Why a lower CTR can be better for your PPC campaigns
High CTRs don’t always mean success. Focusing on qualified clicks and impression-based metrics can lead to stronger ROI and conversion rates.
Topic: The Advertiser
Google Ads Callouts & Structured Snippets: Bigger ads, better results?
Learn how to use Callouts and Structured Snippets to make your Google Search ads bigger, clearer, and more effective in just a few minutes.
Becoming a world-class PPC ad buyer: 8 key lessons
Master the art of profitable ad buying. Learn insider strategies to deliver high-performing campaigns consistently.
YouTube relaxes controversial topic guidelines to boost ad revenue opportunities
Content that references controversial topics but does not go into graphic detail will now be eligible for monetization.
Suspended Google Ads advertisers may be required to pass advertiser verification
This policy kicks in on October 10, 2023 and will impact some advertisers.
Instagram tests Multi-Advertiser ads, cramming four ads into one screen
Advertisers can choose to opt out of the new Multi-Advertiser ad product.
The omnichannel magic of connected TV
How CTV supercharges existing marketing efforts across the advertising board.
A PPC guide to permission-based audiences
Learn how to build consensual conversations with prospects, acquire consent-based audiences, and improve your paid search performance.
Google Ads creates unified advertiser verification program
Google will combine its advertiser identity and business operations verification programs under a unified Advertiser verification program.
How Digital Stats Discrepancies Happen
What does Discrepancy mean? Discrepancy usually means an unexpected (or unexplainable) difference between two sets of information. Unfortunately, in digital marketing, a discrepancy is always to be expected between any two sets of analytics platforms. This is because, although they often use the same terminology to describe a stat (eg “Page View”) different analytics programs […]
All the right marketing technology for advanced TV media buying
Every marketer, regardless of discipline, has a holy grail in mind. For analysts, it may be having a holistic view of the customer journey. For creatives, it may be having the team and tools to conceptualize and generate impactful experiences. And for media buyers, it may be the ability to take a single media plan […]
Sponsorships
In online advertising, sponsorships involve an advertiser paying for both ads and site content. This content can include logos, articles, videos, and more. These are typically employed when specific sections of websites anticipate increased traffic during events, like the Tennis section on a sports site during Wimbledon. They are frequently used for Homepage Takeovers as […]
Homepage Takeover
What is a Homepage Takeover? A Homepage Takeover is a type of roadblock in which the Homepage is filled by ads from one company for a specified time frame. This will generally include all ad units on a page as well as a reskin and will be usually sold on a CPD basis. Homepage Takeover […]
970×250 – Billboard
The 970×250 is an ad unit that has dimensions of 970 pixels wide by 250 pixels tall. 970×250 ads are also known as a Billboard. It is usually used as a type of Pushdown ad. Despite being designated a Rising Star in 2011, the 970×250 ad is pretty rare across the internet. Larger sites often […]
CPE Definition (Cost Per Engagement)
CPE stands for Cost Per Engagement. The CPE price is the price that gets paid when an ad is engaged with. An engagement can be anything from pausing or muting a video to submitting contact details. So depending on what the ad is about, these campaigns can pay either very poorly or very well. For […]
Selling Ads On A CPA Basis
When should I be selling ads on a CPA basis? The simple answer is: when you have spare space on your site and it’s a good advertiser. A CPA deal is generally a great deal for the advertiser, but it can work out good for you too if you have space on your site you […]
Buying Ads On A CPA Basis
When should I be buying ads on a CPA basis? The simple answer is: when you have the opportunity and the technology. Buying ads on a CPA basis seems like a no brainer: you only pay for ads when they make you money – what could be better! More so than even CPC campaigns, CPA ad […]
CPA Definition
The CPA price is the amount that gets paid when an ad causes a sale (or an action). This means that a CPA advertising price can seem quite high compared to CPM or CPC. This is because conversions (sales) are quite rare comparatively. For example, you book an ad campaign on a website and agree […]
Ad Pricing Guide
Welcome to our Ad Pricing Guide where we explain everything you need to know about the different ways in which ads are priced. If you are new to advertising, you may expect that you pay for each ad individually, and maybe if you’ve done some research you may think that you actually only pay when […]
SearchCap: Google Debuts New Hotel Booking Ads, A New Call Analytics Report & Holiday Paid Search Drivers
Below is what happened in search today, as reported on Search Engine Land and from other places across the web. From Search Engine Land: Google Debuts New Look For Hotel Booking Ads As The Carousel Disappears The grand, awkward Carousel experiment appears to be coming to an end — for local listings at least. Google […]
Demanding Compensation
Due to the complex nature of online advertising, ad campaigns often deliver slightly differently to what it says on the IO. You can either be gracious about this and just let a publisher/network deliver the best it can, or you can demand compensation. If you demand compensation, you may be unnecessarily burning your bridges. While […]
Reporting And Metrics
The great thing about online advertising from an advertisers point of view is that with all the reporting and metrics available, never before has advertising been so trackable. If you want to know how well your ad has performed, it’s just a case of looking at the reports that should be available to you. In […]
Advertising Rates
Before you can work out how much money your site will make, you have to understand the different types of advertising rates. Unfortunately for you, the advertisers decide the way in which you will be paid for delivering their ads. Although you cannot change how they pay you, it is worth knowing the advantages and […]
Reskin
A reskin is a branded image that replaces the background of a website. It literally means putting a temporary skin for an advertiser over the top of your website’s design (hence the term re-skin). Often sold as part of a Sponsorship or Homepage Takeover, these ads can be very effective if costly. Reskins are always […]
Overlay / Floater
An Overlay (or Floater as they are known in the US) is an ad unit that appears as a kind of pop-up within the page the user is viewing. They can vary in size but are usually only allowed to appear for 15-30 seconds before they automatically close (unless a user interacts with them). This […]
Advanced Paid Search Bidding Solutions: 5 Must-Have Capabilities
In the competitive paid search landscape, advertisers rely on sound bidding strategies to drive clicks and conversions, and ultimately acquire more revenue. However, business and bidding requirements that vary significantly across industries, publishers, devices, and geographies create a highly complex auction environment. To address this complexity and satisfy bidding requirements, search marketers lean on a […]
How Much Should I Pay?
This is a loaded question, as it depends on what you are advertising and where. The important thing to know is how to compare the prices of different places. You do this by working out the eCPM of what you are buying. eCPM stands for “effective Cost Per Thousand impressions” and is used to turn […]
Time To Rally For An Advertiser’s Bill of Rights
Search advertising has resembled the wild west for too long. Advertisers have been misled, mistreated and overcharged; the standards of service must improve lest all firms—good, bad and indifferent—be tarred with the same brush. Herewith, a modest proposal for a bill of rights for advertisers.
Official: Microsoft Management Reorg Announced; Dueling Ad Groups?
We expected a management shuffle from Microsoft today, and now they’ve delivered it. The company has announced seven new senior vice presidents and seven new corporate vice presidents. I’ll focus on the search and advertising front, where we now have two different senior vice presidents overseeing advertising. Best I can tell, one’s looking after search […]
SearchCap: The Day In Search, May 30, 2007
Below is what happened in search today, as reported on Search Engine Land and from other places across the web: