Six major differences between Facebook awareness and conversion campaigns
Facebook conversion campaigns have some fundamental differences from Facebook awareness campaigns, in terms of goals, KPIs, ad types, ad messages, and landing page activities.
How to master Facebook advertising and targeting
Facebook advertising is becoming very useful, especially when you explore its potential and all its targeting options.
Facebook’s Lookalike Audiences for ecommerce: segment before you build
One of the most efficient types of targeting in Facebook (second to retargeting, of course) is lookalike audience targeting.
If Online Ad Targeting Works, Does More Targeting Work Better?
A former colleague at Forrester Research recently published a study that described his view of the future of online marketing. The study is available to Forrester clients only, but the crux of the argument is laid out in a blog post: Why Google – Not Facebook – Will Build The Database…
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At The Digital Crossroads: Shifting To Audience-Centric Marketing
In the first half of 2013, search advertising represented 43% of all digital ad revenue. The primary reason paid search remains so successful is that it creates a direct link between users and their intent. For marketers, the ability to deliver an ad p…
Targeting: AdWords Vs. Google Display Network Vs. Programmatic Display
Search engine marketing’s meteoric rise over the last decade is due, in large part, to the superiority of query-level targeting as compared to other online advertising channels. The targeting edge that SEM once held, however, may be slipping. Indeed, for many advertisers and many verticals, SEM may…
Please visit Search Engine Land for the full article.