As the biggest advertising platform in the world, Google offers a wealth of products and inventory for advertisers to reach their target audience on. These include running ads via search, display, shopping, video (YouTube), and much more. One of the most popular...
What’s an Ad Server and Do I Need One? As we continue to work towards a more privacy-focused and cookieless future, Scale will determine the appropriate tech mix for our clients. As we diversify our portfolio and understand that attribution will soon be limited, the...
Americans are bombarded by thousands of ads a day. It's impossible to pay attention to everything. The phenomenon of advertising fatigue has become a significant hurdle for marketers. This over-saturation leads to consumers overlooking even the most well-crafted and...
What is TikTok and its impact: In simple terms, TikTok is an app that allows users to create and share videos, majority of which are based around songs or popular voice recordings (i.e Voice overs from a popular TV show.) From comedy to dance trends, how-to videos to...
Utilizing a Competitive Bidding Strategy Paid search competitive bidding is when a brand directly bids on a competitor’s brand name as keywords. If you can successfully show up on competitor’s search terms, this offers a great opportunity to gain visibility for your...
Google offers multiple creative tools that give marketers the ability to dynamically edit their ad copy. Among other benefits, these tools increase the personalization and relevance of your brand to a searcher. One of these is dynamic location insertion (DLI), a...
Paid search managers are constantly looking to improve their advertising campaigns. Unfortunately, important data gets buried within the Google Ads interface, making it easy to miss. Awareness of paid search campaign segmentation tactics will help you access this...
The cookieless future is right around the corner and our partnership with Verizon puts us at the forefront of testing cookieless approaches at scale with their ConnectID solution. ID or Device graphs, while not new to the industry, are becoming imperative for tech...
Like it or not, email marketing is a powerful tool that allows you to directly connect with your past customers and contacts as well as potential leads who have been predetermined to have an interest in your services. This marketing tactic should be a mainstay of...
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