Advertising: How-to articles covering the latest marketing tactics, tips, and strategies.

• Three New Facebook Ad Features to Boost Your ROIRicha Pathak
  Facebook recently introduced new features that help advertisers garner more return on their social media advertising investments. These three features, especially, are worth a try.
  Advertising, Facebook, Mobile Marketing, Social Media, Testing
• #SocialSkim: Snap's College Play, Facebook's Tinder Test, LinkedIn's ProFinder: 11 Stories This WeekChristian Neri
  Snapchat again courts college audience; Facebook tests a Tinder-like feature, to spend $1 billion on original programming for "Watch"; Twitter's new account-sharing feature; a year into LinkedIn ProFinder; Facebook's ad ...
  Advertising, Augmented Reality, Career Management, Content, Digital Marketing, Digital Theory, Facebook, LinkedIn, Mobile Marketing, Publishing
• Seven Tips for Writing Better-Performing Expanded Text Ads [Infographic]Laura Forer
  Google ads are a competitive space. Check out this infographic for seven tips—with supporting data—to help you get the best ROI on your ads.
  Advertising, Google, Search Engine Marketing, Writing
• #SocialSkim: Facebook Rolls Out 'Watch,' LinkedIn's New Audience Network: 10 Stories This WeekChristian Neri
  Facebook's YouTube competitor Watch goes live; LinkedIn's major new Audience Network tool; WhatsApp gets serious with a business app; where Snapchat still beats Instagram; the app Millennials say is more ...
  Advertising, B2B Marketing, B2C, Content, E-Commerce, Facebook, Instagram, LinkedIn, Marketing Strategy, Mobile Marketing
• Four Facebook Remarketing Ads That Enhance E-Commerce RevenueShane Barker
  With 2 billion monthly active users on Facebook, the question is no longer whether you should advertise on the platform—but how. Here are four types of Facebook retargeting that can ...
  Advertising, B2C, E-Commerce, Facebook, Mobile Marketing, Retail Marketing, Sales, Social Media, Targeting, Videos
• The Complete Guide to Facebook and Instagram Advertising Targeting Options [Infographic]Laura Forer
  With so many targeting options for Facebook and Instagram ads, figuring out the combination that will give you the best results can be a challenge. Today's infographic clearly illustrates all ...
  Advertising, Behavioral Marketing, Demographics, Facebook, Instagram, Segmentation, Social Media
• Facebook Advertising Benchmarks for 2Q17Ayaz Nanji
  The average clickthrough rate on Facebook ads increased significantly between the second quarter of 2016 and the second quarter of 2017, according to recent research from Nanigans.
  Advertising, Digital Marketing, Facebook, Research Summaries, Social Media, Social Networking
• The Complete Guide to Twitter Advertising Targeting Options [Infographic]Laura Forer
  Twitter offers a lot of options for targeting your ads. This infographic breaks them down into an easy-to-follow guide to ensure your ad dollars are being spent on the right ...
  Advertising, Behavioral Marketing, Demographics, Segmentation, Social Media, Twitter
• The Who, What, Where, When, Why, and How of Ad-Blocking [Infographic]Laura Forer
  Google is releasing its own ad blocker for Chrome in 2018. What does that mean for marketers? The ad-blocking phenomenon is complex and can put a crimp in your ad ...
  Advertising, Customer Behavior, Google, Marketing Challenges, Mobile Marketing
• #SocialSkim: Facebook and Instagram Redesign, Amazon's Spark vs. Instagram and Pinterest: 10 Stories This WeekChristian Neri
  This week: Facebook, Instagram aim for engagement with redesigns; all about Amazon's Spark social platform; LinkedIn's smart share options, a court case it lost, and its native video; Apple pushes ...
  Advertising, Content, Digital Marketing, Digital Theory, Facebook, Instagram, LinkedIn, Location-Based Marketing, Obama, Pinterest

Advertising: Podcasts containing in-depth interviews with smart marketers from all walks of life.

