Category Archives: help your clients shine online

Advertising Operations Best Practices 2015

Publisher Series: Ad Ops Display Advertising best practices 2015


(includes RTB!)

In this vlog Marc Joffe talks about how you can empower AdOps to get your ad deal off to the right start. Even with the publisher interest top of mind, it can be very easy for the Sales team best intentions to get lost with an inexperienced adops team. After the IO is approved and passed to the AdOps department make sure your team has these processes in place.

    Passbacks / Defaults


    (default) ad tags

Make sure they fill 100% or if they aren’t – give them passbacks. I can’t tell you how many media buys blow this entirely and end up with such a limited amount of daily impressions that the whole partnership never gets off the ground. And frequency capping is fine, yes, if it’s premium and there’s an fabulous cpm… otherwise it’s a waste of time for both parties.

    Domain / Ad Blocks

Have ad and domain blocking filters in place first. Make sure that auto sound, download now and blocklist categories are already set up in your ad partners RTB system. Those stupid download now, ads just scare people away from your site and increase bounce rate.

    Check The Delivery

Check the delivery numbers after the first couple of days. Reconcile any discrepancies at the start. You don’t want any surprises 10 days in when 75 % of your inventory has gone unfilled of lost in a void and unmonetized. This Is your responsibility, even if you didn’t bring the demand in and it was Sales Department.

    Flexible Ad Slots

Some ad sizes can run in more than one placements. Flexible ad spaces lead to an increase in potential ad revenue. For example if in your website layout allows different sizes but similar ads in the same placement then enable this feature in the RTB setting with your ad partner. If a 200×250 and 300×250 can run in the same ad slot.. then be sure to open it up to demand for both ad formats and increase changes of both ads being delivered and monetized.

Earn More Ad Revenue Today

Digital Marketing INSIDER video blog

Need the advantage of an ad ops team leader or ad partner manager? My name is Marc Joffe and I can help manage your display inventory or create new demand for your advertising space. As a Publisher Advocate that’s what I love to do. I work from Amsterdam, The Netherlands and make a great Dutch “toastie.” @adopsonline. I vlog about display, seo and marketing. Subscribe to my new youTube channel

5 Bust-out ways to Target Traffic


5 “Bust out” ways to Target Traffic

In this video from Marc Joffe at massmediamarketing.ca he talks about the Top 5 ways to convert more paid search traffic and make your pay per click (PPC) ex. “Google Adwords” campaigns to convert. You want to make money — or make even more money on the Internet — but just don’t have the time to find that “sweet” conversion spot. To help you out, I’ve listed the 5 “Bust out” ways to Target Traffic. These are some of the best ways to spend your time and money online and maximize every visit to your site.

These top 5 elements should be in place before you start to drive traffic to your website. Yes, before you drive your traffic. Save your budget and your boss’ money on wasted online marketing strategies that don’t convert. They’ll thank you for it.

    1) Pay Per Click – “The Dreaded money sinkhole”

    A Google Adwords campaign (pay per click or PPC) is great at delivering traffic, but your website copy or landing page should be optimized to complement the Adwords ad. Anyone can open a Google Adwords account, but if your ad sends traffic to your home page that is not optimized for conversion or a logical lead-in from your ad, you won’t get the sales results you want. See point 2…

    2) Landing Page Optimization – “Just Be Relevant”

    A landing page is a page on your site where people go after clicking your ad. The more relevant the landing page is to the ad, the greater potential for it to be displayed high on Google search results, and the more relevant it is to users who were interested enough to click your ad. A landing page should have the same look and feel as your PPC ad and feature a clear Call to Action that tells them what to do: order a product, call for a quote, etc.

    3) Make it “Easy Peasy” to buy

    Make it easy for people to buy from you by listing a phone number in text format (super easy peasy for mobile users to access one-click calling) on every page. List testimonials near any sign-up forms to build trust. And have industry memberships, awards or associations listed on your page (think, footer) for added credibility.

    4) Hire a Copywriter aka old school “Wordsmith”

    A professional copywriter or “Wordsmith” (word to the wise, they hate to be called wordsmiths…), makes your site be easily understood and readable for your target market. Copywriters have the skills to focus on your features and make the best impression of your business. Yes, It’s an extra expense but well worth it when the phone rings with leads.

    5) A Picture is worth a thousand words

    If a picture is worth a thousand words, then a picture with a relevant message is worth even more. Professional stock images and headlines and content that complement each other will leave a consistent message. This is especially true for building a world class website that is visually appealing and a conversion/lead generating dynamo. This alone will distinguish you from your competitors.

    With all these elements in place your website will be in the best position to convert traffic that you bring to your website.

    What do you think?

    Tell us about what worked, and what didn’t work for your website by sharing this post below.

Attract Traffic. Get More Business Today

Digital Marketing INSIDER video blog

Need the advantage of an online marketing consultant? My name is Marc Joffe and I have broad international experience in display, search, and social media. As a commercially minded search marketer that’s what I love to do. I work from Amsterdam, The Netherlands and make a great Dutch “toastie.” @massmediamarket. I vlog about display, seo and marketing. Subscribe to my new youTube channel