The Latest Google Location Extension Update - What You Need to Know

Louis Belpaire Google’s unchallenged dominance on search has been maintained in part by consistently improving the user experience on the search result page. These changes usually come without much notice to advertisers and can have implications on the day-to-day management of search campaigns. Earlier this month, the Google AdWords team announced that, as of Monday, Jan. 19, location extensions might begin to display the phone number associated with the advertiser’s Google My Business listing. While this will mostly be a cosmetic change for the end user, it will impact how search performance is measured. This update is especially important for local businesses…

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Instagram advertising is evolving like crazy. Are you?

Carissa McStay Not too long ago, Instagram users could scroll through their feed and see a friend’s French toast, a favorite celebrity’s outfit and a cousin’s view of the sunset without ever stumbling across an ad. When Facebook acquired Instagram in 2012, marketers were eager to see how the social media giant would integrate ads into the growing platform while maintaining the clean, visually appealing feed that made Instagram a hit in the first place. The result: a three-year rollout of Instagram ads. In late 2013, Instagram served its first sponsored post, a photo…

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Mapping out mobile’s role in consumers’ path to purchasing this holiday

Andrew Fuchs Marketers reach potential customers via a number of touchpoints before, during, and after the holiday season. Just think about the way you research and purchase items online: While streaming a digital video on your laptop, you see a commercial for a product you like. As you’re watching the video, you use your smartphone to browse a few retailers who sell the product. Later that day, you are served a Facebook video on your tablet about the product you researched. You click through to a landing page and sign up for the product’s email list, and get a coupon code…

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Those magic moments: Using a funnel strategy to find customers during the holidays

Andrew Fuchs The holiday season is officially upon us, and it’s going to be another big year for online purchasing. On Nov. 17, Nielsen reported “e-commerce retailers stand to benefit from shoppers' continued affinity for online shopping...Consumers across all generations are spending more online. Millennials are leading the way with 25% planning to increase their online expenditures this holiday season. Overall, 19% of U.S. shoppers are planning to spend more online, up from 17% in 2015.” In the past, marketers have planned for this exciting, sometimes overwhelming, time by digging into the tried-and-true tactics, basing their targeting strategies on the devices…

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