In business, defining what you don’t do is more important then defining what you do. Then why do so many companies claim to have expertise in a certain area and then brag about the laundry list of services they offer? Many companies cast the widest net possible because they’re afraid of losing money. Instead of getting really good at one thing, companies spend time chasing money in a lot of different areas and never develop the expertise required to offer the best service possible to their clients. In a space as complex as digital advertising it’s important to […]

When we first meet with companies, we’re surprised at how few of them know what they’re paying for leads either offline or online. They’re typically running ads on a few different marketing channels, but they haven’t figured out how calculate their actual cost-per-lead (CPL). This is a very bad position to be in — you can’t set your expectations correctly when you start your online marketing campaign. If you’re going to have any success in marketing, you need to […]

Analytics have evolved to the point where you can know your cost-per-lead (CPL) down to the keyword level. When you first start a campaign, you have no idea what your CPL for a particular ad campaign will be — you won’t know what the conversion rates are until you actually run the campaigns. Knowing the CPL at the keyword and campaign level is critical because it allows us to increase what’s working and change what’s not. In addition, our automated bidding tools can do a much better job getting your CPL down if […]

Many companies have a difficult time navigating the online marketing landscape. There are many directions to go and the choices can be overwhelming. Also, the web is constantly changing and the advertising opportunities continue to grow. At this point, most companies have heard of pay-per-click (PPC) and search engine optimization (SEO). The most common question we get is “where should we put our marketing budget?” The answer is that you’ll want to […]

Kidrobot, one of the world’s leading designer toy companies, wanted to create a viral marketing campaign for a new Azteca-themed toy launch targeting toy enthusiasts off all ages. The toy launch was for Azteca-themed toys designed by well-known artists around the world. Kidrobot wanted to create a buzz around the toy launch using multiple marketing channels. Using a pre-launch and post-launch marketing approach Metric was able to build engagement before and after products were available on Kidrobot’s website. The campaign leveraged Kidrobot’s large social media following, paid marketing channels on search engines, paid marketing on social networks, mobile ads, high-end creative work, and a microsite with video chat to engage with the artists. Social media channels were used to […]