How Call Tracking Can Improve Your Google Ads Campaigns

Over the years, Google Ads has offered several conversion tracking options to complement the array of its advertisers’ business objectives. Some of the most common conversions to track include website purchases, newsletter signups, and button clicks. One conversion type, often overlooked, but imperative to incorporate into a Google Ads strategy is call tracking. Call tracking … Continue reading How Call Tracking Can Improve Your Google Ads Campaigns

Targeting Demos or Audiences?

Media planning and buying continue to evolve as more and more data and measurability becomes available. Historically, media has been purchased and posted against targeted demographics. Now, media is focusing more on buying target audiences and measuring in real time based on attribution. The digital media evolution has not only changed the way media is … Continue reading Targeting Demos or Audiences?

Turtledove – Google’s Answer to Retargeting in a Cookieless World

Retargeting, an online advertising tactic, is based on showing ads to users who have previously interacted with an advertiser website or have left the website without taking a specified action. The advertiser can then serve ads to a specific user based on their prior behavior, which is one of the primary privacy concerns among users … Continue reading Turtledove – Google’s Answer to Retargeting in a Cookieless World

Data Visualization

Running effective media is critical, but telling the performance story to clients and internal stakeholders can be a minefield. Choosing the best platform to aggregate and report on data and create efficient, scalable, and beautiful reports is one way to make a marketer’s job easier. The analytics team at Marcus Thomas chooses a reporting platform … Continue reading Data Visualization

Google to Sunset Broad Match Modified Keywords; Changes How Phrase Match Operates

If there’s one thing marketers have come to learn in recent years, it’s that the machines are here to take over the world. OK, so that’s probably not true at all (…?), but we are seeing the continued adoption and evolution of machine learning to allow for more targeted and scalable ways for businesses to … Continue reading Google to Sunset Broad Match Modified Keywords; Changes How Phrase Match Operates

Google Says Their Third-Party Cookie Alternative Will Be Open for Testing in Q2 2021

On January 25, 2021, Google announced that advertisers will be able to start testing their alternative to the third-party cookie, named “Federated Learning of Cohorts,” or FLoC for short. With FLoC, users’ private information (like web history) remains anonymous, by grouping people together based on similar interests into their respective cohorts. These cohorts would then … Continue reading Google Says Their Third-Party Cookie Alternative Will Be Open for Testing in Q2 2021

What We Can Expect from Super Bowl Advertising In 2021

With less than three weeks until kickoff, CBS has yet to announce a sellout of the traditionally highly coveted Super Bowl ad spots. Due to the coronavirus pandemic, advertising in the 2021 Big Game has brought uncertainty and difficulty to many advertisers. Typically, dozens of companies would jump at the opportunity to show their best … Continue reading What We Can Expect from Super Bowl Advertising In 2021