Social Advertising

Some time ago, we began to help a women’s athletic apparel retailer take the next step in business success. As we entered a busy holiday shopping season, our goal was to help build their customer base by scaling and managing a variety of social media ads appearing dynamically. Even more challenging, we hoped to do it all while reducing the amount of time spent manually optimizing the setup in order to help the client hit their required KPIs.

Thanks to the mixture of experts on the team at Booyah Advertising, plus a tech assist from Kenshoo, we managed to hit their goals and then push the expectations even further.

Over the course of our campaign, we increased ad conversions by 39 percent, and we improved their return on ad spend by a stunning 219 percent. Meanwhile, the client was able to decrease their cost per order by a remarkable 71 percent, and that was just the beginning.

Here’s how we did it.

Finding Your Audience

In order to reach more users, you need an immense amount of custom audience targeting using first party data. This info helps us create unique segments of your customer population based off real users.

That data helps design unique advertising for each segment of your client base. When we put this strategy to work for our client, they saw a customer interest spike of more than 260,000 people.

“To be more effective, we pair each target segment with custom creative. Every time we change the segment, we redo the messaging so it is custom to each segment of users. This custom messaging allows us to leave a stronger impression and increase click through rates and conversions.”– Kelly Davis, Booyah Team Member

Tools Used

We used Kenshoo’s cutting edge technology helped us complete a variety of tasks that helped our client get a jumpstart on the competition. This includes–

Bulk ad creation allowed us to pump out ads at an incredible rate.

Kenshoo Custom Metrics helped us gear the campaign toward the client’s specific KPIs.

Kenshoo’s Portfolio Optimizer provided invaluable assistance for our dynamic ad campaign on Facebook, which let up optimize our ad sets to hit our client’s return on ad spend goals.

Automated Actions let us set up rules which helped our campaign update on the fly. For example, we could set up a rule that allowed us to automatically channel funds to a higher performing ad in real time.

Helping Our Client Realize Their Big Time Dreams

The combination of a creative marketing campaign and incisive technology helped us increase our client’s visibility and save them money almost immediately. During our initial holiday campaign, we saw an 114 percent increase in incremental return on ad spending.

More importantly for the future, our campaign helped this women’s athletic apparel retailer increase their social advertising success by a meaningful 153 percent throughout their portfolios. It was a genuine pleasure to help the client save money while learning to thrive in a competitive marketplace.

Recent Internet Privacy Legislation and Digital Marketing

The recent passage of a House of Representatives Resolution pulls back an FCC rule mandating Internet Service Providers (ISPs) to get consumer permission before sharing or selling personal browsing data. This has caused a lot of headlines.

In the bigger picture, it is a blow to consumer privacy advocates and consumers themselves.

But what does it really mean in the everyday digital media world? Well, not much.

First, the consumer permission mandate on the ISPs was never implemented.  The original measure that broadens the FCC’s privacy rules to include ISPs was passed in October of 2016 and wasn’t supposed to take effect until December 2017. So in effect, nothing changed, and now it won’t.

Second, selling web browsing behavior is a common practice in digital media. It is the secret sauce of many tech company’s business models. Consumers GIVE loads of personal information to platforms like Google, Facebook, Amazon, to be able to use their services without cost.

How User Data is Currently Sold

These companies and many others anonymize user data. In short, this means that any Personal Identifiable Information (PII) like name, address, email address, and aggregate personal attributes provided by the user directly or indirectly are stripped. These companies package up this data and sell segmented “audience targets” to advertisers to target banners, posts, videos, etc.

They can do this because it is in their terms of service.

By using their service, consumers agree to the terms (and almost never read them) when accessing their platform of choice. They can also do this because they are governed by the FTC, not the FCC, which has much looser privacy requirements.

Current Industry Regulation

For consumers, the good news is the industry has put a lot of effort into self-regulation. The Digital Advertising Alliance (DAA) is a consortium of the leading national advertising and marketing trade groups that together deliver effective, self-regulatory solutions to online consumer issues. The DAA developed AdChoices, to give consumers the ability to opt-out of digital adverting.

All major digital advertising networks, data exchanges, and social media platforms leverage this industry standard when a consumer sees an ad by displaying this icon:

Adchoices Icon

Ok, so why the big uproar from privacy advocates when this Congressional Resolution was passed?

