",[210],"DigiDay interview with Aaron Shapiro",", the CEO of digital agency Huge in New York city, when Aaron brought up the concept of a user versus a customer.",[14,11669,11670],{},"Specifically, Aaron was discussing how the digital customer should really be defined as the digital user; that is, everyone must have a digital strategy of how they are going to interact and speak to their users online because they are many more users (think Facebook, Twitter, etc) than there are customers.",[24,11672,11674],{"id":11673},"business-is-being-defined-by-the-internet","Business is being defined by the internet.",[14,11676,11677],{},"There is no such thing as an 'offline business' anymore. Here's why:",[132,11679,11680,11683],{},[49,11681,11682],{},"In 2012, 50% of transactions will be a result of digital. This means that the product was either  bought online or the user researched the product online and then went into their local bricks-and-mortar retailer and purchased there.",[49,11684,11685],{},"89% of users research a purchase online before pulling the trigger -- regardless of whether they purchase in store or over the web",[14,11687,11688],{},"According to Aaron, this means brands need to establish a digital relationship with this individuals. They need to classify them as users of their product, not simply customers.",[14,11690,11691],{},[52,11692,11693],{},"As a brand, what are you doing to establish a relationship with your users?",[14,11695,11696],{},[52,11697,11698],{},"As an agency, what are you doing to establish a relationship with your users?",{"title":77,"searchDepth":291,"depth":291,"links":11700},[11701,11702],{"id":11657,"depth":291,"text":11658},{"id":11673,"depth":291,"text":11674},"2012-02-09","The difference between a user and a customer and how to get new users who will move into becoming customers.",{},"\u002Fblog\u002Fppc\u002Fusers-not-customers",{"title":11651,"description":11704},"blog\u002Fppc\u002Fusers-not-customers","3HPd_Fr8CBlU7swEatRrJWlZTwX82esuK69MJdmNa-Q",[8099,8150],{"id":11712,"title":11713,"author":7,"authors":11714,"body":11715,"caption":7,"category":1729,"date":11781,"description":11782,"extension":318,"img":7,"imgAlt":7,"meta":11783,"minutes":321,"navigation":322,"path":11784,"seo":11785,"seodescription":7,"seotitle":11713,"stem":11786,"updated":7,"__hash__":11787,"people":11788},"blog\u002Fblog\u002Fppc\u002Fis-advertising-ever-free.md","Is Advertising Ever Free?",[9],{"type":11,"value":11716,"toc":11777},[11717,11724,11732,11736,11739,11743,11746,11774],[14,11718,11719,11720,11723],{},"Proctor & Gamble CEO Bob McDonald's recent comments regarding Facebook advertising being ",[52,11721,11722],{},"free"," lit up the phone lines amongst ad agency professionals.",[14,11725,11726,11727],{},"To frame this conversation correctly, let me share his comment from the ",[206,11728,11731],{"href":11729,"rel":11730},"https:\u002F\u002Fseekingalpha.com\u002Farticle\u002F322722-procter-gamble-s-ceo-discusses-q2-2012-results-earnings-call-transcript?part=qanda",[210],"P&G Q4 earnings call:",[81,11733,11735],{"id":11734},"with-things-likefacebook-and-googleand-others-we-find-that-the-return-on-investmentof-the-advertising-when-properly-designed-when-the-big-idea-is-therecan-be-much-more-efficient-one-example-is-our-old-spicecampaign-wherewe-had-18-billion-free-impressions","\"... with things like Facebook and Google and others, we find that the return on investment of the advertising, when properly designed, when the big idea is there, can be much more efficient. One example is our Old Spice campaign, where we had 1.8 billion free impressions.\"",[14,11737,11738],{},"Now, what Bob is referring to as 'free impressions' is the fact that the string of Old Spice videos generated views, shares, likes, etc, which he is quantifying as \"impressions\"",[81,11740,11742],{"id":11741},"but-the-question-remains-were-those-really-free","But the question remains: Were those really 'free'?",[14,11744,11745],{},"The short and sweet answer? No, they were not free. Here's why:",[46,11747,11748,11754,11760],{},[49,11749,11750,11753],{},[52,11751,11752],{},"Production:"," At one point the star of the commercials, Isaiah Mustafa, was cranking out real-time responses to questions asked on the Old Spice YouTube channel. Who do you think was doing lighting, camera work, editing, etc etc the entire time? More importantly, who was paying Isaiah?",[49,11755,11756,11759],{},[52,11757,11758],{},"Agency fees:"," Running with the same example above, Wieden & Kennedy was driving the real-time response concept. Do you think that their creative directors, account management team, production team, etc etc works for free?",[49,11761,11762,11765,11766,11769,11770,11773],{},[52,11763,11764],{},"Measurement:"," With all the of the time and effort that went into the real-time response concept, how were they to figure out if it '",[52,11767,11768],{},"actually worked'"," or not? P&G needed a dedicated team of analytics pros to track all of the data and craft the story it was telling them.\nBob McDonald was technically correct with his comment because he P&G did not pay any ",[52,11771,11772],{},"media costs"," to generate the 1.8 billion 'impressions'. But, there are always hidden costs involved in executing different promotional opportunities.",[14,11775,11776],{},"Make sure to speak with your agency about exactly how they are billing you to ensure that no costs are being swept under the rug as you cut them check after check every month.",{"title":77,"searchDepth":291,"depth":291,"links":11778},[11779,11780],{"id":11734,"depth":297,"text":11735},{"id":11741,"depth":297,"text":11742},"2012-02-08","Proctor & Gamble CEO Bob McDonald's recent comments regarding Facebook advertising being free lit up the phone lines amongst ad agency professionals.",{},"\u002Fblog\u002Fppc\u002Fis-advertising-ever-free",{"title":11713,"description":11782},"blog\u002Fppc\u002Fis-advertising-ever-free","9bFvAhCYQBd8ujYlf1nyNLGdIVD_bdouCTwtKr3V-Z0",[8099,8150],{"id":11790,"title":11791,"author":7,"authors":11792,"body":11793,"caption":7,"category":1729,"date":11834,"description":11797,"extension":318,"img":7,"imgAlt":7,"meta":11835,"minutes":321,"navigation":322,"path":11836,"seo":11837,"seodescription":7,"seotitle":11791,"stem":11838,"updated":7,"__hash__":11839,"people":11840},"blog\u002Fblog\u002Fppc\u002F2012-super-bowl-ads.md","The Super Bowl of Ads",[9],{"type":11,"value":11794,"toc":11830},[11795,11798,11800,11804,11812,11816,11827],[14,11796,11797],{},"Since America just experienced the biggest advertising day of the year, the Super Bowl, we wanted to take a moment to call out a couple winners and losers that stood out to us during the big game.",[14,11799,9383],{},[24,11801,11803],{"id":11802},"winners","Winners",[46,11805,11806,11809],{},[49,11807,11808],{},"Acura: Not only is the new Acura NSX absolutely gorgeous, but Acura was able to create a bidding war that involves inner-city ziplines and jetpack-propelled squirrel suits between Jerry Seinfield and Jay Leno. Does it get any better than that?",[49,11810,11811],{},"Fiat: It took me a moment to realize they were speaking Italian (I am conversational level), as I was potentially distracted by the visual aspect of the commercial, but I thought that this commercial was really attention grabbing. Changing the spoken language to Italian acted like the use of white noise; it changes the audio 'line' of a string of commercials, so to speak, that uses something so different than what appeared previously that it causes to viewer to listen up to decipher what the difference is.",[24,11813,11815],{"id":11814},"losers","Losers",[46,11817,11818,11824],{},[49,11819,11820,11821,11823],{},"Teleflora.com: A good example of how ",[52,11822,10277],{}," to sell something using sex. I'm unsure if Adriana Lima really understood the level of sexual innuendo her part delivered when she said the line \"Give and you shall receive\", but it just looked like a smutty way to promote online flower services. Teleflora should hire a couple senior-level female members on their team to prevent this type of abomination from occurring in the future.",[49,11825,11826],{},"Jack in the Box: I love bacon just as much as the next red-blooded American does, but to marry a piece of bacon? And have the closing line be 'You may now eat