Retargeting Digital Strategy | Velocity Agency | New Orleans

Josh Spencer Digital Innovation, Market Information, Research

Retargeting velocity agency new orleans advertising

How do you only display digital ads to users interested in your brand? The current solution is retargeting. Over the past decade, new online technologies have made it possible for websites to interact with your browser and privately track your navigation.

Retargeting or re-marketing aims to fix a problem most marketers face online: users abandoning or “bouncing” from their client’s site before completing an action (“converting”). Whether you want a user to buy a product, submit a form, and/or sign up for a newsletter, retargeting will follow your website visitors throughout their online sessions. Regardless of their navigation after visiting your site, tracking pixels allow your digital display ads to appear. Thus, increasing brand awareness to an interested user.

Because retargeting allows you to communicate with users that already visited your website, your creative should be dynamic and act as a reminder to come back. The creative should also reflect consistency with the specific pages visited. However, you need to be careful not to appear intrusive or you will lose the prospective customer/client.

As with everything online, some privacy concerns arise over retargeting practices. The technology basically adds a cookie to a user’s browser, which then follows the user around the Internet. This process is maintains personal anonymity, as no identifiable personal information is ever transferred or documented.

Like traditional digital display ads, retargeting allows you to track conversions and determine which creative is most effective. Also, reports show a dramatic drop in cost-per-click for retargeted content, as users that have visited your website are more likely to click your ads.

This technology can be used in various ways. An eCommerce site will benefit from targeting users that visit specific product pages and tackle shopping cart abandonment. In this case, ads can focus on further educating users about specific products, increasing probability of conversion.

Also, retargeting is widely utilized in email marketing campaigns. Once a user opens your eBlast, the process of tracking hyper-targeted display begins. As a byproduct, this increases user retention and attraction.

Remarketing is now a benchmark in effective and efficient digital marketing strategies. The immediate result of targeting interested users is an increase in conversion rates. Brand awareness is merely a starting point. Honing in on interested users narrows the conversion pathway and dramatically increases the possibility of increasing top-line revenues.

Velocity Agency is a digital marketing and advertising firm specializing in digital and internet marketing & advertising, print, web design, graphic design, film, and HD video promotion and post-production. Velocity serves clients all over the United States from our Metairie, LA office just outside of New Orleans by strategically implementing proprietary tools and techniques to get you the most conversions for your business through lead generation, cost-per-acquisition, and top line revenue.

Personal Branding | Velocity Agency | New Orleans

Josh Spencer Market Information, Professional Development

The Importance of Personal Branding

The necessity of personal branding is growing, daily, at a rapid pace.  It is imperative for professionals and business owners to strengthen their brand and prevent their business from getting swallowed up by the competition.  One way to combat this is by staying ahead of the game and sticking out like a sore thumb.  What can you offer your audience that your competition can’t and what sets you apart from the rest?

self branding velocity agency marketing

Who Are You?

Personal branding involves taking the initiative in deciding which direction your life/business will go.  It is imperative for successful career planning and development.  More so, it enables you to make the most of what you have to offer. Within the process of personal branding, you are allowed to be yourself. Moreover, you can leverage who you are as a person by playing an active role in designing a brand with integrity: a brand your audience can trust.

Can I Trust You?

Unfortunately, there are numerous brands that lose credibility and value due to their disingenuous perception.  When you do great work, your audience will consider you trustworthy and dependable.  Once that trust is earned, you’ve gained a brand ambassador and loyal customer for life.  They will support you until the end.

Who wants to work with you?

Once your brand begins to establish a presence, consumers will not only want to assist you, but provide you with valuable and relevant opportunities.  Sponsorship, joint ventures, customer referrals, and more could all be beneficial to your brand.  A successful track record attracts the attention of other businesses and consumers, leading you to greater accomplishments.

What’s Your Point?

Your name is your most important asset.  Evolving it into a brand makes it a reflection of you and what you represent.  It can be beneficial in a successful future or tarnishing if not perceived as trustworthy and useful.  By uniquely and genuinely portraying to the world who you are, you will be equipped to show your audience why they should choose you instead of the competition.  The stronger personal brand you possess, the greater the demand will be for your services.

