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Archive for the ‘SEM’ Category

October 10, 2018

Study: Search & Social Predicted to Drive 67% of Global Ad Growth by 2020

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Digital advertising channels continue to dominate the global ad market. In 2017, for the first time ever, global digital ad spend surpassed TV advertising. In terms of the market as a whole, a recent forecast expects a global ad marketing expansion of 4.5% this year and 4.2% in each of the next two years. And…

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August 16, 2018

Study: What 8.5B Impressions, 93M Clicks Say about Digital Ad Performance

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A new digital advertising benchmark study from AdStage analyzed 8.5 billion impressions and 93 million clicks on digital ads across Google (search and display), Facebook (Newsfeed), Instagram, LinkedIn, Twitter, Bing and YouTube. The findings identify the channels that are best for driving actions and/or for keeping costs down. The average cost per click (CPC) from…

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July 30, 2018

Automated Google Ads Won’t Solve the Challenge of Ad Creative

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Earlier this month, Google introduced “responsive search ads” which automate the search campaign optimization process using machine learning. Google takes up to 15 ad headlines and 4 description lines testing various combinations to identify the strongest ad creative for a given search query. According to Google, this kind of automated optimization of search campaign creative…

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June 1, 2018

Replay: The Secret to AdWords, Facebook & Display ROI – Inbound Calls

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With widespread smartphone adoption and mobile advertising budgets that followed, billions of calls to U.S. businesses are being generated from this online activity. Yet amazingly, many marketers still aren’t optimizing AdWords, Facebook, and display campaigns correctly to drive calls. During a recent webinar, Blair Symes of DialogTech explored how to take the same data-driven approach…

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February 21, 2018

Google’s AI-Driven Ad Units Preview the Future of Digital Marketing

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Yesterday Google introduced “Auto Ads” for publishers. This is an AdSense ad unit — not an ad for automobiles — that is largely automated, hence “auto.” Publishers make some basic decisions of the types of ads they’d like to run on their sites and Google uses machine learning to substantially automate the rest. Here’s the…

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January 26, 2018

Replay: What Local Marketers Must Know in 2018

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In the latest LSA webinar, Mike Blumenthal and David Mihm discussed their predictions for the local marketing space and what they mean for digital agencies and media companies in 2018. Topics included local SEO, Google and GMB, reviews and reputation management, local ads and voice search. In addition to reacting to the predictions in LSA’s…

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January 16, 2018

Survey: Consumers More Receptive to Traditional Media than Digital Ads

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There’s a kind of strange paradox in media and marketing: consumers are spending increasing amounts of time with digital (especially mobile) but they’re much more receptive to ads in traditional media. It’s also getting more difficult to reach digital users other than through ads (see the Facebook News Feed change last week). The following graphic contains US data (from a larger…

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December 20, 2017

How the Repeal of Net Neutrality Could Impact Local Advertisers

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The Federal Communication Commission (FCC) voted last week to repeal net neutrality regulations. In 2015, the FCC passed the net neutrality mandate classifying internet service providers (ISPs) as “common carriers,” which required them to treat all internet traffic equally. This latest decision reversed that by classifying ISPs as “information services” which means they can block…

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November 30, 2017

Google Expands Consumer Trend Data Beyond Search & Why It Matters

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This week Google announced it is expanding the scope of insights found on Google Trends beyond search data, incorporating news, shopping, images and YouTube data. According to the blog post: Google Trends can be window into the world, giving us a peek into what people are searching for…Now you can see the world in realtime…

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November 8, 2017

Signpost + Acquisio: SEM, CRM and ‘Full Lifecycle Marketing’ for SMBs

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The term “AI” is being thrown around too often in press releases and marketing copy but the emerging impact of machine learning and related technologies is undeniable. I was at Dreamforce yesterday and was quite impressed by Salesforce’s Einstein “AI” capabilities. Moving down market, Signpost has positioned itself as an AI-driven, CRM tool and marketing automation…

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