Target Audience

Custom Affinity: Find Your Display Ad Audience

When running display ads, one of the most important paths to success is proper audience targeting. You can have the best banners, tag lines, and page position but still fail if you’re making bad targeting decisions. Audience targeting has undergone numerous overhauls in the search, display, and mobile spaces, and we now have a new AdWords-based…continue reading …

Storefronts

Facebook’s Local Awareness Ads: Hyperlocal Targeting

It’s been said that the three most important factors influencing the value of a property are location, location, and location. The same applies to brick-and-mortar businesses and their advertising, except now we can add a new factor: hyperlocation. It’s long been important to reach customers in the mobile space, but it can be difficult to…continue reading …

Research

Bing Ads Campaign Planner: Vertical Research for Free

Last week Bing announced the release of the Bing Ads Campaign Planner. The apparent intent of this new feature is to help businesses kick-start their paid search campaigns through free, easily accessible keyword research data. The typical model for keyword research involves suggestions based on a list you provide or a link to your landing page. The…continue reading …

Megaphone

AdWords Callouts: Expand your Ad Space

Last July I posted about the ever-shifting size and shape of Google text ads. Last week Google introduced another feature that follows this trend: callout extensions. Much like phone and sitelink extensions, callout extensions give you the opportunity to create a larger ad with a higher likelihood of conversion. But they also offer the chance to try a…continue reading …