Entries by Soren

Why We Are Focused on Amazon Advertising

Last month, Fortune reported that Amazon is rapidly becoming one of the world’s largest ad networks, with over $2 billion USD in advertising revenues in Q2 2018 alone.  Their rapid appearance on the world advertising stage is only one of the reasons that we’ve been putting our sights on Amazon for some time now.  Here […]

15 Years of Profit-Driven Marketing

In 2003, Google was still a scrappy startup, digital marketing largely meant Search or un-tracked banner ads, and Working Planet co-founders Soren Ryherd and Vida Jakabhazy had an idea that paid digital advertising could be optimized to financial KPIs. We were a little early. While Working Planet began rapidly building and optimizing digital campaigns it […]

Why ROAS Sucks As a KPI

ROAS (Return on Ad Spend) is the industry standard for assessing and reporting the performance of paid digital campaigns, but it really sucks as a KPI. To be totally fair, ROAS has a few strengths. It is easy to calculate (even easier than ROI): Revenue / Ad Spend. It is a relatively clear measure of efficiency. […]

The Seductive Danger of Impression Share

Advertising is all about targeting, right? And once you’ve found a targeted audience, you want to get your ads in front of all of that audience. This is the thought process behind Impression Share, that often elusive, seemingly golden metric that Google dangles before us in AdWords reporting. And why wouldn’t Impression Share be important? […]

7 Easy Steps to Improve Your Retargeting

Here are seven quick adjustments you can make to take your retargeting program from “Yuck!” to “Yay!” (Listen up all of you who just use default settings and one giant bucket of targeted visitors, and don’t skip the last point below.) 1) Frequency Caps Overexposure to ads can quickly annoy visitors and result in decreased […]