Responsive Web Design Benefits | Velocity Agency | New Orleans

Josh Spencer Velocity News, Web Design

Mobile traffic has been a concern ever since the first mobile browsers came out, which could display links and small images on mobile phones. Today, Responsive Design has taken over and a new wave of improvements to mobile websites is underway. Modern websites can automatically fit any size of display and arrange content accordingly. Responsive design enhances the user experience and creates a perception that they are custom-designed for any device: tablet, smartphone, laptop, or desktop computer.

Responsive Web Design Velocity Agency New Orleans Digital Marketing

Some companies/brands, however, don’t fully understand the benefits of responsive design. Generally, this is due to a decision maker’s lack of understanding the importance of user experience.  As responsive design has become baseline, these facts and statistics should do away with any doubt. ComScore reports that smartphones and tablets currently account for 60 percent of online traffic, which means your users will potentially access your website using one of these devices. Social media has grown exponentially on mobile devices, which is a great way for customers to find you online.

What Are The Benefits Of Responsive Design?

First, your customers will find it easier to navigate a website that has been optimized for mobile and tablet. There’s nothing worse than using a full desktop website on a smartphone; it is frustrating and leads to a high bounce rate. By taking the time to address different screen sizes, your customers will be happy to have easy access to menus and contact information, which directly translates to increased leads and conversions.

From an SEO standpoint, having a responsive website is a must. Last month Google started rolling out “mobile friendly” tags for websites optimized for mobile, which means customers will more likely click on search results with responsive design. The search giant is also giving higher rankings to mobile sites, which should be motivation enough for companies to go mobile. Therefore, the lack of responsive design on your website will negatively affect your click-through rate.

How Can You Find Out If Your Site Is Mobile Friendly?

There are several ways to test this. First, to see if Google recognizes your website as mobile, try out this tool. Simply drop in your link and after a few seconds you’ll get the results. Second, from your desktop computer, manually resize your browser’s window. If the website reacts to the change in size and the images and text resize accordingly, then the site has been optimized. Finally, experiment with accessing your website from different mobile devices; this is the ultimate test.

How to Fix It?

This is where Velocity Agency can take your web presence to the next level. With expert web designers and back-end developers in-house, we work effectively and efficiently for our clients. The proof is in the pudding; our product and track record speaks for itself. Whether you need your first website, a website re-design or a complete overhaul, we will immediately improve the user experience.  As a byproduct, we will maximize your search ranking, click-through rate, leads, and conversions (increased top-line revenues). Take a look at our work and contact us to see what our team can do for you.

Velocity Agency is a digital marketing and advertising firm specializing in digital and internet marketing & advertising, print, web design, graphic design, film, and HD video promotion and post-production. Velocity serves clients all over the United States from our Metairie, LA office just outside of New Orleans by strategically implementing proprietary tools and techniques to get you the most conversions for your business through lead generation, cost-per-acquisition, and top line revenue.

Super Bowl 2015: The Best and Worst Ads | Velocity Agency | New Orleans, LA

Josh Spencer Market Information, Seasonal, Sports

This year’s game stunned us, and it wasn’t just the final score or what some are calling the worst play call in Super Bowl history. It was the brands. While some of last night’s commercials were inspiring, some should serve as a cautionary tale for years to come.

Velocity Agency New Orleans Super Bowl Ads 2015

Specifically, Anheuser-Busch aired a sarcastic attack ad against the ever-growing craft beer industry. At first glance, one might understand their stance, as their dominant market share has slowly started to erode due to the growth of the craft beer industry. The moment that gave many viewers pause was the us-versus-them declaration of, “Let them sip their pumpkin peach ale. We’ll be brewing us some golden suds.” What most consumers don’t know is that Anheuser-Busch has been on aggressive campaign of acquiring regional craft breweries. Most notably, they recently acquired Elysian Brewing, which currently offers a pumpkin peach ale. It makes you scratch your head at how a company could call out and attack some of their own brands. This strategy had an immediate backlash, spurring a Twitter uprising and the trending hashtag, #BETTERBEER.

Also, Nationwide Insurance’s commercial generated immediate backlash because of its dark nature. You know you’re in trouble when you have to issue a late-night statement regarding your TV ad, and Nationwide did just that. In an ad that was meant to “start a conversation” on preventable child deaths in America, Nationwide was actually testing their latest strategy for selling insurance.

