Google to Sunset Similar Audiences in May 2023

Willow SmithBlog, Marketing, Performance Media

Google Similar Audiences

Is Google planning to do away with lookalike targeting this year? The answer is sort of.  Currently, Google offers something called Similar Audiences, which is their version of lookalike targeting.  Lookalike audiences are targeting segments that begin by using a first-party data file, (i.e current customers) and then letting systems like Google or Meta ingest that file and find users … Read More

Optimizing Paid Social Media for Algorithms

Willow SmithBlog, Social Media, Social Media Ads

paid social media algorithm

How health, wellness, and lifestyle brands can curate paid social media strategies to win the algorithm game  If you spend time on social media sites like Instagram or YouTube, you have no doubt been subject to seeing a “curated” feed of content that’s served up specifically to fit your preferences.  You innocently watch one video of a kitten playing with … Read More

TikTok Advertising Overview for 2022

Willow SmithBlog, Social Media

TikTok User Summary TikTok has approximately 1 billion monthly active users according to Wallaroo Media’s report. We estimate monthly users will surpass 1.1 billion in 2022.  This growth has been near exponential since November of 2018 when TikTok reported its 680 million monthly active users.  As for the typical demographic, nearly 50% of the user base is under A29 and … Read More

How Can Healthcare Companies Prepare for 3rd Party Cookie Depreciation?

Willow SmithBlog, PPC, Regulatory

The digital marketing industry is one of constant change and clients and agencies alike have grown accustomed to navigating through these uncertain waters and having to continuously pivot our strategies to follow suit. One of the next big things we’ll need to traverse are industry changes related to an increased priority around consumer privacy.  We’re all still feeling some of … Read More

How to Use Geographic Data for Competitive Conquesting

Willow SmithBlog, Marketing

Geo-Conquesting Most marketers that have been in the digital game are familiar with the concept of Geo-Targeting and some of the more traditional ways to use this tactic to reach their prospective customers. But, what about some unconventional ways of applying this targeting to help achieve business goals?  A standard application would be to use geo-targeting around physical store locations … Read More

Paid Media Tips for Brand Safety During COVID-19

Willow SmithBlog, Marketing, Matrix, PPC

Brand Safety encompasses all the strategies and activities brands employ to safeguard their reputation while advertising online. This spans from paid media strategy all the way down to ad placement, as well as ad content. Traditionally when marketers think about brand safety, it’s in reference to where ads are placed online and ensuring “safe” content adjacency. This entails making sure … Read More