What’s Next

Brief insights on the path ahead in digital communication.

Brief insights on the path ahead in digital communication.

  • May 13, 2024

    Google’s Recent Changes Are Driving a Change in SEO Tactics

    Search engine spammers always seem to be a step ahead of Google. But this month might see a shift toward higher-quality results in organic search.

    Google is deploying changes to its search engine that will de-list content that is auto-generated for the purpose of spamming search results. The updates also penalize domains (including otherwise reputable ones) that host low-quality content intended to influence page rank. This practice, called “site reputation abuse,” happens when established publishers rent out pages to lesser-known organizations that want to expand their search footprint and link authority, capitalizing on the established domain to point to their lower-ranked content. It has provided a revenue stream to sites that offer this service. But perhaps not for much longer.

    Google will now call such content what it is: spam. The only way to influence search is the hard way: create original, high-quality, well-optimized sites. Earn inbound links from reputable external sites because your content is worth it, not because you’ve paid for them. Keep your content fresh, mobile-responsive, and fast-loading.

    Let’s talk, if you’re in the market for an SEO strategy.

  • May 3, 2024

    In Advertising, Automation Sometimes Means Abdication

    Ad tech—from the premium, high-spend-requirement platforms to the mass-market tools used by everybody—are full of optimization features designed to make advertising decisions easier.

    They encourage advertisers to hand over tactical decision making to software. Some of them work as intended, like increasing delivery for higher-performing ads or split testing between different targeting approaches. But others serve the ad platforms far more than the advertiser.

    We’ve experimented with all of these features, running A/B tests to see if they actually yield better results compared to old-fashioned human decision making. The tools that “design” your ads for you—just input your text and a pile of graphics, and let the platform decide what works best—frequently output confusing units that miss the mark. (Use with caution!) Tools that attempt to automate targeting or expand it to reach more people lead, most often, to lower CTRs and conversion rates.

    Sure, they offer these tools to make their platforms more approachable. But they also reduce cost effectiveness, increase revenue for the platform, and unnecessarily extend optimization phases. Compared with intelligent, insightful human direction of both creative and targeting, these automation features are, in a word, wasteful. At least for now. We’ll keep a watchful eye on them for you and continue to make sure your ad dollars are responsibly spent.

  • April 25, 2024

    Guess Which Advertising Strategies Recently Became Affordable?

    Geofencing—where you build a target audience using polygons drawn around buildings—used to be available only to major advertisers spending big budgets.

    The same was true until recently for over-the-top or connected TV advertising. Not anymore.

    These two excellent tactics are now fully within reach of average and even small advertising budgets. At CODAVATE, we never want you to spend more on a campaign than is absolutely necessary to achieve the objective. We frequently run geofenced ads (as part of overall campaign tactics) in a spend range as low as $300 to $600! Sometimes that’s all it takes to saturate a small number of physical places with your message.

    Likewise, running TV ads isn’t exorbitantly expensive anymore. As the cord-cutting revolt led to everyone streaming their entertainment, gone are the days of buying GRPs and paying rack rates with a broadcaster. The smart money now buys TV ads through digital platforms. And we use CPM pricing blended with data-driven targeting for more effective delivery. TV advertising has become digital advertising! It was just a matter of time.

  • April 19, 2024

    Say Goodbye to Your Third-Party Cookies

    This year is a big one for the internet-wide transition to first-party measurement.

    Google announced that, later in 2024, their Chrome browser (which is the most widely used in America) will no longer support third-party scripts by default. This will impact every website that uses externally hosted services for things like tracking, marketing, authentication and much more.

    With this sea change approaching in Q3 or Q4 (we’re still waiting for Google to be more specific), organizations are adapting. Now is a great time to advance your measurement to first-party collection. But it’s also important to prepare your marketing operation to function in a post-cookie world.

    Reach out for a consultation. We can help you ride this wave of change!

  • April 15, 2024

    (Some of) What’s Old is New Again: Ad Tactics in 2024

    Back when digital advertising began in the late ‘90’s, your best option for targeting was to place ads on sites where your audience frequently visited. After a multi-decade journey away from “buying the site” toward the hot new thing—“buy the audience”—the world of advertising is changing again.

    Programmatic and demand-side platforms have seen alarming declines in efficacy over the past 5 years. Cookie-blockers, ad blockers, browser do-not-track settings, mobile OS privacy updates, and display ad fraud have put the hurt on “buy the audience”. And while this approach still works well on the closed social ad networks, it’s time to rethink “buy the site”.

    Not site-direct buying, mind you. Such an approach is massively over-priced in most cases. But thinking about your audience and the content they consume—the sites they visit. This will pay off in advertising via network-driven site and contextual planning. Expect this tactical shift to accelerate with the upcoming end of third-party cookies later in 2024.

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Great outcomes can begin with a conversation.

Great outcomes can begin with a conversation.

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