the bride'? Ugh, pass me the Doritos instead.",[14,11828,11829],{},"The actual measurable results of these Super Bowl ads won't be apparent until we see these advertisers profit \u002F loss sheets at the end of this fiscal quarter, but we just wanted to start your week off with our opinion on the winners and losers of the big game.",{"title":77,"searchDepth":291,"depth":291,"links":11831},[11832,11833],{"id":11802,"depth":291,"text":11803},{"id":11814,"depth":291,"text":11815},"2012-02-06",{},"\u002Fblog\u002Fppc\u002F2012-super-bowl-ads",{"title":11791,"description":11797},"blog\u002Fppc\u002F2012-super-bowl-ads","1RFovCubUbk68xxTBlVRXbbiN3zUbBBv9Tb5QI3e3Ek",[8099,8150],{"id":11842,"title":11843,"author":7,"authors":11844,"body":11845,"caption":7,"category":1729,"date":11920,"description":11921,"extension":318,"img":7,"imgAlt":7,"meta":11922,"minutes":321,"navigation":322,"path":11923,"seo":11924,"seodescription":7,"seotitle":11843,"stem":11925,"updated":7,"__hash__":11926,"people":11927},"blog\u002Fblog\u002Fppc\u002Fanatomy-of-a-display-campaign-messaging-target-audience.md","Anatomy of a Display Campaign: Messaging Your Target Audience",[9],{"type":11,"value":11846,"toc":11915},[11847,11850,11853,11857,11860,11871,11879,11884,11887,11891,11894,11897,11901,11904],[14,11848,11849],{},"After defining your audience next determine what your target audience needs to know and what actions they should take to find out more.",[14,11851,11852],{},"This is one of the most important pieces of the campaign as this is what will be measured and optimized against to improve your campaign over time.",[24,11854,11856],{"id":11855},"first-message","First, message.",[14,11858,11859],{},"This can be as simple as a tag line that you already use.  Or it can be more robust and in a story telling fashion to convey a point such as how this product will create more productivity and save your target money. What ever the message, make it:",[46,11861,11862,11865,11868],{},[49,11863,11864],{},"Concise: Short, sweet, & to the point",[49,11866,11867],{},"Clear: Make sure your audience knows exactly how this product can help them",[49,11869,11870],{},"Targeted: Now that your audience is defined, make sure your message speaks directly to that target as mentioned in the previous part 1 under, \"When should each target be used?\"",[14,11872,8563,11873,11878],{},[206,11874,11877],{"href":11875,"rel":11876},"https:\u002F\u002Fadage.com\u002Farticle\u002Fdigital\u002Ffacebook-taps-levi-s-apple-exec-lead-marketing\u002F232529\u002F",[210],"article on Adage",", the new market global director for Facebook, formerly the director of Levi's & Apple, made the statement in regards to how an iPhone was developed and how she translates that into her marketing approach:",[5482,11880,11881],{},[14,11882,11883],{},"It was first and foremost about the user experience. And that's how I approach marketing, that theme of focusing on what's important to the customer. -- Rebecca Van Dyck, Facebook Head of Global Marketing",[14,11885,11886],{},"The message should be handled in the same manner. Through messaging you're telling your customer you know what is important to them.",[24,11888,11890],{"id":11889},"second-call-to-action-cta","Second, call-to-action (CTA)",[14,11892,11893],{},"This copy is usually in a button or next to an arrow directing users to click and go to the website. It gives users purpose to click. This is where your audience knows how they can learn more about your product whether through a free trial, downloading a free white paper, or getting a free quote.",[14,11895,11896],{},"Note, how \"free\" was used in all three examples.  It helps users know you're not asking for money, and you really do want them to learn more.  If you're pushing for a product purchase be clear and say, \"Buy now\". It's best to be direct. You'll experience less drop of and get better return from the users who do click.",[24,11898,11900],{"id":11899},"finally-multiples","Finally, multiples",[14,11902,11903],{},"Use several messages and CTA executions to allow for testing, learning, and optimizing:",[46,11905,11906,11909,11912],{},[49,11907,11908],{},"One message may work better over another",[49,11910,11911],{},"One CTA may drive more initial downloads upfront & another more revenue in the long run",[49,11913,11914],{},"Most ad servers have creative optimization tools where they look down to the placement level to deliver a creative that is performing best in that spot",{"title":77,"searchDepth":291,"depth":291,"links":11916},[11917,11918,11919],{"id":11855,"depth":291,"text":11856},{"id":11889,"depth":291,"text":11890},{"id":11899,"depth":291,"text":11900},"2012-02-04","Once your audience is defined now you need to figure out what message will resonate with that target for your display campaign. Be sure to test multiple banner messages and calls to action in an effort to optimize towards the best results.",{},"\u002Fblog\u002Fppc\u002Fanatomy-of-a-display-campaign-messaging-target-audience",{"title":11843,"description":11921},"blog\u002Fppc\u002Fanatomy-of-a-display-campaign-messaging-target-audience","Pxmg7GT9BdHAU7llWKXlD1RQVoCk507LQDEEdcUmiDA",[8099,8150],{"id":11929,"title":11930,"author":7,"authors":11931,"body":11932,"caption":7,"category":1729,"date":11961,"description":11962,"extension":318,"img":7,"imgAlt":7,"meta":11963,"minutes":321,"navigation":322,"path":11964,"seo":11965,"seodescription":7,"seotitle":11930,"stem":11966,"updated":7,"__hash__":11967,"people":11968},"blog\u002Fblog\u002Fppc\u002Fhow-to-combat-unseen-ads-online.md","How to Combat Unseen Ads Online",[9],{"type":11,"value":11933,"toc":11958},[11934,11942,11946,11949],[14,11935,10599,11936,11941],{},[206,11937,11940],{"href":11938,"rel":11939},"https:\u002F\u002Fwww.comscore.com\u002FPress_Events\u002FPress_Releases\u002F2012\u002F1\u002FcomScore_Introduces_Validated_Campaign_Essentials",[210],"ComScore research released in January of this year",", 31% of online ad impressions are never even seen by an end user.\nLet me be clear ...",[24,11943,11945],{"id":11944},"every-1-of-3-impressions-your-campaign-delivers-has-the-chance-to-go-unseen-by-the-end-user","Every 1 of 3 impressions Your Campaign Delivers Has the Chance to Go Unseen by the End User",[14,11947,11948],{},"So, how can we combat this heinous misuse of your hard-working media dollars?\nHere are a few options:",[46,11950,11951,11952,11955],{},"\n- Impression Caps: Require that all network, DSP and exchange partners cap the number of impressions that a single user sees on a daily \u002F weekly \u002F monthly basis\n- Cookie Data: Keep tabs on the impression caps you implemented by checking frequency reprots in your ad server. These reports will use third party cookie data to ensure if your media partners are indeed keeping true to their frequency cap promise or not.\n- Transparency from Media Partners: Demand that your media partners show you frequency reports on their end (to double check against your ad server data) and remind them constantly of their promise to cap impression delivery to each and every user.\n",[14,11953,11954],{},"This post was not meant to scare off potential online advertisers -- instead, this post illustrates the amount of stewardship online campaigns require in order to generate successful results, which is the end goal for every client.",[14,11956,11957],{},"Go Forth & Conquer,\nMike",{"title":77,"searchDepth":291,"depth":291,"links":11959},[11960],{"id":11944,"depth":291,"text":11945},"2012-02-03","According to ComScore research released in January of this year, 31% of online ad impressions are never even seen by an end user.