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The road to PPC success

ADOTAS - Doing PPC the right way requires an intricate blend of knowledge and skill. Success will depend largely on developing and perfecting your methods through testing and hands-on experience with the different elements of a PPC campaign. So before you put on your PPC gloves and jump into the...
Not all behavioral targeting is created equally.  Many networks and publishers are touting behavioral in their marketing materials and the sad truth is, most of them have little experience with true behavioral and are simply remarketing to people who have arrived on the marketer’s Web site or previously clicked...

Buying vs. Earning Fans

ADOTAS - Is it better to buy or earn fans? The answer to that question seems simple. Earning fans by creating compelling content – be it an ad, a Facebook contest, or even sponsored editorial – is obviously far better for a brand than buying them in bulk. Right? Startups...
For a $2500 admission fee, you'd think that attendees at the recent Economist Media Convergence Conference would arrive prepared with something more innovative than ogling Google, fondling MySpace, and bragging about how much they're spending online and how. It should come as no surprise to anyone familiar with...
ADOTAS EXCLUSIVE -- Consumers like behavioral targeting. No, consumers love behavioral targeting. Despite what you may be thinking, I am not delusional nor am I in denial about the facts surrounding consumer preferences and online advertising. I am simply reacting to how consumers prefer to be treated by businesses with...
ADOTAS - Today through social media it is possible for businesses to connect with hundreds of millions of customers and prospects around the world. Many businesses have already launched Facebook sites and Twitter accounts, and are actively engaging with their fans and followers. However, the majority of online marketers...
ADOTAS - As Goodway Group rolled out our online GRP (gross rating point) tool, the first nine out of 10 questions we received centered around understanding what the right level of GRPs actually is for online. As with almost everything else related to online, rather than citing theory, there...
As the Web plays an ever more central role in shopping, more data than ever is available to help merchants deliver the relevant experiences that spur sales and foster brand loyalty. Analyzing and giving shape to that data – and turning it into actionable results – is the crucial...
ADOTAS - There is nothing abstract about the concept of Agency 3.0. It’s all about strategy and performance required for an advertising agency to be competitive and productive while staying cost-effective in the rapidly changing digital environment. Its purpose is to respond to the opportunities created by the rise of...

Semantics Go Mainstream

ADOTAS - Many of the world’s leading online players are struggling with ad-funded business models. Social networks are still suffering from low ad yields, while paid content is dominating internal newspaper discussions following recent pay wall announcements by The New York Times and Le Figaro. The issue here is relevance....