You're running pay-per-click ads. Someone clicks onto your site through a paid ad. They leave your site without converting. And then, as they continue to browse the Internet, they see strategically placed banner ads for your site – more specifically, for the product or service they were looking at on your site.

And that is remarketing. Read more...

I generally have a pretty strong opinion either for or against a controversial ad campaign. But I'm actually on the fence about this one.

On the one hand, I feel like they've gone sooo over-the-top with the "It's Not For Women" concept that it's gone past offensive and come back around to just being funny. How can a woman take offense at a commercial that makes men out to be so, I don't know, dumb? I kind of thought, 'Thank GOD this isn't for women!'

But I also thought, 'Hmmm. Not for women? Just TRY and get me to not drink it.' So, on that level, it may just be brilliant use of reverse psychology.

Then again, on the third hand, this campaign could alienate both men and women. Read more...

Good advertising works. But companies must have patience. A call-to-action is important, but consumers tend to respond negatively to persuasion. It can take months or even years for your advertising to take effect – but it will take effect and you will generate a financial return. That is, if you’re ads are good. Read more...