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Should you advertise on multiple platforms or stick with just one ? Everyone likes the idea of their brand showing up in more places, the question is whether you actually get better performance dividing up your budget to do so. Most of our clients at IBA use multiple platforms because addressing all parts of their marketing funnel has many moving parts, and a diversified approach is useful. However, in some cases there are reasons to keep it simple and focus on one thing. We

One of the main advantages of digital advertising is that you essentially choose how much you’d like to spend, and you’re able to start and stop as you please with no commitment. While that flexibility is great, it’s also a double-edged sword because the expectation can seep in that you’ll always get big results with a small budget. Yes it’s possible to go viral with a good ad on social media or land a big sale with just one well-placed search ad, but luck is not the same as

Edmonton is an amazing yet misunderstood city. People in other parts of the world usually base their conception of our home on stereotypes that are only partially true at best (it’s only minus 30 a couple weeks of the year, not for 6 straight months, come on people). We at IBA have clients in different parts of the world, and our ability to listen to their stories, align with their goals, and deliver results is not dependent on living in the same city as them. However, unders

Logging into any ad platform lately means getting bombarded with popups and notifications. You get used to it, and dismiss them without thinking, like Neo in The Matrix . One of the usual offenders is automated recommendations . Designed to look helpful, they point out opportunities to enable unused features, usually with the goal of taking up cheaper ad space, yielding targeting/creative control, or simply spending more money. They insist these are not recommended frivolousl

Shopping campaigns are a go-to in Google Ads for ecommerce. Some e-comm advertisers actually use that campaign type exclusively; if the...

Does it ever seem like businesses are desperate to collect your information? Not long ago, the latest and greatest convenience for...

The most frustrating part of running lead generation or click-to-message ad campaigns: The amount of people who make contact with the...

One of the most common questions anyone who runs Search campaigns (such as those on Google Ads ) will receive is: “Why didn’t we see our...

So you want to start advertising online? It’s time to get in front of more people and drive measurable results - that’s exciting! But are...

Automatic is a great concept when things run perfectly and life is made easier. But when something that is supposed to be hands-off...