One of my favorite childhood books was The Large and Growly Bear. It’s a cute way of learning how a bully boxes himself in and how the rest of us are better off going about our business rather than trying to appease said bully. This bear goes around trying to scare the birds, moles, and rabbits, but they’re too busy catching worms, singing, digging, and jumping to bother being scared. In the end...
Display Advertising for Performance: Reawakening the Lost Art of Managing Placements
In Part 16, we talked about how to broaden PPC campaigns beyond the obvious high-intent search inventory. This week, I’ll reopen an age-old conversation: can the Google Display Network perform for your business? I won’t bury the lede. I’ve seen Display perform well—so much so that the ROI on a carefully curated list of Display placements is comparable to Search. For real? Yes...
