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Joining Forces: Can Social Boost Search?

A recent report from Marin Software uncovered some interesting new data about the effects of cross-channel marketing. Search has long dominated the landscape of digital advertising, but social advertising has gained steam in recent years. Many companies are increasing their spend on both strategies in the coming year, but this report suggests that the efforts shouldn’t be…continue reading …

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Follow-Up: Facebook Ad Audience Targeting

In February, I wrote a post titled “Updates Coming to Facebook Ad Audience Targeting” that covered updates to the location and demographic options in the Facebook ad interface. At the time, I still didn’t have the full picture of what Facebook would be providing in these updates. The updates have arrived, so now I’ll fill…continue reading …

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Facebook Ad Sets: Joining the Herd

Search engine marketers have long struggled with the question of how best to organize their ads. Google and Bing allow advertisers to organize their ads into a three-tiered structure (ads organized into ad groups, ad groups organized into campaigns). This structure has been the standard for quite some time now, and it seems that Facebook…continue reading …

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Updates Coming to Facebook Ad Audience Targeting

Facebook has a lot of data on its users, but only a small portion of that data can be used for ad targeting purposes. This can be frustrating because it forces advertisers to choose broader target audiences than they might prefer. Facebook appears to be taking some steps to fix this problem by updating targeting…continue reading …

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Google to Introduce Flexible Conversions

Conversions remain one of the most important metrics to keep track of when running online advertising campaigns. Google has long offered a handful of conversion metrics, two of which were somewhat cryptically named. There was apparently so much confusion about these two metrics that Google has decided to rename them entirely. “Conversions (1-per-click)” will be…continue reading …