Welcome to Tailwind Insights, where we discuss current news and insights surrounding lead generation, performance display, testing, analytics and more.

You’ve decided to take your business or client into the paid social media space, great decision! You’ve built a decent organic following and now you want to take the next step and put some budget behind social promotions. But where do you start? More importantly, which social media platform is best for reaching my audience?

Expanding your paid search reach to new, qualified audiences doesn’t have to be a challenge anymore. Google’s Similar Audiences for Search is now out of beta and takes the guesswork out of developing the perfect audience pool by targeting individuals that are similar to those in your remarketing lists. Gain deeper insights into Similar Audiences for Search and why you should be leveraging it.

Plain exposure of your ads isn't enough anymore. TV advertising is starting to fail, but over the top video advertising, like YouTube, can. Tailwind shows you their top three best practices for creating attention captivating ads. Be the advertising exception so your consumers do not just reach for the popcorn and tune out. 

Did you hear that? Listen closely … That sound you hear is another brand dropping out of YouTube due to brand safety concerns.

What have you decided as a brand? If you are on the fence, we are here to give you our take. And if you’ve already left YouTube, here’s another perspective to consider.

Don’t be limited by Google Analytics’ default tracking implementation. Gain deeper insight with 4 easy ways to leverage the powerful Custom Dimensions feature within Google Analytics and start segmenting your data based on your unique business needs.

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?

Learn how to personalize your PPC campaigns by adapting to the way people search today. By optimizing ad groups and keywords for long-tail voice queries and “near me” phrases, you can better reach your audience with the right message at the right time.