Customer Match Targeting

For over a decade, marketers have been dreaming about achieving the holy grail of customer targeting: one-to-one marketing. When it comes to creating advertising messaging geared towards specific people, we’ve previously been limited to setting up demographics, or using cohorts to reach our target customers. However, this all changed when Google announced Customer Match Targeting, taking us above and beyond just B2C or B2B marketing, and instead shifting the paradigm to H2H: human to human.

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This past October was our latest installment of our Guest Expert Series webinars. We were honored to have the inspiring Derek Lidow, Princeton University Professor and author of Startup Leadership join us for a day of conversation and idea sharing with our CEO and Founder, Udayan Bose.

Derek Lidow is a longtime global CEO, innovator, entrepreneur, and startup coach with years of experience in growing businesses.

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This week, November 1 – November 7, 2015, came with two new Google penalties that you should be aware of to make sure your site doesn’t get hit with an unwanted penalty. Find out about these Google penalties and everything else you need to know that happened #ThisWeekInSEO in our weekly video, led by our Global SEO Head, Shawn Swaim!

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While search marketers haven’t quite yet mastered the art of fortune telling, they have mastered analyzing online search queries to figure out the who, what, when, where, and why of how their customers are shopping. Search can provide vital insights into how your customers shop online, and can be instrumental in allocating your budget and defining your strategies for the upcoming holiday shopping season.

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Product Guru blog images Google Shopping

As online shopping is becoming increasingly omnichannel, retailers need to take special care to capture their audience at the right moment. It has become imperative for advertisers to showcase their ads throughout the customer buying journey to hook users better. Because of this, the “retailification” process has become more complicated than ever before, as consumers are shopping across multiple channels and the retailer has to become smarter to capture them, no matter where they are.

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In the startup world, it’s not just convincing your first users to test out your product or service that presents your company’s biggest hurdle. Rather, it’s appealing to an audience beyond those initial early adopters to reach the much larger group of mainstream adopters that can make or break your small business. In Geoffrey A. Moore’s seminal  books for technology marketers, Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers, first published in 1992 and updated in the early 2000’s, he explains why startups often fail to reach that mainstream market and provides insights into how your business can avoid this outcome to succeed and take a leadership position in your chosen market.

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