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You need to win that first customer to get started. And the best place to start is to tell your audience about your paid content offering. Chances are you already have a few customers in your audience, you want to be flexible on price initially, to help build your portfolio of work. And then make sure you have an ‘advertise’ page on your website, so brands that have found you, know where to go to buy. You can also consider… Continue reading
When content is placed on other websites, this is referred to as paid content syndication. Sometimes this is automated, with platforms pushing the content to lots of websites. Sometimes if is manual. And others it can be dynamic, if a user on a website matches the targeting parameters, the content is served. Brands use this tactic to meet the customer where they are, rather than trying to catch them somewhere else. It is an effective marketing tactic. Continue reading
An important strategic question, is it better to pay to syndicate my content? Or should I create or have a partner create a unique piece of custom content. That of course depends on your objective and what you are trying to achieve. Paid content syndication helps when scale is needed for a consistent message across multiple platforms. This lets you syndicate your message out to a scale that is effective for you. Creating unique content is more bespoke for each… Continue reading
Content is placed on another website, that aims to cut through and reach customers, often it is created with a partner who already has an audience and a unique tone of voice. Brands then use this, to piggy back, and have a conversation with their audience. That’s how branded content works. Brands use branded content, because it helps them drive business results. They may need to reach a particular audience, or want to meet the customer where they are, or… Continue reading
Publishers signify branded content on their sites through disclosures. Most national advertising bodies require the disclosure of advertising. And generally the guidelines are that a ‘reasonable person’ can assess and understand if it is advertising. Wording you should look for, is paid content, branded content, custom content, partner content, paid for by – and accompanied by a brand. And usually their logo. It is not in the interest of the publisher nor the brand to hide the fact… Continue reading
The two concepts are intermingled. Ad fraud detection is specialist software, that analyzes users of a website or advertisement, to look for the signals that indicate fraudulent activity. Analytics, measures customers engagement and so in turn can also pick up the signs of fraudulent activity. However it is fair to say analytics is more of a general solution, and ad fraud detection is a specialist solution. There is also no harm in using analytics and ad fraud software, to… Continue reading
Measuring, tracking and analysis of customers taking conversion actions is often referred to as conversion analytics. This enables you to go deeper and see where, how and why customers are converting. And then to go deeper, to find areas of improvement. Additional conversion metrics you may evaluate: Conversion by traffic source, and conversion by traffic source by device Conversion by geography Conversion by time of day Conversion by piece of content, or URL/internal source These will help you do a… Continue reading
Conversion tracking enables marketers to operate more effectively, to drive more performance. Because they are able to get feedback on how their current activities are working, find areas that aren’t working and stop or optimize them and to double down on the areas that are working. Without conversion tracking they would be operating in the dark. Another benefit of conversion tracking is it is a fast feedback loop. You can see conversions as they happen, and make refinements in… Continue reading
A conversion is when a customer has taken an action, that moves them closer or is the desired action. It is often referred to as a conversion, as after that action has taken place, they have moved closer to the companies objective (typically to buy something) or have in fact made a purchase. Continue reading
In assessing conversions, going a step further and looking at the conversion rate, helps provide more context as to your performance. You could also look at metrics like: Conversion by traffic source, and conversion by traffic source by device Conversion by geography Conversion by time of day Conversion by piece of content, or URL/internal source These can help give more color on your conversions performance. Occasionally you need an intermediary metric to optimize against, and that could be attention. Attention… Continue reading
