Mobile Marketing

Mobile marketing is the fastest growing online advertising channels today. So we've created this section on our blog to help you understand mobile marketing opportunities and get the most out of your mobile advertising budgets. In fact, we even created a mobile app for those of you who use our PPC, Social Media, and Display advertising software so they can monitor and track their campaigns on the go.

Native Ads: New Buzzword, Old Concept.


Native ads is a new buzzword that seems to be very popular these days. Especially since Facebook has turbocharged its advertising model with this new channel.  But Facebook isn’t the only one moving forward with this concept; all major newspapers are implementing native ads channels along with Twitter, Yahoo and Google with its +Post Ads.

The term “Native Ads simply refer to promoted or paid content. Even though the term has became a buzzword, it is simply an advertorial. So, if you look back at the media history, it is not a very new concept, just an old traditional media channel that has been rejuvenated with a social and data layer.

I recently attended a SEMPO Canada event organized in Montreal. The subject of the conference was Native ads. Here are some of the key points that came up:

Content matters. The context matters even more.

We used to (and still) deliver display and text ads based on audience/page/site content.  With native ads, we have to look at the context to which our ads will be published. It is important to not just look at the on page keywords or theme in an automated way. We have to take a closer look at the actual context to which the on page keywords or theme are published (tragic news, product banned, or destructive critics).  In any cases, make sure the context is useful and serve your strategy.

Ad formats are different.

As PPC Managers, we are used to the regular text ads limitation, display ads formats, and Facebook more traditional right hand side image & text. Depends on the publisher, your native ads become a deep content research with talented copywriting, careful image selection and getting ready to respond to comment (if a social feed is attached to your paid content). This brings new challenges to campaign managers including better copywriting and research.

Mobile Success

Mobile advertising has been a huge challenge for marketers. The 320×50 banner is simply not cool! Native Ads are part of the content and get a much better click-through on mobile devices.  You can leverage powerful converting mobile campaigns using this channel without compromising the user experience or getting irrelevant clicks because someone accidently clicked on the bad positioned 320×50 mobile banner.


A whole new level of ad engagement.

native-ads-3If you have been using the newsfeed ads on Facebook, you probably have noticed that people have the opportunity to like your ads or even comments and share them. This brings a new level of interaction with users and also a brand control over who shares and what are the comments. Depends on the product or service you sell, you might not want to have people commenting directly on your ads.

It is the same story for newspaper native ads. Once published, users can provide feedback. If the context is not right, the content is not well produced and you do not have the resources on your side to reply to comments, it can end up being a bad brand experience for the users.

It is definitely a channel you want to explore.

Let’s face the true; since Facebook has introduced the newsfeed ads, we don’t really see the value of the right hand side ads unless they are delivered into a remarketing campaign. Native ads on Facebook have changed the way content and social media connections are used by marketers. We see Facebook campaigns with +1% CTR and much higher conversion rates. Twitter is also a great source for native ads campaigns. For those of you who watch the 2014 Superbowl both on television and Twitter, Budweiser did a very good job at promoting a series of contest on twitter leveraging a massive reach using the hash tag #SB48.

Data, analytics, and optimization.

Of course one of the massive changes from the old fashion advertorial to the native ads are data and analytics. Marketers have the opportunity to measure and optimize  (the same way we do for our PPC programs). The only difference is native ads are embedded into content. People can consider them as regular content and comment or share. It makes optimization achievable but less responsive and you have to spend more time into the research and planning to increase to a maximum your chances of targeting the right mix (context/content/audience/destination).

In conclusion, native ads are great and powerful, but as internet marketers, we need to adapt to include more contextual data, improve copywriting and being more responsive in the case of comments and share. Remember, native ads are paid pieces of content, not actually “ads”. It does make a huge difference for the user.

Mobile Display Adverting – A Direct Response Game



I recently gave a presentation at the Montreal Google Office for a SEMPO CANADA meeting on Mobile Display Advertising. I’ve outlined the key elements of maximizing your chance of success with prospecting potential leads using mobile as an advertising channel here.

Facebook is Going Mobile

Look, we all like to take potshots at giants, and that’s the reason that Facebook gets a lot of hits from, well, almost everywhere. Whether it’s consumers who hate that the free service they’re using has to show them advertisements, or advertisers complaining about how Facebook ads don’t work, or investors losing confidence in Facebook and dropping its stock price about $20 over the last four months, one thing is certain: there are a million Davids throwing stones at this Goliath, and there always will be. I’ve even been one of them….

