Blog | Mason Digital

Your Click Through Rate Doesn’t Matter

Written by Karl Heberger on April 12, 2018 in Digital Advertising

Since its inception, digital advertising has been graded and evaluated by a metric known as click-through rate (CTR). This metric is calculated by the number of times your ad is clicked divided by the number of times your ad is seen. Depending on the type of advertising you’re running online, CTRs can range anywhere from […]

Bold Predictions for 2018

Written by Karl Heberger on January 4, 2018 in Digital Advertising

It’s that time of year. The time when columnists decide they should predict the future. They write a list of things that will happen in the next year with very little evidence or rationale. In the title of the column they use phrases like “bold predictions” or “trends to watch” in order to hedge their […]

Why Your Marketing Data Is Worthless

Written by Matt Weaver on October 20, 2017 in Inbound Marketing

The other day I was perusing Facebook and saw an ad for the Nanit baby monitor. This was intriguing because I have been searching for new baby monitors to spy on my infant son while he sleeps. This one is billed as the “Tesla of Baby Monitors”. Now they have my attention. Their website is nice, […]

Digital Marketing’s Dirty Little Secret

Written by Karl Heberger on September 11, 2017 in Inbound Marketing

I am a digital marketer. I have been certified by Google for both their AdWords and their Analytics products. Not only do I do digital marketing, I love it! I don’t just drink the Kool-Aid, I make it at home and bring extra just in case. That’s why it pains me to stare directly into the […]

Everyone Is Not Your Customer

Written by Karl Heberger on July 6, 2017 in Digital Advertising

Seth Godin, the best-selling author, marketer, entrepreneur, and public speaker has a quote that I love: “The key to failure is trying to please everyone.” As a marketer, I’m constantly annoying my clients with questions about their ideal customer. Sometimes I get a well thought out and researched response. Other times I get a vague […]

Why Am I Not Seeing My Search Ad?

Written by Matt Weaver on May 22, 2017 in Inbound Marketing

As an employee of a digital marketing agency that’s responsible for running many digital marketing campaigns, I get this question a lot. Unlike traditional media, like a TV spot or a gigantic billboard, your paid search ads are not designed to always be front and center. In the simplest form, your ad should answer a […]

Poor Data Interpretation Can Result In Bad Business Decisions

Written by Karl Heberger on May 1, 2017 in Inbound Marketing

Don’t let the numerous articles written about “big data” fool you, data is not exciting. In its raw form, data is quite boring. In fact, if data were a movie, it would be “Ishtar.” Data by itself is confusing and lacks a compelling narrative. Data is only useful when it tells a story and provides […]

Using Strategy To Define Tactics

Written by Karl Heberger on April 5, 2017 in Digital Advertising

The terms “strategy” and “strategic” are thrown around quite a bit in today’s business culture. In the realm of marketing, and more specifically digital marketing, it’s practically a meme. Every now and then I hear someone use one of these terms correctly. Usually though, the more someone uses the word “strategy” in a conversation, the […]

Don’t Fall For SPAM Promising SEO Improvement

Written by Karl Heberger on December 29, 2016 in Inbound Marketing

People use search engines a lot. According to Google there are more than 2.3 million searches performed on their search engine every minute. Surprisingly, not all of these searches are performed by people who are trying to prove their friend wrong to win a bet. In some cases these searches are performed by consumers looking […]

Is Search Engine Optimization Still A Thing?

Written by Karl Heberger on October 27, 2016 in Inbound Marketing

Back on May 24th I sat at my desk and watched a live stream of the Google Performance Summit keynote presentation. The annual event provides a glimpse into changes the search giant will be rolling out for advertisers. I know what you’re thinking and you’re right, I am living the dream. This year Google announced changes […]