Among the most memorable commercials was the Chevy Colorado ad. The car manufacturer conveyed a simple message in a very creative way: the new Colorado is equipped with 4G LTE Wi-Fi. Seconds before kick-off, TV signals across the nation seemed to go out, only to be greeted by Chevy’s line “What would you do if your TV went out?” See it for yourself.

Several brands tried to convey a more social message, but only Always succeeded. Their #LikeAGirl ad was a great TV success, and it went beyond traditional media. The campaign translated flawlessly to Twitter and Facebook, generating thousands of user interactions.

The biggest story in advertising, however, was not on the TV screen. This year, brands took on to Twitter in an unprecedented level, generating more than 1.5 million Super Bowl ad mentions in one day. Beyond that, advertisers focused on an ever-increasing form of engagement: brand-on-brand tweeting. This year’s Super Bowl generated more brands tweeting one another than any other game.

 

 

Overall, brands are finding new ways to interact with consumers across different mediums. The proliferation of smart phones and tablets has allowed for us to connect and communicate instantly –whether in front of a TV or at the actual game.

Check out other commercials that made it to the top of our list.

Velocity Agency is a digital marketing and advertising firm specializing in digital and internet marketing & advertising, print, web design, graphic design, film, and HD video promotion and post-production. Velocity serves clients all over the United States from our Metairie, LA office just outside of New Orleans by strategically implementing proprietary tools and techniques to get you the most conversions for your business through lead generation, cost-per-acquisition, and top line revenue.

 

 

 

 

 

 

Developing your own Brand as a Marketing Agency | Velocity Agency | New Orleans

Josh Spencer Market Information, Professional Development

“If winning isn’t everything, why do they keep score?” – Vince Lombardi

Pro Tools, Adobe InDesign, and YouTube tutorials have made everyone a competitor in an already flooded industry. One of the most overlooked and underrated keys to success in this industry is to develop and maintain a strong personal brand. We so often focus on branding and marketing our clients and forget to market and brand ourselves.

What sets us apart? What differentiates our services? What makes us a better solution for current and potential clients than a kid in his underwear, sitting in his or her parents’ basement?

Branding is a way of defining your business to yourself, your team, and your external audiences; it embodies the core of what the business is and its values, not just what it looks and sounds like. Consumers and users of most businesses are so savvy today that they can see through most attempts by companies to gloss, spin or charm their way to sales. Moreover, the internet provides a level of transparency in the ever-increasing importance of online referrals and reviews. Consumers and users will perform their due diligence in researching service providers prior to committing to an Agency of Record contract.

In an industry built on trust and relationships, it is important to follow through with something when you say you are going to do it. You want people to see you as someone who is committed to their business. Being branded as a reliable partner is crucial. Review the services your business offers, pinpoint the space in the market it occupies, and research the emotive and rational needs of your consumers. Your brand character should promote your business, connect with your customer base, and differentiate you in the market.

Be remarkable!

According to renowned marketer and author, Seth Godin, “Today, the one sure way to fail is to be boring. Your one chance for success is to be remarkable.”

Seth’s “Purple Cow Theory:”

The essence of the Purple Cow – the reason it would shine among a crowd of perfectly competent, even undeniably excellent cows – is that it would be remarkable. Something remarkable is worth talking about, worth paying attention to. Boring stuff quickly becomes invisible.

Market where other’s aren’t. Set yourself apart.

There is exponential growth and profits in creating new demand in an uncontested market space. Find your niche. Rather than competing head to head with other providers in an existing industry, set yourself apart as an industry leader in a specific channel.

Most importantly, always consider your branding when communicating and providing a finished product.

Don’t lose your pride or dilute your brand with indiscriminate discounting. Try offering more and set yourself apart, rather than slashing prices. If you don’t value your brand, neither will your consumers or competitors. Stand for something you believe in and deliver when you are provided with the opportunity.

Your final product should stand for itself; your consumer’s results need to reinforce your brand positioning. Securing a new partner/client is only the tip of the spear. Retaining clients and creating long-term relationships is a byproduct of remarkable work, meeting and exceeding expectations.

Velocity Agency is a digital marketing and advertising firm specializing in digital and internet marketing & advertising, print, web design, graphic design, film, and HD video promotion and post-production. Velocity serves clients all over the United States from our Metairie, LA office just outside of New Orleans by strategically implementing proprietary tools and techniques to get you the most conversions for your business through lead generation, cost-per-acquisition, and top line revenue.

