Taming The A.P.E. (Advertising Performance Equation)
Any business can plot four key variables into a series of algebraic formulas to predict their marketing results.
They're nearly 40% of all internet traffic and giants like Google, Microsoft, FaceBook, and LinkedIn benefit from bots clicking on your ads.
When primary goals aren’t aligned, how can there be trust?
There is only one way to grow when the market starts tanking: grab more market share. And to do that, you need to boost your Share of Mind.
Chart 3: Why small companies and large companies require opposite media strategies.
If you continue to invest in long-term brand building through an economic downturn, you will overtake your competition.
A great media buyer can make a smaller budget bark like a bigger one, but you still need to spend according to growth goals.
Stalled growth is an outcome of a growing dependence of home service contractors on digital media. They’ve bought into the “wasted circulation” concept.
If the epic failure, Groupon, taught us anything, it was that there is no value in attracting a bunch of cheap customers.
A pure lead gen focus leaves you a slave to natural demand cycles, and Google advertising auction prices, which is neither consistent nor affordable.
When almost no one is in the market for what you sell — i.e., when it’s slow season — then almost no one is searching on relevant keywords.