\nLet me be clear ...",{},"\u002Fblog\u002Fppc\u002Fhow-to-combat-unseen-ads-online",{"title":11930,"description":11962},"blog\u002Fppc\u002Fhow-to-combat-unseen-ads-online","gsq0S0NO3_T0F88qIc-K_L5mEM_FWgkKmJiuvuXFWhg",[8099,8150],{"id":11970,"title":11971,"author":7,"authors":11972,"body":11973,"caption":7,"category":1729,"date":12018,"description":12019,"extension":318,"img":7,"imgAlt":7,"meta":12020,"minutes":321,"navigation":322,"path":12021,"seo":12022,"seodescription":7,"seotitle":7,"stem":12023,"updated":7,"__hash__":12024,"people":12025},"blog\u002Fblog\u002Fppc\u002Fsetting-accurate-metrics-facebook-ipo.md","Setting Accurate Metrics",[9],{"type":11,"value":11974,"toc":12013},[11975,11978,11982,11990,11993,11997,12000,12003,12007,12010],[14,11976,11977],{},"Today's post will be short, sweet and centered around one of the hottest topics in Sillicon Valley & Wall Street over the past few days:",[24,11979,11981],{"id":11980},"the-facebook-ipo","THE FACEBOOK IPO",[14,11983,11984,11989],{},[206,11985,11988],{"href":11986,"rel":11987},"https:\u002F\u002Fwww.bloomberg.com\u002Fnews\u002F2012-02-01\u002Fshares-of-facebook-may-be-five-times-as-expensive-as-google-s-in-offering.html",[210],"According to Bloomberg",", Facebook is seeking a valuation between $75 - $100 billion while attempting to raise $5 billion in cash. This valuation would be more than 5 times larger than the public offering that Google generated in 2004. The difference between settling on a $75 billion valuation or scoring the $100 billion number is absolutely astronomical -- especially for early stage employees who are licking their chops as they calculate the estimated value of their stock options.",[14,11991,11992],{},"Now what does this have to do with media again, exactly?",[24,11994,11996],{"id":11995},"simple-setting-accurate-metrics","SIMPLE: SETTING ACCURATE METRICS",[14,11998,11999],{},"The importance of setting accurate metrics up front, which is something MKG prides itself in doing with current and prospective clients, is of enormous importance.",[14,12001,12002],{},"While MKG may not be buying $75 or $100 billion dollars worth of media for a single client at one time, buying millions of dollars worth of media (which we do happen to do) can still result in setting horrifically underacheiving \u002F overachieving metrics.",[24,12004,12006],{"id":12005},"the-value-mkg-brings-as-an-agency-is-in-our-ability-to-assist-you-the-client-in-setting-aggressive-yet-accurate-metrics","The value MKG brings as an agency is in our ability to assist you, the client, in setting aggressive, yet accurate, metrics.",[14,12008,12009],{},"Once we set those metrics, it's off to the races and time for us to go out and crush your current benchmarks.",[14,12011,12012],{},"We look forward to setting metrics with you soon :-) ... And yes, we will consist accepting Facebook stock options as form of payment.",{"title":77,"searchDepth":291,"depth":291,"links":12014},[12015,12016,12017],{"id":11980,"depth":291,"text":11981},{"id":11995,"depth":291,"text":11996},{"id":12005,"depth":291,"text":12006},"2012-02-02","What you can learn from the Facebook IPO when setting accurate metrics.",{},"\u002Fblog\u002Fppc\u002Fsetting-accurate-metrics-facebook-ipo",{"title":11971,"description":12019},"blog\u002Fppc\u002Fsetting-accurate-metrics-facebook-ipo","sEv53ceNdNzysuz0SevzjeLS7ELpkAELhxndm1M0C-E",[8099,8150],{"id":12027,"title":12028,"author":7,"authors":12029,"body":12030,"caption":7,"category":1729,"date":12101,"description":12102,"extension":318,"img":7,"imgAlt":7,"meta":12103,"minutes":321,"navigation":322,"path":12104,"seo":12105,"seodescription":7,"seotitle":12028,"stem":12106,"updated":7,"__hash__":12107,"people":12108},"blog\u002Fblog\u002Fppc\u002Fwhen-to-advertise-like-blake-griffin-dunks.md","When to Advertise like Blake Griffin Dunks",[5421],{"type":11,"value":12031,"toc":12098},[12032,12045,12048,12052,12059,12062,12088],[14,12033,12034,12035,12038,12039,12044],{},"Los Angeles Clippers superstar Blake Griffin's dunk on Kendrick Perkins was ",[52,12036,12037],{},"absolutely  epic"," (if you haven't seen it, ",[206,12040,12043],{"href":12041,"rel":12042},"https:\u002F\u002Fwww.youtube.com\u002Fwatch?v=AbyOevVAYQI",[210],"click here)"," and reminded me of a conversation I recently had with a client.",[14,12046,12047],{},"The client wanted to know ...",[24,12049,12051],{"id":12050},"when-should-i-have-media-andor-advertising-in-the-market","When should I have media and\u002For advertising in the market?",[14,12053,12054,12055,12058],{},"In essence, they wanted to know if they should be advertising like Blake Griffin dunks -- ",[52,12056,12057],{},"as in all the time"," -- or if there is a strategy commonly used to determine key messaging timeframes.",[14,12060,12061],{},"To help guide the conversation, I began the question with the following:",[46,12063,12064,12070,12076,12082],{},[49,12065,12066,12069],{},[52,12067,12068],{},"Peak Season:"," When is the peak sales season of your company \u002F industry? How much historical data do you have to support this fact?",[49,12071,12072,12075],{},[52,12073,12074],{},"Off-Peak Season:"," Could you steal market share from competitors during your industries off-peak seasonal time frame? Again, do you have historical data to support your response?",[49,12077,12078,12081],{},[52,12079,12080],{},"Product Announcements:"," Notice that Verizon advertises launch dates of new Android 4G smartphones nearly a month in advance? They use the Hollywood 'Coming to a Theatre Near You on ....\" to build buzz around their launches.",[49,12083,12084,12087],{},[52,12085,12086],{},"Company Announcements:"," Are you about to hire Steve Balmer away from Microsoft to run your company? A huge company announcement would be a great time to deliver your brand \u002F product message.",[14,12089,12090,12091,12094,12095,12097],{},"Advertisers don't ",[52,12092,12093],{},"need"," to be advertising like Blake Griffin dunks year round. What they ",[52,12096,12093],{}," to do is use the questions above to kickstart the conversation.",{"title":77,"searchDepth":291,"depth":291,"links":12099},[12100],{"id":12050,"depth":291,"text":12051},"2012-02-01","Should you be using digital advertiinsg all the time? Yes. Here's why.",{},"\u002Fblog\u002Fppc\u002Fwhen-to-advertise-like-blake-griffin-dunks",{"title":12028,"description":12102},"blog\u002Fppc\u002Fwhen-to-advertise-like-blake-griffin-dunks","YAmbrM-EUpyb0mIepSBN1yVITgFtHLZko-ZEJk1Oo8s",[],{"id":12110,"title":12111,"author":7,"authors":12112,"body":12113,"caption":7,"category":1729,"date":12210,"description":77,"extension":318,"img":7,"imgAlt":7,"meta":12211,"minutes":321,"navigation":322,"path":12212,"seo":12213,"seodescription":7,"seotitle":12111,"stem":12214,"updated":7,"__hash__":12215,"people":12216},"blog\u002Fblog\u002Fppc\u002Fanatomy-of-a-display-campaign-target-audience.md","Anatomy of a Display Campaign: Target Audience",[9],{"type":11,"value":12114,"toc":12204},[12115,12119,12122,12130,12138,12142,12145,12148,12159,12162,12173,12176,12180,12183,12186,12189,12193],[24,12116,12118],{"id":12117},"who-should-be-the-target","Who should be the target?",[14,12120,12121],{},"Target Audience is the users who will best respond to your brand.",[46,12123,12124,12127],{},[49,12125,12126],{},"Who was this product made for?",[49,12128,12129],{},"Who's best to drive the most revenue?",[14,12131,12132,12133,212],{},"For example, Box launched their product initially for anyone who wanted to access their files from anywhere. Their founder Aaron Levie soon discovered that a product like this was missing in businesses and knew more revenue would be generated from business then consumers. The product itself shifted to be more collaborative and network based and so did their marketing strategy. Find out more about Box and Aaron Levie on this latest article from ",[206,12134,12137],{"href":12135,"rel":12136},"https:\u002F\u002Fwww.pcmag.com\u002Farticle2\u002F0,2817,2396723,00.asp",[210],"PC Mag",[24,12139,12141],{"id":12140},"be-more-specific-but-not-too-specific","Be more specific, but not too specific.",[14,12143,12144],{},"Consumer targets can be defined by several different aspects such as demographic, hobbies\u002Factivities, education, etc. as they should be. Consumer targets are vast and if not narrowed down millions of dollars can be spent trying to reach a user just once.",[14,12146,12147],{},"Business to business (B2B) targets can be viewed more linear:",[46,12149,12150,12153,12156],{},[49,12151,12152],{},"Decision maker (purchasers)",[49,12154,12155],{},"IT professional (installers)",[49,12157,12158],{},"End user (users)",[14,12160,12161],{},"B2B targets can get complicated quickly similar to consumer targets such as looking at business size, industries, departments, etc. Unless your product was made for that specific audience alone, chopping impressions up into too many pieces will:",[46,12163,12164,12167,12170],{},[49,12165,12166],{},"Get expensive quickly",[49,12168,12169],{},"Lose learning about new segments that are revenue drivers",[49,12171,12172],{},"Exhaust the segment by delivering to many impressions to one specific person",[14,12174,12175],{},"To quickly elaborate on that last point... as said earlier, consumer targets are HUGE. Everyone can be a consumer, but not everyone is in business.  