What’s the deal?

Over the past couple of weeks, Google has been facing some major heat for allowing its ads to appear alongside sensitive and offensive videos on YouTube. Although the internet giant has apologized for its mistake, several high-profile firms such as Marks & Spencer and HSBC have already begun pulling advertising for British markets from Google sites. Even the British government has suspended its advertising on YouTube. As part of our campaign management process, we routinely review placement reports for the display campaigns we run. In doing so, we recently noticed our ads were appearing on politically-charged editorial websites that one of our clients DID NOT want to be associated with.

With Google’s recent removal of Automatic Alerts from Google Analytics, we have put together some useful ways to get the most out of the remaining custom alert capabilities within Google Analytics.

The time has come. Google first announced in September 2016 that it would be removing converted clicks as an option for conversion bid metrics. Now, in March 2017, Google will be removing the “converted click” metric and all related data from AdWords. This will leave the “conversion” column as the main metric to measure acquisition.

Tailwind recently got back a brand lift study from one of our client’s super bowl ads. Brand lift is the direct impact your ads have on your customer’s perceptions and behaviors throughout the consumer journey. Many platforms utilize brand lift studies and by testing this you gain real-time insights into your brand affinity. After all this work before and during the super bowl, I wondered how we were going to give our client tangible metrics. This is why a brand lift study is so crucial and fills those unmeasurable gaps. In this article, I will be addressing three major questions you might have before launching a brand lift study. What is a brand lift study? Why would I want to do a brand lift study? What makes brand lift studies so powerful?