Archives of Paid Media

Google Adwords is Now Google Ads: An Update on All of Google’s Recent Rebranding Efforts

In an effort to simplify their product offerings and help advertisers and publishers of all sizes choose the right solutions for their businesses, Google recently introduced several new brands and solutions to their advertising platform. According to Sridhar Ramaswamy, SVP of Ads and Commerce at Google: “These new brands will help […] make it even […]

Facebook Introduces New Rules for Custom Audience Targeting

Stemming from recent public data privacy concerns, Facebook is in the midst of rolling out changes to its paid advertising platform. Along with the phased elimination of Partner Categories worldwide, European countries such as the UK, Germany and France have already seen changes take effect in relation to the Facebook Custom Audiences feature; and the […]
digital marketing strategy

Message & Method: A Scientific Approach to Your Digital Marketing Strategy

As the digital landscape gets more complex, it’s important that marketers take a more scientific approach to their digital marketing strategies by independently considering two variables: the message they are conveying and the method with which they put it into market. As digital marketers, we’re often tempted to operate with a “set it and forget […]

Facebook Responds to the Data Privacy Crisis with Changes to Ad Targeting

In our increasingly digitally-driven world, the simple fact is this: if you do virtually anything online, you are leaving a footprint. That footprint contains information about you, the web pages you visit, where, when and what you buy, and your activity on social media. In the age of big data, all of this information is […]
Cost-per-click vs. cost-per-thousand

CPM vs CPC: Which Digital Advertising Pricing Model Is Right for You?

One of the great things about digital advertising is the array of options available to ensure optimal return on your investment. As they become more trackable, sophisticated and targeted, digital advertisements make it possible to be strategic about your spends and measure throughput carefully. There are several digital advertising pricing models. The two most common […]

8 Steps to Increase Conversions from Your Digital Advertising Campaign

In the world of digital advertising, there are a slew of metrics that can help you track the success of your campaign. Click-through rate (CTR), cost-per-click (CPC), impression count, engagement rate and overall reach are all measures, to a certain extent, of how well your ads are performing. However, if your ultimate goal is high […]

Bidding on Your Own Brand

by Monica Paici, Internal Marketing Director, PIN Business Network Google’s online advertising program, AdWords, uses an auction model, and your bidding strategy helps determine where and when your ads appear. Bidding on relative key words for clicks, impressions, conversions and views puts you in the auction. The price for each keyword will vary depending on […]

Retargeting – Multiple Opportunities to Reach Potential Customers

by Monica Paici, Internal Marketing Director, PIN Business Network According to AdRoll, over 40% of marketers spend the majority of their digital marketing budgets on retargeting. Retargeting works by placing a piece of code (a “cookie”) in the browsers of people who visit your site, tracking them and then displaying your ads to them as […]