Google Search Console + Looker Studio (+ HubSpot) provides for easy visibility into brand health and interest.
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.
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.
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.
It's not that paid search is necessarily less effective as a channel, but rather the way search is used by buyers has changed. This requires a change in how performance is measured.
It can be helpful to prove the genuine impact of a campaign before substantially increasing investment.
Even when people search using "high intent" nonbrand keywords, that doesn't always mean they're ready to fill out a form then and there.
SQL nurture campaigns can be a simple and cost effective way for marketers to have a positive impact on sales and revenue.
Only one of these metrics is actually pulled from Google Ads.
Not all impressions are created equal, and just because a contact or lead was exposed to a handful of impressions, that doesn't mean they were impactful.
Increasing paid media spend with the goal of closing net new business before EOY might be unrealistic at this point in time.
Even though a keyword may feel relevant for paid search, the data might not always support that assumption.
