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Archive for the ‘Advertising Strategy’ Category

Google Ad Sitelinks

Posted by: Sean X on: February 15, 2012

In: Advertising | Advertising Strategy | Best Practices | Paid Search | Search Engines
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Not every page on your site is important. Ad Sitelinks Think of this as multiplying your existing ads’ effectiveness; all thanks to the Ad Innovations team at Google Ad Sitelinks offers a way for you to make your ads more useful and relevant to users searching for information on Google. While the standard text ad format can often [...]

Tags: AdWords, Google Ad Innovations, Google Ads, Ad Sitelinks

The “illusion” of efficiency in Search Engine Marketing

Posted by: Sean X on: February 13, 2012

In: Advertising | Advertising Strategy | Media Planning & Buying | Paid Search | Search Engines | Web Analytics
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Beware of ”Soft” costs; the cost of employee time and effort is often one of the most overlooked aspects of paid search marketing, and something I consistently bump up against. I have often seen clients chasing the long tail in search, getting better yields, and throwing it all away in employee and agency costs. One client in [...]

Tags: Efficient Frontier, Google, Internet Marketing, Market, Search Engine Marketing, Search engine optimization, Web search engine, Website

Maximize Facebook Ad Value

Posted by: Sean X on: February 7, 2012

In: Advertising | Advertising Strategy | Best Practices | Social Media | Targeting
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Facebook provides a unique opportunity to connect with your customers. Get up to speed on insights designed to help you make the most of your Facebook advertising efforts. Facebook overtook Google last year as the most trafficked site on the internet. Social media has gone beyond connecting with friends and has graduated into a full-blown, [...]

Tags: Advertising, Facebook, Facebook Ad Value, Facebook Ads, Facebook Advertising, Facebook Strategy, Google, Social network

When pitching business… appeal to the Emotional

Posted by: Sean X on: February 2, 2012

In: Advertising | Advertising Strategy | Best Practices | Opinions
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When pitching business remember that we are inherently storytellers. Connecting to the emotional is imperative. We do not tolerate Powerpoint presentations, and we have inherent ADD when being sold to. Tell a story, and captivate them in the first 60 seconds. I’ve lost count of how many pitches I have done in my career as [...]

Tags: Ad Pitch, Pitching Business, Powerpoint Hell, Presentation

What does Love mean to brands?

Posted by: Sean X on: January 31, 2012

In: Advertising | Advertising Strategy | Best Practices | Branding
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Love. What does it mean to brands? Often people give presentations about “brand love” and cite brands like Apple, or Starbucks, or Virgin. Guess what? No other brand is Apple, or Starbucks, or Virgin. and you cannot just go out and copy those brands. If I stood in front of you and presented a case [...]

Tags: Apple, Brand, Brand Devotion, Brand Love, Craftsman, Lovemarks, Sears, Starbucks

Yahoo buys another ad network… and another

Posted by: Sean X on: January 4, 2012

In: Ad Networks | Advertising | Advertising Strategy | Industry Issues | Media Planning & Buying
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And yet they still cannot seem to get the performance out them they expect. That is because they do not understand what they are buying. They are missing what is the value. They think it is a new technology, and it is NOT the technology. Yahoo buys InterClick for $280 Million MAGY (AOL, Yahoo, Microsoft and [...]

How your agency is ripping you off

Posted by: Sean X on: December 18, 2011

In: Advertising | Advertising Strategy | Best Practices | Industry Issues
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The structure of the agency-client relationship is not designed to produce the best or the most work. It is designed to avoid mistakes. Over time, that is how agencies have structured themselves to serve clients. It makes sense. They do not get fired for inefficiency. They get fired for screwing up. Worse,

Why the QR code is failing

Posted by: Sean X on: December 6, 2011

In: Advertising Strategy | Best Practices | Emerging Platforms | Mobile | Opinions
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They have become the standard violator appearing on advertising; in the corner of print ads, across billboards, on buses, or in pieces of direct mail — even peppered throughout this article. You’ve seen them; that little block of even littler squares. Unfortunately the technology behind QR codes was not invented for advertising and marketing; we [...]