Posts about Paid Channel Management
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.
3 minute read.png)
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 readIf Meta ads don’t work for you, it’s your fault
In this episode, we dive into the common mistakes marketers make when running Meta ads and how to correct them. From creative testing to campaign objective misalignment, we discuss the nuances of effective ad strategy on Meta’s platform. Tune in to learn about the best practices for ad measurement, the strategic use of various ad formats, and optimizing for both e-commerce and B2B audiences. More of a skimmer? Keep reading for our top takeaways.
3 minute readSearch is dying
Search is dying — or at least, that was our hypothesis going into episode 12 of our video series, The Hypothesis. In this episode, we discuss the evolving landscape of search and address the misconception that search is dying. Learn about search advertising strategies, the importance of local search optimization, search data for insights, keyword structures, comparing SKAGs vs keyword themes, and the role of automation in search campaigns. Watch the full video below or listen to the episode here to hear the full conversation. 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 readWhen to expand advertising beyond Google and Meta
Marketing teams should think about expanding beyond Google and Meta— or at least, that was our hypothesis going into episode five of our video series, The Hypothesis. In this episode, we discuss why so much ad spend goes into these two channels, how to better optimize them to get the most out of your investment, what “di-worsification” is, why and when to start considering new channels, and where to expand. 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.
2 minute readWhy DTC brands should be using Google for top of funnel campaigns
TL;DR DTC brands miss out on sustainable growth by investing exclusively in bottom-of-funnel initiatives. Google Ads offers easily accessible tactics to grow top-of-funnel investment, especially YouTube, which serves as a strong platform to grow your brand over time (along with a handful of other tactics like Amazon DSP, TikTok, and Connected Television (CTV)). Despite measurement challenges, strategies like brand lifts and incrementality studies can provide valuable insights to validate this spending. Investing in brand awareness, even with a modest budget, can create lasting growth.
8 minute read
We talk to Google about the future of Google in 2024
We’ve handled billions of ad dollars on the Google platform alone for our clients so it might not surprise you to learn that: A) we’re deeply invested in what the future of Google advertising holds.
5 minute readHow is AI going to impact Meta advertising in 2024?
TL;DR In 2024, Meta is intensifying its use of artificial intelligence (AI) in advertising, notably through its new Advantage+ suite of automated ad products and the AI Sandbox.
7 minute read