Category: Uncategorized

What is an open ad exchange, and how does it compare to direct media buying?

An open ad exchange is a platform that facilitates the buying and selling of digital advertising indirectly through third parties. When a website, app, or other content publisher has unsold inventory that it cannot fulfill directly, the publisher may opt to offer that inventory, known as a remnant or programmatic inventory, through an open ad exchange. This inventory is usually purchased in an auction to the highest bidder.

The benefit for publishers is additional revenue, of course, because the publisher can earn revenue from unsold inventory. Extra inventory can become available for a variety of reasons, chiefly due to unpredicted traffic spikes.

One benefit for ad buyers is that this inventory can be less expensive than purchasing directly from the publisher. This is not a guarantee, however, and can actually be more expensive in some cases. This is because the exchange itself is an added beneficiary who will take a share of the buy. In addition, competitive bidding in the auction can inflate the price.

The disadvantage for advertisers is that placement is not guaranteed. It can serve anywhere in the participating ad networks where inventory is available. This can be mitigated through blacklisting/whitelisting or through layered targeting, guaranteeing ads serve the right audience.

Google’s Website Privacy Policy Requirements

Does your website have a public privacy policy? If it doesn’t, make this a top priority as Google and other major digital companies are increasingly enforcing websites and apps to post a privacy policy.

Privacy policy requirements have been steadily evolving and increasingly enforced. In the past, privacy policies were always recommended, but only required in certain cases where the website collected personal data such as contact information.

The rollout of privacy policy requirements has been similar to SSL (HTTPS) requirements only a couple of years ago.

Who needs a posted privacy policy?

Every website, essentially. There are specific requirements, but nearly all websites fall into at least one of these requirements if they collect any kind of data, including traffic data using services such as Google Analytics.

Chances are good that any website created in the past year or so already has a privacy policy posted, as it’s become an industry-standard in developing new websites.

What happens if I don’t have a posted privacy policy?

The primary concern here is that ad networks, including Google – the world’s largest, may block your digital advertising from serving.

Relatedly, Google and other search engines may demote your organic search ranking, or remove it entirely from its index. This will dramatically reduce the number of clicks to your website from search engines.

Lastly, popular web browsers, including Google’s Chrome – the world’s most-used browser, may cease loading websites that don’t have a posted privacy policy. This isn’t something that is currently being acted upon, but likely will at some point just as happened to websites without a properly installed SSL certificate.

What does the privacy policy have to include?

Google breaks out the requirements into three categories:

1. What information do you collect?
2. How do you use the information?
3. What information do you share?

You can read more here.

How do I publish a privacy policy on my website?

Privacy policies can be simple and written yourself. There are also many free online tools that will create a copy-and-paste policy for you. WordPress and other website editors offer free tools and plugins for creating these policies.

Once created, all you have to do is login into your website editor (ie. WordPress) and create a new page called “Privacy Policy.” Paste the policy here and publish the page.

Lastly, add a link to the new page to your website’s navigation. It can be in the primary navigation, the footer, the header… anywhere, as long as it’s public.

If we built your website, reach out to your marketing executive to confirm that you are compliant with this policy.

Google’s planned phase out of third-party tracking cookies: How does it affect advertisers?

You may have heard about Google’s plan to phase out third-party tracking cookies from its Chrome browser. How will this affect you as an advertiser?

If you are an advertiser looking to market to a specific audience, know that these changes won’t prevent that objective.

Targeting consumers based on cookie-tracking browsing history is only one of many sources of data available to reach a specific audience. Consider that we are already able to market to specific consumers using OTT streaming devices that aren’t directly tracking browsing history.

Most importantly, these changes only apply to Chrome. Google still controls the world’s most-used mobile operating system – Android, as well as standalone apps such as Google Maps or even third-party apps. Google will continue to collect usage data there, although Apple and other tech players are looking into privacy changes on that front.

Rest assured, Google wouldn’t jeopardize its primary revenue source. Simply put, cookie-based targeted is no longer needed. Google is already working on alternative tracking tactics – the so-called Federated Learning of Cohorts (FLoC) – that the company says better protects individual privacy while still understanding who is using their platforms. Instead of targeting ads to a specific user, consumers will be placed into “cohorts,” which Google describes as a “group of users who share a common characteristic.” Essentially, users will be placed into category buckets. Auto Intenders – those predicted to soon make a vehicle purchase – will be placed into one bucket, for instance.

