Join or Die: Digital Advertising in the Age of Automation

Contextual targeting is what traditional advertising was built upon, but obviously, it has its flaws.

At this point in the game, your competitors have the same basic knowledge as you do.

While five cents might be mathematically correct, it is rarely actually the correct bid for any individual auction. It’s just an average. Your customers are not statistics.

The algorithm’s goal is never to become perfect; that’s impossible. Its goal is to reduce the gap between expected outcome and actual outcome.

Many websites are set up in a way that leads to a higher conversion rate on desktop. Therefore, advertisers are willing to pay more for desktop traffic, thus increasing the market rate for that click.

There are times when we believe that Google’s recommended best practices would be more effective for a given campaign in the long term, but short-term goals or other events might force us to stray from those recommendations.

all advertising falls into one of two buckets—Prospecting or Retargeting.

A client will leave if they feel that the value your agency provides has declined over time. Campaign performance might be strong—phenomenal even—but if your perceived value has declined, the client will choose to terminate the relationship in search of a more proactive agency, or decide to bring the efforts in-house.

The client admitted that they stuck around because the agency celebrated improvements in Quality Score and decreases in cost per click. So the client, wrongfully, assumed that actual revenue growth would soon follow.