• Addressable Advertising and Why Marketers Love It: Experian's Jay Stocki on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
  Jay Stocki of Experian Marketing Solutions explains addressable advertising—what it is, how it works, and why it's the future of TV advertising.
  Advertising, Marketing Smarts, Targeting, Television, TV
• 2016 Yearend Episode: Memorable Holiday Marketing Campaignsby Mack Collier, Kerry O'Shea Gorgone
  Eight marketing all-stars discuss memorable holiday campaigns: what made their favorites stand out and how to create marketing that stays good longer than your neighbor's fruitcake.
  Advertising, Marketing Smarts, Marketing Strategy
• How to Avoid Losing Millions to Ad Fraud: Forensiq's Amit Joshi on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
  Amit Joshi, director of product and data science at tech company Forensiq, explains the different types of ad fraud and how marketers can help detect and prevent ad fraud from siphoning off marketing dollars.
  Advertising, Marketing Smarts
• Get With the Program(matic): Daniel Bornstein of Demand Media on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
  Gain insight into programmatic advertising and sponsored content from Daniel Bornstein, senior vice-president of media monetization and operations at Demand Media, a holding company that owns ehow, LIVESTRONG, and CRACKED.
  Advertising, Content, Demand Generation, Marketing Smarts, Marketing Strategy, Native Advertising
• Focus on Lifetime Value: InMobi's Bob Bahramipour on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
  Former Gigwalk CEO and ad-tech industry veteran Bob Bahramipour of InMobi offers insight into the future of mobile advertising, the metrics that really matter, and the role of corporate culture in building a successful global company.
  Advertising, Customer-Centric, Marketing Smarts, Mobile Marketing, Native Advertising
• Marketing and Mad Men's Legacy: Sq1's Ernie Capobianco on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
  Ernie Capobianco discusses the legacy of Mad Men—how the advertising tactics depicted in the AMC series have held up—and how the tools of today have changed marketing and promotion.
  Advertising, Marketing Smarts, Television
• Marketing That Surprises: A Special Guest Host Takes Over Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
  In line with the theme of this episode—marketing that surprises—as well as the day it airs (April Fools' Day), a surprise host takes over Marketing Smarts to discuss campaigns that surprise and (sometimes) delight!
  Advertising, B2B Marketing, B2C, Brand Management, Campaign Management, Content, Content Marketing, Customer Behavior, Marketing Smarts, Marketing Strategy
• Chicken a la Marketing: A Conversation With Author Mitzi Perdue for Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
  Author Mitzi Perdue, wife of the late Frank Perdue, shares business and leadership lessons from the way Frank grew a father/son business into a major brand.
  Advertising, Management, Marketing Smarts, Marketing Strategy
• Brand Attachment: Larry Vincent Talks to Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
  Larry Vincent, founder and executive director of The Brand Studio at United Talent Agency, discusses brand attachment, including how marketers can use it to predict buying behavior.
  Advertising, Brand Loyalty, Branding, Customer Experience, Customer Loyalty, Customer Relationships, Marketing Smarts, Marketing Strategy, Research
• Becoming a Social Business: Marcus Nelson of Addvocate Talks to Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
  Marcus Nelson, founder of Addvocate, shares insights into how companies can empower employees as brand advocates (and why they should)!
  Advertising, Content, Content Marketing, Digital Theory, Marketing Smarts, Mobile Marketing, Social Business, Social Media