Baggett McCall New Video Production | Velocity Agency | New Orleans

Josh Spencer Velocity News

 


Baggett McCall Injury Attorneys have been a long time client, and we’ve helped shape their brand in the Lake Charles community. Through well-crafted testimonials, we increased the firm’s brand awareness and reputation. By introducing each lawyer’s story to the local community, we were able to get in touch with their prospective customers at a more personal level.

After a year of the original campaign, Baggett McCall now enjoys better brand visibility and great reputation at the national level along with measured results and an increase in overall business. So what was our next step? Show their customers what they do best.

Our client has a long history of successful personal injury cases, so we decided to show just that. Velocity Agency wrote, produced and edited new commercial spots that reflected our client’s integrity and success in the courtroom. As a full-service agency, we were able to quickly plan and execute our strategy; from writing scripts to trafficking out the commercials, all within a few weeks.

Velocity Agency is a digital marketing and advertising firm specializing in digital and internet marketing & advertising, print, web design, graphic design, film, and HD video promotion and post-production. Velocity serves clients all over the United States from our Metairie, LA office just outside of New Orleans by strategically implementing proprietary tools and techniques to get you the most conversions for your business through lead generation, cost-per-acquisition, and top line revenue.

SEO & Google’s Algorithm: How It Works | Velocity Agency | New Orleans

Josh Spencer Market Information, Research

Google is making the search engine leg race to the number one spot more exhausting than ever and with the company’s estimated 600 changes to its algorithms made annually, the finish line may never be in sight. Search engine optimization (SEO), however, remains such a crucial ingredient to ensure organizational success.

In layman’s terms, an algorithm is a recipe that instructs a computer on how to complete a given task. Google’s algorithms pertain to yielding search engine results that are relevant to the users search queries. Today, Google’s algorithms take into account around 200 factors when determining website relevancy, a pool that is consistently growing and changing.

In it’s toddler years, Google search engine visibility was somewhat easy to obtain by stuffing a website with relevant or irrelevant keywords. As the search engine evolves, it is becoming more targeted at finding these non white-hat SEO techniques and penalizing websites for these practices. Today, Google continues to release major updates to the algorithm like Panda, Penguin, and the new Pigeon that can change a website’s traffic overnight.

Now more than ever, website relevance has to be about brand building through relevant, useful content related to what users are searching for. Keyword stuffing and paid links are now replaced by content strategy and development, a task that takes time. Strong content formation includes a hefty chunk of information that is both up to date and relevant to the users search and has not been respun, republished, duplicated or crowded by keywords.

Links are still valuable however, but their value is changing. Link building, much like keyword stuffing, became one of the easier SEO techniques to achieve higher rank results. Because of this, webmasters began building links independently via paid links or article farms. In order to fight these practices, Google introduced the algorithm update Penguin to seek out websites purchasing links or utilizing other spammy link building techniques and dropping their ranking position on search engine results. In the age of Penguin, it’s important to recognize that black-hat practices of buying links are no longer going to help your website by increasing search engine ranking position; it’s now about building relevant, qualified links by influencers in your network and submitting your content to social news sites like Reddit, Digg, or Google+ rather than submitting to article farms where your content will be republished on other sites.

Outside relevant content writing and qualified link building, another of Google’s algorithms focuses on website design optimization in regards to user experience. Google introduced the Panda algorithm update to seek out websites with low quality content and poor user experience. Websites that introduced high-quality content and constantly introduced new, fresh content into the mix were rewarded with increases in organic traffic. Sites with low quality content, broken links, and poor functionality lost out with Panda and organic traffic dropped exponentially – sometimes overnight.

It becomes more important than ever to have a team of people who understand how to utilize classic search engine tools and combine that with superior content formation in a timely and consistent basis. Paid links and keyword stuffing are no longer king , solid brand building with relevant, unique content on a sturdy foundation is.

Velocity Agency is a digital marketing and advertising firm specializing in digital and internet marketing & advertising, print, web design, graphic design, film, and HD video promotion and post-production. Velocity serves clients all over the United States from our Metairie, LA office just outside of New Orleans by strategically implementing proprietary tools and techniques to get you the most conversions for your business through lead generation, cost-per-acquisition, and top line revenue.

