Recent blog posts

Why Am I Not Seeing My Search Ad?

Posted by on in Search Engine Marketing (SEM)

As an employee of a digital marketing agency that’s responsible for running many digital marketing campaigns, I get this question a lot. Unlike traditional media, like a TV spot or a gigantic billboard, your paid search ads are not designed to always be front and center. In the simplest form, your ad should answer a person’s question. Answering that question is a powerful way for you to attract more customers by reaching the right people at the right time. Unless you’re that person (which you probably are not) it’s possible that you will not see your own ad. Which is a good thing! 

Continue reading

Poor Data Interpretation Can Result in Bad Business Decisions

Posted by on in Analytics / Data Analysis

Don’t let the numerous articles written about “big data” fool you, data is not exciting. In its raw form, data is quite boring. In fact, if data were a movie, it would be “Ishtar.” Data by itself is confusing and lacks a compelling narrative.

Data is only useful when it tells a story and provides insights that can lead to action. Raw data does not provide actionable insights.

One of the reasons I’ve staked my career in digital marketing is its ability to track results. There isn’t a service that Mason Digital provides that doesn’t include some form of measurement. But measuring something just because you can is not a useful exercise. It should be used for the sole purpose of improving performance over time.

Continue reading

Using Strategy to Define Tactics

Posted by on in Media Strategy

The terms “strategy” and “strategic” are thrown around quite a bit in today’s business culture. In the realm of marketing, and more specifically digital marketing, it’s practically a meme. Every now and then I hear someone use one of these terms correctly. Usually though, the more someone uses the word “strategy” in a conversation, the less they understand the word’s meaning.

Strategy can be defined in a number of ways. One of my favorite definitions is credited to Michael Porter, a professor at the Harvard Business School and noted author in the fields of business and economics, who wrote “The essence of strategy is choosing what not to do.”

Continue reading

Don’t Fall for SPAM Promising SEO Improvement

Posted by on in Search Engine Marketing (SEM)

People use search engines a lot. According to Google there are more than 2.3 million searches performed on their search engine every minute. Surprisingly, not all of these searches are performed by people who are trying to prove their friend wrong to win a bet. In some cases these searches are performed by consumers looking for products and services.

Consumers now rely on Google and other search engines as their main source for information. It’s vital that your company appear high on the search engine results page for search queries related to your products and services.

At our agency, we work with dozens of clients to help improve their organic search engine rankings, a practice known as search engine optimization (SEO). This has become a huge industry spawning thousands of companies and freelancers that claim to specialize in SEO services. How do I know there are thousands of companies and freelancers that claim this? Because most of them email each of my clients every day.

Continue reading

Is Search Engine Optimization Still a Thing?

Posted by on in Search Engine Marketing (SEM)

Back on May 24th I sat at my desk and watched a live stream of the Google Performance Summit keynote presentation. The annual event provides a glimpse into changes the search giant will be rolling out for advertisers. I know what you’re thinking and you’re right, I am living the dream.

This year Google announced changes to the ads that appear on the search engine result page (SERP). They said that in the coming months ads would get smaller and less noticeable in order to make the experience better for their users. Just kidding! It was the opposite. You may have noticed that the ads on the SERP not only take up more real estate, they’re more disguised than ever.


Continue reading