Category: How To Guides: Display Advertising

15 questions to ask yourself before publishing a new landing page

Landing pages are an important part of most online marketing campaigns. They are a great way to tailor the page that people see after clicking on your ad to your target audience and actual ad content. Unfortunately, while there are...

/ August 16, 2018

How to outdo the PPC robots in shopping ads

Automation driven by improvements in artificial intelligence and machine learning will bring significant changes to how we manage pay-per-click (PPC) in 2018 and beyond. There’s still a role for humans to play, one of which is to use what we’ve...

/ April 12, 2018

How to integrate display with search and video

This is for all you GDN (Google Display Network) displayers out there. I repeat, this is just for GDN display advertising and how you can use data from AdWords and YouTube to improve your targeting. Read on if that sounds...

/ December 15, 2017

Why the end of Google’s ‘First Click Free’ is a step in the right direction

Many would argue that Google’s move to pull the plug on its controversial “First Click Free” policy was inevitable, following The Wall Street Journal’s decision to boycott the feature earlier in 2017. In reality, the move highlights Google’s acceptance that...

/ December 13, 2017

Is establishing a brand-safety KPI a good idea?

The universal key performance indicator (KPI) to end all measurement metrics; an amalgamation of all that brands care about; a compilation of everything that agencies, suppliers and tech companies are forced to deal with for the betterment of the industry...

/ November 30, 2017

It’s time to slay the internet’s ‘Cookie Monster’

Any conversation within the European marketing community these days soon turns to the General Data Protection Regulation. The impending GDPR brings about new data protection rules, heralding an unprecedented level of consumer protection. Going into effect in May of next...

/ November 21, 2017

It’s time for creative to retake center stage

Call me a curmudgeon. When I was coming up through the advertising industry, it was creative that drove the campaign. Creative development is where the process started, where the energy went and what gave a campaign its identity, its purpose,...

/ November 15, 2017

The best ads aren’t ads

Roger Federer sells watches. Peyton Manning sells pizza. Matthew McConaughey sells cars. Does anyone who watches these ads truly believe that these celebrities actually use the products they endorse? Probably not. And yet, these ads work. There’s a psychological concept...

/ November 14, 2017

Ad-mageddon! Ad blocking, its impact, and what comes next

Since the mid ’90s, the internet has been filled with examples of something tiny becoming something big — and changing everything. Ad blocking is another of those stories that will be told, in years to come, around smoldering tweet-fires by...

/ October 31, 2017

In digital, lack of oversight is a major blunder

Industry leadership at a grand scale has joined buyers and consumers in the backlash against fraud, waste and abuse in digital. While welcome, this development is long past due and may be too late. As Forbes noted in its coverage...

/ October 24, 2017