For one, the ISPs have ALL the user data.

Consumers do not have to use Facebook or Google, and they can set their phone and browser settings to not track their activity. This allows consumers to be “off the grid” (for the most part) from the web services that track and aggregate their browsing behavior.

How Are ISPs Different?

There is no such control for ISPs and there is no getting around an ISP to access the internet.

Plus, ISPs have every data point on the user, far more than can be collected by giants like Facebook and Google. They know every site, video, comment, location; everything you do while accessing the internet from their pipe. Everything.

Couple that with the fact that ISPs could sell personal information, with PII attached, with this rich data has sent privacy groups into a full-fledged tizzy.

The ISPs have responded to point out and reinforce that they will never sell personal information for any reason and have “no plans to do so” (which is different from “not allowed to do so”).

Despite that, be assured that Comcast, Verizon, AT&T and the rest will anonymize their user data, package it up, and sell it to marketers just like Facebook and Google. The main argument for passing the resolution was that the consumer permission mandate put the ISPs at a disadvantage to companies like Facebook and Google (and clearly that is debatable).

What does it mean for brands and advertisers?

For the most part, just know that the likes of Verizon, AT&T, and Comcasts of the world are coming to dinner to take on Google, Facebook and the rest for advertising dollars.

Their user data will be anonymized and pre-packaged, just as it is today, but it might be richer, with deeper behavior segments that are more timely, and potentially more intimate (Verizon targeting users who bought Anti-Foot-Stink Powder online).

If you have other questions about internet privacy and how it may affect digital, reach out to Booyah.

This post was inspired by thoughts and ideas from our Chief Digital Strategist, DAN GALLAGHER

Whether you’re visiting Denver for the first time, fiftieth time, or recently moved here, here are eight not-to-be-missed rad things to check out while you’re playing in the Mile High City.

The only shame? Not many people know these great things exist. Don’t worry; we can change that. Read on.

Sweet Tooth Tour

Sweet, like me! 😂😝 #HammondsCandy #CandyTour #WeWereBehindTheScenes #Colorado #CandyMaking #CandyFactory #SweetTooth #🍫🍭🍬 #SweetGoodness #Denver #Colorado

A post shared by Salina Salcido 🎀 (@ms_salinanicole) on

Local candy maker Hammond’s Candies has been spinning out sweets since 1920. Visit their factory north of Denver and learn about the candy making process. Plus, pick up some chocolates for your SO.

Centennial Tours: Spirits & Spirits

Get cozy with spirits—including the paranormal kind! As you explore Denver’s haunted and historic sites, get acquainted with the Mile High City’s ghosts of the past (sightings not guaranteed but highly encouraged) while sipping spirits. At the Brown Palace, local psychic Kim Moore will give a lesson on paranormal methodology.

Visit Botanic Gardens

WACKY WEDNESDAY Have you stopped by to see our carnivorous plants in the Orangery? These little guys have a taste for the macabre. #venusflytrap

A post shared by Denver Botanic Gardens (@denverbotanic) on

Denver’s Botanic Gardens are home to beautiful flower arrangements year round—and a huge platter of amazing live music performances and special events every day of the week! Sign up for the Botanic Buzz e-newsletter to stay in the loop for fun happenings—like the Cajun Carnival in celebration of Mardi Gras—and exhibits such as the Blossoms of Light Lumenscape, a massive lighting display that reacts to interactive instruments and recorded music.

Pedal Hopper

Wiggin’ out with the crew from @ibottaapp. Thanks for riding with us!

A post shared by Pedal Hopper (@pedalhopper) on

Bikes and beer go together like peanut butter and jelly: they are amazing apart though deliciously compliment one another when woven together. The greatest parts about hops while Pedal Hopping is: you get to pedal a rig with a crew of rad friends (at least eight of them), music is blasting, spectators applaud, you get to experience hip bars in Denver, and no matter how much you drink, you’re safe to drive.

