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Top News: Target Shops Agencies | Experian Offloads | Gap's Digital Campaign | Cloud "Tipping Point?"

Agency News: Target Out Talking to Media Agencies Spark Wins Orbitz Media Account Dell Moves Consumer Advertising to Y&R Best Practices:  [...]
Posted: Friday, May 11th 2012

Yahoo: Four Techniques For adCenter Optimization

Are search marketers leaving money on the table by putting clients' adCenter campaigns on "autopilot?" “It’s time for a reality check,” say the experts at Yahoo! Advertising Solutions. Guest Blogger Marc Poirier observes that search marketers have plenty of opportunities to boost impressions and pay-per-click (PPC) results. (Acquisio is a perform  [...]
Posted: Wednesday, May 9th 2012

Google DFP Upgrades Streamline Campaign Trafficking, IAB Standards Compliance

Google has substantially re-jigged DoubleClick for Publishers (DFP) to streamline and simplify campaign trafficking and report options, and to simplify compliance with Interactive Advertising Bureau (IAB) standards for privacy and opt-outs. Improved Custom Targeting Input: Fewer steps, clicks, and screens throughout the trafficking process will "help you streamline your workflows," promises Google. Users  [...]
Posted: Friday, May 4th 2012

Top News: Pepsi Resurrects Jackson | EBay/Paypal Localize | Responsys Email Tools | FB Privacy Concerns | FB IPO Figures

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Posted: Friday, May 4th 2012

Top News: MS Backs Nook | The Anti-Groupon | WPP Lifts Forecast | Social Cola Wars | Hulu Less Free

Ad Technology: Meet the anti-Groupon Agencies: WPP Lifts Forecast Campaigns of Note: Flexjet   [...]
Posted: Monday, April 30th 2012

A Marketer's Guide to QR Code Technology

QR codes, a decades-old technology that was first used in the supply chain, are now expanding aggressively into the marketing space. QR codes were first developed in Japan by the Denso-Wave corporation for use in the automotive industry, and remained a b2b tool, not unlike RFID. However, as  of Q2 2011, QR scanning traffic was rising a  [...]
Posted: Monday, August 8th 2011

How to: Get the most out of your ad placement | Use Google's new "top vs. side" report segment

How to Get the Most Out of Your Ad Placement Certain impressions are generally more effective depending where they are on the page, finds a new report [PDF] by Casale Media. Try to, it said: Place the ad above-the-fold. Ads displayed within the first screen of a user's browser window were almost seven times more effective at generating a click-thru than ads delivered below-the-fold. Be f  [...]
Posted: Thursday, July 28th 2011

How to traffic mobile placements through DFA | Navigate adCenter’s new budget options

How to Traffic Mobile Placements Through Mobile trafficking in DFA is very similar to standard image trafficking with a couple key differences -- as long as the publishers on the media plan are able to dynamically serve mobile ad tags to users, writes Google’s DoubleClick blog. For instance, to create a mobile placements you select   [...]
Posted: Thursday, July 21st 2011

Industry Calls for Standardized Email Metrics

The Email Experience Council is pushing to standardize metrics it has developed after a two-year research endeavor that included surveying dozens of email broadcast vendors. The bottom-line reason for its call for industry-accepted metrics, it says in its blog, is that it has become impossible to compare response and deliverability rates when terms are based on different calculations. The   [...]
Posted: Tuesday, February 2nd 2010

How To: Strengthen Your Pay-Per-Click Chops

Effective PPC management demands persistence, creativity, and discipline. The following steps should help strengthen your campaigns and help to determine and meet your ROI goals (via NVI Solutions). 1. Keywords Regularly adding new keywords to your ad groups will help you capitalize on new or missed traffic. Use  [...]
Posted: Wednesday, June 10th 2009

How To: Optimize For Conversion In Organic Search Results

SEO success - traditionally measured by target keyword rankings and traffic - should be measured by ROI instead, according to a presentation given at eMetrics San Jose 2009. Below, some highlights (via Search Engine Land). Rather than rankings and traffic, focus on conversions - that is, impact on revenue - as measures of success. Calculate the ROI o  [...]
Posted: Wednesday, May 20th 2009

How-to: A Rough Guide To Advertising On Facebook

A recent collaborative effort by SEOmoz CEO Randfish and David Klein offers advice on how best to leverage advertising on Facebook and build investment confidence in the space. The following is a summary of their findings, posted on SEOmoz.com. Facebook, sporting hundreds of millions of users, makes a compelling case for investing (chart   [...]
Posted: Wednesday, March 18th 2009

How-To: Using Social Media Strategically (Pt II)

This how-to was syndicated from a four-part series on social media created by Leigh Householder. Read more about her at the conclusion of the article. Last week we went over what social media is and explored two ways in which companies commonly use it -- letting users support each other, and   [...]
Posted: Wednesday, November 26th 2008

How-To: Tips for Seeding Branded Web Videos

"Viral" video marketing is a low-cost, high-value complement to traditional online marketing for ad agencies and brands. It gives agencies and clients a chance to experiment with more adventurous creative that doesn't fit on TV or in a pre- and post-roll format. It can also be thought of as the ROI that keeps on giving. Popular videos keep getting views, sometimes months after they're seeded online. For many agencies and brands, questions of strategy and execution persist for what  [...]
Posted: Wednesday, October 1st 2008

How-To: Tips for Targeting Tweens

Tweens, aged 8-12, grew up with computer and internet access, making them different from previous generations of pre-teens. One-third possess a mobile phone. And while they are physically still children, socially they are beginning to explore what it means to be a teenager -- a state they think is typified by freedoms they lack. In 2003, 33.3 million teens inhabited the US (32.5 mill  [...]
Posted: Wednesday, July 30th 2008

How-To: Identifying Influencers, Neutralizing Detractors

The attention of influencers is coveted because of their mythological ability to drive others to a given brand, whether by force of personality or strong subject knowledge. But "influencers" are not a single silver-bullet demographic. Depending on the product or service a company hopes to sell, the appropriate circle of influencers can vary. Tips on Locating Your Influencers: Write down the top 50 people or groups that impact buying decisions for a spe  [...]
Posted: Wednesday, February 27th 2008