Narrowing B2B targets too far can get expensive, create creative burn-out more quickly, and make the data statistically insignificant.",[24,12177,12179],{"id":12178},"when-should-each-target-be-used","When should each target be used?",[14,12181,12182],{},"Start with the decision maker because they're ultimately making the purchase.  If this user proves hard to crack or needs coaxing layer in the IT Professional, but make sure the campaign aligns with this new, very different audience. Decision makers want to know this product is going to increase revenue.  IT Professionals want to know how easy the product is to install and get end users to adapt. Decision makers read Forbes. IT Professionals read TechCrunch.",[14,12184,12185],{},"Know your audience.",[14,12187,12188],{},"If including the end user in a campaign, focus messaging on productivity.  How is this going to save time and help users complete their real work.  Also, this is a broad audience. Anyone can be an end user.  Site & placement assignment can be much more broad and less expensive, however they're not going to drive revenue up front. They'll download the free trial or check out the video, but then they'll need to climb their internal corporate political ladder to convince the higher decision maker power.  So, when asking end users to get involved be prepared for a long wait in your revenue pipe line.",[24,12190,12192],{"id":12191},"all-in-all","All in all:",[46,12194,12195,12198,12201],{},[49,12196,12197],{},"Define your audience based on who is most likely to purchase and drive revenue",[49,12199,12200],{},"Walk the fine line of narrowing down to a more specific target",[49,12202,12203],{},"Align your message and placement with your audience",{"title":77,"searchDepth":291,"depth":291,"links":12205},[12206,12207,12208,12209],{"id":12117,"depth":291,"text":12118},{"id":12140,"depth":291,"text":12141},{"id":12178,"depth":291,"text":12179},{"id":12191,"depth":291,"text":12192},"2012-01-29",{},"\u002Fblog\u002Fppc\u002Fanatomy-of-a-display-campaign-target-audience",{"title":12111,"description":77},"blog\u002Fppc\u002Fanatomy-of-a-display-campaign-target-audience","zz--cxR5_Ul2dVJKV2rAcp_SmK2NUwNOuRJgUTMSla4",[8099,8150],{"id":12218,"title":12219,"author":7,"authors":12220,"body":12221,"caption":7,"category":1729,"date":12270,"description":12271,"extension":318,"img":7,"imgAlt":7,"meta":12272,"minutes":321,"navigation":322,"path":12273,"seo":12274,"seodescription":7,"seotitle":12219,"stem":12275,"updated":7,"__hash__":12276,"people":12277},"blog\u002Fblog\u002Fppc\u002Fmeasurable-media.md","Defining Measurable Media",[6083],{"type":11,"value":12222,"toc":12268},[12223,12229,12243,12246,12263],[14,12224,12225,12228],{},[52,12226,12227],{},"Measurable Media"," is the idea that a single impression can be mapped all the way to a final end conversion. A conversion can be defined as an end action that is or either leads to a sale, for example:",[46,12230,12231,12234,12237,12240],{},[49,12232,12233],{},"A final purchase",[49,12235,12236],{},"Trial sign-up",[49,12238,12239],{},"Product download",[49,12241,12242],{},"E-mail sign-up",[14,12244,12245],{},"We identify who converted, look at their online make up and behavior (demographics, psychographics and more) and find more users that match the converting profile. Our solution increases sales and drives down the cost per lead.\nMeasurable Media is  not:",[46,12247,12248,12251,12254,12257,12260],{},[49,12249,12250],{},"Click-through-rate",[49,12252,12253],{},"Cost per click",[49,12255,12256],{},"Website visits",[49,12258,12259],{},"Page Views",[49,12261,12262],{},"Time spent\nThe final three are better categorized as engagement metrics, knowing how people interacted on the site so optimizations can be made for the best user experience. Mapping these back to which banner or placement got a person there isn't necessary and doesn't show how a campaign performed.",[14,12264,12265],{},[52,12266,12267],{},"If a certain dollar amount is invested it's natural and logical to want to know what the return was.",{"title":77,"searchDepth":291,"depth":291,"links":12269},[],"2012-01-05","Measurable Media is the idea that a single impression can be mapped all the way to a final end conversion.",{},"\u002Fblog\u002Fppc\u002Fmeasurable-media",{"title":12219,"description":12271},"blog\u002Fppc\u002Fmeasurable-media","-mACYQ_5j6l2ss5NjLA9CgS1WHp9MwhjcAkGaYEoKC0",[6239],{"id":12279,"title":12280,"author":7,"authors":12281,"body":12282,"caption":7,"category":1729,"date":12310,"description":12286,"extension":318,"img":7,"imgAlt":7,"meta":12311,"minutes":321,"navigation":322,"path":12312,"seo":12313,"seodescription":7,"seotitle":12280,"stem":12314,"updated":7,"__hash__":12315,"people":12316},"blog\u002Fblog\u002Fppc\u002Fdont-give-up-on-the-ctr.md","Don’t give up on the CTR",[9],{"type":11,"value":12283,"toc":12308},[12284,12287,12290,12293,12302,12305],[14,12285,12286],{},"When talking to vendors several have said they do not pay attention to CTR (click-through-rate) as the CPA (cost-per-acquisition) is what matters.",[14,12288,12289],{},"There needs to be a balance between all aspects of a measurable campaign from CTR (click-through-rate), CPC (cost-per-click), CAR (continued-action-rate), and CPA (cost-per-acquisition).  It's a funnel. In order to help improve the CPA, improve the CTR. If your message is being put in front of the right people more often more people will click through and ultimately convert.",[14,12291,12292],{},"Also, in the first couple of weeks it's not clear as to what is working best because you may not yet be accounting for delayed conversions or view-through conversions.  CTR allows you to optimize your creative and messaging immediately. You can initially see what creative is working best where and optimize to have them delivered there more often.",[14,12294,12295,12296,12301],{},"In ClickZ's article ",[206,12297,12300],{"href":12298,"rel":12299},"https:\u002F\u002Fwww.clickz.com\u002Fclickz\u002Fcolumn\u002F2116346\u002Fclick-dead-misunderstood",[210],"Is the Click Dead or Just Misunderstood?"," they give two examples about where the click matters in advertising, the Like button on Facebook and in Google Ads. 93% of Facebook users click the Like button and of that 51% are more likely to purchase the product. For Google Ads and Search there was a study done that showed the  importance of organic search and paid search and how there was brand recall across both. This is very similar to view and click conversions in display advertising showing that just as important are the impressions as the click itself.",[14,12303,12304],{},"Impressions and clicks are both needed to get to the CTR and if you measure CTR you'll get an initial response on how your creative is performing. If optimized towards putting which creative performs best where on targeted impressions there is a strong correlation between CTR and CAR. When working on tech client I was optimizing the CTR against targeted placements, optimizing the creative towards the better performing click-through-rates, and the CAR improved over the length of a campaign, opposed to when I didn't optimize the creative against those targeted placements and just let the campaign run.",[14,12306,12307],{},"CTR does not tell you that your campaign was or was not successful. At the end of the day success is measured against your conversions and what ultimately filters into dollars or an ROI. But, to get there all aspects of the campaign need to be paid attention to and optimized against, even the CTR.",{"title":77,"searchDepth":291,"depth":291,"links":12309},[],"2011-10-12",{},"\u002Fblog\u002Fppc\u002Fdont-give-up-on-the-ctr",{"title":12280,"description":12286},"blog\u002Fppc\u002Fdont-give-up-on-the-ctr","-alvce8b24PBNqJJ53iQvDnB6z8-qQld2WXJVwiSV04",[8099,8150],{"id":12318,"title":12319,"author":7,"authors":12320,"body":12321,"caption":7,"category":1729,"date":12359,"description":12360,"extension":318,"img":7,"imgAlt":7,"meta":12361,"minutes":321,"navigation":322,"path":12362,"seo":12363,"seodescription":7,"seotitle":12319,"stem":12364,"updated":7,"__hash__":12365,"people":12366},"blog\u002Fblog\u002Fppc\u002Fminimums-matter.md","Minimums Matter for Maximum Results",[6083],{"type":11,"value":12322,"toc":12357},[12323,12334,12337,12340,12343,12346,12354],[46,12324,12325,12328,12331],{},[49,12326,12327],{},"Cost per click -  no minimum, but results achieved through constant manual optimization",[49,12329,12330],{},"Cost per acquisition - no minimum, but results achieved over longer spans of time",[49,12332,12333],{},"Cost per thousand impressions - $25k minimum with maximum results achieved with minimal manual optimizations",[14,12335,12336],{},"Cost-per-click is the most  cost  effective.  