Targeting is the “Only Way” to Advertise
Is mass media a farce? Maybe. Or is there another way to get the right people to do what we hope them to do?
Is Traditional Media Dead? Insights on TV, Radio, & Digital Marketing
Are TV, radio, and billboards still worth the investment?
Are You Paying for Too Much for the Wrong Keywords?
Cheaper branded keywords not only have higher clicks and conversions, they also have higher average tickets.
Can You Afford to Use Mass Media? Can You Afford Not To?
Here’s how to tell, and where you'll find the tipping point in most markets.
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.
How Audiences & Influencers Drive Your Online Success (Without Breaking the Bank)
Micro-influencers (10k-50k followers) can be surprisingly effective and affordable.
Why you should shield your ads from pesky bots
They're nearly 40% of all internet traffic and giants like Google, Microsoft, FaceBook, and LinkedIn benefit from bots clicking on your ads.
Divide Your Marketing Budget Into Air, Land, and Sea
Air is the airwaves (radio and TV). Land is outdoor, print, etc. Sea is online, where surfing happens.
Showing Up — And Why Your Ads Might Not Be
Emotional Campaigns outperform Rational Campaigns by 5X. And campaigns that create fame are even more effective.
From Search to Sales: A No-Nonsense Guide to Mastering Google Ads
Your click rate for branded terms (like your business name) should be 15-30%. For generic services, aim for 2-4%.
Effective Marketing on a Budget
The common shotgun style approach may actually hurt your business growth if you are working on a limited budget.
Why 60 Is The New 30
Recent studies show that ads aimed at creating implicit associative beliefs work better in longer formats.
The 3 Most Important Advertising Charts You’ll Ever Lay Eyes On
Chart 3: Why small companies and large companies require opposite media strategies.
Branded vs. Unbranded Keywords (A Case Study of a Real Company)
If we didn’t track them separately, we wouldn’t see unbranded keywords were losing us money.
Advertising in Hard Times: 3 Quick, Easy, and Essential Lessons
If you continue to invest in long-term brand building through an economic downturn, you will overtake your competition.