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Why Multi-Channel Automation Is More Important Than Multi-Channel Attribution

Multi-channel optimization is both great and limiting. For instance, if you optimize your paid search, display, and paid social, you’ll see results. Especially if you hire an expert team of…

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Dynamic Search Term Insertion: Expectations vs Reality

Dynamic Search Term Insertion (DSTI) is an automated feature of the Finch platform. Not to be confused with Dynamic Keyword Insertion: a Google Ads feature that updates ad text. What…

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Single Keyword Ad Groups Should Be the Focus of Your Paid Media Strategy

Single Keyword Ad Groups (or SKAGs, as well call them) offer that level of insight. SKAGs give marketers the ability to adjust campaign structure at the keyword level. This leads…

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Automation: The Key to Paid Media Success

When we met in person to review her company’s paid media program, the problem was clear: They were using a low-tech strategy to compete in a high-tech market. The digital…

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Technology Is About To Fix The Broken Paid Search Industry For Advertisers

This problem exists because it is a very complex industry that requires people with specific industry knowledge and solid technology.  There are also very low barriers to entry; anyone can…

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The Benefit of Single Keyword/PLA Ad Groups

The ad group level provides the most accurate and granular way of isolating variables such as match type, PLAs, and bid modifiers: device, audience, location, etc.  When combining all these…

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The Strategic Game of Attribution Modeling

My first question was, “What went wrong?” She responded, “I don’t know!” So I asked for access to her AdWords account to help assess the situation. As you know, there…

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Using Programmatic to Influence Quality Score

In principle the objective is to profile the person the ad is targeted for and use that information to increase efficiency from the advertising spend.  In this blog I will…

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The Programmatic Advertising Revolution

By now, you’ve heard the term “Programmatic Advertising,” but what does it really mean? According to study done by Google the market describes it most frequently as: Google defines programmatic advertising as:  …

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The Programmatic Advertising Revolution

According to study done by Google the market describes it most frequently as: Google defines programmatic advertising as:   “The practice of using technology and audience insights to automatically buy…

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