Tag Archives: Google

3 Campaigns That Brilliantly Took Advantage Of Comparative Advertising

Comparative Advertising


Understanding who your competition is important, but knowing what they are doing to gain your potential customers is vital for every business.  Keeping a pulse on your competition’s marketing helps to give your brand all kinds of advantages. Information that helps them to improve how they reach more customers will most likely help you as well.  You can also use your competition’s shortcomings to your advantage in comparative advertising.

Here are 3 brands that took advantage of their competition using comparative advertising… Continue reading


Link Building And SEM In The Penguin Era

Google penguin

In the past few years, Google has shown a rather interesting pattern – one that involves damaging websites that build themselves on the wrong SEO and SEM tactics. The other incredibly popular pattern is their particular affinity for black and white animals. After its first algorithm update, back in 2011, Google Panda was joined by the Penguin. And with either development, the result was rather clear – the Internet noticed a certain ranking shake-down. Internet marketers that focused on gray/black-hat tactics had the most to lose, and the rest simply suffered due to their low quality content.

Nowadays, we’re witnessing a second update to the Google Penguin algorithm so what does that mean in terms of Link Building and SEM?

First off, Penguin is Panda’s more aggressive brother. Consider someone that is detail-oriented that can smash most ratings to the ground. But what are Internet marketers to do in this new era? Well, the focus has been shifted to non-static content.  One of the best ways to create a non-static environment is to add a blog to your site.  Posting at least once a week will create that fresh content click.

So what should you write about? You cannot expect bad content to work out, after all, with the Penguin and Panda you’ll see failure sooner than you think. Neither will hyperlinked content. This is where SEM becomes relevant – starting a larger, broader search engine marketing strategy – one that preferably does not focus solely on keywords will work. The first rule of the thumb will be to only post quality content or things you would want to read about.  The second is taking care of the linking procedure – a certain diversity between links is desired. Backlinking to your own website that go on forever will end up doing more damage than good.

Continue reading


Free Webinar: 5 Steps To Profit With The Google Display Network

Webinar Google Display Network

Join us on Thursday, May 9 (1 PM — 2 PM EST) for a live webinar and Q&A session with Phil Frost, Managing Partner at Main Street ROI and our VP Business Development, David Kelly.

Google Display Network

Here’s What This Free Webinar Will Do For You:

  1. If you’re just getting started, you’ll learn why the GDN is one of the BEST places to advertise online.
  2. You’ll learn about the costly mistakes that cause most advertisers to LOSE money, as well as the #1 difference between successful and unsuccessful GDN advertisers.
  3. Whether you’re already advertising or just getting started, you’ll get step-by-step advice for profiting with Google Display Network advertising.

Hope to see you all there!



Googled Out, Now What? Advertising Beyond Adwords…

Googled Out


When it comes to advertising online, are you part of the vast majority of small businesses only using Google AdWords?  Perhaps you are unsure of what else is out there?  You don’t have time to research or you are simply overwhelmed with all the options?  Well, when it comes to media buying there are really just two basic types:

1) Direct Buy  – which is buying ad space directly from a website.  For example, buying a banner from Food.com or a Blog.

Pros: You can directly tap into high volumes of traffic, cut out the middle person like an ad network, build relationships with direct websites for future buys and lock inventory to create barriers to entry for your competition.

Cons: It is very time consuming to research and find these sites, you will need to manage the relationship with each site, you will also need to pay a third party ad server (such as AdShuffle.com or  Zedo.com) to deliver these ads and scaling is a harder and more manual process overall.

2) Network or Agency Buy – buying ad space through a third  party network or agency such as Google Adwords, MSN Bing Ads, AOL Sponsored Listings, Pulse360, Tribal Fusion, Blue Lithium, Rubicon Project, 247 Real Media and many more.

Pros: It is fast to setup and you can test many sites, a rep will work with you to optimize your media buy and you can scale, swap out ads and content quickly.

