Identify traffic-stealing competitors
Find untapped keyword opportunities
Create content that ranks higher
I’m often asked whether it is better to change an ad to fit an audience, or to change an audience to fit an ad. Many in the online advertising industry are familiar with the concept of dynamic creative, which customizes the content of an ad to match the interests of the user seeing the ad. […]
Regardless of medium, the best marketers know cross-channel integration is key, and the exchange of information between channels should be a two way street. The world of online marketing is no exception, as more and more search marketers are looking to search retargeting as a way to leverage their knowledge of search engine marketing over […]
I wrote recently about the new era of display marketing, and how real time bidding and other advances are bringing the precision and performance of search advertising to display. Well…a new era of unstructured data is also upon us. A widely cited 2011 IDC study found that the amount of data in the world is […]