Peaks Lounge

What could be more romantic than sipping your favorite cocktail in Peaks Lounge on the 27th floor, overlooking the city and the Rocky Mountains. Our #Valentine’s Package also includes hotel parking and an overnight stay. . . . . . #denver #denverhotel #hyattregency #hyattregencydenver #athyattregency #valentinesday #romance #romantic #downtown #peakslounge #cocktails #denverbar #colorado #rockymountains

A post shared by Hyatt Regency Denver (@hyattregencydenver) on

Step atop the Hyatt Regency and catch wide-eye views of downtown Denver and the surrounding Rockies to the west. Enjoy a libation or organic juice while celebrating a special occasion—or just catching up with a good friend.

Wine Tours

Racking a little 2016 Chenin Blanc today. #texaswine #drooling #monkeyonabender

A post shared by The Infinite Monkey Theorem (@infinite_chimp) on

While monkeying around in Denver, don’t miss out on infinitely tasty back alley wine and fun times at IMT: Infinite Monkey Theorem, an urban winery located in RiNo, Denver’s River North Art District. Sign up for a 60-minute tour, private tasting, or barrel tasting.

Play Pong

Get your competitive urge on! 🤘Join us at 6:30 for our weekly 🏓Pong Tournament🏓, and fight to be the champion!

A post shared by ace_eat_serve (@ace_eat_serve) on

Ace Eat Serve has a reputation for some of the tastiest meals in the city—led by Chef Biederman—and is equally famous for its other set of tables: Denver’s only dedicated Ping-Pong hall, where everyone can serve their best game. Enjoy delicious Asian-inspired cuisine and comfort food with an indoor-outdoor bar and year round patio.

Chow Down on Bison

The classics will never die. #BurgerrrItsColdInHereThereMustBeSomeTorosInTheAtmosphere #DestroyTheTable #mouthtwerk #EEEEEATS

A post shared by 👊🏾🔥NIGEL (@milehighgotham) on

Two words: Bison. Burger. Do not miss out on the “Ralphie,” one of the tastiest meals in the city. (Veggie heads: there’s an awesome burger for you, too, which has been called a “slice of heaven.”) Get this burger at My Brother’s Bar, one of the oldest bars in Denver.

While these things to do in Denver are cool beans, not many people know about them! As marketers, it kills us to see trendy businesses not hit their full potential.

What are we getting at?

While traditional AdWords are great for people who know what they’re looking for, Facebook ads are great for introducing new people to your industry or brand.

If you build it, they won’t come. Not unless you find a way to get in front of your audience. We’re talking social media.

Landing Page Tips

According to metrics from Word Steam, the average conversion rate for users visiting a landing page after clicking on a PPC ad is around 2.35 percent. However, the top ten landing pages that pull in the most conversions see a rate of 11.45 percent.

Now that we’re well into 2017, it’s more important than ever to build landing pages for any service you are trying to sell. The data shows that conversion rates don’t have to be astronomical for a business to see a tremendous return on its investment. However, if a landing page is poorly built, your ROI will be next to nothing.

Use these tips to develop a landing page that effectively sells your services.


First and foremost, you absolutely must develop a landing page that is compatible with mobile devices, from smartphones to tablets. Quite simply, if your landing page does not work on mobile, the campaign will not be successful. Mobile usage is higher than it’s ever been and it will only increase over time. Launching a mobile-friendly landing page is a surefire way to engage your audience.

Show and Solve the Problem

Your services fix a problem, but some people might not realize they are facing this specific issue.

Your landing page must identify this problem while also demonstrating how your service will solve it. It’s imperative that the landing page addresses the aches and pains your target audience deals with and shows these users how your service is the cure-all they’ve been waiting for.

The One-and-Only Amazing Solution

Not only does the landing page have to cover the problem and its solution, it has to prove just how amazing your solution is compared to what your competitors offer. While you absolutely must use stunning images to get this message across, incorporating a well-produced video into the mix can also really help drive home your point.

It’s Show, Not Tell

Research from Hubspot reveals that using a video on your landing page can increase conversions by 80 percent. 

If the landing page gets too wordy, people are going to click away before they inquire. However, including a video on your landing page can be an effective strategy during this particular campaign. Show your audience how your service is as amazing rather than going on and on about it in the text.

