The Definitive Guide to Ecommerce PPC on Google, Amazon, & Bing

It’s 4 o’clock in the afternoon on a crisp October Saturday. Gorgeous, brightly colored leaves are falling outside the window, patiently making their way to the damp grass with enough grace to make angels weep. Suddenly, our hero enters the room. He was responsibly enjoying some light beers while tailgating the football game when he was struck with a sudden realization.

Spotlight

ANCHOVY

ANCHOVY. has come a long way since its humble beginnings as a new kind of agency based in Malta. We built ANCHOVY. because we wanted to build a great company. We wanted to create an environment where people could come together to create great stories. We've always wanted to be more than just a great agency. We’ve always been curious and hungry to explore the many different facets of the digital world. We believe that traffic is essential for every business, whether it’s online or offline. Why? Because no matter how good your product is, or how great your company is - without traffic your company, your product won’t exist.

OTHER ARTICLES
Retargeting

How to Advertise Your Etsy Shop: Free & Low-Cost Methods

Article | July 20, 2022

Just like with any small business, advertising an Etsy shop can seem like an overwhelming task. There are so many options, learning marketing strategies on your own is time-consuming, and many advertising methods can get expensive fast. But don’t worry! This article is a complete guide that will break down all of the different ways you can start advertising or promoting your Etsy Shop cheaply or for free. How Does Etsy Marketing Work? Advertising an Etsy shop can be very different from advertising other online businesses. For example, you don’t need to have your own website to run an Etsy shop. This is convenient in many ways, but it also limits your ability to use traditional advertising methods. Ad platforms like Facebook Ads Manager are a great way to get exposure, but without a custom domain, you’re advertising Etsy instead of your shop.

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Advertiser Campaign Management

Combat Video Ad Fatigue with Audio Advertising

Article | July 19, 2022

As a marketer, your goal is to create ads that stick in the minds of your audience. You devote extra time and resources to creating memorable graphics, engaging CTAs, and interesting copy that works. You also buy just the right ad spots. But, what happens when your potential customer scrolls right past your ad? Your costly video ad never creates a difference and your campaign fails. Combat this video ad fatigue with audio advertising to effectively influence your target demographic. After the audio content boom driven by podcasts, audio advertising is rising and becoming marketers’ new favorite. Nielsen Catalina Solutions’ 12-month-long study of audio ads on Spotify versus video and display ads found that audio ads were up to 25% more effective than other ad formats. Mostly, audio ads are delivered through podcasts. We’ll dive into this shortly. First let’s look at how audio advertising can influence the buying decisions of your target audience: Audio Advertising: Superpowers Explained Audio advertising uses a broad content category such as background scores, jingles, and branded content apart from audio ads. By fusing audio ads into audio experiences such as ad-supported music streaming or podcasts, marketers can position relevant products and services in front of customers. Here are more of its advantages: Audio Ads Offer Immersive Experience A study done by Lightwave and iHeartMedia showed that one of the biggest benefits of audio advertising was its ability to connect with the audience on a deeper level. Remembering catchy jingles is also a part of this connection. Audio ads communicate emotions, capture the attention of the listeners within seconds and engage them enough to paint a picture in their minds. They achieve this without a big budget or production crew. A strong script and an audio booth are all you need to create an immersive audio ad. They Have a Greater Reach Primarily, audio ads are delivered through podcasts because they can be easily categorized and are widely consumed. According to Statista, almost 60% of all U.S. consumers older than 12 listen to podcasts. Interestingly, 70% podcast listeners do not multi-task while listening to a podcast, so you are catering to alert listeners who might end up retaining your ad (Edison Research). Apart from podcasts, audio ads are also run in locations such as radio, music, and news streams. They Are Insightful and Creative Marketers can use 3D and 8D audio to create soundscapes that offer an immersive experience. Additionally, audio ads create a 1-to-1 relationship. With the help of programmatic advertising, they also collect many layers of data that provide buying insights. Integrating audio ads with voice assistants is a creative approach to entice customers while being interactive. Nars Cosmetics UK used Spotify to offer its customers voice commerce. Upon hearing the ad on Spotify, they could order samples and set up delivery using their smart speakers. Smart Speakers Are Changing the Game Smart speakers are contributing to screen-less moments in American homes. This means your video ad campaigns won’t get the kind of response you expect, but your audio ads just might. The Edison Infinite Dial report found that there is an average of 2.3 smart speakers in each home in the U.S. This number shows that a wide range of people use voice search and will listen to audio ads as a result. Summing It Up Audio advertising drives engagement and conversion through immersive storytelling, catchy jingles, and longer ad retention. It can be a great addition to your digital marketing strategy and refine the way you influence your audience’s buying decisions.