What this means is that advertisers will no longer be able to target John Doe because John, specifically, has shown behavior suggesting he is about to make a vehicle purchase. Instead, John will be placed into an Auto Intender cohort and advertisers will target that cohort along with every other user placed there. Adding different data layers that don’t utilize cookies, advertisers can narrow their target even further… by demographic, education, occupation, geography, and more.

Beyond that, users can still opt into tracking and most will find it in their own interest to do so. Consumers want to see advertising that relates to them. As well, this applies only to mid-funnel marketing. While mid-funnel marketing is important, so is top and bottom of the funnel marketing, which won’t be affected by this change.

As of now, Google plans to phase out third-party cookie tracking at the end of 2023. We can help you navigate and adapt to Google’s third-party cookie tracking changes.

Search Engine Marketing: Differences and advantages between SEO and PPC

Google, Bing, Yahoo… Regardless of the source, search is undoubtedly an important step in the purchase journey. Some industries are almost entirely reliant on search-driven leads. Research suggests that more than 90% of consumers use search engines before making a purchase decision.

The ultimate goal in search engine marketing is to achieve high first-page rankings. There are two types of search engine results: Organic and Paid. Each is important and the most effective marketing strategy includes both. But, what are the differences? Is one better than the other? Is there more to achieving effective lead generation from search engines?

SEO: Search Engine Optimization (Organic)

Search Engine Optimization (SEO) is an ongoing effort to improve organic search engine rankings. SEO efforts can be simple or complex multi-faceted approaches.

We believe firmly that SEO needs the multi-faceted approach to be successful, which is why we diversify our SEO efforts into six categories that include blog posting, directory optimization, backlinking, keyword optimization, website health audits, and even social media posting. Combined, these tactics guarantee fresh keyword-laden content, increased credibility in search engine algorithms, and healthy, fast, and functioning websites.

With SEO, your investment goes into these activities. Impressions and clicks themselves are free. SEO is a long-term investment. It can take months to see a noticeable return, but those results also tend to stick longer.

Another crucial benefit to SEO is Local Listing Optimization (LSO), including Google My Business and other online directory optimization. These efforts target “near me” location-based searches.

PPC: Pay-Per-Click

Pay-Per-Click (PPC) are premium and direct-placed ads in search engines. These are bid through an auction system, where supply and demand influence cost. Your investment is always capped at a maximum budget, but the cost per lead will vary by industry, competition, search volume, geography, and even seasonally. PPC effectiveness is judged by your impression share – the percentage of time that your ad loads during targeted searches. No ad ever loads 100% of the time. It is influenced by the supply/demand mix against the budget.

Unlike SEO, PPC results are immediate, but they also discontinue immediately once investment ceases.

Advantageous of PPC

• PPC is more controllable than SEO. Advertisers fully control the message, destination, and targeting. With organic results, the search engine determines these factors based on complex algorithms which may or may not be lead-generating.
• Directly targeting competitor “branded” searches are far more likely here. A branded search is when a consumer uses a brand or company in the search phrase.
• Less reliant on physical location. Unlike SEO, which is largely dependent on proximity, you are instructing the search engine on where you want to target with PPC. This is beneficial when targeting consumers outside of your home location.
• PPC ads are seen by all. While the click share of organic versus paid is roughly equal, PPC ads are placed above organic and therefore guaranteed to be seen by all. Even though not every clicks on paid ads, those who do are less likely to scroll to view organic beneath. Without a PPC ad, this means you are automatically missing about half of all searchers.

Which is better?

The most effective strategy incorporates both, but budget constraints can certainly exclude the possibility to utilize both. Many factors play a role in determining which to choose when using only one tactic. “Near me” searches definitely benefit from SEO versus PPC. In most cases, however, PPC is the preferred tactic of the two. It’s more controllable and offers the biggest potential reach. We can help you decide which tactic or tactics is best for your situation.

What about bidding against national competitors?

Local advertisers don’t need big budgets to compete with national competitors. In most cases, national companies bid on broader geography without preference to local. Their ads will land where it’s most cost-effective, whereas local campaigns are specifically targeting local searches and will pre-empt those geographically broad ads.

Search Engine Marketing effectiveness isn’t exclusive to SEO and PPC

It is important to note that the effectiveness of a search engine marketing campaign isn’t exclusive to SEO and PPC. Consumers still need to be stimulated to conduct a search, and when they do, 70% of consumers click on brands they recognize. For both reasons, top-funnel branded campaigns are just as important in search engine lead generation as SEO and PPC. We can help you craft a multi-product marketing solution customized for your needs and budget.