I’ve been asked, by interns and clients alike, “how do you know what metrics roll up to what, and how do you always know what metrics cause what?”

Well, I can safely say, I’m not giving away any trade secrets and that there is a method to the madness. The easiest way I know of breaking down the essential metrics is by dissecting the all-important action of a ‘click’. Now, you might think, clicks are in no way momentous, they are commonplace and trivial in the world of the internet.

As we reminisce on 2016, it is important to take note of the big changes that took place and kept us on our game as advertisers. These changes included the removal of the right-side ads on Google’s search engine result page, a new ad text ad format on Google, separate device targeting between tablets and mobile, and new local developments like Google Promoted Maps Places and the in-store metric. The new features were introduced by Google, and as usual Bing followed behind adding some of these features later in the year.

 

We are living in a mobile world and now 93% of researching our next purchase is done on mobile devices. Google recently released a study stating that on average we check our mobile phones around 150 times per day. If you are not mobile ready, Google Search could penalize you with a lower quality score. Google has eliminated the ad positions 8, 9 and 10 (right hand ads) to accommodate for the large amount of mobile users.

Last week, we covered AMP and what it means for advertising. Definitely check that out before proceeding, as the basics of AMP are important to understand first. This week, we explore what it could mean for the places you send your advertising to: landing pages and conversion experiences among the many.

We’re a couple weeks post BOLO and still amped (pun intended) about how incredible it was. Among the many great talks was John Strebler at Sitewire who provided some great insight into Accelerated Mobile Pages (AMP). This week, we’ll dig into how AMP impacts advertising. Next week, we’ll discuss how this could impact your paid media landing pages and conversion experience. ...

From TechCrunch to AdWeek, and everywhere in between, Facebook made noise with its June in-store measurement announcements. Overshadowed by Pokemon Go just a few weeks later, we have not forgotten.   While ROI studies and conversion lift tools have provided Facebook advertisers (lagging) insights into correlating offline behavior, Facebook has now made real-time offline sale a ...

On June 7, 2016, The Association of National Advertisers (ANA) released the results of a study conducted by K2 Intelligence that found “pervasive” non-transparent business practices between agencies and the advertisers they represent in the U.S. market. The study, An Independent Study of Media Transparency in the U.S. Advertising Industry, found evidence of “a fundamental disco ...