This Week in Ad Tech: Week of August 6, 2013

Posted by on Aug 6, 2013 in Advertising
This Week in Ad Tech: Week of August 6, 2013

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How To Create Sponsored Updates on LinkedIn

Posted by on Aug 2, 2013 in Advertising, Social
How To Create Sponsored Updates on LinkedIn

LinkedIn recently opened up it’s sponsored updates feature to all advertisers via its self serve ads interface. Sponsored updates are how companies can promote posts on their LinkedIn company page to a wider audience. If you have an active LinkedIn company page and are looking for ways to expand the reach of your updates, sponsored updates are a great way to do it. In this post we’ll walk through exactly how it’s done.

Sponsored updates are a great way to expand the reach of your company’s LinkedIn posts.

There are two ways to sponsor an update: you can either do it from within the LinkedIn Ads interface, or by clicking the “Sponsor Update” button next to your existing update.

 sponsored-updates-button

Sponsored Updates Walkthrough

Here’s a walkthrough of how to sponsor an update from within the LinkedIn Ads interface:

1. Create a new campaign and select “Sponsor an update.”

sponsor an update2. Name your campaign and select the language.

name and language3. Select your company and the updates you want to sponsor.

Company and updatesThis will show you a preview of your sponsored update on different devices.

preview of sponsored update4. Next set your targeting as you would with traditional LinkedIn ads.

targeting settingsLocation is required but the rest of the targeting options are optional. Mix and match your targeting until you’re satisfied with the size and relevance. Targeting by company and job title categories are common, but you can also target by schools, groups, skills, and more.

6. Now that your targeting is set, you will need to set your bids.

set bidsThe minimum bids vary based on your targeted audience: in this example, CPC has a minimum bid of $2.50 and CPM has a minimum bid of $12.50. LinkedIn will also provide a recommended bid based on the audience you have targeted.

7. You must also set a daily budget for this campaign.

budgetThe minimum daily budget is $10.00.

8. The last step is to set a duration for the campaign.

You can either set a date in the future, or set it to run indefinitely.

9. Simply save changes your changes to launch the campaign.

That’s all it takes! Your update will now be presented to a much larger audience. You can follow the performance of your campaign in the LinkedIn Ads Campaign Manager.

To supercharge your LinkedIn Sponsored Updates campaigns and make management even easier, sign up for AdStage here:

Learn about AdStage for LinkedIn

Conversion Tracking With AdStage

Posted by on Aug 1, 2013 in Advertising
Conversion Tracking With AdStage

Your online business is built on conversions, where plain-old visitors convert into profitable customers. In online advertising, a conversion is the action a customer takes that your business values. For example, some common conversions include purchases, newsletter signups, form fills, and more. Your PPC and display advertising campaigns are successful when they draw in visitors that complete these conversions.

Half the money I spend on advertising is wasted; the trouble is I don’t know which half.

With traditional advertising, you’re forced to measure results on a very high level. You see this in John Wanamaker’s famous quote: “half the money I spend on advertising is wasted; the trouble is I don’t know which half.” But the beauty of online advertising is that you can directly track and measure the results of each ad. You can now identify the effective half and the wasted half and you can stop wasted ad spend.

But the beauty of online advertising is that you can directly track and measure the results of each ad.

Conversion tracking is a tool that reports what happens after someone clicks on your ads. Rather than simply bringing visitors to your website, you want to follow that visitor to watch for conversions on your site. In identifying conversions on your website, conversion tracking reveals which ad elements (keywords, ads, campaigns, etc.) are most effective.

An Example

You sell shoes online, and when visitors complete an order, they reach an order confirmation page.

You want to see which of your keywords, “buy shoes” or “shoe store,” lead to more purchases. To do this, you would install the conversion tracking pixel onto your website by pasting in a code snippet and creating a conversion goal with the URL of the order confirmation page. Whenever a customer completes an order, conversion tracking will report which keyword led that customer to your website to order.

Over time, you may find that the keyword “buy shoes” leads to many more orders than “shoe store.” You can then invest more of your ad budget to “buy shoes” while pulling your money out of the keyword “shoe store.”

Conversion Tracking Options

Google AdWords, Bing Ads & Facebook Ads each offer a conversion tracking pixel that will report on conversions within their native interface. Using a network’s native pixel can enable advanced features like automated bidding that uses conversion data to make adjust bids. LinkedIn Ads, however, does not offer native conversion tracking.

