Posts about Digital Strategy
What makes a good marketing audit?
TL;DR A proper audit has two components: performance marketing (finding wasted spend and scaling opportunities) and analytics foundation (ensuring your tracking setup is accurate). Focus on immediate wins like pausing zero-conversion keywords, implementing server-side tracking, and setting up automated alerts. Expect 5-15% variance between platforms—anything higher signals broken tracking. Document everything, audit quarterly, and prioritize fixes by ROI impact.
4 minute read
Beyond attribution: understanding the incremental impact of your marketing
Originally published September 2023, updated July 2025 for relevancy TL;DR The world of marketing measurement is complex and traditional attribution methods often fail to share the whole story. We believe that incrementality is a more reliable determiner of revenue outcomes than many attribution models. Incrementality is all about measuring the real impact of our ads – the stuff that wouldn't have happened without them. We measure incrementality in two ways: experiments and testing media mix modeling To get started, we suggest running small experiments and begin building an understanding of how different media channels contribute to top-line revenue.
9 minute read
What is AI doing to SEO and paid media performance?
TL;DR: AI is changing SEO and PPC, not killing them. Answer Engine Optimization (AEO) and Generative Intelligence Optimization (GIO) are key. SEO and PPC teams must work together. Use PPC insights to inform SEO (landing pages, schema, mobile design, keywords, negatives, site structure, content). Unified strategies reduce waste and improve results.
7 minute read
Ad targeting: is it really that precise?
Ad targeting is one of the biggest selling points of digital marketing, but how accurate is it really? In this episode, we challenge the assumption that ad targeting is as precise as marketers believe. We discuss the pitfalls of audience segmentation, the over-reliance on machine learning, and the growing importance of creative in a world where targeting is becoming less effective.
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Answering your biggest performance marketing questions
Performance marketing is constantly evolving, and we know you have questions. In this special Q&A episode, we took your questions about performance marketing, from AI’s impact to reporting best practices and answered them in this wide-spanning conversation.
3 minute readYour Black Friday/Cyber Monday sales could be better
In this episode, we dive into what marketers may get wrong when running digital ads for major sales events like Black Friday and Cyber Monday (BF/CM). From poor planning to neglecting post-event strategies, we cover the most common pitfalls and how to avoid them. Watch now to hear our thoughts on planning, executing, and measuring success during these critical retail moments. More of a skimmer? Keep reading for our top takeaways.
3 minute readWhat’s wrong with the marketing funnel?
When we talk about the marketing funnel and different strategies we employ for the top, middle, and bottom of funnel, what do we actually mean? Are we speaking the same language? Often, we are not. Awareness, intent, interest, consideration, research, engagement, desire, decision, action, retention, demand generation, capture, reengage, loyalty: a plethora of terms used to dissect the customer journey and describe our day-to-day marketing strategies.
5 minute read
We can do better at marketing budget cuts
Marketing teams make budget cuts worse than they already are— or at least, that was our hypothesis going into episode nine of our video series, The Hypothesis. In this episode, we talk about why marketing teams should always be looking for places to cut budget, how bottom of funnel is not the solution for every problem, methodologies behind effective spend reductions, and why you should be working with other departments. Watch the full video below or listen to the episode here to get this conversation in its entirety. More of a skimmer? Keep reading for our top takeaways.
3 minute readYou’re wasting your marketing budget
Marketing teams are wasting part of their marketing budget— or at least, that was our hypothesis going into episode eight of our video series, The Hypothesis. In this episode, we define waste vs learning, why trusting automation too heavily leads to more waste, how the wrong KPI’s and targets incentivize waste, and more. Watch the full video below or listen to the episode here to get this conversation in its entirety. More of a skimmer? Keep reading for our top takeaways.
3 minute read