More Than Media Marketing Newsletter
A weekly newsletter that shares examples of my actual work as a paid media growth partner for clients.
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Google Search Console + Looker Studio (+ HubSpot) provides for easy visibility into brand health and interest.
Even for channels like paid search, the effects of turning paid media on and off can be felt in future quarters, not only this upcoming week.
Clients often want to bring on paid media support to make their lives easier, not fill up their to-do lists with more tasks than what they had before.
Limiting services to only in-platform campaign management can quickly become a race to the bottom for paid media pros.
A drop in weekly performance isn't the end of the world, and doesn't always warrant a fire drill. Sometimes patience and communication can go a long way.
Just because you have the data, doesn't mean its use case is clear. This post breaks down the potential risks of using MTA data when reporting on performance to leadership.
While the cost per lead from branded search campaigns might look and feel great, investing cash here might actually be hurting business growth.
I recently helped a client improve paid search performance, not only in terms of lead volume and CPL, but actual pipeline as well.
I believe that marketing teams will downsize over the next few years, and this might require paid media freelancer/agencies to shift how they partner with clients. I share my perspective on what that might look like here.
Positioning is important for all paid media campaigns, but figuring this out isn't always easy. In this post I share the actual prompts I use to put a positioning deliverable together for clients.
This is an outline of my test methodology, as well as the results which helped determine whether or not this client continued to run branded paid search.
The B2B buyer journey isn't as simple a see ad, click ad, fill out form. As a result, catering to some of the behavioral nuances in paid media can be important to drive pipeline and revenue.