Advertising: Online seminar broadcasts from the best minds in marketing

• The Secret to AdWords, Facebook, and Display ROI: Phone Call ConversionsBroadcast on 7/18/2017 with Blair Symes
  Join us for this free seminar to learn proven strategies to improve ROI and acquire more customers from AdWords, Facebook, and display ads. Sponsored by DialogTech
  Advertising, Facebook, Mobile Marketing, ROI
• MarketingProfs University: The Fundamentals of Paid SearchBroadcast on 8/9/2012 with George Michie
  In this PRO seminar, you'll learn the ins and outs of paid search, including how to set the foundation for an effective strategy, how to set budgets and goals, and much more.
  Advertising, Digital Marketing, Keywords, Marketing Strategy, PPC Campaigns, Search Engine Marketing, Search Engines
• MarketingProfs University: Understanding and Engaging Today’s Connected BuyerBroadcast on 6/7/2012 with Tony Zambito
  This PRO seminar and first class of MarketingProfs University's Digital Advertising Academy will get you inside the minds of your buyers and cover why understanding them is the first step to successful branding, marketing, and demand generation.
  Advertising, Brand Awareness, Brand Management, Customer Behavior, Customer Engagement, Customer Relationships, Customer Satisfaction, Demographics, Market Research, Marketing Tips
• How to Get the Most Out of Your Facebook AdsBroadcast on 5/17/2012 with Eshwar Belani
  Learn how to dramatically improve the effectiveness, reach, and ROI of your Facebook campaigns and how to use ad targeting and optimization tools outside of Facebook to create, launch, and test thousands of ads targeted at just as many (if not more) micro-segments.
  Ad Copy, Advertising, Brand Positioning, Community, Customer Behavior, Digital Marketing, Facebook, Interactive Marketing, Social Media, Social Networking
• The Next Generation of Landing Pages: What's New, What's Hot, What's PerformingBroadcast on 11/10/2011 with Scott Brinker
  Take a whirlwind tour of state-of-the-art landing page strategies and tactics, and update your Web marketing repertoire with a new set of best practices that you can put into action.
  Advertising, B2B Marketing, Inbound Marketing, Landing Pages, Lead Generation, Measurement, Metrics, Online Marketing, PPC Campaigns, Social Media
• New YouTube Features That Will Make You Stand Out from the CrowdBroadcast on 6/10/2010 with Michael Miller
  Michael Miller returns to update you with the latest marketing-oriented features of YouTube. Find out which of these new features make the most sense for your organization, and how to use them to promote your business and products.
  Advertising, Community, Marketing Tips, PPC Campaigns, Videos, YouTube
• High-Performance Landing Pages that Boost Your Bottom Line (FREE)Broadcast on 11/19/2009 with Michael Goodman, Anna Talerico
  Getting them there isn't enough. Here's how you can improve the odds of converting a Web visitor into a customer.
  Advertising, Branding, Email Marketing, Landing Pages, Marketing Tips, Online Marketing, PPC Campaigns, Segmentation, Website Design, Websites
• It's All About the Click: Fundamentals of Paid Search MarketingBroadcast on 6/4/2009 with George Seybold
  Paid search, or Pay-Per-Click (PPC), marketing isn't new. But what do you need to know if you're just getting started?
  Advertising, Copywriting, Creativity, Facebook, Google, PPC Campaigns, Search Engine Marketing
• How to Create Advertising Campaigns that Make Men Do What You WantBroadcast on 5/28/2009 with Steve McNamara
  Now's your chance to learn how to think like the Creative Director of a bigshot ad agency.
  Ad Copy, Advertising, Branding, Copywriting, Direct Marketing, Positioning, Print Collateral, Social Media
• Make Word-of-Mouth Marketing Work for Your CompanyBroadcast on 12/19/2007 with Andy Sernovitz
  Word-of-mouth marketing is becoming the most important, most effective, and most ethical way to promote your company. The rise in consumer control of the media, blogs, and social networks is changing advertising forever. Take a look at how this phenomenon has happened—and what we all need to do to keep it happening.
  Advertising, Blogging, Marketing Tips, Measurement, Social Media, Social Networking, Word-of-Mouth

Advertising: Tutorials — tactical marketing know-how in just 10 minutes from subject matter experts

