Holiday shoppers increasingly turned to Google Maps in the countdown to Christmas Day

Ahead of the 2017 holiday season, I wrote a column detailing how much more important locally focused ads became during the 2016 holiday shopping season, namely Local Inventory Ads and ads on Google Maps. Analyzing last year’s data, I found that searchers became increasingly likely to search for both brand and non-brand keywords within Google Maps as the number of days before Christmas shrank, and the share of traffic coming from ads featured in Google Maps likewise rose. Taking a look at the mo...
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How to reverse-engineer your online advertising strategy

Online advertising experts love to talk about the importance of matching your landing page content to your ads. And you’ll get no argument from me — it’s a great way to improve the performance of your online advertising. I mean, it just makes sense. People click on your ad because the messaging resonates with them. If you have the same messaging on your landing page, that should resonate with these users and cause them to convert, right? As great as this approach is, the succe...
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The 2018 content focus challenge

It’s that time of year again — the holidays are over, we’re into a new year, and most of us are either back at work or heading there very soon. As we move into 2018, many marketers will be reviewing their programs’ performance from last year and adjusting strategies for this year — maybe even setting goals or resolutions for their businesses. A discussion over the holidays within a social group made me think a lot about how I want to approach my business in 2018, and I thought the id...
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Frito-Lay CMO says marketers need a listen-first mentality to be successful

Jennifer Saenz began her career as an intern with Frito-Lay more than 12 years ago. She worked her way through the ranks, and in March of 2016, she was named CMO. “The role is pretty comprehensive. It oversees all of our advertising and media across all of our businesses,” says Saenz. “Our innovation pipeline, consumer insights and category management. And then an in-house creative agency and programmatic media desk — so it’s pretty much soup-to-nuts marketing.R...
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