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Showing posts from May 24, 2019
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The middle ground for single keyword ad groups (SKAGs)

Aside from perhaps the most unfortunate acronym in the industry, do single keyword ad groups (SKAGs) have a role in modern paid search?For many years, single keyword ad groups were the hallmark of good PPC strategy. And aside from a slight feeling of unease when saying the word, SKAGs appeared to offer much.In simple words, this was the practice of placing single keywords in an ad group, instead of a small group of closely themed keywords. This provided the advertiser with increased control, the ad copy could contain the exact keyword, maximizing relevance and the quality score. Match types and negative keywords could be used to ensure queries were matched to your keyword exactly, providing precise control over visibility. And finally, you could easily understand the true performance of an individual keyword.Complexity at scaleArguably, however, the benefits of this approach were incremental when implemented in an otherwise well organized and maintained PPC account structure. In fact,…

Is GDPR working? Brave’s Johnny Ryan says it’s starting to, and marketers must heed the risks

Tomorrow is the one year anniversary of the EU’s General Data Protection Regulation (GDPR). The landmark law created a unified, pan-European approach to privacy and data regulation. It was designed to protect EU citizens against non-consensual data collection by global tech companies and give individuals more control over their personal data. It also carries potentially severe penalties for violators.Since being implemented last May, GDPR has impacted privacy debates around the world. It has also been an influence on California’s forthcoming CCPA, set to take effect next January. But has GDPR accomplished what it set out to do; is it working?For perspective, we asked Johnny Ryan, chief policy and industry relations officer at Brave Software. A long-time privacy advocate and vocal critic of industry data-collection practices, he was substantially responsible for the recently announced Irish investigation into potentially improper exposure of personal data in Google’s programmatic platf…

Learn how to target adjacent markets with smart risk-taking

Two running enthusiasts founded Nike in 1971 and created the first pair of Nike shoes using a waffle iron. Nike has come a long way since then – between the design of the signature swoosh, creation of the slogan “Just Do It” and endorsement from legends including Michael Jordan, the company has risen to a dynasty. One factor particularly contributed to Nike’s success: their repeated movement into new fitness markets in a specific, scalable way. Through targeting adjacent markets, Nike expanded its reach into new sports (mountaineering, for example) and sets of customers (like young athletes).Just like Nike, many of the world’s largest companies, especially software companies, can accelerate their success through expansion into adjacent markets – but it’s a feat that requires a high degree of intelligent risk-taking. With research illustrating only three percent of software startups grow into companies boasting an annual revenue of at least one billion, it’s clear many struggle to make…