Blog - Fluency

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

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.

Founders View: In The Groove

I have always been a builder. It doesn’t matter if it’s a bedroom remodel for the kids or software - the art of creating form and order to something by bringing together an idea, materials, and skill that result in something tangible is unbelievably satisfying.

I’m building something new now, and the risk/reward is bigger than any project I’ve undertaken. It’s also the most exciting and challenging opportunity I’ve sunk my teeth into...

Solid Fundamentals Prepare You For Bid Management

If your advertising is simply not performing like it should, the reason is probably not what you think. Most digital marketing agencies will turn to bid management as the first thing to fix, when in reality, it should be the finishing touch. So where do you look to run a large volume, customized, and repeatable ad program with accuracy and efficiency?

The key to success in advertising performance lies in mastering content management. To get a better understanding of where content management intersects with bid management, first we need to explore Google’s mission "To organize the world's information and make it universally accessible and useful." Google has always been focused on delivering the most relevant results to the searcher, a practice that is built into their monetization model through a process called Quality Score. As defined by Google, “Quality Score is an estimate of the quality of your ads, keywords, and landing pages. Higher quality ads can lead to lower prices and better ad positions.” Translation: Google rewards agencies who focus on delivering the most relevant content to their searchers.