• Take 10: How to Use Your CRM Data to Boost Advertising ROIReleased on 4/1/2016 with Joseph Kerschbaum
  In just 10 minutes, you'll learn how to boost your return on advertising spend (ROAS) by leveraging the data you already have. We'll cover practical tips on how to segment your CRM lists, upload them into Google AdWords and Facebook advertising, and use them to help you expand and refine your campaigns.
  Advertising, CRM, Facebook, Google, Online Marketing, PPC Campaigns, Search Engine Marketing, Search Engines, Take 10
• Take 10: How to Develop a Dynamic Creative Briefing DocumentReleased on 1/2/2015 with R. Stephen Rayfield
  In just 10 minutes, we'll discuss the key components of a creative briefing document. You'll be able to take what you learned and develop a document that provides solid direction and parameters to your agency, internal marketing communications team, and/or any other group that has a hand in developing your product or brand campaign.
  Advertising, Brand Management, Campaign Management, Collaboration, Creative Briefs, Marketing Operations, Marketing Strategy, Project Management, Take 10
• Take 10: How to Monetize Your Website with Google Ad SenseReleased on 1/25/2013 with Chloe Spencer
  In just 10 minutes, you'll discover important tips on how to get your site approved by Google.
  Ad Copy, Advertising, Digital Marketing, Google, Interactive Marketing, Marketing Strategy, Marketing Tips, Take 10, Websites
• Take 10: Four Ways to Monetize Local Daily DealsReleased on 5/18/2012 with Amy Fowler
  Just like everything else, there's a right way and a wrong way to add daily deals into your marketing mix. In just 10 minutes, you'll learn the right way to make daily deals lucrative for your business.
  Advertising, Brand Positioning, Branding, Local Marketing, Location-Based Marketing, Marketing Strategy, Marketing Tips, Pricing, Promotions, Take 10
• Take 10: How to Effectively Use Traditional Marketing in the Digital AgeReleased on 4/6/2012 with Elaine Fogel
  In just 10 minutes, you'll learn how you can use traditional marketing (print advertising, direct mail, etc.) as the perfect complement to your digital marketing strategy.
  Advertising, Brand Management, Branding, Digital Marketing, Direct Marketing, Integrated Marketing, Marketing Tips, Print Collateral, Take 10
• Take 10: How to Set Up and Manage Effective Facebook AdsReleased on 7/22/2011 with Paul Chaney
  In this Take 10, Internet marketing specialist Paul Chaney walks you through each step of setting up a Facebook Ad account. He makes sure that you know how to create a Facebook Ad, how to target the right people with it, and how to navigate the different pricing and scheduling options.
  Advertising, Facebook, Marketing Tips, Social Media, Take 10
• Take 10: How to Host a Successful Twitter ChatReleased on 7/8/2011 with Verónica Maria Jarski
  In this Take 10, Verónica Maria Jarski takes you through the eight essential ingredients of a rockin' good Twitter chat.
  Advertising, Community, Marketing Tips, Naming, Take 10, Twitter, Writing
• Take 10: How to Select Images That Make Your Marketing More EffectiveReleased on 7/1/2011 with Dan Hill
  In this Take 10, Dan Hill, an expert in consumer and employee behavior, uses insights provided by eye-tracking studies to explain why certain images have such tremendous impact.
  Advertising, Creativity, Customer Engagement, Marketing Smarter, Marketing Tips, Take 10
• Take 10: How to Put Your Business on the Map With Google PlacesReleased on 4/22/2011 with Janet Driscoll Miller
  In this Take 10, search engine optimization expert Janet Driscoll Miller explains how to get your brick and mortar location into Google Places so that your business shows up the way you want it to in Google Web search results, mobile search results, and Google Maps.
  Advertising, Google, Marketing Tips, SEO, Take 10, Websites
• Take 10: Creating a YouTube Channel Page that Reflects Your BrandReleased on 12/3/2010 with Michael Miller
  Tune in to this quick and dirty rundown of what it takes to customize your YouTube channel to match your brand, and be the envy of your competitors.
  Advertising, Brand Equity, Marketing Tips, Take 10, YouTube

Advertising: Marketing downloads for the busy professional

• Facebook Success Stories
  When it comes to social networking sites, Facebook boasts the most loyal visitors on the Web. So it's easy to see why successful brands are embracing it as a platform to connect with customers. Facebook Success Stories gives you the real scoop on how 21 companies, including Adobe and Dunkin' Donuts, are pushing the social media marketing envelope using Facebook's tools and apps.
  Advertising, Brand Awareness, Branding, Community, Creativity, Customer Engagement, Facebook, Social Media, Social Networking
• Benchmark Report : Marketing ROI (Year 2)
  This 2006 survey, the second annual ROI study, demonstrates that companies are definitely getting the ROI message. This study shows a significant increase in the number of companies that have implemented some form of Marketing ROI measurements. And let's face it, Marketing ROI is here to stay. Jim Lenskold says, "Marketing ROI will continue to be a priority as long as maximizing profits is a priority for corporations." Well said, Jim.
  Advertising, Market Research, Marketing Analytics, Measurement, ROI
• Benchmark Survey: Marketing to Hispanics
  Link directly to the raw (aggregate) data in this 2006 survey of the ways companies are targeting their marketing efforts, and adjusting their business processes, for the lucrative Spanish-speaking segment. With access to the raw data, you can view the results, and even filter them to see how a subset of companies in your country or industry answered. In this way, you can interpret the data in the most meaningful way for your business.
  Advertising, Customer Service, Online Marketing, Segmentation, Targeting, Website Design
• Benchmark Report: Marketing ROI (Year 1)
  In a 2005 survey, the first in an annual series, Jim Lenskold found that only 1 in 5 respondents was actually using ROI measures for marketing efforts -- 99% of those respondents indicate increased profitability due to the use of ROI. See this and subsequent reports for a full picture of the evolution of marketing ROI.
  Advertising, Market Research, Marketing Analytics, Measurement, ROI