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Social Media Advertising

Netflix Opens Doors to Ads After Subscriber Count Takes a Nosedive

Article | July 13, 2022

Netflix Takes an Unexpected Route Popular streaming giant Netflix’s subscriber count plummeted for the first time in a decade. After it announced the loss of 200K subscribers in Q1 of 2022, its stocks dipped more than 35%. In addition, a shareholder recently sued the platform for violating securities law after its subscriber growth reached an all-time low and the stock value crashed, making the picture bleaker. It’s not surprising that the platform had a change of heart about bringing advertising to its platform. The decision puts the platform in the same category as its competitors, HBO Max, Amazon’s Freevee, and Disney+, who want to offer cheaper, ad-enabled content to consumers. It also addresses the company’s issue of slow revenue growth. “Those who have followed Netflix know that I’ve been against the complexity of advertising and a big fan of the simplicity of subscription, But as much as I’m a fan of that, I’m a bigger fan of consumer choice.” co-CEO Reed Hastings What Do Advertisers Think? The advertising community had mixed reactions to the announcement. Long commercials are not an option on streaming platforms like Netflix. The ads run only for a few minutes every hour to retain the viewer experience. Despite this, advertisers are excited to target Netflix’s rich audience of over 200 million. There is no clarity on who will sell the ads and how the campaigns will be managed. Only time will tell how Netflix’s move will affect its subscribers and the advertising market. The company will keep ad-free tiers for subscribers who wish to enjoy high-quality ad-free content. It may change its subscription plans to offer low-cost plans with ads and minimize password sharing. There is no set timeline or regions decided for implementing these plans. The company hopes that this “consumer choice” to choose a cheaper plan will revive its subscriber growth graph. What Comes Next? Though Netflix has done the unexpected, it is giving well-established ad-funded broadcasters and streaming platforms a reason to worry. As of now, the potential for a low-cost VOD service equipped with ads is huge for advertisers. Once the plans are introduced, new audience profiles will emerge. Advertisers will want to understand and target them. As an ad platform, Netflix’s performance will only be understood through testing and learning.

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How advertisers can be more innovative during trying times

Article | April 15, 2020

The impact of COVID-19, the disease caused by the novel coronavirus, is being felt by millions of people across the globe. While nobody knows how long this period will last, I believe it's important for companies to try to find some semblance of normalcy. To do so, companies should consider all the ways they can continue to move forward with an eye toward empathy. This mindset comes with its own unique restrictions and challenges as human behaviors evolve. With the rise of social distancing and limits around public gatherings, people are moving away from live entertainment, such as movie theaters, plays, sporting events and concerts. Instead, they are spending more time streaming their favorite movies and shows, browsing social media, and playing video games from the comfort of their homes. In lieu of socializing at restaurants and bars, people are connecting with colleagues, friends and loved ones digitally, and many are doing their shopping via e-commerce.

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Spotlight

ANCHOVY

ANCHOVY. has come a long way since its humble beginnings as a new kind of agency based in Malta. We built ANCHOVY. because we wanted to build a great company. We wanted to create an environment where people could come together to create great stories. We've always wanted to be more than just a great agency. We’ve always been curious and hungry to explore the many different facets of the digital world. We believe that traffic is essential for every business, whether it’s online or offline. Why? Because no matter how good your product is, or how great your company is - without traffic your company, your product won’t exist.

Related News

US also 'probing' Google, Twitter's housing ad policies

Gadgets Now | March 29, 2019

San Francisco: The US Department of Housing and Urban Development that has charged Facebook for housing discrimination via its advertising policies, is also probing Google and Twitter's housing ad policies. According to The Washington Post, the department officials told Twitter and Google about a probe into their advertising policies and a review is still ongoing. They want to make sure that other companies aren't getting away with something that one company is investigated for, the report said on Thursday, citing sources.

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Google Hurt Pinterest’s Growth in 2018 by Deindexing Keyword Landing Pages

Search Engine Journal | March 26, 2019

Pinterest’s recent IPO filing contains details about the site’s growth being hurt in 2018 due to a Google update.Google deindexed Pinterest’s keyword landing pages in the first quarter of 2018, which impacted search traffic and user growth throughout the rest of the year.Further, Pinterest says it may not be able to recover from the damage caused by Google’s actions.It’s not known why Google deindexed Pinterest’s landing pages as the exact details were not revealed. Pinterest’s IPO filing also contains a general warning to investors that parts of its business are dependent on search traffic.

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Google My Business Adds New Seasonal Business Guidelines

Search Engine Journal | March 16, 2019

Google My Business has updated its guidelines with new rules and regulations for seasonal businesses.The new guidelines for seasonal businesses have details about setting business hours during off-season months. There’s a new step involved that users should be aware of. If you manage a listing for a seasonal business, it’s now important to have it marked as “temporarily closed” during off-season months. Previously, the listing could remain “open” during off-season months as long as the business hours were deleted from Google My Business.

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US also 'probing' Google, Twitter's housing ad policies

Gadgets Now | March 29, 2019

San Francisco: The US Department of Housing and Urban Development that has charged Facebook for housing discrimination via its advertising policies, is also probing Google and Twitter's housing ad policies. According to The Washington Post, the department officials told Twitter and Google about a probe into their advertising policies and a review is still ongoing. They want to make sure that other companies aren't getting away with something that one company is investigated for, the report said on Thursday, citing sources.

Read More

Google Hurt Pinterest’s Growth in 2018 by Deindexing Keyword Landing Pages

Search Engine Journal | March 26, 2019

Pinterest’s recent IPO filing contains details about the site’s growth being hurt in 2018 due to a Google update.Google deindexed Pinterest’s keyword landing pages in the first quarter of 2018, which impacted search traffic and user growth throughout the rest of the year.Further, Pinterest says it may not be able to recover from the damage caused by Google’s actions.It’s not known why Google deindexed Pinterest’s landing pages as the exact details were not revealed. Pinterest’s IPO filing also contains a general warning to investors that parts of its business are dependent on search traffic.

Read More

Google My Business Adds New Seasonal Business Guidelines

Search Engine Journal | March 16, 2019

Google My Business has updated its guidelines with new rules and regulations for seasonal businesses.The new guidelines for seasonal businesses have details about setting business hours during off-season months. There’s a new step involved that users should be aware of. If you manage a listing for a seasonal business, it’s now important to have it marked as “temporarily closed” during off-season months. Previously, the listing could remain “open” during off-season months as long as the business hours were deleted from Google My Business.

Read More

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