Google Display Network is the most popular for this purchase model. You create a list of keywords then Google scans for content that contains the most keywords within the articles then delivers your ad. You only pay per click.",[14,12338,12339],{},"Little spend is needed to get this up and running, but in order to achieve results that were worth the spend, hourly optimizations need to be spent, constantly looking at which keywords are driving the most clicks and end actions. It's time consuming and results aren't guaranteed. The more you spend the more data that is delivered and a quicker rate so smarter optimizations can be made less frequently and you'll achieve better results.",[14,12341,12342],{},"Cost per acquisition is less common and is only successful when there is an action or acquisition that is free and easy for users to access. Minimums are also not required, but if little money is invested then you'll be bidding on terms and placements that have very little visibility. It could take a very long time for you to meet your goals.",[14,12344,12345],{},"A CPM-priced DSP (or learning platform) delivers best results, providing the most premium content, guaranteeing better control over placement and alignment with the right target audience. However, minimum spend and timing for a national campaign are required, for two reasons:",[46,12347,12348,12351],{},[49,12349,12350],{},"Demand Side Platforms (DSPs) need enough data to be considered statistically significant.",[49,12352,12353],{},"DSPs need time to learn. It takes about two weeks for Demand-Side-Platforms to get enough data needed for them to start making optimizations.",[14,12355,12356],{},"CPM is the strongest platform in terms of delivering results. It's also less manual as it uses technology that identifies users based on behavioral browsing from users who have already converted.  $25,000 is usually a required minimum. While this feels like a lot of money for smaller brands, this kind of spend is usually spent on a CPC or CPA campaign, but over a longer period of time and the results are not as strong.",{"title":77,"searchDepth":291,"depth":291,"links":12358},[],"2011-09-21","For branded campaigns, minimums matter when buying CPM media. See why.",{},"\u002Fblog\u002Fppc\u002Fminimums-matter",{"title":12319,"description":12360},"blog\u002Fppc\u002Fminimums-matter","IeZ5WNZFxfix-B9ghjU4prQtAKf39QoQyaE8ZgohbDQ",[6239],[12368,12415,12468,12515,12563,8099,12612,12659,8150,12722,6239,12790,2308,12828,12872],{"id":12369,"title":12370,"body":12371,"date":7,"description":12402,"extension":318,"images":12403,"isLeader":322,"jobTitle":12405,"linkedIn":12406,"meta":12407,"name":12408,"navigation":322,"path":12409,"quote":12410,"quoteCite":12411,"ref":12406,"seo":12412,"sequence":297,"stem":12413,"team":8147,"twitter":7,"updated":7,"website":7,"__hash__":12414},"team\u002Fteam\u002Falanna-moman-rawden.md","Alanna Moman Rawden",{"type":11,"value":12372,"toc":12399},[12373,12377,12380,12383,12386,12388],[14,12374,12376],{"className":12375},[2315],"Alanna graduated from the University of Alabama in 2004. She started her career at an advertising agency in Birmingham, AL, and has spent most of her career in Account Leadership roles working on consumer brands like Verizon Wireless, Books-A-Million, Toys ‘R’ Us, and Hard Rock Hotel & Casinos. In 2015, she left the agency world with a desire to gain more digital advertising experience, which led to her running a one-person digital department for a regional credit union.",[14,12378,12379],{},"Account Direction has always been a natural fit for Alanna because she enjoys managing projects, big picture strategy, and building relationships. She chose to come back to the agency world when she learned about MKG and our People First values.",[14,12381,12382],{},"She is most proud of the impact she had on her previous company by creating a positive and supportive environment for those she managed. ",[14,12384,12385],{},"Alanna enjoys spending time with her husband and two teenage daughters, has a very eclectic taste in music, and is an obsessive Hamilfan.",[81,12387,8126],{"id":8125},[46,12389,12390,12393,12396],{},[49,12391,12392],{},"In college, she won a radio contest for her youngest brother to have dinner with Nickelback. The band spent the entire evening trying to convince her, then 15-year-old, brother to drop out of school.",[49,12394,12395],{},"She once spent 3 hours convincing a famous country singer to get off his tour bus to shoot a commercial that her client had contracted him to be in.",[49,12397,12398],{},"Her family is a big fan of True Crime, and they binge Crime Junkie on every road trip.",{"title":77,"searchDepth":291,"depth":291,"links":12400},[12401],{"id":8125,"depth":297,"text":8126},"Meet Alanna Moman-Rawden, one of MKG Marketing’s amazing Account Directors, bringing 15+ years of account leadership and direction to the table.",{"landscape":12404},"alanna-moman-rawden.webp","Director, People & Culture","alanna-moman-rawden",{},"Alanna Moman-Rawden","\u002Fteam\u002Falanna-moman-rawden","I am the one thing in life I can control. I am inimitable. I am an original.","Aaron Burr, Hamilton",{"description":12402},"team\u002Falanna-moman-rawden","WPmQvGfbA7GjEpvcVEps9YUFm4Ihb7jAlxEbp7tr3IA",{"id":12416,"title":12417,"body":12418,"date":7,"description":12457,"extension":318,"images":12458,"isLeader":2342,"jobTitle":2353,"linkedIn":12460,"meta":12461,"name":12417,"navigation":322,"path":12462,"quote":7,"quoteCite":12411,"ref":12463,"seo":12464,"sequence":12465,"stem":12466,"team":2353,"twitter":7,"updated":7,"website":7,"__hash__":12467},"team\u002Fteam\u002Falicia-antonow.md","Alicia Antonow",{"type":11,"value":12419,"toc":12455},[12420,12425,12428,12433,12436,12441,12444,12449,12452],[14,12421,12422],{},[52,12423,12424],{},"How I Got Into Digital Advertising",[14,12426,12427],{},"With a background as a nurse, my journey into digital advertising began unexpectedly when I back to Ann Arbor, Michigan. A Google Partner approached me to assist with healthcare content and ads. I quickly discovered a passion for the field, and with Google Ads sales training followed by SEM training, I was hooked.",[14,12429,12430],{},[52,12431,12432],{},"What I Love About Paid Search",[14,12434,12435],{},"Every campaign is like a unique puzzle, even within the same industry. Variations in geography, audiences, and keywords make each project different. I enjoy leveraging the full suite of Google products—Search, Display, Demand Gen, and YouTube—because they work best when integrated. The ever-evolving nature of the work keeps me inspired and challenged.",[14,12437,12438],{},[52,12439,12440],{},"Why I Chose MKG Marketing",[14,12442,12443],{},"I was drawn to MKG Marketing for its people-first culture. The company recognizes that we are all human, with lives outside of work, and fosters a supportive environment that values balance and well-being.",[14,12445,12446],{},[52,12447,12448],{},"Fun Facts About Me",[14,12450,12451],{},"I’m an avid traveler and love immersing myself in different cultures. Before having kids, my husband and I spent at least three months each year exploring the world.",[14,12453,12454],{},"I take cooking classes with locals wherever I go and love scuba diving whenever there’s water nearby.