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Measuring reputation: What methods and procedures are best?

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In today’s digital world, just about every action leaves a trace. This fact has radically changed the basic dilemma of marketing analysis: in the past, we had small amounts of imprecise data, while today the deluge of structured information accessible through the most well-known analytics tools has changed the playing field. The mantra is no longer that we’re working with a dearth of data, but rather that we require a level of organization that enables us to understand the data and put it in context.

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What makes a “good client”?

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Two years ago, I was looking to grow my skill set and work on a wider range of projects, which led to transitioning to an Account Manager role within Adviso, a change from working autonomously on highly defined strategic planning projects. An Account Manager’s main duty is to represent their clients internally to ensure that project outputs and outcomes are aligned with client expectations, strategic vision, business objectives and organizational context. This implies guiding and equipping internal teams of multidisciplinary specialists with the information they need to achieve this mission. Basically, I straddle the line between client and agency, and this new reality brought an important change of perspective for me.

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Why Adviso doesn’t consider link building to be a stand-alone strategy

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Today, sustainable SEO cannot be built on unnatural links. To increase the organic visibility of your website and maintain it over the long term, you’re much better to opt for relevant, targeted, popularity-based acquisition strategies. That’s why at Adviso, we prefer to think in terms of an overall content strategy rather than in terms of a link building strategy.

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How to bid with maximum efficacity : the Go Play In Traffic method

   

Based on internal reporting at Adviso, 54.3% of our clients in the process of being onboarded do not have any bidding rules set. Consider the fact that this number even excludes the “maximize for clicks” bidding strategy, and this becomes alarming, albeit not entirely surprising.

Throughout conferences, presentations, and workshops, we have had to explain the necessity of understanding bidding to Account Managers. Usually, we could refer to their strategy as being the wild ass guess bidding strategy.

An ad auction will always have a guessing component : it’s intrinsic to the act of bidding. But, it is possible to add a bit of science to the process, thus developing a scientific wild ass guess.

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How to prevent your ads from appearing on hate sites

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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

 

Historic Quality Score : how to build a business case like a pro with the Adviso method

   

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.

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Why the success of your media campaigns isn’t just about media

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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?

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Blindfold : the Adviso secret weapon that will revolutionize your SEM campaigns

   

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!

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7 prerequisites before diving into marketing automation

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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).

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Take advantage of your NGO status in AdWords

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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.

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Content creation : are you missing the mark?

   

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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.

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No, organic isn’t dead on Facebook

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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 $.

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