Display Advertising that Works:  Improving Your IP Targeting with UTM Codes

Display Advertising that Works: Improving Your IP Targeting with UTM Codes

Attribution. It’s the holy grail of online marketing, isn’t it? Every online marketing executive works overtime to know how many clicks it takes for that customer to get from your display advertising—whether that be in an email newsletter, in a website banner ad, an online newspaper ad, or a direct mail landing page--to a purchase conversion. Getting that kind of data may seem impossible, especially if your customers make more than one trip around the...

What is Dayparting?

  Dayparting is the process of breaking down a given day into targeting time slots. It requires finding what time of day is best suited to advertise to your clients using a combination of demography and audience analytics. Dayparting has been around a long time and is used extensively in radio and television advertising campaigns to help segment the proper audience. A number of online ad networks including Facebook and Google allow you to daypart...

Look-Alike Models

Look-alike models are a common tool used by advertisers to generate targetable prospects.  Generally, look-alike models use segments from smaller audiences to help build larger audiences, which in turn provides the advertiser with added audience reach. Most online advertising platforms like Google and Facebook allow advertisers to develop models using online behavior.  For example on Facebook advertisers can model an audience that looks like their current fans.  The modeling variables can include obvious traits like...

How much of your traffic is real?

A recently released by cloud-based security firm Incapsula, found that 61.5 percent of all website traffic now comes from bots or non-human visitors. It’s no secret that bot traffic has exploded in the last several years, but it’s unusual to see a 3rd party quantify the numbers. Keep in mind that about ½ of this traffic comes from what Incapsula classifies as good bots, most commonly search engine indexing from companies like Google and Microsoft....