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August 2020

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It’s Black Business Month — and as black-owned businesses continue to be hit hardest during the COVID-19 pandemic, it’s more important than ever to show support. Enter Virgil Abloh: DJ, artist, architect, designer, and first person of African descent to lead artistic direction at a French haute couture house. Abloh grew from humble origins as the son of Ghanian immigrants to dominating an industry famous for its lack of diversity. Abloh’s story is more than…

Attribution consistently ranks as one of the most challenging parts of any marketer’s job. With so many channels to account for in today’s world, getting accurate information on which strategies are working and which are lagging can be frustrating. That’s why so many companies have turned to marketing attribution tools that can manage the process of tracking data from multiple channels. Among the best-known solutions is Google Analytics, which offers an array of useful tools for…

Your company website is more than just a place where your target audience can come to learn more about you, purchase a product, or sign up to receive your service. While you may have spent time developing a robust marketing strategy for your website, how do you know if your marketing strategy is accomplishing your specific conversion goals and providing you with more business and a high return on investment (ROI)? Discover everything you need to…

Advertising impressions can be one of the most confusing digital marketing metrics to understand. Unlike click-through rate (CTR), pay-per-view (PPV), or cost per lead (CPL), which are all fairly self-explanatory, an advertising impression is generally thought of as hard to define.  It may be an amount of time that your content was in front of a person who may or may not look at it. Sometimes people think of them as how many people saw…

Unless you’re a creative genius, creating content from scratch can be a daunting task. A 2017 report showed that 65% of marketers struggle with producing engaging content, with 60% finding it difficult to produce content consistently.  For the uninitiated, it’s a process that may involve desperately scouring trending memes and hashtags for a relevant topic. These marketers will quickly realize that fresh, shareable content capable of successfully bolstering a brand’s marketing efforts is rarely the…

Major League Baseball returned for an abbreviated season this past July, which means players and coaches can once again track their stats (think hits, strikeouts, and on-base percentage) to improve overall team performance.  In a similar way, marketing goals help brands focus on what they want to accomplish — and more importantly, what they need to do to get there. And key performance indicators, or KPIs, are the metrics that signal a brand’s progress toward…

If your week isn’t as sparkly and fantastic as you’d like, that’s about to change, because we have a *new* Growth Stories episode with Payton Jewelry waiting for you! 💍✨ Carson Ward, AdRoll’s Customer Success Manager — In Life, walks us through how Payton Jewelry uses and optimizes AdRoll’s growth marketing platform to contribute to their ongoing success. Email Capture One of the first actions the Payton team took with the new AdRoll platform was…

The disappearance of Amelia Earhart, the enigma of Area 51, and the current state of the Bermuda Triangle each rank among the greatest unsolved thrillers of all time. Another distinctly modern mystery is Google’s algorithm. Similar to the others, we may never truly discover the answer. Google occasionally shares hints and clues related to optimizing for the search engine. What we’ve learned is the importance of an effective SEO strategy. In short, it has the…

Do you find that a lot of your potential customers leave items in their shopping cart without completing their purchase on your e-commerce site? You’re not alone — shopping cart abandonment is something all e-commerce stores experience.  Studies have found that the shopping cart abandonment rate across e-commerce stores is nearly 70%. This means that nearly seven out of every ten customers who shop on your website will leave without completing a purchase. While it…

A Google ad vs. Facebook ad — where should your money go? This is a question that many marketers find themselves asking as they dive into the land of paid advertising to increase brand awareness, website traffic, and audience reach. The first step in deciding where you should invest your money for paid advertising — and how much to invest — is understanding the difference between the two main advertising platforms: Google Ads vs. Facebook…