If you have Google Analytics installed on your website, you can create “goals” to track conversion across your traffic sources, but you’ll need to tag all of your URLs with custom UTM parameters. You’re also limited in your ability to use Google Analytics data to make automated changes in other networks.

Because of this, we developed our own conversion tracking pixel that can span across all networks, including LinkedIn Ads. With our pixel you can create as many conversion goals as you like without leaving our interface. It also gives our system insight into which campaigns are performing better in order to provide budget reallocation recommendations. AdStage also tags your URLs with UTM parameters for you. The AdStage UTM structure is completely compatible with Google Analytics, so you can build and track GA goals alongside AdStage easily.

Installing the AdStage Conversion Tracking Pixel

To install the AdStage pixel, you or your webmaster will need to add the code snippet (available here) just before the closing </head> tag on the pages you want to track. We recommend including the code snippet in a template that applies to all of the pages on your site. Once the pixel is set up properly, AdStage will begin tracking actions and conversions on your site from users who have clicked your ads and you’ll be able to see the data populate on your dashboards.

Here is an example of the conversion tracking code snippet:

adstage conversion tracking example

Tracking Custom Events

AdStage conversion tracking also supports virtual page views, which enable you to track conversions when the user doesn’t actually navigate to a new page. Once you’ve installed the standard AdStage conversion tracking snippet, you can trigger a virtual page view by inserting the following code in your form submission:

_as('send', 'pageview', 'http://example.com/virtualpageviewurl')

For example, if you have a signup form that submits via AJAX, you can include the above Javascript snippet in the success callback to track the sign up event.

Then you can create a Head Match URL Destination Goal within AdStage for the path /virtualpageviewurl to track your sign-ups.

We’re hard at work on more custom event tracking, so please email us at support@adstage.io if there’s a feature you’d really like to see us add to our conversion tracking pixel.

The AdStage Guide to Google AdWords

Posted by on Jul 31, 2013 in Advertising, Search
The AdStage Guide to Google AdWords

AdWords is Google’s online advertising platform that allows you to reach potential customers and bring them to your website. AdWords allows you to create ads for your business that can display whenever a person conducts a relevant search on Google.

Google AdWords Logo

In addition to search campaigns, AdWords also offers the ability to advertise outside of Google across its network of affiliated websites called the Google Display Network.

How Keywords Work

Keywords are the words and phrases you add to a campaign that trigger your ad to show. For example, if you deliver fresh flowers, you could use “fresh flower delivery” as a keyword. When someone searches Google using the phrase “fresh flower delivery” or a similar phrase, your ad might appear along with the Google search results.

Pricing

There’s no minimum amount that you have to spend in order to show your ads on AdWords. You set an average daily budget for your campaign along with a bid for each of your keywords. Every time someone searches on Google, AdWords runs an auction with these bids to determine which ads show on the search results page. This also determines their rank on the page.

Two Bidding Methods

  1. Bid for each time a person clicks your ad.
    This is known as a CPC, or cost-per-click, bid. This bidding method works well if you want to drive traffic to your website.

  2. Bid for each 1,000 times your ads are shown.
    This is known as a CPM , or cost-per-thousand-impressions, bid. This bidding method works well if you want to increase awareness of your brand.

Most people opt for the CPC bidding option, which means they’re charged according to the number of clicks they get on their ads. If you use CPC, the amount you’re charged per click depends in part on the maximum CPC bid you set. Generally, this represents the highest amount that you’ll ever pay for an ad click. And since this is an auction, you’ll only be charged the minimum amount necessary to keep your ad at its position on the page.

Where Ads Appear

With AdWords, your ads can appear in various places across the web. This depends on how you target your ads and the types of campaigns you create. Here are three places your ads can appear:

  1. On Google Search and other search sites within the Google Search Network  

  2. On websites that people visit within the Google Display Network

  3. On mobile phones, tablets, and computers

 

Creation

General Targeting

When creating your campaign, there are a number of ways to target your ads in order to reach the most relevant audience.

Location Targeting

Location targeting allows your ads to appear for people in selected locations. You can choose entire countries, areas within a country like cities, or even the immediate area around a specific address. Location targeting helps you focus your advertising on the areas where you’re likely to find customers.

adwordslocations

Demographic Targeting

If your products are made specifically for one gender, or if your typical customer skews heavily toward an age group, you can use demographic targeting to reach them without wasting your ad spend on others.

