Geotargeting Uses Location to Refine Targeting Geotargeting is commonly used in display, SEM and paid social campaigns. It is the addition of a geographic targeting layer to focus an advertising campaign. For example, we want to reach men, 25 to 40 years old, who are interested in online grocery delivery services, and live in Boston. Geotargeting can be done broadly, such as targeting anyone within a specific country. It can also get more granular, such as targeting people...

“What’s the right budget for our display campaign?”

We receive this question from clients all the time. In fact, I just received this question last week from a media director at an agency. Many organizations have sophisticated models that help them with attribution settings and CPA goals. The best practice, however, touches on both human and data-centric models, and ultimately boils down to experience as much as art and science.

According to Unbounce, 98 percent of paid ads are a waste of money. Unbounce claims this is because companies are doing their display ad marketing wrong, but at Cybba we know that users who are retargeted to are 70 percent more likely to convert, prospecting campaigns can bring a 330 percent increase in impressions, and Pay-Per-Click (PPC) ads can have a 5 percent click to conversion rate.