Further Reading

Every so often, a visitor to your landing page will want to read more about service. These deep researchers will want to see additional sources, such as blog posts, that prove that your service is the answer to their problem. Provide these links toward the bottom of the page so that they are available, but not required reading for interested leads. You should also include links to your social channels so users can see what others are saying about your brand.

Don’t List Price

You never know what someone’s budget is, and you don’t want a number to be the reason a potential lead did not contact you. Make it as easy as possible for landing page visitors to reach you, and give them multiple options for doing so, such as email, chat, social channels, and a phone number. Once you’ve got their attention and interest, you can reel them in with a sales call and then let them know the price.

Having strong landing pages is step one. Step two is getting people to your page. Let Booyah help drive paid traffic to your landing pages today!

Don't Bid on your Competitors Keywords

Have you ever observed your niece and nephews on the playground or while you babysat for the neighbors? “Play nice,” may have come out of your mouth more than once, along with “say please and thank you,” and “take turns.” Character lessons taught at the kindergarten level may begin to escape adults during high-stakes financial decisions, but should not be forgotten as a central piece of business responsibility and ethics 101.

Lesson for today: Play fair—don’t bid on competitor keywords. In the end, it’ll be in your best interest not to, as well. Here’s why.

Brand clarity and an open mind

It’s possible that the most coveted keywords—those ones that receive the highest searches and, as a result, are sought by competitors—are a distraction from a pool of incredibly useful keywords that would ultimately yield more eyeballs to your website. If there’s less competition, there’s a greater chance for your sites to rise to the top of the pile among searches.

They could pinch back. Ouch!

You’ve definitely seen kids retaliate. Your competitor could turn around and bid on your desired brand—that would not be good. Talk about a tug of war! That’s not the type of stressful professional atmosphere you want to work with, anyhow.

User prediction

Kids make up their own games, like jumping on a tire swing over molten lava (see: wood chips) while other kids frantically push the swing around.

The objective? To not get thrown off.

In order to stay in flight, the crew on the swing needs to quietly predict from which direction the next push will come. An estimation can help them win or cause their downfall. Similarly, with regards to predicting the brands that users may most search, be aware that the brand you initially thought would be a great choice might actually be too far down the funnel. It could be a waste of investment—so be agile, flexible and willing to change pace, regardless of what your competition chooses.

System Clog

Recess is only 15 minutes long—so why stand in line at the swing set for 10 minutes when you could play on the monkey bars for the entire duration? At the end of the day, when you bid on the same words as your competition, the words will receive lower click-throughs. Always keep the mantra in mind to make the most of your time and money.

Tactful fund allocation

Ultimately, you could use that PPC budget for non-branded keywords! Set the curve on the trend.

Hopefully, today’s work atmosphere creates as much fun and joy as the kids’ imagination station! Best of luck.

Reach out to Booyah for your paid search campaigns.


If you’re heading into the holiday season with a half-hearted mobile arm of your business, then you just might be missing out on the future of client interaction. The entire world is slowly heading toward a mobile experience, so it’ll be up to you to make sure that your company stays competitive while your customers move into the mobile space.

The Future is Mobile … Get Used to It

You may not realize it, but in 2015, mobile commerce grew 5 percent from the previous year. That increase in mobile performance put online sales at about 30 percent of the total sales for the entire year. In hard numbers, mobile accounted for a little over $100 billion in sales.

Those numbers are constantly climbing, too. Just this year, PayPal’s own money experts analyzed Black Friday sales which topped $3 billion dollars. That’s more than a third of total Black Friday shopping sales. Sure, it’s a big shopping day, but the message is clear: people are becoming more inclined to pick up their phone and buy something than to brave the maddening crowds.

It’s Not Enough to Be Online

No matter what business you’re in, the shrewd entrepreneur knows that the shift toward mobile sales is happening in droves. Everyone who sells a product is dead set on making sure that their products are purchasable online. However, it’s not enough to simply put your catalog online, you need to make sure your buying experience is as efficient as possible, especially when it comes to nabbing millennials.

Most young shoppers are eager to buy online, yet they’re generally discouraged by most user interfaces. If you can put your business in a position to capture those shoppers efficiently, you’ll have an edge over a vast majority of your competition.

But How?

Whether you’re attracting users to your mobile site via Facebook advertising or Google search engines, you need to think through the entire buying process. Your Facebook or Google ad (or organic title tag) needs to be specific and click-worthy. Titles on mobile are truncated at 78 characters.

