Blog - Fluency

Our blog explores the challenges and opportunities that exist while growing and scaling a digital advertising business.

SKAGs made easy with Fluency

If you’ve been around the search world long enough, you’ve witnessed some great debates play out among experts who take passionate yet opposing views on strategic best practices. Some of those great debates include fundamentals like bidding on one’s own brand name, the need to bid to position, and the importance of impression share.

More recently, Single Keyword Ad Groups or SKAGs have entered the gauntlet for debate. The case for SKAGs is pretty straight forward: By separating individual keywords into specific ad groups with tailored ad copy to match, you dramatically increase relevance and quality score. A quick search for SKAGs will find many articles that claim to prove its value and a handful who make the case against it. For the purposes of this article it is not our intention to get involved in the performance value of SKAGs, afterall, there is more than enough literature on that topic. However, one area where both sides of the SKAGs debate find common ground: Implementing and maintaining Single Keyword Ad Groups is extremely difficult. Here at Fluency, we are happy to debate that claim.

When done manually, creating single keyword ad groups is massively time consuming and potentially very risky. The time consuming part is self explanatory - building out a more complex campaign structure requires more effort. If your current campaign structure consists of 2 campaigns, 6 ad groups and 18 ads and the new world consists of 2 campaigns 32 ad groups and 96 ads; it’s going to take more time to manually build, launch and maintain accounts, period.

MarTech Interview with Eric Mayhew

Tell us about your role and journey into technology. What made you start Fluency? I was a mechanical engineering student at Clarkson University when I got my first computer. Knowing basically nothing about computers, after using it for about a day, I had broken it and I couldn’t get it to boot up. I was worried about how much it was going to cost me to fix it, so I started reading. I read cover to cover the MS-DOS manuals and the Windows manuals. When I finally put those down, I felt pretty comfortable doing most anything on that computer after that.

Founders View - One Year In

The two questions I get asked the most are: why would you do another start-up after having a unicorn? And how is Fluency going? My answers are always the same: because I love to build, and it’s going great!

I could do a full stop there, but I’ll dig into that a bit more because it really helps to understand my mindset, the collective vision and motivation I share with the other co-founders at Fluency, and why we believe we will transform digital advertising.

What it Means to be an Expert Today

Creativity that resonates is the heart of every effective advertising campaign. Whether it’s digital, print, words, tunes, or a single image, strong creative connects brands to people.

It is for this reason that ‘advertising agency’ is synonymous with ‘creative agency’. These are businesses filled with artists of all mediums; from wordsmiths to music producers to graphic designers to videographers. Together, they create the perfect backdrop for a brand.

There are great agencies and there are good agencies. What distinguishes the two? Content. Not just decent content, but striking, compelling, unique content served for the broadest range of clients, regardless of industry. When you consider the brilliance of a ‘Don Draper’ type, it is not his or her deep knowledge of any specific industry or product. Instead, the expertise exists solely in the ability to solve problems and think creatively.

10 Things You Can Do To Scale Your Advertising Agency

It isn’t just one outstanding thing that makes a digital advertising agency rise above others; it is the sum of its parts. Over the years, we’ve worked with hundreds of agencies and noticed some striking similarities in those that successfully scaled, and those that struggled. We’ve compiled our Top 10 list of attributes associated with ad agency growth, and some of the key areas to focus on may surprise you.