In the ever-evolving landscape of digital marketing, staying ahead of the game is crucial for advertisers across industries, especially in the wake of the impending third-party cookie deprecation. Search Engine Marketing (SEM) continues to be a cornerstone of digital marketing, and one of the latest advancements, Enhanced Conversions (EC), is reshaping how marketers measure and optimize their campaigns. In this blog post, we’ll delve into what enhanced conversions are, how they work, and explore their benefits. What Are Enhanced Conversions? Enhanced Conversions represent a leap forward in SEM ..read more

Email marketing provides marketers with many ways to connect with consumers. This is best done through automation – setting up email campaigns with certain triggers and rules to serve personalized messages. With people having multiple email addresses and inboxes being saturated with promotional emails, using automation correctly can be key to increasing your open rates and engagement. From my experience working with clients, here are four types of email automations that work well to engage with customers and increase ROI: Welcome Series: When a new user subscribes, signs up or purchases for th ..read more

Every type of advertisement must connect with the audience to be successful. From banners, to videos, to search campaigns – advertisers have a small window of time to make a good impression. As the trends change and the advertising space continues to get more competitive, how you can connect with the audience also changes. Here are some points to be sure you consider in your digital strategy that will help you connect with your target audience: Create Personas: creating buyer personas is a great exercise because you can clearly see your audience come to life as it makes you think about every a ..read more

In the ever-evolving realm of AI and digital advertising, staying informed about the tools at your disposal is crucial. Meta’s Advantage+ targeting has emerged as a potentially powerful force in the advertising arena (especially after Meta recently announced further updates being made to the detailed targeting options available), but like any tool, it comes with its own set of advantages and drawbacks. In this blog post, we’ll explore the pros and cons of Meta’s Advantage+ targeting to determine whether it aligns with your digital advertising strategy. Pros of Advantage+ Targeting: Expansion ..read more

Influencer marketing is a very powerful asset for marketers because it sells through trust and a connection already established. The right influencer spreading the word about your brand can yield very profitable results. However, the same reason it is so powerful is also why it is harder to track and quantify results. The factors that can impact a buyers purchasing decision from an influencer marketing campaign are vast, but if we are investing in it, then we must be able to quantify the impact. Influencer marketing will continue to grow as social media and content outlets grow. The more platf ..read more

Programmatic advertising is advertising that has a strategy reliant on technology to buy and sell the ad space. While your advertising team creates copy and the creative, ultimately the programmatic algorithm where you are running ads will determine when and where to place your ad. Programmatic advertising was created to focus on two factors: efficiency and precision. If you are not currently running programmatic advertising, here are the top 10 “pros” this ad unit can provide: Real-Time Bidding – Programmatic advertising uses real time auctions that take each advertiser’s bid and sells them ..read more

September 18, 2023 An Open letter to Google Ads Advertiser To me, the most important thing when a Google search takes place is to figure out what the user’s “why” is, the intent behind their query. With decades of experience on the front line of search, a trend I have seen consistently is that digital advertisers want nothing to do with irrelevant impressions of their ads and the wasted dollars that can come along with it. From inception of Google AdWords, BROAD MATCH was the default match type. And just when you thought there was nothing broader, BROAD MATCH MODIFER was introduced to match yo ..read more

In a stride toward enhancing the self-service advertising experience and its targeting capabilities, TikTok has recently unveiled the all-new Search Ads Toggle. This new placement feature, detailed in their recent blog post, promises to reshape the way advertisers engage with their target audience. The Search Ads Toggle allows advertisers to seamlessly integrate their campaigns into TikTok users’ search results. This means that when users search for specific keywords or topics, advertisers have the opportunity to display their ads prominently, aligning perfectly with users’ interests – and per ..read more

As search engine marketers, we’re always on the lookout for ways to extract deeper insights from our campaigns in the effort of elevating performance. Enter Performance Max—an innovative approach that empowers us to tap into the full potential of Google Ads. However, with great innovation came great mystery. These campaigns were immediately effective in generating strong performance; however no one knew how. Over time, Google has slowly started to roll out new ways to gain deeper understanding of why these campaigns are working so well. The latest update has to do with search. What is Performa ..read more

Back in 2021, Google announced that data-driven attribution would become the default attribution model for all new Google Ads conversion actions. So, why does this matter now? Up until recently, advertisers still had the option to use several rules-based attribution models for their conversion actions – but this is about to change. The Consumer Journey In the ever-evolving landscape of digital advertising, the path to purchase has become increasingly complex. Advertisers strive to understand the impact of each touchpoint on a consumer’s journey towards conversion. This is where attribution mod ..read more