In the ever-evolving world of social media marketing, paid and organic strategies often operate in isolation. But is that separation holding us back? The key to paid social success could be hiding in plain sight - within your organic social content. Bridging the Gap Between Organic and Paid Too often, paid and organic teams work in silos: content creators focus on … [Read more...] about Is the Secret to Your Paid Social Success Hidden in Your Organic Content?
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ChatGPT Shopping, Product Feeds & the Future of Discovery
The Future of Shopping is a Chat. Are You in It? What if your next sale didn’t come from Google, Meta or TikTok… but from a conversation with ChatGPT? That future just got a lot closer. OpenAI has officially announced a new feature called Search Product Discovery, and it could completely change how people find and consider products online. In short, ChatGPT is … [Read more...] about ChatGPT Shopping, Product Feeds & the Future of Discovery
In-House or Outsource? The Feed Management Question Every Brand Should Ask
If you're still treating your feed like a static spreadsheet, you're playing yesterday’s game. Product feeds used to be the backend bit you would send to Google once a month before hoping for the best. Today? Your feed is your growth engine. PMax, Meta, TikTok, dynamic ads - every one of them depends on how well your product data is structured, enriched, and optimized. With … [Read more...] about In-House or Outsource? The Feed Management Question Every Brand Should Ask
16 tips to shake up and optimise your Google Ads Performance Max campaigns
If you’re running Google Ads, it’s likely you’ve already tested Performance Max (pMax) and, just as likely, enjoyed mixed results. That's because, unfortunately, it’s not a ‘set it and forget it’ feature. You will need to invest considerable effort to achieve good results. What is Google Ads Performance Max (pMax)? In theory pMax should work like a dream. You get more … [Read more...] about 16 tips to shake up and optimise your Google Ads Performance Max campaigns
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Why are Google Ads CPCs increasing?
Google advertisers have witnessed a steady climb in cost-per-click (CPC) in recent years. Across the board, search advertising is becoming more expensive. In 2024, 86% of industries saw higher CPCs compared to the previous year, with an average jump of about 10% year-over-year. The average CPC reached £3.40 (up from £3.08 the year before) and evidence from a U.S. … [Read more...] about Why are Google Ads CPCs increasing?
7 reasons the Paid Media Manager is more vital that ever
In today’s rapidly evolving digital marketing landscape, the role of the paid media manager is undergoing a significant transformation. Once focused narrowly on platform optimizations and cost-per-click efficiency, today the paid media manager must wear many hats: strategist, data analyst, creative collaborator, and business partner. This article, based on a talk given at Hero … [Read more...] about 7 reasons the Paid Media Manager is more vital that ever
How to maximize Shopping Ad visibility with feed optimization
In today’s competitive digital landscape, visibility is everything—especially when it comes to shopping ads. With Google Shopping, Meta Advantage+, and other platforms playing an increasingly central role in product discovery, feed optimization has become a critical factor in ensuring your products are seen, clicked on, and ultimately purchased. This article explores how … [Read more...] about How to maximize Shopping Ad visibility with feed optimization
Store Visit Tracking: How to Use Google Ads to Drive Footfall to Your Local Business
How do you optimise campaigns when in-store visits are more valuable than online conversions? This is particularly pertinent for restaurant, retail store, and service businesses clients; where the real magic happens face-to-face. The answer is with store visit tracking. Whether you love it or loathe it, Performance Max has transformed how we measure and optimise for physical … [Read more...] about Store Visit Tracking: How to Use Google Ads to Drive Footfall to Your Local Business
How integrated data can shape your marketing strategies
In a world inundated with data, marketers often find themselves navigating an overwhelming and fragmented digital ecosystem. From dealing with scattered data sources to convincing stakeholders of long-term value, today's marketers are facing a growing list of measurement challenges. At the heart of this struggle is a critical tension: balancing short-term platform efficiency … [Read more...] about How integrated data can shape your marketing strategies
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Just wrapped up an incredible experience at brightonSEO and Hero Conf! From insightful keynotes to hands-on sessions, it was a powerhouse of knowledge and fresh perspectives on the ever-evolving world of digital marketing. Grateful for the opportunity to learn, grow, and connect with some of the brightest minds in the industry. Brighton, you were amazing — and the seaside vibes … [Read more...] about Register
Does paid search strategy exist?
Do you want to know my least favourite phrase in all of professional life? “Be strategic, not tactical.” I heard this a lot during the early stages of my career. On the face of it, it seems like a sufficiently straightforward and well-meaning piece of advice, from one senior employee to another, less-senior colleague. But coming away from those conversations, I realised … [Read more...] about Does paid search strategy exist?
