*We interpreted the Google Help articles so you don’t have to: a guide to Google Ads creative assets.    Importance of Effective Creative in Google Ads   In the fast-paced world of digital advertising, crafting impactful, visually appealing, and structurally sound creative assets is not just a matter of aesthetics—it’s a strategic imperative. Ensuring that creative assets are optimized from the outset can streamline the ad creation process, maximize campaign performance, and ultimately drive better results for all stakeholders involved.    BOTH clients & agencies ..read more

Auto-Migrated GA4 Audiences? You Might Want To Check on Those… July marks the official launch of GA4 and the sunset of Universal Analytics. In an effort to ease the transition for marketers and website owners, Google has offered various auto-migration tools. However, one area that has faced challenges is audience migration. Many accounts utilizing this option have encountered issues, with audiences failing to populate correctly after migration. In this article, we will guide you on how to check and recreate your audiences in GA4 if needed. Verify Audiences Are Populating in GA4 To ensure your ..read more

With the implementation of GA4 come new challenges in gathering accurate insights and driving informed decision-making. Data accuracy and completeness are crucial for pulling valuable insights out of data; unfortunately, for low-traffic websites, GA4 has introduced new hurdles to accessing accurate and complete website analytics in the form of thresholding.  What is thresholding?  Not to be mistaken with Sampling and Unsampled reports, Thresholding is designed to protect users from being identified through identifiable personal information such as demographics, interests, and locatio ..read more

We’re just a few weeks from the deadline when Universal Analytics will cease to collect data, and we will fully transition to Google Analytics 4. It is crucial that you start familiarizing yourself with GA4, exploring its interface and the various reports it offers. Adapting from UA to GA4 can be a daunting task, especially when it comes to finding familiar reports. To ease this transition, here are four commonly used reports and their respective locations in GA4. 1. Source/Medium Report In Universal Analytics, the source/medium report was often a good first report to visit to find top-level d ..read more

5 Key Differences Every Marketing Account Executive Needs To Understand About GA4 We all know it’s coming. In its benevolent overlordship, Google has decided to phase out Universal Analytics in favor of a new and improved platform, GA4. But we don’t like change! We know how to use UA! We know how to interpret and explain the information UA gives us! So let me help. Here are 5 key differences in how GA4 works compared to UA: User Based Tracking Instead of UA’s session-based metrics that track a period of user interaction on your website/app, starting with the first “hit” and ending after a p ..read more

What is Performance Max? Performance Max is a relatively new ad format that allows users to create ads that use machine learning to automatically optimize for performance across Google’s advertising channels including search, display, YouTube, and more. Some of the benefits of Performance Max are the ease of setup, the flexibility of the different channels to reach audiences, and the power to optimize for conversions across those touchpoints. The idea from Google was that Performance Max campaigns would act in harmony with your current search campaigns to fill in gaps your keywords didn’t fil ..read more

If you received an email from Google in the past few weeks that left you confused and concerned, you aren’t alone. On January 4th, Google sent an email alerting advertisers of a change to the remove redundant keywords recommendation and announced that starting January 19, these changes would be auto applied. This update caused a stir in the Paid Search/SEM community as it expands the reach of this recommendation and makes it auto-apply as default. Google has been adding many of these Auto Apply Recommendations (AAR) Ads accounts in recent months. In this article, we’ll take a closer look at t ..read more

Social media is not a one-size-fits-all format. Each channel has a unique audience and calls for a specific tone for brands to take when interacting with users.  And when it comes to copywriting, it’s especially important to keep each channel’s purpose in mind. Users for different social media platforms expect different content from brands, and your messaging can’t solely be a hard sell with every post.   This tunnel-vision selling mentality is a common mistake for brands on social media. Brands need to focus on what each platform truly offers – conversations. Your so ..read more

  Instagram reels was dubbed “the future of video” when the platform rolled out the new creative feature around the world in August 2020. From the  beginnings of video on social with Youtube in 2005, to Vine in 2012, then to Periscope in 2015 and, now the world leading Tik Tok (initially released in 2016) – Instagram has had a blueprint for it’s replicated video features to garner the attention and creative outputs from its users for over a decade.            A Year of Change ​With nearly 6 months of #challenges and short form video cuts, Reels have ..read more

MYTH #3: Email marketing is no longer effective because people get so much of it. We get it. Nearly everyone can relate to this myth. But people don’t hate email. They just don’t want more junk mail. Email marketing is more than just pushing your brand to inboxes. It’s a valuable tool to reach an audience that has actively engaged with your business. After all, your audience subscribed to your emails. They want to hear from you. The research agrees. Email marketing consistently ranks above organic search, paid search, and social media when it comes to customers’ acquisition & retention ..read more