Language Targeting

With language targeting, your ads can appear for customers who use websites in the languages that your campaign targets. This helps ensure that your ads will appear on sites that are written in the language of the customers you’d like to reach. Since your customers may be bilingual, you may find it helpful to target additional languages.

Daily Budgets

Your budget is your daily spend limit for a campaign, so it should be an amount you’d be comfortable spending per day (or seeing on your monthly credit card bill if you multiplied your budget by 30.4, the average number of days in a month). Your ads will run until your daily budget is depleted.

Ad Groups

Ad groups are containers that hold a set of ads and the keywords (or other methods of targeting) that trigger those ads. They also contain a default bid for keywords in the ad group along with keyword-level bids, if specified.

Since ad groups live in larger campaigns, they inherit the settings and ad extensions from the campaign they’re housed in, though you can also apply unique settings and extensions to the ad group.

Learn How to Use Ad Groups to Build Relevant Ads.

Ads

Each text ad on AdWords consists of a headline, a couple lines of text describing your business, and a clickable link to your website.

AdStage Ad on AdWords

Headline

The first line of your ad is the one that customers are most likely to notice. Consider including your keywords in the headline to make it stand out because people are more likely to notice headlines that match what they’re searching for. Your headline can contain up to 25 characters.

Description

These two lines are where you describe the product or service you’re advertising. Space is limited, so choose your words carefully to highlight the most important details and benefits. AdWords allows up to 35 characters for each of the two description line.

Display URL

This line of your ad shows the address of the website that you’re promoting. AdWords lets you select a display URL to give people who see your ad a clear idea of where you’ll take them when they click on the ad. This does not need to match the actual URL you send people, so you may want to be creative.

Destination URL

This is the precise location on the website the person who clicks on your ad will be sent. People will not see the destination URL, they will only see the display URL until they click your ad.

Keywords & Bids

Selecting the right keyword list for your campaign can help you show your ads to the right customers as they search or visit certain websites. The keywords you choose should match the terms your potential customers would use to search for your products or services.

When you add each keyword to your campaign, you may also decide how much you’re willing to pay whenever a customer’s search matches that keyword and clicks your ad. This is your keyword’s maximum CPC bid. Many advanced advertiser maintain tight control over their campaign with manual bids, but many others find value letting AdWords automate their bidding for them within their daily budget.

Google AdWords Keyword Planner

Learn how to use Google’s Keyword Planner to choose your keywords.

Match Types

Match types give you control over how closely searches must match your keywords to trigger your ads. They’re an additional layer of control over your keywords that let you target the searcher’s intent.

google adwords match types

Learn more about match types here.

Optimization

Daily Budgets

When you have a limited advertising budget, you need to make the most of every dollar you spend. Rather than letting your campaigns daily budget run out every day and missing out on clicks, or spending more than you can afford, consider how you can spend your budget more effectively:

  1. You can lower your bids to reduce the average cost per click.

  2. Ensure your campaign is set to “Standard delivery” instead of “Accelerated delivery.” This ensures your budget is spread out throughout the day rather than spending as early in the day as possible.

  3. Set your bid strategy to automated bidding. This way AdWords can set your bids to help maximize clicks within your budget

Ads

To optimize your ads, try out different ad text to see which ad has the best results. For example, duplicate your first ad and change the headline to see if that works better. You can even set your ad rotation to optimize for clicks to let AdWords serve the best ads most. When you find a winner, you can test variations of that ad and pause all the others.

Keywords & Bids

You can improve your results and lower your costs by adding, changing, or deleting keywords, match types and bids. For example, if your campaign has been running for a while and your performance data shows that some of your keywords are performing better than others, you could increase your bids for keywords that convert to sales and decrease bids for keywords that aren’t converting to sales.

Visit the Google AdWords Help page for more detailed information.

This Week in Ad Tech: Week of July 30, 2013

Posted by on Jul 30, 2013 in Advertising
This Week in Ad Tech: Week of July 30, 2013

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How To Use Custom & Lookalike Audiences with Facebook Ads

Posted by on Jul 24, 2013 in Advertising, Social
How To Use Custom & Lookalike Audiences with Facebook Ads

Facebook offers a great deal of targeting options that you can’t find anywhere else, but there’s much more than the ability to target users by their relationship status. In this post we’ll cover how to use both Custom & Lookalike Audiences in Facebook Ads so you can leverage your business’s contact lists and take your Facebook ad campaigns to the next level.