\nMy kids are my world—seeing their faces light up when experiencing something new brings me the greatest joy.",{"title":77,"searchDepth":291,"depth":291,"links":12456},[],"Meet Alicia Antonow, one of MKG Marketing’s saavy digital ads experts, bringing 15+ years of hands on execution and strategy to the table.",{"landscape":12459},"alicia-antonow.webp","alicia-a-36459bb5",{},"\u002Fteam\u002Falicia-antonow","alicia-antonow",{"description":12457},54,"team\u002Falicia-antonow","dX6MgSjdInEGV2mLfl0Uv4cjJ2Si5idzNXLe33_xMZY",{"id":12469,"title":12470,"body":12471,"date":7,"description":12502,"extension":318,"images":12503,"isLeader":2342,"jobTitle":12505,"linkedIn":12506,"meta":12507,"name":12470,"navigation":322,"path":12508,"quote":7,"quoteCite":7,"ref":12509,"seo":12510,"sequence":12511,"stem":12512,"team":12513,"twitter":7,"updated":7,"website":7,"__hash__":12514},"team\u002Fteam\u002Favery-davis.md","Avery Davis",{"type":11,"value":12472,"toc":12499},[12473,12477,12480,12483,12486,12488],[14,12474,12476],{"className":12475},[2315],"\nAvery began his digital marketing career at a tech startup focused on ID scanning and facial recognition software. In addition to gaining a deep understanding of paid media and analytics, this peaked his interest in cybersecurity and tech in general. He then transitioned to agency life where he specialized in SaaS marketing.\n",[14,12478,12479],{},"Over the years, Avery has touched a variety of verticals including health and beauty, eCommerce, medical\u002Fpharma, education, and more. He is drawn to agency life because of the variety of clients he is able to work with and, in turn, learn from.",[14,12481,12482],{},"Although he’s touched several areas of digital marketing, Avery feels most at home when doing Account\u002F Project Management as well as Copywriting.",[14,12484,12485],{},"As is the theme with many of our staff, Avery was drawn to MKG because of our culture. In Avery’s words “MKG shares the same values as I do in both my professional and my personal life. When I saw that we meshed so well, this was an opportunity I couldn’t refuse!”",[81,12487,8126],{"id":8125},[46,12489,12490,12493,12496],{},[49,12491,12492],{},"Avery is an avid racquetball player. Having first gotten into the sport in college, he’s had lots of fun playing over the years. He tries to get to the court at least once a week.",[49,12494,12495],{},"Avery is a hobby bartender and enjoys making, tasting, and learning about different drinks. He’s mainly a Kentucky bourbon guy but also loves Japanese whisky!",[49,12497,12498],{},"Avery is a black belt in Pasaryu. This is a Korean mixed martial art which includes karate, kung fu, and Taekwondo. He has also trained and competed with weapons: nunchucks and samurai sword just to name a couple!",{"title":77,"searchDepth":291,"depth":291,"links":12500},[12501],{"id":8125,"depth":297,"text":8126},"Avery Davis is an Account Superivor here at MKG Marketing.",{"landscape":12504},"avery-davis.webp","Account Supervisor","avery-davis-114055191",{},"\u002Fteam\u002Favery-davis","avery-davis",{"description":12502},59,"team\u002Favery-davis","Account Services","ysXkJK5t3F27trCgdjC7IRHXNs-Qxp9YxjH9QT3gDqQ",{"id":12516,"title":12517,"body":12518,"date":7,"description":12548,"extension":318,"images":12549,"isLeader":2342,"jobTitle":12551,"linkedIn":12552,"meta":12553,"name":12517,"navigation":322,"path":12554,"quote":12555,"quoteCite":12556,"ref":12557,"seo":12558,"sequence":12559,"stem":12560,"team":12561,"twitter":7,"updated":7,"website":7,"__hash__":12562},"team\u002Fteam\u002Fjared-gerling.md","Jared Gerling",{"type":11,"value":12519,"toc":12546},[12520,12523,12526,12529,12532,12535],[14,12521,12522],{},"Jared's journey into digital marketing started with answering a classified ad for a company looking for people with writing backgrounds for a position in SEO. As a graduate of Michigan State University with a degree in Creative Writing, this sounded like the perfect opportunity.",[14,12524,12525],{},"This small agency taught him SEO from the ground up, and, after taking a break from digital marketing to receive his MA from DePaul University, Jared jumped back into the field at a medium-sized agency out of Chicago as an SEO analyst.",[14,12527,12528],{},"Since then, Jared has worked for large and small marketing agencies for over a decade, providing expert SEO services in almost every industry that has a website on the internet. And with his background in writing, Jared feels most at home in the content and customer facing side of SEO and digital marketing.",[14,12530,12531],{},"It was first and foremost the people that drew Jared to MKG. Everyone at MKG has been so in tune with his values and his personality, and they've made his time at MKG easily the best experience of his career.",[14,12533,12534],{},"Fun Facts:",[46,12536,12537,12540,12543],{},[49,12538,12539],{},"I love to travel with my wife. We've been to many incredible places over the years, and are always on the lookout for our next destination.",[49,12541,12542],{},"I was a college rower in my younger days. I rowed mostly eights as a port, and competed against some of the best schools in the nation...and lost to most of them.",[49,12544,12545],{},"I love a really good French Martini.",{"title":77,"searchDepth":291,"depth":291,"links":12547},[],"Meet Jared Gerling, one of MKG Marketing’s thoughtful SEO Experts, bringing 10+ years of experience, intentionality, and creativity to the team.",{"landscape":12550},"jared-gerling.webp","SEO Expert","jaredgerling",{},"\u002Fteam\u002Fjared-gerling","The truth is, most of us discover where we are heading when we arrive.","Calvin (Calvin and Hobbes)","jared-gerling",{"description":12548},55,"team\u002Fjared-gerling","SEO Experts","1TbRdjbaY8GvD4YbpM3Pm85IGECKXrMtdVY8OquXFkg",{"id":12564,"title":12565,"body":12566,"date":7,"description":12599,"extension":318,"images":12600,"isLeader":2342,"jobTitle":12602,"linkedIn":7,"meta":12603,"name":12605,"navigation":322,"path":12606,"quote":7,"quoteCite":7,"ref":12607,"seo":12608,"sequence":12609,"stem":12610,"team":7,"twitter":7,"updated":7,"website":7,"__hash__":12611},"team\u002Fteam\u002Fkathy-obrien.md","Kathy Obrien",{"type":11,"value":12567,"toc":12596},[12568,12572,12575,12580,12583,12585],[14,12569,12571],{"className":12570},[2315],"\nKathy loves details and has managed the finer details of business her entire career.  She started her career in Center City, Philadelphia working for several law firms.  After she was married and had her first son, she left the bustling city to work closer to home at an international publishing company.  In 1994, Kathy and her husband Bill moved with their two sons to Charlotte, North Carolina.  They eventually completed their family with two more boys born in Charlotte.\n",[14,12573,12574],{},"In 2000 they relocated to Chester County, a suburb of Philadelphia. After a hiatus and four sons, Kathy returned to work in Chester County. This time, she gave retail a whirl so that she could be home when her school age boys were home. She quickly found out Ann Taylor was employing one of their best customers. Kathy then spent the following 10+ years in the Non-Profit arena where she did whatever needed to be done to further the mission. No job was too big, small, or unimportant to tackle.",[5482,12576,12577],{},[14,12578,12579],{},"Be faithful in small things because it is in them that your strength lies.