The landing page you choose to send the user to needs to be clean and, you guessed it, mobile friendly. Easy-to-read text, easy-to-click buttons, simple purchase options, and no pop-ups. If your user tries to tap a link, but can’t because your product button is too small, they’re gone.

Once you’ve nailed your product page, make sure the mobile shopping cart experience is enjoyable. The fewer pages that need to be loaded during checkout, the better. Remember, this is mobile and sometimes connections can be slow. If your pages take 3 seconds to load and your checkout process is 4 pages, they could abandon their shopping cart. Take notes from Amazon’s shopping cart experience; it’s one page, one click to purchase (assuming you have an account with them). Genius.

Think Mobile, Think Easy

Thanks to the proliferation of smartphones, you can’t really go wrong by putting your products online (no matter what you sell). The customers are there, and they’re just waiting for a mobile interface that lets them spend their money as fast as humanly possible.

winter brands

With winter edging its way in the Mile High City, we were curious to hunt down which winter apparel brands are getting the most online search hits per month, on average. Or—are super stores snagging the most key pegs?  

In our test pool we included L.L. Bean, Columbia, REI, Moosejaw, Patagonia, The North Face and many others to boot (no pun intended.) We paired the search terms with “jackets,” “boots,” and left ‘em totally sans pairing to see which terms surfaced the highest volume of searches. Alongside the results, we also included the best bid suggestion for each term.

Check it all out here—before that Colorado chill settles in:


The award goes to The North Face for the highest monthly searched brand paired with the word, jacket. As is, the term north face jacket is searched an average of 100K to 1 million times per month. The suggested cost per click (CPC) bid is $0.88—which is actually less than the CPC suggestion for the second-place holder, patagonia jackets. The latter ranks at a suggested $1.08, though receives fewer monthly searches than TNF, ranking in 10K to 100K searches.

A handful of brands tie with Patagonia in second place including columbia jackets, helly hansen jacket, marmot jackets, and spyder jackets. The CPC varies for each brand: Columbia is $0.55; Helly Hansen is $0.61; Marmot is $0.93; Spyder is $0.78.

The 1K to 10K range includes a wide range of well-known name brands: L.L. Bean, Kuhl, Burton, Arc’teryx, Black Diamond, Volcom, Mountain Hardwear, and REI.

Outdoor Research and Obermeyer received the lowest number of monthly searches with 100 to 1K, alongside superstore Moosejaw.


Three major brands tied first place for most searched name with boots. Sorel boots, L.L Bean boots and Ugg boots—are you surprised for any of those results?! We’re not. The search rank landed in the 100K to 1 million zone. In consecutive order, the suggest CPC for each term is as follows: $0.72 for Sorel, $0.15 for L.L. Bean, and $0.56 for Ugg.

Looking at the next tier: North Face boots (CPC: $0.74), Bean boots (CPC: $0.41), Columbia boots (CPC: $0.56), and Merrell boots (CPC: $0.89) all hit the 10K to 100K status.

Last but not least, Bearclaw boots reached 100 to 1K searches with a CPC suggestion of $0.64.

Winter Brands

How’d brands do sans product attachments like “boots” and “jackets?” Actually, the turnout became much more mixed with brands and retail stores.

A major household brand name and one of the largest retailers in the U.S. tied in first place: L.L. Bean and REI each snagged 1 million to 10 million searches. The suggested CPC is $0.13 for the apparel and clothing company and $0.03 for the retailer.

Next up: North Face, Moosejaw, Columbia, HH, Patagonia and Marmot all tied in the 100K to 1 million span.

Following in the 10K to 100K spectrum is Kuhl, Burton, Arc’teryx, Black Diamond, Spyder, Volcom, Outdoor Research and Mountain Hardware. Pulling up the caboose is Sherpa Adventure Gear and Obermeyer with 1K to 10K of monthly searches.

Now, select your bids based off of the apparel brands that you plan to sell online or in stores. Then, narrow down the best options based off of your budget—and enjoy the holiday cheers!

