Meet Your New Digital Agency at IRCE 2019 [Coupon Code]

Delegator, a digital agency specializing in online advertising, will be exhibiting at the Internet Retailer Conference & Expo (IRCE) in Chicago, IL June 25-28, 2019 to connect with online retailers who are interested in expanding their online presence and profitability using thoughtful digital marketing.

Delegator’s agency team is made of fun-spirited and hardworking advertising wizards who will stop at nothing to make sure your online ads are performing at the highest level, and you have the chance to meet a few of our smiling faces on the exhibitor floor!

As a perk of attending & exhibiting, we are given a $200 discount code to share with attendees! If you’re interested in joining us at IRCE (and you want to save $200 on IRCE passes) fill out the form and get our unique promo code!

IRCE Coupon Code — Save $200

Some of the Delegator team in Chicago for IRCE 2018

Some of the Delegator team in Chicago for IRCE 2018

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Delegator will evaluate your ad accounts to identify any weaknesses and diagnose the problem areas.

Delegator manages and optimizes digital marketing to maximize returns from digital advertising while controlling costs. Services include digital advertising, analytics, and technical due diligence.

5 Steps to Set Your Advertising Intention in the New Year
Set your advertising intention

What do you want to gain from PPC advertising in 2019?

What do you want to gain in 2019?

One of my favorite hobbies is attending a yoga class after work. At the start of every class, the instructor addresses the class and proposes that I breathe deeply, pause, and set my intention asking, “What do you want to gain from the next 75 minutes?” January 1st presents a similar situation both personally and professionally. We pause and we set our intention. What do we want out of the next 365 days?

At Delegator we’ve paused to set our intention for the New Year and we’re focusing on empowering and informing our clients and other advertisers by providing more content. As an ad agency, we’ve already committed to account performance and client service, and we always will be. We find so much energy by helping our clients reach their next goal and this new intention to inform is our way of giving back.

Maybe you’ve already set your business goals for 2019, or maybe this is a pleasant reminder that you get to start something fresh. Whatever your situation is, breathe deeply and consider these steps as a way to make sure you’re getting the most out of your resolution, and your PPC advertising.

1. Set an intention and never forget the purpose of the decisions you are making. Advertising can quickly become complicated. Businesses have so many selling points and it’s tempting to try to cover all of your bases when you create an online advertising plan. Instead of getting ahead of yourself, ask first, “Which results do I need to make this ad campaign a success?”

The answer to your question could be purchases, brand awareness, website traffic, leads, and so much more. Keep your objective in mind at every step from planning to reporting to ensure that you are reaching your goal. (Let’s consider that the intention we’re setting through these next steps is to get more sales in 2019.)

2. Determine your audience by the action they should take when they see your ad. A user that has never seen or heard of your brand may not be willing to make a purchase right away, while a returning user may be ready to punch in their credit card information. Anticipate what a user will do when they see your ad, and segment t users into groups by that action.

3. Create campaigns by objective then sort your audiences into the appropriate campaigns. Always ask, “How can this audience play a part in reaching my goal?”  Is your audience ready to make a purchase? Create a campaign for purchases. Are you trying to win over a new user? Create a campaign for traffic and send users to a landing page on your site that makes them feel at home.

4. Write ads with action and direct your audience to follow your intention. Win over your audience by addressing their need and then tell them the next steps to take. Be kind/creative/alluring in copywriting, but don’t be passive. If a user is in a purchase campaign, your ad text should say “Shop now,” but a user in a traffic campaign may need to simply “Learn More.”

5. Review results by Key Performance Indicators. If your campaign objective is to inform an audience for the first time, with the intention of the user making a later purchase, your ad may not have a lot of purchase conversions—that’s ok because you wanted that audience to click to learn more, remember? Consider your campaign objective when you review results, then measure success.

Did you set your advertising intention for 2019?

The advertiser in me honors the advertiser in you. Namaste. 🙏

“Hold the Door” - An A/B Testing Case Study of Doorstops

Hodor hodor! Hodor. At Delegator, one of our core mantras is to be data-driven. Every day, we look for ways to enhance clients’ campaigns and return a better ROI. A big part of this philosophy is that we are always A/B testing things behind the scenes. We regularly test ad language, bid modifiers, landing pages, and more to ensure we’re putting our best foot forward.

Our mantra of “Always Be Testing” isn’t limited to just our clients, though. We are always testing things around the office to maximize our workflow and productivity. To prove that point, we have been strenuously testing a wide variety of doorstops to see which one is the one, true champion. Metrics such as price, immobility, material composition, and torture testing (swift kicks) were all taken into account and eventually there emerged a clear winner.

Doorstops - There can be only one.

Bear witness to the inferior doorstops bowing before the one true doorstop.

All jokes aside, we do take our jobs very seriously. We live and die by results and a big component of driving results is creative thinking and a good testing approach. We hypothesize how we can generate more revenue for our clients’ campaigns and test those theories. Finally, we validate them with data and choose the winners - rinse and repeat.

Digital Advertising Industry Update - Dec. 7, 2017

Life event targeting is now available for YouTube and Gmail advertisements. Life events are major changes to a consumer's lifestyle, such as moving, getting married, or having a baby. During these events, consumers are more likely to explore new brands and purchase new products. Delegator already uses life event targeting on Facebook to great effect. We're excited to see Google taking advantage of this targeting as well. Learn more here. Google is also introducing AdWords promotion extensions, custom intent audiences, and ad variations for testing. More here.