Custom Audiences

With Custom Audiences, you now have the ability to target your Facebook ads to specific contacts! It works like this: Over time you’ve developed contact lists of leads, customers, subscribers, and more. Many, if not most, of your contacts are on Facebook so Facebook now lets you upload your lists to target them specifically.

You now have the ability to target your Facebook ads to specific contacts.

Here’s an example of this in action: you could get more likes on your business’s Facebook page by running a like campaign to past customers that haven’t yet liked your page. They will be much more likely to respond to your like campaign than a standard audience since they already have a relationship with your business.

How to Create Custom Audiences

Building your Custom Audience is extremely easy when you have a list of contacts..

  1. First identify the contacts that you want to reach with your new Facebook campaign. Perhaps you want to reach all of your contacts, or just a segment such as you current or past customers, leads, or subscribers. Just make sure your list is at least 500 people.
    Creating a custom audience
  2. Create a spreadsheet of the corresponding emails or phone numbers for your contacts. If you utilize a CRM, simply export your list.
  3. Open the Facebook Power Editor and upload your list of emails or phone numbers.
  4. Navigate to “Audiences” on the left.
  5. Click the “Create Audience” dropdown at the top and select “Custom Audience.”
  6. This will take you to the upload screen where you can upload your list and give it a name and description.

Facebook will then encrypt your data and match it against all active Facebook profiles. The result will be a new Custom Audience in your account complete with all matching profiles.

Lookalike Audiences

In addition to Custom Audiences, Facebook allows you to create Lookalike Audiences. Lookalike Audiences are groups of people that are similar to those in your Custom Audiences. If you have a Custom Audience of past customers, its Lookalike Audience will be filled with similar Facebook users that are likely to be interested in your offers.

How to Create Lookalike Audiences

Creating Lookalike Audiences is even easier, but requires an existing Custom Audience to build off.

  1. In the Power Editor, select “Audiences” from the left.
  2. Select an existing Custom Audience or create a new one.
  3. Click Create Similar Audience.
    Create similar audience
  4. Choose the country you’re targeting along with your optimization preference.
    •  If you choose to optimize for Similarity, Facebook will scan your selected country and include the top 1% of people in your new Lookalike Audience. This means you’ll end up with a narrow list of very similar users. If you’re working on a limited budget, this is your best option.
    •  If you choose to optimize for Greater Reach, Facebook will scan your selected country and include the top 5% of people in your new Lookalike Audience. This means you’ll end up with a larger list of users to reach, although with a less precise match. If you’re looking for the broadest reach across similar users, this is your best option.
  5. Click Create (it may take 6-24 hours for your Lookalike Audience to be ready).

Pro Tip: You can create a Lookalike Audience for each of the two optimization options, but they will overlap. If you wish to advertise to both, you can exclude your Similarity audience from the ad targeting your Greater Reach audience.

Website Custom Audiences

Learn how to retarget on Facebook with Website Custom Audiences.

How to Implement Your Audiences

Once you’ve created your audience, you can implement it in your Facebook ad targeting.

  1. In the Power Editor, select the ad you’d like to modify or create a new ad.
  2. In the edit panel below your list of ads, select “Advanced Options” under “Audience.”
  3. Begin typing the name of your audience in the Custom or Excluded audience field.

If your list is larger than you like, you can narrow it down further by overlaying other Facebook targeting options just like any other ad– just keep in mind that this will affect your reach.

Selecting a custom audience

Pro tip: Consider excluding current customers from ads that are targeting new customers.

The ability to target Custom Audience is a powerful feature unique to Facebook Ads. How have you been able to take advantage of it? Please let us know in the comments.

This Week in Ad Tech: Week of July 23, 2013

Posted by on Jul 23, 2013 in Advertising
This Week in Ad Tech: Week of July 23, 2013

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The AdStage Guide to Bing Ads

Posted by on Jul 22, 2013 in Advertising, Search
The AdStage Guide to Bing Ads

What is Bing Ads?

Bing Ads Network

Bing Ads is the online advertising platform that allows you to reach potential customers across the Yahoo! Bing Network and bring them to your website. Bing Ads allows you to create ads for your business that can display whenever a person conducts a relevant search on Yahoo! or Bing, or visits a site in their network.

