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  1. The Evolution of Audience Targeting: 3 Opportunities for Marketers

    Intent-Driven Audiences (IDA): New technology innovations are beginning to truly harness intent signals across channels, matching clicks on search engine ads to audiences on Facebook in real-time. An inherent shift is happening and marketers should...

  2. How to Diversify Your PPC Campaigns – and Your Skill Sets at the Same Time

    You should review your traffic mix to see where the majority of clicks reside, and then consider an expansion test. Just within Google's service offerings you have a few distribution channels: Google Search, Search Partner Network, Google Display...

  3. Mobile Advertising Measurement: Winning the Long Game

    For example, with in-app analytics you can measure button clicks, ad clicks, levels completed, content read, or any other definable event. Search: The user completed a search within your app. Long-term campaigns are designed to acquire quality...

  4. PPC Optimization & Balancing the Relationship Between Metrics: Top 3 Things to Consider

    Should you really be chasing a higher position in order to get the incremental clicks? It's so easy to think about average position, keywords, match types, bids, etc.that too often brands forget about what the ultimate purpose of running a paid...