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Measure what is specifically important to you Don’t rely on benchmarks or meta studies that lump together the effects of hundreds of advertisers. Basically what Byron Sharp, Les Binet, Shapiro are all doing. Build your own measuring instruments so that you actually measure what is relevant in your specific market […]

That is different in the US with addressable TV : selection effects are therefore assumed to be greater than in the Netherlands. Anyway, many TV campaigns do not aim to generate extra sales directly. That is indeed a piece of ‘magic’ in which we assume that people develop a preference […]

Customer after customer uses the coupons he handed out. The other two don’t get it: how? After some insistence, he explains his trick. “I’m in the foyer of the pizzeria.” Everyone understands that that teenager is not a marketing genius. A pizzeria doesn’t attract more customers by handing out discount […]

Hitler is German and German is solid, the market research had shown. This does not only happen in Taiwan, by the way. Hitler wine On our return trip after a holiday in Italy, we stopped to refuel just before the border with Austria. I walked into the gas station with […]

This is not the case in the display network. Nothing is more annoying than assuming that you have everything well boarded up, only to find out that Google is casually expanding your target groups and making changes to your account itself. Let’s just keep a close eye on those settings, […]

That way you prevent your ads from barely showing because the machine doesn’t know what to do with the data shortage. 2. Automatically apply changes to account settings There is a new option in the account settings of your Google Ads account. This sneaky checkmark is checked by default, but […]

Do you show people or products? Are you going for an action-oriented and informative message? Or at least transformational: the Christmas feeling and lifestyle. Collect the creative learnings from previous years. What did or did not ensure a high action ratio at the time? Do you not have those learnings […]

This results in Facebook prioritizing your ad among users who have a high-estimated view rate. Also read: The targeting options of Facebook, LinkedIn, Google Ads & Snapchat So not so much with users who would visit your website. In this case, it is more effective to select a campaign objective […]

Step 9. Import the Custom Excel into Facebook Ads After you have adjusted all rows, you can import the Excel file again. Facebook will automatically see which fields you have modified and implement them. Did you make a mistake somewhere? Then Facebook will give a notification. In the image below […]

Make copies of the basic ad set At this point, we’re going to use the base ad set for all other locations. Suppose you have 200 branches. Then make a copy of the existing ad set 199 times. Screenshot of how to copy an ad. Step 6. Export Facebook Ads […]

I regularly work with clients who have many branches. Setting up and managing these online marketing campaigns presents completely different challenges. Because how are you going to ensure that 200 branches get their own mini-campaign within Facebook Ads? Also, targeting their own geographic area? And you arrive at the right […]

But LinkedIn stands out because you can target on: Employees of a particular company People with a certain function Job groups and skills Look-a-likes from your selected target group This last option is similar to Facebook’s ability to extend your targeting. Again, you must monitor this function closely. Furthermore, it […]

Win win! Which techniques apply to you and how are you going to let SEO and SEA reinforce each other? Good luck!When you use social media or Google Ads to promote your business, the choice of your target audience is essential. With the wrong target group, every dollar you spend […]

To optimize the quality score and to find out the Google algorithm, we again use responsive search ad. If you set up an RSA and add up to 15 headlines and 4 descriptions, you’ll quickly notice that the number of impressions per headline or description varies a lot. The better […]

Another perfect way to leverage the synergy between SEO and SEA. Within SEO, it is more difficult to set up tests, because you have to deal with multiple external factors. You can set up such a test quite easily within SEA.  Did it say ‘high expected CTR’? Yes, of course! […]

To avoid the dangers I just mentioned, always use the following seven rules for your broad match campaign. 1. Top 3 Highest Performing Keywords Create a broad campaign based on your top three top-performing keywords. Start with these three keywords first and create a separate ad group for each broad […]

This is possible with a Dynamic Search campaign (DSA). With this type of campaign, when setting up the campaign, no keywords are targeted, but pages of the website. This can be done with a feed or with URL filters. Google crawls the website and matches keywords on the page with […]

You use affinity target groups to increase brand awareness by approaching new customers. You use in-market audiences to reach people who are expected to generate a conversion soon. RLSA audiences allow you to show ads with specific products or categories to people who have already visited your website. And in […]

It is smart to set bid adjustments per region in the demographic targeting options, in order to receive local searchers even faster on the website or in the store. Errand For this purpose, video advertisements are also used that show the full experience of the store. In this way, the […]

This remarketing tag lets Google Ads know that the website visitor can be added to the list. For which target group can you use RLSA? All visitors who have visited the website and viewed the running shoes page will be added to a remarketing list. For this remarketing list it […]

‘In-market’ fits in nicely with this. With this function you can build target groups of users who, more than average, have the intention to purchase products or services that you offer. This group is therefore literally ‘in the market’. The purchase intent is high, which increases the chance that people […]

The affinity audiences reach across multiple channels, such as Google Display, Google Video, Gmail, and various apps. Screenshot of custom affinity audiences. How do you deploy affinity audiences? Back to the example. Rotterdam SportStore wants to get more people to the store. This requires brand awareness to grow among potential […]

With price promotions you stimulate conversion. Advertisements improve the findability of your brand and products. Ads By advertising you improve the findability of your brand and products. You can use this to put your brand or your product at the top of the search results. There are three forms: sponsored […]

There are two types of targeting for Sponsored Product Ads: Automatic Targeting Manual Targeting Automatic Targeting With automatic targeting, Amazon determines which keywords and products you will be found on. For this, Amazon’s algorithm looks at the product information that is in your product listing. Campaigns with automatic targeting are […]

As of last week, there is a tool! It is now possible to advertise on Amazon.nl with Sponsored Product Ads. One of the best-known Amazon Advertising products. Before you grab your wallet and put your entire marketing budget into this, I would like to tell you what Sponsored Product Ads […]

Turn this into a narrative ad. These ads are often one to three paragraphs long, give you the chance to immediately bond with the customer, and also allow you to convince in a more subtle way. 4. Emphasize the added value of your product The call to action tells the […]

I see successful competitors working around me from ecosystems that are decentrally powered with cryptocurrencies on the blockchain. In this way, value addition does not stop after clocking out, but the added value works in several directions. If only we had actively created space to think about how we could […]