Google has been pushing smart bidding for a long time now, using everything from prompts in the ads manager interface, to employing call centers that contact advertisers and strongly advise them to adopt it wherever possible. They always sound confident in this being the right move, warning that you could be missing out on better performance from your campaigns. As if we didn’t have enough FOMO in our lives… It’s worth clarifying the difference between “automated” and “smar

We all know what a click is, and anyone who has talked about marketing for more than five minutes understands customer acquisition cost. Within the interface of any digital advertising platform, however, there are literally dozens of metrics available to sift through; some seemingly redundant and some hyper-specific. Depending on a given person’s comfort level, they may stick to the default metrics and never venture beyond them for fear of overcomplicating reports and confus

Choosing an agency is about compatibility . Not only do you have to determine if they have expertise in the right areas to help you,...

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

We talked about when to expect results from advertising in another blog post , which is one of the most frequently asked questions anyone...

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...