Finally, Google has debuted its new Academy for Ads. This platform should help ad managers better understand and leverage AdWords and other Google advertising products. Check it out here.

Digital Advertising Industry Update – Aug. 31, 2017

Google has introduced an improved, simpler system for ad rotation. Now, ad rotation offers two settings: “optimize” and “rotate indefinitely.” Setting ad rotation to rotate indefinitely will give equal precedence to your ads, meaning they will be displayed consistently in order. This provides a good method for testing the efficacy of individual ads relative to one another. Think of it as A/B testing for your ads. Setting ad rotation to optimize will enable Google to prioritize ads that are expected to perform better than others within an ad group. Optimized ad rotation is geared to generate more traffic and conversions from your ads. When combined with Smart Bidding, it can effectively raise your conversion rate. Learn more about Google's new changes to ad rotation here.

Attribution within multi-channel funnels can be complicated. Google Display Network enables marketers to measure the impact of their display ads in terms of impressions and clicks in Google Analytics. This offers two lens for measuring the effectiveness of your ads. The first measures impressions, ad views that can raise brand and product awareness. The second measures clicks, traffic that your ads lead to your site. What happens when someone sees your ad and doesn't click it, but visits your site later? As a refresher, check out Google Analytics' article See the full Impact of Unclicked Display and Video Ad Impressions using Google Analytics.

Digital Advertising Industry Update - Aug. 17, 2017

Bing has announced an update to its Relevance And Quality Policies by adding a new System Quality Policy. This addition will enable Bing to:

  • Delete keywords and ads that have not produced results over a significant period of time.
  • Limit the numbers of keywords uploaded at a time.
  • Implement new restrictions for certain industries - weapons, pharmaceuticals, gambling, adult - as well as trademark categories.

These updates should not impact most customers.

Digital Advertising Industry Update - July 27, 2017

Google announced more options for displaying ad extensions. Advertisers can to pay to show additional call extensions on selected ad groups. This option could be particularly useful for always showing local numbers within a company’s most productive markets, giving customers the impression that a company has a local presence. Additionally, Google is dropping Instant Search. This feature autopopulated search results as a user typed in the search bar. Instant Search could be distracting on desktop, but it caused performance issues on mobile. With Google’s sensitivity to the booming mobile market, it’s no surprise they are cutting a feature that subtracts from users’ experiences there.

Google Announces Anagram Match Type

Google has announced that beginning April 1, advertisers will have a new match type option in their toolkit: Anagram Match. Building on the success of the recent change to Exact Match, in which matching uses variations in word order, Google is taking it a step further and matching keywords to search queries that contain any order of the keyword’s individual letters.

Now, advertisers will no longer have to manually create every possible permutation of the individual characters in their keywords to expand the reach of their ads. Google will do the anagramming work for you and begin matching to search queries that have some possibility of relevance. Users can mark keywords as Anagram Match by bracketing them in tildes, e.g. ~keyword~.

In the official announcement, Google showcased a few early case studies from select advertisers who took part in the limited Beta program.

Trust Safety Bank found success in opening debit card accounts for customers with poor credit scores, a part of the market that had been previously overlooked (and, in fact, expressly forbidden) by their CEO and Chief Risk Officer. After the Anagram Match keyword ~debit card~ began matching to searches for "bad credit", inquiries skyrocketed. “We were able to hit our new account openings goal for the first time in months, and that number is literally the only thing I care about,” said a member of the Customer Acquisition team.



A local funeral home located in Las Vegas, Nevada was able to use the Anagram match type to provide excellent up-funnel brand awareness for consumers engaging in high-risk forms of entertainment, such as bungee jumping or high-powered machine gun ranges. Their AM keyword ~Las Vegas funeral~ matched to the search term “real Las Vegas fun.”


As the new match type rolls out to all advertisers, we’re excited to hear about other discoveries that advertisers will surely make as they begin matching to a significantly expanded range of user queries.

Online Shopping Surpasses Retail During Black Friday and Cyber Monday

NPR's Morning Edition reports that during Black Friday and Cyber Monday, the majority of consumers chose to shop online rather than in stores. According to a survey by the National Retail Federation, 44% of consumers shopped online over the Thanksgiving weekend, while 40% shopped in stores. Two quotes stuck out:

Sonari Glinton paraphrasing Sonia Lapinksy: "Consumers have gotten far more comfortable shopping on their phone. It's given the consumer the upper hand".


Sucharita Mulpuru: "When shoppers are choosing not to shop in your stores and are choosing instead to go into different channels, it basically highlights that you made a bet on a channel that did not have legs long term. You essentially made the wrong bet."

Consumers prefer information and convenience; accordingly, ecommerce is usurping physical retail. Thank goodness Delegator is here to help brands become more profitable and competitive online.

Stephen Culp Delivers Keynote Address at The Spirit of Innovation Awards

At the 2017 Chattanooga Chamber of Commerce's Spirit of Innovation Awards, Stephen Culp delivered the keynote address about innovation. Stephen is the Co-founder and CEO of Delegator. He has founded multiple companies in Chattanooga, including Smart FurniturePriceWaiter, and the nonprofit, CF Smackdown. Stephen discussed his path and motivations as well as the principle that every one of us is capable of innovation, whether it’s in our jobs, our families, or our communities. His speech begins at 39:19. Enjoy!