Ideas, strategies, and case studies to fuel your digital marketing plans.
Discover the key last click attribution problems that distort your budget decisions and learn practical steps to adopt smarter models.
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Learn how to build a Meta Ads full funnel strategy that drives results across awareness, consideration, and conversion for B2B and B2C brands.
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Discover how to adapt your AI overviews SEO strategy to win visibility in Google SGE, Perplexity, and ChatGPT search.
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Gogle's AI Search campaigns are powerful, but are an automated version of a strategy marketers have been using for years. But the implications for advertiser control are significant, and the evidence from real-world testing reveals a more nuanced picture than the headline promise suggests.
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The platforms have changed. The data landscape has changed. And, perhaps most significantly, the people and skills required to succeed in paid search have changed. This article explores what that shift looks like and what the modern paid search team actually needs to look like to win.
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Negative keyword management in Google Search Ads has evolved from a “nice-to-have” to a central component of campaign strategy, often proving just as crucial, if not more so, than selecting positive keywords.
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If you’ve been running Performance Max campaigns in Google Ads for a while, you’ll know the frustration of flying blind. That’s changed. With the latest asset- and channel-level reporting updates, you now have the transparency you’ve been asking for.
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Google Ads' recent Demand Gen “Drop” landed with some major shifts for marketers and ecommerce managers, doubling down on bidding strategy, New Customer Only (NCO) goals, and product feed integration with target ROAS (tROAS) - with YouTube becoming even more central as a growth driver.
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The repercussions of the Cambridge Analytics scandal are still playing out and marketers face numerous challenges when it comes to tracking user behaviour and measuring campaign performance. Server-Side Google Tag Manager (sGTM) has emerged as a powerful solution to these challenges.
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