5 Minute Search Engine Optimization (SEO) Check Up
Valence Agency Blog
by Jack McGinn
3y ago
5 Minute Search Engine Optimization (SEO) Check Up Have you had your website for awhile or just launched a new site? It’s time for a 5-minute search engine optimization (SEO) check up! In this post, we’ll review the most important factors that influence the ability for your site to appear on search engine results in an organic way, for the purposes of gaining you additional web traffic. To learn more we recommend the following resources: SEO 2020 (Adam Clarke), 1-Page Marketing Plan (Allan Dib), and 3 Months to Number 1 (Will Coombe). On Page Keyword Relevance – What do you do? Is that articul ..read more
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Pay to Play Is Here to Stay
Valence Agency Blog
by Jack McGinn
3y ago
Pay to Play Is Here to Stay If you’re advertising your website online, you’re probably participating in some Facebook posts and Googling yourself on a daily basis to see whether or not your website pops up when you do a particular search. You might be feeling pretty good about your gradual organic growth over time, but there is still one unavoidable reality when you’re putting your name out there. The cold hard fact that Facebook and Google are businesses. They don’t care about your feelings or your success, they care about money (there’s a reason Facebook and Google experienced a 60% and 43 ..read more
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Who Do They Think You Are? A User's Guide to Understanding Online Data
Valence Agency Blog
by Jack McGinn
3y ago
Who Do They Think You Are? A User's Guide to Understanding Online Data Have you ever received an ad and thought, wow that is so relevant it’s creepy! Or perhaps you had the opposite experience where you received an ad that made absolutely no sense and you had no idea why you were being shown a certain a message. In this blog post we’ll be discussing how you can check and see what the largest data aggregators online Google, Facebook, and Oracle think you are based on your online behaviors. Google Google has nearly 40% market share of the U.S. ad market and has a number of data touch-points fro ..read more
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The State of In-house Programmatic
Valence Agency Blog
by Jack McGinn
3y ago
The State of In-house Programmatic With recent quotes such as “86% of marketers said they planned on taking at least some portion of programmatic buying in-house eventually,” and “49% of larger advertisers want to control planning and publisher relationships,” reports Ad Age (ANA Poll).  We traveled to New Orleans to the Digiday Programmatic Marketing Summit focusing on in-house programmatic trends to find out if quotes like these are an inevitable future or exaggerated hyperbole. Like any advertising industry event crowded by schmoozing vendors and unnecessary glitz.  We cut through ..read more
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Reverse Engineering Digital Advertising Success
Valence Agency Blog
by Jack McGinn
3y ago
Reverse Engineering Digital Advertising Success If you’re a small to medium size business that hasn’t dabbled in any online advertising and don’t know where to start, let this article simplify the process by working backwards.  Within this blog post we’ll review how to best approach digital advertising when starting from scratch with a minimal budget.   Step 1:  Define Your Goal What do you want to do?  Sell more product, get more leads, garner for phone calls? Whatever the most granular thing it is you want to accomplish, start there, now work backwards.     Step ..read more
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Understanding Ad Fraud
Valence Agency Blog
by Jack McGinn
3y ago
Understanding Ad Fraud Ad Fraud is becoming more-and-more common in the news (methbot and hythbot) and more prevalent on advertisers’ radars.  But what exactly is ad fraud and how is it hurting everyone involved in the digital ecosystem?  This post will cover off on the most common forms of ad fraud and how to mitigate its impact.   What is fraud? Broadly speaking, fraud in general is intentional deception intended to result in financial or personal gain.  In the context of advertising fraud this concept holds true but is executed in a number of ways (via ads), ultimately r ..read more
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Balancing Quality with the Fallacy of Efficiency
Valence Agency Blog
by Jack McGinn
3y ago
Balancing Quality with the Fallacy of Efficiency Disclaimer:  The following article applies to awareness/branding campaigns and not direct response initiatives. When you purchase something you typically know the price, quantity, and quality of whatever it is you’re buying.  Whether you’re buying a single pair of shoes or an apple, the market should accurately reflect what you’re about to purchase.  Taking this concept and applying it in a digital ad space eco-system these rules continue to apply as the ad space itself is primarily build on second price auction dynamics.  Ad ..read more
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Measuring Awareness Campaigns
Valence Agency Blog
by Jack McGinn
3y ago
Measuring Awareness Campaigns An awareness campaign is a promotional campaign that does not have a defined acquisition, cost per lead (CPL/CPA), or return-on-ad-spend (ROAS) goal in mind -- but rather the promotion of a message without the need for an immediate response.  In the digital advertising world we’re accustomed to knowing exactly how a particular piece of creative is performing at any point in time, but how is success determined when “awareness” is all we have to work with, how exactly should awareness campaigns be measured and what determines success? To better understand what ..read more
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