August 1, 2017

Income targeting is a powerful segmentation lever offered by platforms like Google and Facebook across the globe. The effectiveness of this feature is usually limited to developed countries where these engines are able to define a high share of its user base’s income.


May 1, 2017

Money First, Not Mobile First

In emerging markets, companies’ best customers are often those countrymen and woman with purchasing power. Beyond the United States and a few western European countries, explicitly targeting on income is limited. As a result, marketers need...

April 4, 2017

Marketers over reliance on dynamic search ads results in inefficiency for sophisticated marketers. Sure, they help scale accounts quickly but they ultimately hamstring a marketer in the long run.

March 27, 2017

Learn three new, innovative audience segments to add to your AdWords account to supercharge ROI and conversions.

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July 27, 2020

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© 2020 by Evan Waters