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Currently Browsing Internet Advertising

Creating a 180-day “All visitors” AdWords remarketing list

AdWords’ default “All visitors” remarketing list has an unmodifiable 30-day look-back window or “membership duration.” Sometimes you want something longer (or shorter). In particular, you may want to save AdWords budget by excluding people from seeing an ad after they’ve clicked on one. (Note that there’s an upper limit of 180 days for search, 540 […]

Using AdWords remarketing lists to exclude prior ad clickers

Why pay twice for the same visitor? You can save money in AdWords by excluding ad impressions for people who have already clicked on an ad. This may be appropriate if you feel that the first click generates enough awareness that subsequent visits would occur through natural results. For example, one of our clients is […]

Google Analytics Tag Validator

We have recently developed a new tool, our¬†Google Analytics Tag Validator, to help diagnose issues constructing URLs for advertising and tracking. If you’re tagging landing page URLs for AdWords, adCenter, Facebook advertising, and so on, this tool will help make sure that your composite URLs are properly constructed. Among other things, it alerts you if […]

Conversion rate vs. ad position in Google AdWords

While it’s obvious that ad position effects cost, does it effect conversion rate? For example, does the top position AdWords ad get a higher percentage of clicks turning into conversions than an ad further down the page? Google has conducted studies and developed numerical models that indicate that if such a relationship exists, it is […]

Beware adsenseformobileapps.com clicks in AdWords

A sudden increase in spending in a client’s Google Display Network prompted some head scratching. Our clicks jumped, but our conversions didn’t budge. After some sleuthing, we isolated the source of the new clicks to be a single domain, adsenseformobileapps.com. This domain isn’t real; its a designation for ads embedded within mobile apps for iPhone […]

Goodbye Yahoo Publisher Network

According to TechCrunch, the Yahoo Publisher Network is being shut down. Participants are being directed to Chitika as an alternative. Yahoo Publisher Network can be thought of as Yahoo’s version of Google AdSense, a program that allows website owners to easily display and gain revenue from ads. This change primarily affects publishers of ads, not […]

CTR explained

A long time ago, we wrote briefly about how higher Click-Through-Rate (CTR) values aren’t always desirable, and our clients often ask how to best interpret the significance of CTR. CTR is literally defined as the percentage of people who viewed an ad that clicked on it.¬† For example, if an ad is shown 100 times […]

Microsoft and Yahoo! alliance gets regulatory approval

Microsoft and Yahoo! have received regulatory approval for their “search alliance” in which Microsoft will provide search and advertising on Yahoo’s websites. Details are being revealed at http://advertising.microsoft.com/search-alliance/home. Advertisers do not need to take any actions right now, as the integration is not likely to take place before late in 2010, and we assume that […]

Why and how to tag links

When you create online advertising of any kind, it is possible to “tag” the ads in a way that website analytics software like Google Analytics and WebTrends can provide additional information about these traffic sources. For example, tagging can make it possible to tell exactly which ad among several provides the most online purchases or […]

DoubleClick Ad Exchange expands Google’s content network

Google has just announced DoubleClick Ad Exchange and provided more details for advertisers in the AdWords Blog. For advertisers, this means more sites will be available through the content network, many of them large, marquee brands that were previously difficult to reach for many small advertisers. Ad space purchased through the DoubleClick Ad Exchange will […]