FogBlog
Six Active Lifestyle Brands Doing Social Media Right
Spark interest. Build credibility. Cultivate community. My last post shared insights for choosing the right social media platform for your brand and the benefits of tailoring content to the personality of each platform. In this post, I will take you through...
Universal Analytics Tracking Code Revision Required for Remarketing
If you use Google Analytics to manage remarketing lists and have recently upgraded to Universal Analytics, you may have since noticed a steady decline in impressions. Fortunately, the fix may be simpler than you think. With Classic Analytics (ga.js),...
Allocating Incremental PPC Advertising Dollars
One of the most common questions we get from clients is: "if we can secure additional PPC budget, where should it be allocated?" Pay per click (PPC) channels capable of generating a low cost per sale have limited traffic. As a result, growing businesses must...
Six Reasons Why Foghorn Labs Expanded to Portland
“Did you not get enough rain in San Francisco?” This is how a Bay Area friend reacted when I mentioned we were moving our main office from San Francisco to Portland. The literal answer would be “yes” since most of California has been in and out of drought for...
Better Together: An Integrated Online Marketing Case Study Series
How Foghorn Labs helped 3 active lifestyle brands increase eComm revenue Session Summary from the Outdoor Industry Association: Over two years in the making, this case study series presents three real-world examples of how outdoor brands developed...
An Overview of Google Ads Enhanced Campaigns
Google will automatically convert your existing campaigns over to the Enhanced Campaign format in June 2013. Since this change could have significant impacts to your ad targeting and budget, it's a good idea to upgrade on your own rather than wait for Google do...
Three Google Marketing Platforms Crucial to Outdoor Retailers
An unofficial look at Google Ads, Product Listing Ads and Google+ Local This material was presented at Outdoor Retailer Winter Market 2013. A video of the session is available here. Session Summary from the Outdoor Industry Association: Led by...
Ten Tips to Improve the Performance of Google Product Listing Ads
In part 1 of our post we covered the basics of Google's new Product Listing Ad format and how online retailers can use it to increase sales. This list of best practices is intended for marketers who are already running Product Listing Ads (PLAs) and looking to...
Google’s New Image-Based Ad Format for Online Retailers
Comparison shopping engines flourish and fade, ad formats evolve, competition and pricing fluctuate; but one thing remains constant: online retailers must continually rethink their advertising mix in order to meet the increasing demands and ever-shortening attention...
SEO and SEM as Public Relations Tools
Ask most marketing execs what they consider online public relations and you'll probably hear activities that include "PR Newswire submissions" and "sending Bloggers free stuff." While this view may have been the reality five years ago, online PR today is far...
Automate Campaign Management Tasks with Google Ads Rules
Search Engine Marketing is a slave to the 80/20 rule. Typically 80% of traffic will come from just 20% of keywords. Similarly, time spent on Search Engine Marketing (SEM) campaigns usually breaks down to about 20% strategy and 80% execution. While the strategic...
The Risks and Rewards of Remarketing
Remarketing has been a buzz word in the industry since Google introduced it as a new targeting feature in March of 2010, but it has had a steep rise in interest over the last year as indicated by Google Insights for Search: What is remarketing?...
What February’s Google Search Updates Mean for Marketers
Since November of 2011 Google has been releasing a monthly blog post summarizing the major changes they are (or will soon be) rolling out. Their February post stands out in both size and scope. The 40 changes represent a record while impacting everything from local...
Answering Real-World Business Questions with Google Insights for Search
Google has a wide range of media planning tools that when combined, provide actionable insights for marketers. Whether you are developing an online media plan from scratch or iterating on an existing campaign, you can never have too much market intelligence at your...
The Two Most Insightful Reports in the Google Ads Interface
The Google Ads interface is packed with so much information, graphs and reports that it's hard to know where to start. Below are two very insightful and effective reports that every advertiser should be familiar with. For Content Campaigns: The Placement Performance...
Online Media Planning with Doubleclick Ad Planner
Doubleclick Ad Planner is a free media planning tool that identifies websites your target audience is likely to visit so you can make better-informed advertising decisions. So why is Google giving this information away to anyone with a Google account? It's in Google's...