Over the past few years we have seen tremendous growth of the number of extremist groups in the world. According to Southern Poverty Law Center, an organization which studies and lists the extremist groups in the United States, there are more than 1,600 groups active in 2017, and this number is on the rise. These groups, which have no compunction about promoting their ideologies through their websites and on social media, use these platforms to spread their messages while simultaneously generating revenue through banner ads on their sites.
This phenomenon has caused headaches for many advertisers who have involuntarily displayed ads on these sites. Here is an explanation of this phenomenon as well as strategies for keeping your ads off these sites. READ MORE
Time is money. This is especially true when talking about SEM campaigns.
More so, time and money are extremely precious resources that always seem to run dry too quickly. In a competitive and results-driven environment, it’s therefore normal that specialists stick to known methods and processes that yield stable results. Specialists are also often limited by stagnant budgets, leaving little room to experiment with new opportunities. In SEM, tried and true is king.
Picture this: It’s Sunday afternoon and you’re driving back to Montreal after a weekend in the Laurentians. Just when the traffic and rain have slowed you down to a painful crawl, you notice a billboard on the side of the road announcing that several fast-food chains are waiting at the next exit. It reminds you that you are starving. You immediately start salivating at the thought of a delicious burger, and get off at the exit. But when you get to Burger King, it doesn’t look good. It’s swarmed with people. The line is 15 minutes long. Way longer than you’re willing to wait. You decide to cross the street and go to McDonald’s. There’s no one there, but the restaurant is temporarily out of patties. Which is disappointing, since you have no desire to eat chicken or fish. Then you remember that two exits further down the road there is an A&W. In the end, that’s where you go.
Should the billboard on the side of the highway be held responsible for your failure to eat at Burger King or McDonald’s? Hardly. The goal of the billboard was to get you to the point of sale. Which it successfully did, considering you went into both restaurants. After all, the long lines and shortage of meat weren’t the billboard’s fault. So, if a billboard can’t be held responsible for an abandoned cart in real life, why shouldn’t the same hold true when we talk about online ads?
Since the emergence of paid search nearly 20 years ago, performance metrics have barely changed. SEM specialists want to maximize clicks and use this as a metric to measure conversion, and simultaneously reduce the cost per click. Taking an example, if your annual AdWords budget was $1,000,000 and you succeeded in reducing your costs by 20% for the same volume of clicks, you would have saved $200,000. It is in this constant search for performance that Adviso develops and deploys innovative tools and solutions. This article will explain how we built one of these internal tools able to maintain a high level of performance for our clients, despite the degree of difficulty that has considerably increased these past few years. This secret weapon, which integrates data science, allows us to maximize the quality and precision of our targeting, all in record time!
Okay, so it’s a buzzword. One of the most popular right now, right behind “chatbot” and “AI”.
But marketing automation is also one of the hottest marketing trends of the last few years. The market was worth 100 million USD in 2009, but analysts predict it will be worth 5.5 billion USD by 2019. No other digital marketing segment has seen that kind of growth recently, and soon enough marketing automation will be a staple for most companies (it already is for one in two companies in the US).
Are you an NGO? Did you know that Google has a program that could give you access to USD$10,000 per month worth of free advertising on their search network?
Google for Nonprofits is a program created to support organizations by giving them access to several of Google’s products. We’ll focus here on one in particular: Google Ad Grants.
Last month, I attended the Content Marketing conference hosted by Les Affaires, and I took away some positive insights. The conferences and surrounding discussions reflected a universal comprehension of content’s mission. The words values, utility, and relevance were spoken enough times to convince me that the mentality behind content creation efforts is oriented towards developing a relationship with the user and win his trust through truly significant content.
Too often, Facebook pages use paid to compensate for a lack of effort in organic. Convinced by the social network and its statistics that traditional posts – read, non-sponsored – have no reach or appeal, brands are overwhelmingly turning away from organic strategy and prefer instead to systematically boost their posts. Not only is this attitude lazy, but it’s a strategic error and an inversion of the value chain: no paid strategy can ever make up for bad organic practices, but a good organic strategy can multiply the impact of your $.
"There is no such thing as a Perfect Model (it doesn’t exist), but you can be less wrong."
Attribution is a subject I’ve been obsessed with since I started working in digital media, so I am glad to see it turn into one of the hottest topics of 2017.
I had the chance to attend the largest gathering of SEM specialists in the world, HeroConf 2017 in Los Angeles, and the subject of attribution was omnipresent throughout most of the sessions.
Just a few days after the event, Google made an announcement to its partners about the use of the Last-Click attribution model, declaring that this type of model would soon be obsolete. Why change the default model we’ve used for years from one day to the next? Is optimizing for Last-Click In-Platform a thing of the past?
In every company, project management happens within the much larger context of the company’s organizational culture. Having a good understanding of this broader context can help to keep the work of project management in synch with the objectives of the organization, and aligned with already-established practices. Often discredited, we underestimate how corporate culture can affect a project’s progress – for better or worse.