\nMother Teresa",[14,12581,12582],{},"By February 2020, Kathy was eager to build something for herself and her family. She set off on a new adventure of starting her own business when she was connected with Kerry, Mike, and MKG. Having commuted and worked outside of the home for 10+ years, she was ready to work from home and have a better life balance. She followed the rainbow and found MKG in her pot of gold. MKG is like no other firm or organization for which Kathy has worked. Their standard of people first is evident in every team member, every decision, every meeting, every interaction. They live their standard.",[81,12584,8126],{"id":8125},[46,12586,12587,12590,12593],{},[49,12588,12589],{},"Kathy’s dislikes: fruit & chocolate together and Tuesday.",[49,12591,12592],{},"Family: Kathy met her husband Bill in Wildwood, New Jersey after their high school graduations during “Senior Week”. They have 4 sons and 2 grandsons. There hasn’t been a girl born in the O’Brien family in 32 years! You will often hear Kathy saying her boys are the best 4 gifts she’s ever been given.",[49,12594,12595],{},"Special talent: Baking. Her boys’ (Bill included) favorites are Spritz Cookies and Chocolate Chip Cookies. There is a running family debate as to whether Ricotta Cookies are cookies or biscuits. At Christmas time, Kathy has been known to hide cookies to save some for guests.",{"title":77,"searchDepth":291,"depth":291,"links":12597},[12598],{"id":8125,"depth":297,"text":8126},"Meet Kathy O’Brien, MKG Marketing’s amazing executive assistant who consistently supports all of MKG across the many needs of the company.",{"landscape":12601},"kathy-obrien.webp","Executive Assistant",{"imageDescription":12604},"Kathy O’Brien, MKG Marketing’s Executive Assistant, in front of a gray background | MKG Marketing","Kathy O'Brien","\u002Fteam\u002Fkathy-obrien","kathy-obrien",{"description":12599},80,"team\u002Fkathy-obrien","lRwZA7wCSBsHC6ufODo6kKfYgfp9Nf-RTYoTK1zEMo0",{"id":12613,"title":12614,"body":12615,"date":7,"description":12648,"extension":318,"images":12649,"isLeader":2342,"jobTitle":2343,"linkedIn":12651,"meta":12652,"name":12614,"navigation":322,"path":12653,"quote":7,"quoteCite":7,"ref":12654,"seo":12655,"sequence":12656,"stem":12657,"team":2353,"twitter":7,"updated":7,"website":7,"__hash__":12658},"team\u002Fteam\u002Fleigh-snyder.md","Leigh Snyder",{"type":11,"value":12616,"toc":12645},[12617,12621,12624,12627,12630,12633,12636,12639,12642],[14,12618,12620],{"className":12619},[2315],"\nLeigh has over 15 years of experience of managing Paid Search campaigns. She started her career at Solid Cactus, a full service eCommerce agency in Wilkes Barre Pennsylvania. Having no experience in Paid Search, she learned as she went, starting out in the earlier days of Google Adwords, when Adwords Editor wasn't even being used yet.\n",[14,12622,12623],{},"Leigh loves to create accounts and watch them grow, even more she loves to take a poorly performing account and turn it around. Watching the KPIs increase from changes she has made or new ideas she implements, keeps her career exciting.",[14,12625,12626],{},"Managing a wide variety of accounts that include local car dealerships, worldwide clothing stores, online supplement shops to plastic surgeons and much much more, Leigh brings a vast knowledge of creative ways in managing accounts.",[14,12628,12629],{},"While working the majority of her career in local offices, the options for expanding her career were becoming less and less. She decided to apply for a remote job (before it was the norm) and was able to get experience that wasn't as prevalent in the smaller area in which she resides.",[14,12631,12632],{},"After working from home for the past 6 years the opportunities kept coming and when MKG reached out to her, she knew that there was something special about them and decided to take the leap. The people first environment is not just talked about here, but it is practiced everyday. MKG Marketing is unlike anywhere she has ever worked.",[14,12634,12635],{},"Outside of work, Leigh enjoys spending time with her husband Dustin, their blended family (Emma, Casey, Jake & Brayden) and their dog Millie.",[14,12637,12638],{},"The kitchen is where you will always find her, she loves to cook and bake all things Gluten Free and no one ever knows. When they are not at a swim meet or a baseball game they love swimming in their pool, long walks on the local trails, renovating their house and binging shows.",[81,12640,12641],{"id":8125},"Fun Facts",[14,12643,12644],{},"Although it was just was a short time, at age 19 Leigh drove cross country from a small town in PA and moved to Hollywood Hills, CA. Her view from her kitchen window was the Hollywood sign. Not a bad first apartment.",{"title":77,"searchDepth":291,"depth":291,"links":12646},[12647],{"id":8125,"depth":297,"text":12641},"Meet Leigh Snyder, one of MKG Marketing’s amazing digital advertising experts, bringing 15 plus years of experience to the team",{"landscape":12650},"leigh-snyder.webp","leighasnyder",{},"\u002Fteam\u002Fleigh-snyder","leigh-snyder",{"description":12648},50,"team\u002Fleigh-snyder","tY2JnqulQK9AU4TGRfATRnob3Thk9e9yAPu6iKBPA_s",{"id":12660,"title":12661,"body":12662,"date":7,"description":12709,"extension":318,"images":12710,"isLeader":2342,"jobTitle":12712,"linkedIn":12713,"meta":12714,"name":12661,"navigation":322,"path":12716,"quote":12717,"quoteCite":12661,"ref":12713,"seo":12718,"sequence":12719,"stem":12720,"team":7,"twitter":7,"updated":7,"website":7,"__hash__":12721},"team\u002Fteam\u002Fmarketing-leadership\u002Fceleste-jacroux.md","Celeste Jacroux",{"type":11,"value":12663,"toc":12706},[12664,12672,12675,12682,12686],[14,12665,12667,12668,12671],{"className":12666},[2315],"\nCeleste Jacroux is a Go-to-Market architect for companies ready to graduate from \"random acts of marketing\" to a predictable revenue engine. As the Founder of ",[52,12669,12670],{},"Swell Marketing Advisors"," and a strategic partner to MKG, she brings deep expertise in aligning product, sales, and marketing into a cohesive GTM strategy.",[14,12673,12674],{},"Celeste understands that for founders, the hardest phase is often bridging the gap between a great product and the market that needs it. She specializes in clarifying positioning, defining ideal customer profiles (ICPs), and building the strategic roadmap that turns vision into traction.",[14,12676,12677,12678,12681],{},"At MKG, Celeste steps in as a Marketing Leader for our ",[52,12679,12680],{},"Marketing Leadership + Activation"," clients. She provides the senior-level direction and GTM rigor, working hand-in-hand with MKG’s activation teams to ensure that strategy doesn't just sit in a deck—it gets executed, measured, and optimized for growth.",[81,12683,12685],{"id":12684},"expertise","Expertise",[46,12687,12688,12694,12700],{},[49,12689,12690,12693],{},[52,12691,12692],{},"Go-to-Market Strategy:"," Launching new products and entering new markets with precision.",[49,12695,12696,12699],{},[52,12697,12698],{},"Positioning & Messaging:"," Translating complex tech into clear customer value.",[49,12701,12702,12705],{},[52,12703,12704],{},"Sales & Marketing Alignment:"," Ensuring the revenue team is fighting the same battle.",{"title":77,"searchDepth":291,"depth":291,"links":12707},[12708],{"id":12684,"depth":297,"text":12685},"Meet Celeste Jacroux, a strategic GTM partner to MKG and Founder of Sweel Marketing Advisors. She leads Go-to-Market strategy for high-growth companies.",{"landscape":12711},"celeste-jacroux.webp","Fractional GTM Leader | Founder, Swell Marketing Advisors","celeste-jacroux",{"imageDescription":12715},"Celeste Jacroux, Founder of Swell Marketing Advisors and MKG Partner","\u002Fteam\u002Fmarketing-leadership\u002Fceleste-jacroux","A great product doesn't win on its own. It wins when the story, the strategy, and the sales motion all pull in the exact same direction.",{"description":12709},7,"team\u002Fmarketing-leadership\u002Fceleste-jacroux","xCdtcFdNV4sp78oidUDMCvxluqrG5iEdRJkxxEAOYq0",{"id":12723,"title":12724,"body":12725,"date":7,"description":12776,"extension":318,"images":12777,"isLeader":2342,"jobTitle":12779,"linkedIn":12780,"meta":12781,"name":12783,"navigation":322,"path":12784,"quote":12785,"quoteCite":12783,"ref":12780,"seo":12786,"sequence":12787,"stem":12788,"team":7,"twitter":7,"updated":7,"website":7,"__hash__":12789},"team\u002Fteam\u002Fmarketing-leadership\u002Flaura-mcaliley.md","Laura Mcaliley",{"type":11,"value":12726,"toc":12773},[12727,12731,12742,12745,12751,12753],[14,12728,12730],{"className":12729},[2315],"\nLaura McAliley is the growth strategist founders call when they are ready to turn early traction into sustainable momentum. As the Founder of Pebble Marketing and a key Marketing Leadership partner for MKG, Laura bridges the gap between high-level vision and the gritty execution required to scale.",[14,12732,12733,12734,12737,12738,12741],{},"Her track record speaks the language of investors and boards. She has successfully scaled SaaS startups from seed stage through to exit, most notably orchestrating a ",[52,12735,12736],{},"3x revenue lift"," at ",[52,12739,12740],{},"Security Journey"," that led to a successful acquisition.",[14,12743,12744],{},"Laura thrives in the \"messy middle\" of growth. Whether she is navigating the complexities of a Fortune 100 account or launching a scrappy go-to-market strategy for a new startup, her approach is the same: build the brand, unlock the revenue, and get the business investor-ready.",[14,12746,12747,12748,12750],{},"At