Author:Matt Mason

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Why Did They Google It in the First Place?

One of my favorite things to do lately is to ask people in the PPC world a deceptively simple question: “Why did they Google it in the first place?” I’ve been asking it all over — in one-on-one conversations with peers and in front of crowds (including during a presentation at the 2018 Hero Conference in Austin, Texas). The purpose of the question is to dig into what to do when you’re facing an overcrowded market and are having a hard time growing your search program, specifically your branded search.

WIN-FAIL social strategies

WIN/FAIL: Social Advertising Strategies That Work (Plus Some That Don’t)

Social advertising may feel as devoid of rules as the Wild West — and in a way that’s part of its appeal: the limited predictability, the need to constantly reinvent your approach, the “shoot first, gather metrics later” attitude that drives innovation. But even us thrill-seeking A/B testers need somewhere to start and a way to hedge our bets when devising a social strategy. As someone who spends most of my waking hours immersed in the world of social advertising, sometimes it feels like I’ve seen it all: the good, the bad, the ugly, and everything in-between. I’d like to share some insights about social advertising strategies that work (plus some that don’t) to help you make informed choices when crafting your own strategy.

The Wild West of Social Advertising: Separating False Promises from Real Opportunities

Every time I open up my Facebook app for personal browsing (because I can’t get enough of dog pictures, BuzzFeed articles, and watching the train wreck that is people arguing over politics), I get bombarded with the same advertisements. If you work in digital marketing, you probably do too – my feed sometimes feels littered with false promises that distract from the real opportunities presented by social advertising.

The Death of Facebook Advertising

Was that headline too dramatic? Probably, but it’s the conclusion you would have come to if you’ve read more than one write up about the Facebook announcement regarding the news feed from yesterday. If you’re unaware of what I’m referring to, this announcement came straight from Mark Zuckerberg himself via his public figure page:

Easy Paid Search Wins: Automated Bidding

A while back I stumbled upon this quote: “Working hard and working smart sometimes can be two different things” – Byron Dorgan. If you’re anything like me you, you like to over complicate things because surely the answer can’t be that easy. Fortunately, in the world of Paid Search, there are many tools and resources that help make our lives easier. That is assuming of course that we use them. One such tool being rules that allow for automated bidding.