As families, friends and the occasional lone wolf plans out their ski vacation, where do they start? In their hands: research begins at the keyboard, and we—as well as you—want to know when those search trends spike. Then, we know the optimal time period to integrate those ski-related keywords into our (and your) media platform.

We dove into research and looked at Colorado-centric search trends over the last five years. Here’s the beta:

Lift Tickets

Lift ticket trends

The snow-lover crowd starts looking up lift tickets as soon as November hits. Last year, the eagerness began even earlier—well before Halloween! On October 22, the keyboard started clacking away for upcoming resort prices. The interest waxes for the next two months and reliably hits its peak between December 22 and January 3.

Ski Rentals

Ski Rental Search Trends

This five-year trend cycle has been an interesting one. The first wave of ski rentals searches hikes up during the week of Thanksgiving, every year. Last year, the wave of searches hit its highest number in a four-year period, since 2011. In 2012, searches dipped down and they’ve been climbing gradually each year and have now reached the height that they were in 2011.

However, the search trend doubles each year during the week of Christmas, and that trend has been constant for the past five years. In fact, for the past two, that elevated search period has grown and is now extended through the week of New Years, as well.


hotel search trends

Our research pool includes aspen hotels, as well as Breckenridge, Vail, Steamboat Springs, and Telluride.

Amongst those locations, Aspen, Vail and Breckenridge consistently rank as the highest searched towns for hotels, since 2011. The number one most searched spot juggles back-and-forth amongst that trio. Telluride and Steamboat are searched less frequently than the aforementioned Front Range resorts. For the most part, Steamboat is searched more than Telluride. Though, searches for Telluride have increased slowly and steadily over the past five years and are now neck-and-neck with Steamboat.

Telluride and Steamboat are searched less frequently than the aforementioned Front Range and Aspen resorts. For the most part, Steamboat is searched more than Telluride. Though, searches for Telluride have increased slowly and steadily over the past five years and are now neck-and-neck with Steamboat.

Search spikes start in July and carry on throughout the fall and winter until mid February. Immediately after the new year sees another spike, according to our research. Searches were also much lower in the 2012/2013 ski and snowboard season, which would suggest that hotel stay searches (and likely, actual hotel stays) are affected by the snow season or the year’s economy.

Don’t miss the ski bus: We recommend making your bid for these search terms about 2-4 weeks before the expected spike period to ensure that you have time to plan accordingly and integrate those keywords into your copy. (Which remind us…we forgot the most important term: après ski.)



As falling temperatures pave way for colder days, a switch flips in every snow lover’s mind. The season—and some would say, the best time of the year—is nearly upon us. Ski resorts will be open before we know it. The winter adventure checklist hits the fridge: are the skis and snowboards waxed? Does my outerwear fit? Is its DWR still solid? Which lift pass should I get?

Then there’s the golden question: where should I go on my ski vacay this year? At least one long weekend or weeklong trip needs to occupy the calendar. And trip planning typically starts at the keyboard.

We were curious about which locations here at home in Colorado are pinged the most by slope folks from across the country. We looked into the highest searched hotels, lift tickets and ski rentals. Here’s what we found.

Hotels in Mountain Towns

When people searched for overnight stays in specific mountain town locations, can you guess which one was the most expensive? Tip: Thrillest named it one of the best mountain towns in America. Ring a bell?

Breckenridge. It’s no surprise then that this town reaped the largest turnout over other destinations with the keyword search, Breckenridge hotels with a suggested bid of just over $5.00 per click. The next most expensive suggested bid was El Dorado hotels ($4.79), followed by, Vail hotels ($3.73)

With most hotels in Breckenridge easily surpassing $200 per night, these properties are still making huge profits, even with $5+ cost per click.

Lift Tickets


One might think that the locations for most searched for lift tickets would align flush with the hotel destinations. Nope. Not the case.

Before folks dive into lift ticket searches connected to specific locations they may first do a broad search for colorado lift tickets. This search term has the highest competition among all ski town lift ticket queries, probably due to comparison sites and ticket engines that sell all. When we get down into the most expensive lift ticket keywords we get:Thereafter, the highest lift ticket search is for Breck:


Loveland’s annual ski pass is $389. Steamboat’s season pass is $1439. Telluride’s is $2,100. Lesson: Who ever’s selling Telluride passes for the low cost of 2.83 per click is making some serious dough.

