Tara Horn

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A Time to Farm, a Time to Hunt

Though it was 7 years ago, it seems like only yesterday. The company I was at was burning cash at an alarming rate. Although we were building some impressive tech, the company needed a win on the business side. One of the projects I was managing was spending tens of thousands of dollars a month …

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Your Mom Wears a Frequency Cap

  When planning out a digital advertising strategy, allocating a budget for retargeting campaigns are a must. This allows you to reach users that have previously visited your website by placing ads across other websites and mobile ads, and lure them back to your website by offering a special incentive. These campaigns typically have a much …

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Should Your Startup Run PPC Ads for It’s Branded Keywords?

Most startups running paid search campaigns are very focused on ROI. They have pre-defined goals for their profit margins and cost per acquisition (CPA) targets. As such, marketing executives at startups often choose to leave branded keywords (i.e., variations of their company and product names) out of their campaigns. Though the conversion rates and ROI on branded …

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