Reach potential customers across the Bing Network

How Keywords Work

Keywords are the words and phrases you add to a campaign that trigger your ad to show. For example, if you deliver fresh flowers, you could use “fresh flower delivery” as a keyword. When someone searches Bing using the phrase “fresh flower delivery” or a similar phrase, your ad might appear along with the Bing search results.

How Costs are Calculated

There’s no minimum amount that you have to spend in order to show your ads on Bing. You set an average daily budget for your campaign along with a bid for each of your keywords. Every time someone searches on Bing, Bing Ads runs an auction with these bids to determine which ads show on the search results page. This also determines their rank on the page.

With Bing Ads, you bid for each time a person clicks your ad. This is known as a CPC, or cost-per-click, bid. The amount you’re charged per click depends in part on the maximum CPC bid you set. Generally, this represents the highest amount that you’ll ever pay for an ad click. And since this is an auction, you’ll only be charged the minimum amount necessary to keep your ad at its position on the page.

Where Ads Appear

Bing Ads on Mobile

Bing Ads on Mobile

With Bing Ads, your ads can appear across Bing and Yahoo! owned and operated sites, their syndicated partner sites, Windows 8 Smart Search results, and across computers, tablets, and mobile devices.

bing ads on desktop

Bing Ads on Desktop

Creation

General Targeting

When creating your campaign, there are a number of ways to target your ads in order to reach the most relevant audience. You can use any combination of these four targeting options:

Location

Location targeting helps you focus your advertising on the areas where you’re likely to find customers. You can choose from:

  • All locations worldwide
  • Selected cities, metro areas, states/provinces, and countries/regions
  • Near a particular business, landmark, zip code or coordinates.

Bing Ads also lets you target locations you specifically want to exclude from seeing your ads.

Day of Week & Time of Day

You may also choose the when your ads display. For example, you may only want your ads to run during your business hours. Or you find that your click-through rate and conversion rate are highest during certain times. You could then target Monday through Friday from 8:00 AM to 7:00 PM to show your ads when your potential customers can take action.

Age & Gender

If your typical customer skews heavily toward an age group, or your products are made specifically for one gender, you can use demographic targeting to reach them without wasting your ad spend on others.

Device

You may also target by device and choose to show ads to potential customers when they’re using computers, tablets, smartphones or other mobile devices.

Daily Budgets

Your budget is your daily spend limit for a campaign, so it should be an amount you’d be comfortable spending per day. Your ads are also shown evenly throughout each day with the standard daily budget. There are also two other budget options: daily accelerated and monthly. Daily accelerated will spend your daily budget as early in the day as possible and monthly will spend your daily budget as early in the month as possible. If you’re on a limited budget, you should stick with daily standard.

Ad Groups

Ad groups are containers that hold a set of ads and the keywords that trigger those ads. They also contain a default bid for keywords in the ad group along with keyword-level bids, if specified.

Since ad groups live in larger campaigns, they inherit the settings and ad extensions from the campaign they’re housed in, though you can also apply unique settings and extensions to the ad group.

Learn How to Use Ad Groups to Build Relevant Ads.

Ads

AdStage ad on Bing AdsEach text ad consists of a headline, some text describing your business, and a clickable link to your website.

Headline

The first line of your ad is the one that customers are most likely to notice. Consider including your keywords in the headline to make it stand out because people are more likely to notice headlines that match what they’re searching for. Your headline can contain up to 25 characters.

Description

These is where you describe the product or service you’re advertising. Space is limited, so choose your words carefully to highlight the most important details and benefits. Bing Ads allows up to 71 characters for the description.

Display URL

This line of your ad shows the address of the website that you’re promoting. Bing Ads lets you select a display URL to give people who see your ad a clear idea of where you’ll take them when they click on the ad. This does not need to match the actual URL you send people, so you may want to be creative.

Destination URL

This is the precise location on the website the person who clicks on your ad will be sent. People will not see the destination URL, they will only see the display URL until they click your ad.

Keywords

Selecting the right keyword list for your campaign can help you show your ads to the right customers as they search or visit certain websites. The keywords you choose should match the terms your potential customers would use to search for your products or services.

When you add each keyword to your campaign, you may also decide how much you’re willing to pay whenever a customer’s search matches that keyword and clicks your ad. This is your keyword’s maximum CPC bid. There is no automated bidding option with Bing Ads.

And yes, you can still use Google’s Keyword Planner to discover keywords for Bing Ads.