Cons: There is more risk since it requires higher $ minimums to start buying, you are reliant on your rep doing a good job for you, there are varying levels of transparency and you don’t necessarily know where your ads are showing up.

Have we lost you yet?

Before you set your googly eyes on another expensive keyword, know that there are plenty of other options and WhatRunsWhere.com is here to help you make sense of it all.  Our tools can quickly and easily extract relevant data from over 40 ad networks and thousands of sites (INCLUDING Google) so that you can expand your advertising reach and find new traffic sources to advertise on.

What if you are in a highly competitive niche?  We can spy on your competition by showing you what types of ads they are running, how long they’ve been running and where they are running.  Yes, that is lots of running but we promise you won’t break a sweat!

So no matter where you are at with your media buying, we are here to help you advertise smarter!  Check us out… our 7 day trial offer is only $1 and gets you access to our display features.

Image credit: The Big Orange Slide with the permission of Grip Limited, Mike Koe (author) and Nancy Ng (illustrator).


AdWords Enhanced Campaigns Is Here! What Does This Mean For Advertisers?

Google Enhanced Campaigns

Just when we think we’re getting the hang of things in search, Google shakes it up all again! In their latest announcement of “enhanced campaigns”, marketers can now reach consumers with more relevant ads regardless of what device they are using.

Sounds like a good move towards seamlessly converging mobile and desktop devices, saving time and making things easier right? Well it’s never just that simple with Google. So what does this big news really mean for Media Buyers and how can we help?

The basics: how it works?

According to Google, “enhanced campaigns help you reach people with the right ads, based on their context like location, time of day and device type, across all devices without having to set up and manage several separate campaigns.”

Let’s use a Pizza Restaurant to demonstrate how this work. Just before noon, you want to catch the office crowd that is searching for “pizza” and show your ad on their desktop with a link to your menu. Then again around 5:00pm when most people leave work, you may want to show a different ad to someone searching “pizza”, and include a click-to-call phone number so they can order straight from their smartphone on their way home.

Adwords Enhanced Campaigns

This basically means that regardless of the time of day, keyword intent or whether your audience is toggling between a laptop, tablet or smartphone, you won’t miss the opportunity to reach them with the right ad.

The benefits:

It’s like killing two birds with one smartphone! We know mobile is hot right now but many businesses still haven’t optimized their advertising (or websites) for mobile devices. With enhanced campaigns, marketers (even the noobs) can easily setup mobile ads, manage, pull reports and compare multiple campaigns across all devices at the same time.

Secondly, Google is getting better at localization. By knowing whether a search is done at home, in the office or elsewhere, you can serve ads based on the proximity of where a user is relative to your business. This “mobile preferred” feature is great if you are sending out location specific offers or limited time promotions.

The drawbacks:

Previously you could chose whether you want to create a desktop OR mobile campaign but now there is no option to create a mobile-only campaign. Hmmmm sounds like Google thinks it knows what’s best for marketers! Meanwhile, agencies, affiliate marketers and other more savvy advertisers can expect to experience some frustrations with these new changes.

Controlling bids and budgets are also not as transparent and some of the granular options for the more sophisticated advertisers will be sacrificed.

How can we enhance your experience with Adwords enhanced campaigns?

Between now and the full upgrade of all campaigns in mid-2013, advertisers can experiment with different types of ads by device. More than ever it’s important to track the performance of mobile vs. desktop ads.

With our WhatRunsWhere mobile tool (currently in beta), you can get access to real-time intel on what your competition is doing by device (iPad, iPhone and Android), by networks and across 9 countries.

Also, just like with our Display Intel tool, you can search through text ads, landing pages and the most popular banner sizes. Notice how the ads may change depending on the device and get new ideas on ways to customize the copy/creative to each device.

Like it or not, enhanced campaigns is here! Get ahead of the game and try us out for just $1.

What are your thoughts on this? Do you believe enhanced campaigns will boost your business’ success in a world of constant connectivity?