How To Deal With Ad Fatigue
If you’re unfamiliar with what ad fatigue is, it can’t be all that hard to guess at the basis of this concept. Ad fatigue, in the broadest sense, occurs when viewers have no option but to view the same or similar ads over and over again. Imagine you open your […]
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Is the Display Ad world too complex? (AKA, DSP, SSP, What?!)
Short answer: Yes, it is. But today, we’ll try to approach understanding why, and what consequences all this complexity brings. A few days ago, a friend of mine and I realized we had another friend in common that we never knew of, so I said: “The world really is a […]
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Oh no! My Display Ads aren’t showing! What should I do?
Here’s a problem I hear almost every day: I’m using Google Ads (Adwords), running display ads on the Google Display Network (or a similar programmatic network), and my ads just are not showing. Zero impressions! What should I do? Well, I wish the answer were just “push this button!” but, alas, […]
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Responsive Display Ads with Video–An Introduction
Do you remember, gentle reader, a long-ago world of Google Advertising in which there was just a standard search ad, and then you could have display ads in a handful of different sizes, all simple images? That world is as dead as the world in which you don’t need to […]
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How to create a list of managed placements for Google Ads (aka Adwords)
So a question you might be wondering in your sleep–since this is of course what you dream about late at night!–is: how to create a great list of managed placements to upload to Adwords / Google Ads? Yes, that keeps me up at night. You have no idea! But first, let’s […]
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Display Ads & Negative Keywords: How do they work?
One common question I’m often asked is: how do negative keywords in Adwords / Google Ads interact with display / programmatic targeting? The very short version of the answer is: in the most annoying way imaginable–so use with care! Let’s backtrack, because to understand how this functionality got annoying–and what it […]
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Intro to Display Ad Targeting on Adwords/Google Ads and Programmatic Platforms: The 101
How do you target display ads? Here’s the easiest way I go about explaining it to new PPCs I’m training. On targeting display and programmatic campaigns. Think about the targeting like this: There are two levels of targeting. One is the “macro” (high-level/general) way to target them, and the other is […]
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What Is The Minimum Spend for Customer Match on Google Ads/Adwords?
So, as every experienced marketer knows, one of the best features of Facebook’s marketing platform is that you can upload a list of email addresses and target them. This is one of the most underused and most powerful features: so long as you can get an email address, you can […]
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Intro to Display and Programmatic Ads: The Buy Cycle 101
PPC 101: find the keywords of people interested in the products, take out ads, test and tweak, test and tweak, and test and tweak. Right? Sounds good… for a 101 class. But now let’s talk about the intermediate level a bit. And it gets a bit more complex: the buy cycle. […]
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Display ads have an average CTR of 0.05%, ceteris paribus
It’s a question all of us have asked, at one time or another: “is this click-through rate we’re getting good or bad?” I usually respond to clients in two ways when they ask this. First, “They’re all over the place, there are so many possible variations and the targeting and context change […]
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Can Google Display Ads Say ‘Click Here’?
Today’s question: can you put language like “Click Here” into a display image ad on AdWords/Google Display ad network? The “TL;DR” answer is: “technically, probably not; but in practice, definitely”. Let’s look into it. Google’s official policy on the question is here and it says that these are not allowed: […]
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