As marketers, we’re all familiar with the sinking feeling when a client asks, “So… how do we know this is working?” You’re not alone — according to recent research, 39% of marketing decision-makers struggle to measure the impact of each marketing channel. Personally, I think that number is conservative. Measurement has always been difficult, but in the last few years, it’s … [Read more...] about Breaking Free from Misleading Ad Results: Using First-Party Data for Smarter Measurement
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How to deploy email to turbo charge your PPC results
When you consider digital marketing, two channels usually come to mind: email and PPC (pay-per-click). Both are used individually by most companies. They send email campaigns on one end and place Google or social ads on the other. But when you use these two channels together, you can get better outcomes more often than when used separately. The concept is straightforward. … [Read more...] about How to deploy email to turbo charge your PPC results
Lessons From 15 Years in Paid Media: The Mistakes That Still Haunt Me (and How You Can Avoid Them)
I started my career in paid media back in 2011 at a small PPC agency called Periscopix. It was, in many ways, a much simpler time. Performance Max didn’t exist. Campaign management meant making one bid change a day. You had full control. It was also the year that Prince William and Kate Middleton got married, and the year Charlie Sheen made headlines for all the wrong … [Read more...] about Lessons From 15 Years in Paid Media: The Mistakes That Still Haunt Me (and How You Can Avoid Them)
Rethinking Paid Search: Diversification as the Future of Fair Advertising
From Google reliance to Microsoft Ads innovation, advertisers must embrace multi-platform strategies. Advertising, at its core, is about connecting people with valuable products and services. It’s the act of calling attention to something to attract interest, engagement, and sales. In practice, however, the industry has evolved into a highly complex auction where billions of … [Read more...] about Rethinking Paid Search: Diversification as the Future of Fair Advertising
Why UX is the Secret Weapon for Maximizing Ad Performance
The aim of this article is a simple one: To cause you to make UX a core part of your marketing strategy, not an afterthought. It shouldn’t be a separate team hidden in a corner that nobody talks to. It needs to sit at the heart of your marketing efforts because that’s how businesses win today. What UX Really Means When I first started in UX about seven … [Read more...] about Why UX is the Secret Weapon for Maximizing Ad Performance
Brand Ads Done Right: The Power of Smart Copywriting
Most businesses running Google Ads focus on targeting new customers through non-branded keywords. But there's a crucial piece many overlook: brand campaigns, the ads that show up when someone searches specifically for your business or products. These aren't just afterthoughts. Branded ads are powerful tools for building trust, shaping how people see your business, and guiding … [Read more...] about Brand Ads Done Right: The Power of Smart Copywriting
How AI is increasing the threat from ad hijacking & impersonation fraud – And how to fight back
AI makes it increasingly easy to fool people. It can manipulate truth, create convincing fakes, and erode trust. And nowhere is this more dangerous than in digital marketing, where ads, brands, and budgets are on the line. In this article, I’ll explore three major ways fraudsters exploit paid advertising - impersonation fraud, brand bidding, and phishing ads - and how … [Read more...] about How AI is increasing the threat from ad hijacking & impersonation fraud – And how to fight back
Hero Conf San Diego September 2026
So much more than just a conference... HERO CONF TICKETS There are many ways to join us at Hero Conf. Choose your ideal ticket type below. Founding Supporter … [Read more...] about Hero Conf San Diego September 2026
Can social media marketing support your backlinking strategy?
As we turn our attention to artificial intelligence and ask ourselves the question, “How is AI impacting digital marketing?”, it’s easy to get lost in the vortex that is this tremendously rapid advancement of technology. There’s nothing wrong with that. After all, a business that doesn’t adopt AI best practices quickly is highly likely to get left behind. How does this impact … [Read more...] about Can social media marketing support your backlinking strategy?
LinkedIn Ads Analytics: B2B Metrics That Matter
LinkedIn is the go-to place for professionals looking to connect, share, and do business. Now, it has become a powerful resource for B2B marketers. But running ads here isn't enough. You must pay attention to the right B2B metrics. Otherwise, you could be wasting time and money. With 1.1 billion users globally, LinkedIn is an essential tool for B2B social media. It often … [Read more...] about LinkedIn Ads Analytics: B2B Metrics That Matter
Holistic Paid Marketing: How to make PPC and Email Work Together
The digital marketing terrain is shifting beneath our feet. Gone are the days when you could run a killer pay-per-click (PPC) campaign or email outreach, both in isolation, and call it a day. Today, you would discover that channel integration is vital for a successful campaign. Holistic paid marketing is key! But what exactly is it? And how do they work together? First, … [Read more...] about Holistic Paid Marketing: How to make PPC and Email Work Together
Maximizing ROI with Smart Bidding: A Guide for PPC Marketers
If you’re looking for ways of maximizing ROI with smart bidding, you’re in the right place. Working with PPC professionals and agencies, I am all too familiar with the constant struggle of making ad campaigns profitable, especially with a shrinking ad budget. Over 50% of marketers report that making PPC profitable is a significant challenge, while nearly 70% also struggle to … [Read more...] about Maximizing ROI with Smart Bidding: A Guide for PPC Marketers