WINDOWS 9 LEAK: WHAT WE KNOW | VELOCITY AGENCY | NEW ORLEANS

Josh Spencer Digital Innovation, Research

Last week, a supposed leak from Microsoft revealed the unreleased Windows 9.  Here’s what we know. Leaked sources revealed the company’s September 30th invitation, which stated: Join us to hear about what is next for Windows and its enterprise. And now we are all sitting on the edge of our seats waiting for more information.

We don’t even really know if Windows 9 is the correct name for the operating system, however Microsoft’s Chinese division briefly posted, “Microsoft’s latest OS Windows 9 is coming soon, do you think the start menu at the left bottom will make a comeback?” on Weibo, but then promptly deleted it.  Affiliates at local website cnBta, however, were able to snag the information to carrot and stick eager PC users with.

It is unknown if PC users will be able to upgrade directly from their well worn Windows 7 straight into Windows 9, or if they have to venture into the alien territory of Windows 8.  For anyone who has had experience with the Windows 8 interface, or who knows someone who knows someone who has, gets that it is a difficult system to navigate.  It is Windows’ first attempt to conform to touch screen technology and it offers little user instruction.  And because it’s custom designed tablet was almost double the price of existing tablets, a lot of PC users just stuck with what they already had.

Perhaps the most exciting component of all this suspense is the grapevine whispers claiming that this new version of Windows is rumored to be free.  Microsoft sales actually plunged 13% just after it launched Windows 8, a statistic noted by consumer market research conducted at NPD.  Maybe by making it free the public will be less versed in the business’ financial blunders.  Though the information cannot yet be confirmed, leaker group WZOR and other leaker collectives agree that the price of the new operating system will nominal, if even a matter at all.

Of the very little information that we do have about Windows 9, most of the hype surrounds around the new, but old, Start Menu that is rumored to be making a comeback.  The Start Menu’s All Apps combines your usual desktop apps with the Windows 8 Metro Apps, giving you the best of both worlds.  All jokes aside, Microsoft is trying.  With the speed-bumps the company hit after launching Windows 8 and the exhausting leg race the company faces every day against Apple’s chart-topping products, we are excited to see what else the persevering company has in store with it’s latest revision.  Rumored to be available as early as April 2015, this may be an exciting year for Microsoft.

Velocity Agency is a digital marketing and advertising firm specializing in digital and internet marketing & advertising, print, web design, graphic design, film, and HD video promotion and post-production. Velocity serves clients all over the United States from our Metairie, LA office just outside of New Orleans by strategically implementing proprietary tools and techniques to get you the most conversions for your business through lead generation, cost-per-acquisition, and top line revenue.

 

Marketing Strategy Don’ts: Twitter Edition | Velocity Agency | New Orleans

Josh Spencer Market Information, Professional Development

In light of the recent Baltimore Raven’s Ray Rice domestic violence tape that went public this Monday, and in response to harsh comments made by public spectators, women everywhere who have been victims of such brutality are taking a stand.  Hashtag #WhyIStayed lets women tell their true tales of horror and despair in hopes to raise awareness on a subject often hidden in the shadows.  Grievous dialogues include, I knew if I left he’d try to kill me and, My fear to leave was greater than my fear to stay, and, I figured if I could hide my bruises I could hide my reality.  DiGiorno Pizza’s twitter account also participated in the social media trend:

DiGiorno Marketing mistakes

Of course, it took DiGiorno’s content managers a whole ten seconds to click on the hashtag before they realized the domestic violence platform they were using to sell a frozen pizza.  Since the short lived tweet the company has sent out hundreds of personalized apologies stating that, in general, the company is sorry for not looking before leaping into such vulnerable territory and DiGiorno assures it’s audience that it would never poke fun of such a social injustice.

Let’s take a look at some other companies who have used a similar, horrible social media marketing technique.