Live Blog – Mobile Ad Opportunities Today and Tomorrow

This is a live blog post from the Acquisio User Summit 2012. Everything that follows is a representation of what the speakers said and not a direct quote. I have tried to remain as accurate as possible, but if you feel like any point has been misrepresented, please feel free to leave a comment below.

Speakers: Alexandre Pelletier (AP), Crystal Anderson (CA) and Jeff Allen (JA)


Is The AdMob and Adwords Marriage a Win-Win for All PPC Advertisers?

Google recently announced that their past acquisition of the AdMob mobile advertising is now a seamless part of AdWords, which, in essence, will make it easier for advertisers to start spending ad dollars on over 350 million mobile devices and top mobile apps. Ironically, Google claims that they “made a big bet on mobile – and on mobile display advertising” but I hardly doubt it was much of a bet, just a good decision. In this post, I will discuss the benefits and drawbacks from this latest “Tech Marriage.”

Thinking “Outside the Google Bubble” When It Matters Most

Pretty much every company has a seasonality calendar depicting a forecasted High and Low conversion cycle. Since Google dominates the space, it only makes sense to increase budgets and expand the visibility of top products and service. However, Adwords is not the only option that is available to advertisers. In fact, there are many other platforms that advertisers can leverage to get the most bang for their buck. In this post, I will talk about the importance of creating a diverse strategy that gets advertisers away from the Google Bubble.

Understanding Location Based Advertising

Location Based Advertising (also know as hyper-local advertising) is a type of advertising which takes advantage of a consumer’s real world position. Using this real world position, Location Based Advertising is able to deliver relevant ads for products and services that are in close proximity to that consumers’ current location.

Location is everything...

Wait, what does this mean?

Well, let’s say that someone is on their smartphone and standing in front of a coffee shop. If this person is using a mobile app that incorporates Location Based Advertising, it becomes possible for an advertiser to know that this person is actually standing in front of a coffee shop, and send them an relevant ad (or coupon, or whatever) instantly.  This ad can be from the coffee shop they are standing in front of, or it can even be for the competition down the street and around the corner. Perhaps this ad from the competition is so compelling it entices the consumer to travel a bit farther up the street, and reap the discount from the ad they just got….

Mobile Paid Search 101

In this clip, Marc Poirier Co-Founder and VP Marketing at Acquisio talks about mobile PPC and its implications for your paid search campaigns. Specifically, he looks at (1) the growth of mobile PPC, (2) what kind of advertisers it affects the most, (3) how mobile PPC ads differ from desktop PPC ads, (4) mobile landing pages, (5) how to choose mobile keywords, and (6) how to measure the success of your mobile paid search campaigns.


Performance Predictions for 2012 in iMedia Connection

When iMedia Connection asked us recently to provide a few ideas about what performance marketing would look like in 2012, we naturally jumped at the chance. It is one of the most, vibrant, productive and effective sectors of the marketing mix and therefore one where we expect to see some key developments this coming year.

The article is called What to look forward to in 2012, and here’s an excerpt about the state of play in search, one of the most important facets of performance media:

Today’s search marketing capabilities and results have effectively commoditised this marketing channel. For some years now, none of us have worked with a brand that would not benefit from including search in their marketing efforts. This maturation has however meant that the returns achievable by agencies are diminishing, regardless of the continued innovation and efforts in the channel and thus, agencies are struggling further to monetise their services in this space….

Mobile PPC Strategies – Interview with Laura Garrido

Laura Garrido

With such high expectations for mobile advertising this year, marketers have a lot to consider — from high-level mobile ad strategy and deployment to working out a mobile budget. Well, with Google as the #1 mobile site destination, one thing is clear enough: mobile PPC will likely be part of any mobile advertising strategy.

Recently, I got to ask Laura Garrido about her experience with mobile PPC. Laura leads the PPC team at NVI, a search marketing and social media agency in Montreal. So she’s overseen strategy and deployment for all their clients’ mobile search campaigns. During our chat, Laura touches on:

  • Why to invest in mobile PPC
  • How to budget for mobile PPC
  • Which verticals perform best in mobile search
  • and how mobile PPC strategies can differ from desktop ones