Keep Advertising on Facebook — Carefully

Keep Advertising on Facebook — Carefully

How concerned should advertisers be about Facebook in light of the credibility problems that the world’s largest social network has been facing lately? The answer depends on how you use Facebook to advertise. If you rely on Facebook solely to achieve visibility, you...
Why Google’s Ad Problem Won’t Go Away

Why Google’s Ad Problem Won’t Go Away

A few years ago, right when I was starting out, I built keywords and wrote ad copy for a big agency. During this time, I learned about “brand protection negatives,” or the phrases that the agency’s client did not want the brand associated with — hence the “brand...
Digital Video Advertising Outshines TV

Digital Video Advertising Outshines TV

Digital video is hotter than ever for brands. According to the Interactive Advertising Bureau Video Ad Spending Study, advertisers are spending on average more than $9 million annually on digital video advertising (a 67-percent increase from two years ago), and video...
Putting Google Experiments to the Test

Putting Google Experiments to the Test

I always found AdWords Campaign Experiments (ACE) to be a slightly cumbersome way to test different variables with online advertising campaigns. Reporting, particularly at the keyword level, took some effort, and the setup of the test itself could be time-consuming....
It’s Time to Adopt a Video Ad Strategy

It’s Time to Adopt a Video Ad Strategy

Cable (read TV advertising) is growing old and becoming outdated. It’s time for businesses to seriously embrace YouTube advertising. Brands that invest in YouTube advertising can say goodbye to the days of wondering if their customer segment actually stays tuned...