Epicurious, a website devoted to recipes and all things food, posted this on their twitter account in the midst of the April 15th Boston Marathon bombing.

epicurious boston bombing mistake marketing

 

 

Gap really wanted to reach out to the survivors of Hurricane Sandy day seven into the storm here.

gap marketing mistakes sandy storm

 

Kenneth Cole, sitting comfortably in designer clothes and air conditioning, posted this to their twitter feed.

kenneth cole egypt marketing mistake twitter

This NYPD promotion backfired brutally when people began hashtagging the police department’s horror photos.

marketing mistake nypd hashtag

When McDonalds asked it’s customers to hashtag their dining experiences with #mcstories, they received many responses that looked like this.

mcdonalds macstories twitter mistake marketing

 

NRA posted this the same day as the Aurora movie theatre shooting, Colorado’s deadliest massacre since Columbine.

nra twitter hashtag

 

Whether it is due to user error or just bad taste, mistakes are rarely forgotten.  One person’s failing can be representative of an entire company.  Data is spreading quicker than ever on today’s stellar information highway and even a window of twenty seconds or less can prove deadly.  It is absolutely critical to read, review, and repeat before you finalize that Tweet. At Velocity Agency, we offer our clients careful integration and management of their social media in conjunction with their overall marketing strategy. Check out our work and contact us for a consultation.

Velocity Agency is a digital marketing and advertising firm specializing in digital and internet marketing & advertising, print, web design, graphic design, film, and HD video promotion and post-production. Velocity serves clients all over the United States from our Metairie, LA office just outside of New Orleans by strategically implementing proprietary tools and techniques to get you the most conversions for your business through lead generation, cost-per-acquisition, and top line revenue.

iPhone 6 & Apple’s Marketing Machine | Velocity Agency | New Orleans

Josh Spencer Digital Innovation, Mobile Technology

Last Tuesday Apple unveiled the new iPhone 6, along with the long awaited Apple Watch. To some, it was a monumental announcement, to others, it was more of the same i-sheep Kool-Aid. Wether you’re an Apple fan or not, there are a few things we can agree on.

iPhone 6 Apple Marketing Strategy Velocity Agency New Orleans

Credit: Apple

iPhone 6 Brings Minor Upgrades

A side by side comparison reveals very minor differences between the previous iPhone 5S and it’s younger, sexier sister, iPhone 6.  New features include a larger screen, curvier edges and an added pay-by-phone feature called Apple Pay which we’ve seen in other phones.  Both phones are manufactured in aluminum with an 8-megapixel sensor camera and have a battery stamina that is essentially the same.

Apple: The Hype Machine

Apple is known for technology but, without a doubt, Apple is a marketing machine.  This is arguably why the company experienced an 8000% increase in profits from 2003 to 2012, according to a recent Marketing Strategy Analysis conducted by Vertygo Team, and why people decide to fork out big bucks for little upgrade bang.

Apple has been the recipient of AdWeeks Best of the Decade, Brand of the Decade, Campaign of the Decade and Marketer of the Decade awards. It was, yet again, voted as the overall winner of the 2014 CMO Survey Award for Marketing Excellence and last year it was awarded the title of “Brand of the Year” in the league of smartphones, tablets, and computers by Harris Interactive Marketing Firm. And the list goes on.

Android Caught Up. A While Ago

If one really challenges the specs against iPhones ultimate competitors of Android phablets, the data clearly demonstrates that Apple sells because of it’s name, not it’s game.  At the most basic level of graphics, iPhone 6 has finally crossed the HD threshold, however, it barely treads water when compared to the pixel-dense resolution of current Androids.  Androids have also always been a safe bet regarding their processor downlow.  Apple, on the contrary, has shed very little light on the qualifications of it’s new A8 processor, while Android companies most always rely on the trusted Qualcomm products.  On top of that, most Android cameras are in the 16MP range, which doubles even the newest iPhone’s capacity.

Great Products Sell

Apple, however, is killn’ it.

Last year Apple roped in a whopping 56% of the total profit for the entire cell phone industry, a percentage that put the company on a profit pedestal, writes Forbes contributor Tony Bradley. However, it would be a mistake to blame marketing alone in their huge success. David Ogilvy once said that “great marketing only makes a bad product fail faster,” meaning that for marketing to work the product has to be appealing and have certain qualities. Still, Apple spends less in advertising than Microsoft, Samsung, or Coca-Cola, but none of these companies have the hype surrounding their brand like Apple.

Velocity Agency is a digital marketing and advertising firm specializing in digital and internet marketing & advertising, print, web design, graphic design, film, and HD video promotion and post-production. Velocity serves clients all over the United States from our Metairie, LA office just outside of New Orleans by strategically implementing proprietary tools and techniques to get you the most conversions for your business through lead generation, cost-per-acquisition, and top line revenue.