Archives of Paid Media

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 the market. As digital marketers, we’re often tempted to operate with a “set it and […]

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?

There are several digital advertising pricing models. The two most common are cost-per-thousand (CPM) and cost-per-click (CPC). 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 […]

9 Steps to Creating a Better User Journey for Your Digital 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 sales volume (and whose isn’t?), there’s only one metric that really matters: conversion rate. Your conversion rate, plain and simple, lets you […]

Bidding on Your Own Brand

Learn how Google Ads can help get your brand more visibility on search engines Google’s online advertising program, Google Ads, uses an auction model, and your bidding strategy helps determine where and when your ads appear. Bidding on relative keywords for clicks, impressions, conversions, and views puts you in the auction. The price for each […]

Retargeting – Multiple Opportunities to Reach Potential Customers

Learn how retargeting (or remarketing) can help your business grow 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 […]