Ski Rentals

The number one keyword search for ski rentals is at Steamboat Springs via the term, steamboat springs ski rentals ($4.56). Adjacent in the search queue is Vail ski rentals ($3.53) and Breckenridge ski rentals ($3.91). The fact that ski rentals (averaging $30 a pop) are bidding for similar prices to hotels is insane. 

Another interesting trend is the lack of Aspen search terms in the top most expensive lists. Aspen is typically seen as the creme da la creme of all things ski in Colorado so seeing higher prices in Breckenridge, Vail, and Steamboat Springs is interesting.

There you have it! The aforementioned search terms are the most popular, and thus the most expensive, ski-related keywords. Start your bids!


Self-entitlement. A lack of professional loyalty, traded for self-priority. Praise-hungry. Sound like someone you know?

In reality, those qualities reflect the hyped-up stereotypes of Millennials. Some of these qualities may resonate truth, but framing the archetype of a Millennial in a positive versus negative light is all based on perception.

Actually, Millennials are a big slice of the population pie, full of adaptive, forward thinking, socially connected, and conscious individuals. Given such, they are invested in vetting the products that they purchase.

Here’s the real deal and how Millennials’ qualities alter the way that they search for products and services:

Shop With Purpose

One of the largest recent consumer trends in recent years is a desire for the purchaser to know the story behind the brand, and to choose products that are related to a good cause.

Take the nonconventional and successful company United By Blue, for instance. In a multi-prong approach, the outdoor brand manufactures products that are responsibly made, eco-friendly. It’s home to multiple coffee shop-retail stores. And for each purchase made, a portion of the proceeds goes towards the brand’s non-profit work, cleaning waterways around the country and globe. UBB continues to expand, grassroots style, with no plans of capping off growth.

Millenials care about this. If your brand is considering expanding its efforts to give back, you’ve got plenty of reason.

Astute and Aware

Scrolling through Instagram and Facebook, it’s fairly easy to connect the dots and realize who is a brand influencer. (I mean, how many photos with Nike shoes or Nalgene bottles does one person need?!)

While those folks may post inspirational content and feature awesome products,  Millennials have a discerning eye and ability to choose their purchases for themselves, based off of their own needs and desires. A Kardashian posting a hair spray or lipstick demo in Snapchat doesn’t equate to an instant sale.

Laugh it Up, Advertisements

Lapping-up advertising? More like: laughing up advertising. Millennials don’t mind—and in fact, get a huge kick out of—silly, entertaining, sarcastic riffs on real life. Just look at the Google Photos ad with anecdotes of people screaming and crying as their data allowance is blocked. HILARIOUS.

Bring it on, ad-creation squads.

Brand Discovery

Stumbling upon a brand—and the products and stories tied to it—is half of the excitement for Millennials. A sense of discovery and freedom of choice is not overrated.

Meaning, there’s mega opportunity for Facebook advertising. FB ads allow brands to target their audience based on the users’ personal preferences and interests. The system helps brand owners narrow their marketed population, introduce products to people with a need for those products, and hopefully, who are the most excited to make a purchase.

Fast, Quick, Simple

Of course, Millennials want to make purchases as quick and pain-free as possible. They are working long hours and fill their free time with playing hard!

As such, traditional PPC is still effective in Google and Bing search engines, especially if the consumer knows what they want to buy. They type in “softest bed sheets on earth,” and their eyes hit the top-of-page searches first. Hopefully, one of those search listings is exactly what they seek.

Millennials also live on mobile. If your site isn’t mobile-friendly (responsive, quick loading, easy buttons, intuitive checkout) say see ya later to those precious millennial dollars.

Remember, it’s all in perception

When considering the often Millennial assigned trait of “self-entitlement,” that might boil down to the generation holding a stronger sense of values in the forefront, such as family, home and hobby life.

What’s seen as the absence of professional loyalty could be connected to a need to transfer companies in order to pursue vertical movement, company involvement, and grow one’s skills.

And seeking praise: likely, that’s due to the era of helicopter parenting. And is positive reinforcement such a horrible practice, anyhow?

Be open to approaching advertising—and the characteristics of a millennial—with an out-of-the-box approach.