Match Types

Match types give you control over how closely searches must match your keywords to trigger your ads. They’re an additional layer of control over your keywords that let you target the searcher’s intent.

bing-match-type

Learn more about match types here.

Optimization

Daily Budgets

When you have a limited advertising budget, you need to make the most of every dollar you spend. Rather than letting your campaigns daily budget run out every day and missing out on clicks, or spending more than you can afford, consider how you can spend your budget more effectively:

  • You can lower your bids to reduce the average cost per click.
  • Ensure your campaign is set to “Daily – Standard” instead of “Daily – Accelerated” or “Monthly.” This ensures your budget is spread out throughout the day rather than spending as early in the day or month as possible.

Ads

To optimize your ads, try out different ad text to see which ad has the best results. For example, duplicate your first ad and change the headline to see if that works better. When you find a winner, you can test variations of that ad and pause all the others.

Keywords & Bids

You can improve your results and lower your costs by adding, changing, or deleting keywords, match types and bids. For example, if your campaign has been running for a while and your performance data shows that some of your keywords are performing better than others, you could increase your bids for keywords that convert to sales and decrease bids for keywords that aren’t converting to sales.

Getting Familiar with AdStage Express

Posted by on Jul 18, 2013 in Advertising
Getting Familiar with AdStage Express

What does AdStage Express do?

AdStage Express is a fast and easy way to advertise your business across the internet. Just link your ad accounts to AdStage Express, then use it as the single tool to manage your campaigns.

  • AdStage Express lets you create, deploy and optimize campaigns across Google, Facebook, Bing, & LinkedIn. Now you can build your campaign once and fine-tune it for each network in one streamlined interface.
  • AdStage Express walks you through the campaign creation process and provides smart recommendations to make advertising easy. No experience required!
  • AdStage Express tracks your campaign performance according to your goals. It then uses this data to reallocate your budget towards your most profitable networks!

AdStage Express empowers you to advertise effectively so you can reach new customers and grow your business.

Who’s using AdStage Express?

AdStage Express is used by businesses that:

  • Want to test new ad networks to yield better results.
  • Want to build ad campaigns frequently for new initiatives.
  • Want to generate awareness across new ad networks.
  • Want to test a market’s response to their product and messaging.
  • Want to try advertising their business online for the first time.
  • Don’t have the time to manage ad campaigns across the many networks separately.
  • Are intimidated by the expertise required to create and manage ad campaigns.

Why use AdStage Express instead of the native networks?

AdStage Express brings it all under one roof…

Each network has its own interface, best practices, and quirks that cause friction when you try to launch a new campaign. And once your campaigns are up and running, you’re forced to navigate the drastically different reports and tables to evaluate their performance. AdStage Express brings it all under one roof and makes it easy to optimize each network according to your business goals.

How does AdStage Express compare to other cross-channel advertising software?

It’s the only tool that lets you deploy a single ad across networks.

AdStage Express is the only tool that lets you create a single ad that can be deployed onto the different search and social networks. No other tool lets you build rapid cross-network campaigns. Not only that, AdStage Express was built from the ground up to be easy-to-use. Power-tools are great for large agencies and corporations, but we believe that’s overkill for most businesses. AdStage Express is designed to be easy and accessible for you. Lastly AdStage Express has no minimum spend requirements or long-term commitments.

 Sign up and get started

AdStage CEO Featured in San Francisco’s “30 Under 30”

Posted by on Jul 17, 2013 in Advertising
AdStage CEO Featured in San Francisco’s “30 Under 30”
Sahil Jain

Credit: Michael O’Neal

Refinery29 just published their first-ever San Francisco edition of 30 Under 30. Featured among names like Matt Mullenweg (founder of WordPress) and Ryan Coogler (filmmaker of the highly anticipated Fruitvale Station) is our very own CEO & co-founder Sahil Jain. Here’s an excerpt from the interview:

What’s the best professional lesson you ever learned and who taught it? 

The best professional lesson that I have learned was to realize that many things are just not in my control. When you set your expectations appropriately that some things are just out of your control, you are able to stop wasting mindshare on pounding yourself into the ground if something goes wrong, and instead get back to focusing on what you can control. My dad actually taught me this lesson and it’s one of the only ways I can keep myself somewhat sane. Though, he’ll be the first to tell you that I am crazy —or a ‘freak,’ which is his gracious nickname for me!

Read the complete interview at Refinery29.