MKG, Laura acts as a Fractional CMO for our ",[52,12749,12680],{}," clients, bringing the senior firepower needed to professionalize your marketing function without the full-time executive headcount.",[81,12752,12685],{"id":12684},[46,12754,12755,12761,12767],{},[49,12756,12757,12760],{},[52,12758,12759],{},"SaaS Scaling:"," From Seed to Exit",[49,12762,12763,12766],{},[52,12764,12765],{},"Revenue Operations:"," Aligning marketing spend with sales outcomes",[49,12768,12769,12772],{},[52,12770,12771],{},"Brand Strategy:"," Positioning startups for acquisition and investment",{"title":77,"searchDepth":291,"depth":291,"links":12774},[12775],{"id":12684,"depth":297,"text":12685},"Meet Laura McAliley, a strategic partner to MKG and Founder of Pebble Marketing. She serves as a Fractional CMO, helping founders scale from seed to exit.",{"landscape":12778},"laura-mcaliley.webp","Fractional CMO | Founder, Pebble Marketing","laura-mcaliley",{"imageDescription":12782},"Laura McAliley, Fractional CMO and Founder of Pebble Marketing","Laura McAliley","\u002Fteam\u002Fmarketing-leadership\u002Flaura-mcaliley","Founders don't need another slide deck. They need a roadmap to revenue and a partner willing to get their hands dirty to build it.",{"description":12776},6,"team\u002Fmarketing-leadership\u002Flaura-mcaliley","ke5GsAQwur6LBbt6guZUCgKQT6MJJm8UL5XCaXjVnZM",{"id":12791,"title":12792,"body":12793,"date":7,"description":12813,"extension":318,"images":12814,"isLeader":322,"jobTitle":12816,"linkedIn":12817,"meta":12818,"name":12792,"navigation":322,"path":12819,"quote":12820,"quoteCite":12821,"ref":12817,"seo":12822,"sequence":12823,"stem":12824,"team":12825,"twitter":12826,"updated":7,"website":7,"__hash__":12827},"team\u002Fteam\u002Fnathan-stenberg.md","Nathan Stenberg",{"type":11,"value":12794,"toc":12811},[12795,12799,12802,12805,12808],[14,12796,12798],{"className":12797},[2315],"Our SEO Expert, Nathan, comes to MKG with an extensive background in digital marketing from front-end development to omni-channel marketing strategy.",[14,12800,12801],{},"He discovered SEO as part of a tech support job with a template website company where he was supporting clients with their websites. There he defined and developed the standards and processes that the SEO team would use for keyword research as well as the writing and implementation of the optimization. He then leveraged these standards to create an add-on subscription-based SEO product called “SEO Boost” which provided clients with a more proactive SEO service for their websites. This resulted in him providing keyword research and optimization recommendations for close to 1,500 websites during his tenure.",[14,12803,12804],{},"From there Nathan moved into the agency world, staring with a small boutique firm in Portland, OR, providing SEO audits and recommendations for clients ranging from small businesses to enterprise e-commerce companies.",[14,12806,12807],{},"He then moved to a larger agency and, once again, developed the SEO Team processes as the agency transitioned from an email-focused agency to a full-service digital marketing agency. During this time, Nathan was able to explore different areas of digital marketing strategy and really developed an understanding and passion for omni-channel marketing.",[14,12809,12810],{},"When Nathan is not working, he enjoys spending time with his partner and two children. You can find him playing casual sports, music, and Overwatch as well as snowboarding and cooking.",{"title":77,"searchDepth":291,"depth":291,"links":12812},[],"Meet Nathan Stenberg, one of MKG Marketing’s Digital Marketing Strategist, with an extensive background in digital marketing from front-end development to omni-channel strategy. ",{"landscape":12815},"nathan-stenberg.webp","Director, Strategy","nathan-stenberg",{},"\u002Fteam\u002Fnathan-stenberg","Repetition is the path to mastery.","Zenyatta",{"description":12813},4,"team\u002Fnathan-stenberg","Marketing Strategists","natestenberg23","1moy0e42nEoQgH0weNaASdQ6FTDWXwC5TDftv5YS3tU",{"id":12829,"title":12830,"body":12831,"date":7,"description":2339,"extension":318,"images":12858,"isLeader":2342,"jobTitle":12860,"linkedIn":12861,"meta":12862,"name":12830,"navigation":322,"path":12863,"quote":12864,"quoteCite":12865,"ref":12866,"seo":12867,"sequence":12868,"stem":12869,"team":12870,"twitter":7,"updated":7,"website":7,"__hash__":12871},"team\u002Fteam\u002Fprachi-sarin.md","Prachi Sarin",{"type":11,"value":12832,"toc":12856},[12833,12836,12839,12842],[14,12834,12835],{},"Prachi has worked in marketing for over 10 years across various industries, but digital marketing has always been her true interest. She finally got the opportunity to pursue it when she moved to the United States and joined MKG as an apprentice, embarking on her digital marketing journey.​",[14,12837,12838],{},"Why I Joined MKG Marketing:\nI joined MKG Marketing because of its people-first culture, transparency, and commitment to growth. It’s a place where I can learn, contribute, and work with a team that genuinely cares.",[14,12840,12841],{},"Fun Facts About Me:",[46,12843,12844,12847,12850,12853],{},[49,12845,12846],{},"I love to read detective, thriller, and mystery books and watch shows in the same genre.",[49,12848,12849],{},"I’m a mom to twin girls—they are my world! Watching them grow, learn, and explore life brings me joy.",[49,12851,12852],{},"I love cooking for my family. It started with my husband, who’s a foodie, and now we cook together for our daughters.",[49,12854,12855],{},"Our family also enjoys playing video games—it’s our way to unwind and have fun together.",{"title":77,"searchDepth":291,"depth":291,"links":12857},[],{"landscape":12859},"prachi-sarin.webp","Digital Marketing Coordinator","prachisarin",{},"\u002Fteam\u002Fprachi-sarin","We keep moving forward, opening new doors, and doing new things because we're curious, and curiosity keeps leading us down new paths.","Walt Disney","prachi-sarin",{"description":2339},75,"team\u002Fprachi-sarin","Digital Marketing","LjXpVTmZn-XwzExAyq2igbw_fHhrVcf4nOLoEmURbEQ",{"id":12873,"title":12874,"body":12875,"date":7,"description":12889,"extension":318,"images":12890,"isLeader":322,"jobTitle":12892,"linkedIn":12893,"meta":12894,"name":12874,"navigation":322,"path":12895,"quote":12896,"quoteCite":12897,"ref":12898,"seo":12899,"sequence":291,"stem":12900,"team":8147,"twitter":7,"updated":7,"website":7,"__hash__":12901},"team\u002Fteam\u002Fsam-ellsworth.md","Sam Ellsworth",{"type":11,"value":12876,"toc":12887},[12877,12881,12884],[14,12878,12880],{"className":12879},[2315],"Sam has over 15 years of experience managing the development of marketing campaigns for national and global brands. She started her career in San Francisco, working in account management at ad agencies, where she managed a range of successful marketing campaigns from Super Bowl TV spots and fully-integrated product launches to social media campaigns and events.",[14,12882,12883],{},"After 12 years in San Francisco, Sam and her husband decided it was time to leave the big city and find a slower pace of life, settling down outside of Burlington, Vermont. Sam spent her first couple years in Vermont working remotely for a San Francisco agency and then as the Marketing Director at a local craft brewery before joining the MKG team. She was drawn to MKG due to our people first value and the opportunity to get to focus on a few specific, results driven marketing tactics.",[14,12885,12886],{},"Outside of work, Sam spends her time with her husband, 4-year-old daughter and chocolate lab exploring Vermont and all it has to offer — from hiking, skiing and enjoying all the local food to growing their backyard garden and working on a never-ending list of house renovations.",{"title":77,"searchDepth":291,"depth":291,"links":12888},[],"Meet Sam Ellsworth, one of MKG Marketing’s amazing Account Directors, who brings over 15 years experience managing marketing campaign development. ",{"landscape":12891},"sam-ellsworth.webp","Director, Client Services","samantha-ellsworth-40875866",{},"\u002Fteam\u002Fsam-ellsworth","Sometimes the questions are complicated and the answers are simple.","Dr. Seuss","sam-ellsworth",{"description":12889},"team\u002Fsam-ellsworth","Xb0ljkUHaVzTObdBxfiOxIpE5jcK9HSfgiMlBhd8fuc",1787823192180]