Perspective

Content that shares my perspective on a specific concept.

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PerspectivePerspective
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What Happens After You Turn Paid Search Off?

What Happens After You Turn Paid Search Off?

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.

Chris Konowal
Chris Konowal
PerspectivePerspective
Being Just An "Ads Guy" Isn't Enough

Being Just An "Ads Guy" Isn't Enough

Limiting services to only in-platform campaign management can quickly become a race to the bottom for paid media pros.

Chris Konowal
Chris Konowal
PerspectivePerspective
Don't Panic Over Performance Dips

Don't Panic Over Performance Dips

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.

Chris Konowal
Chris Konowal
PerspectivePerspective
Do Branded Search Campaigns Hurt Your Business?

Do Branded Search Campaigns Hurt Your Business?

While the cost per lead from branded search campaigns might look and feel great, investing cash here might actually be hurting business growth.

Chris Konowal
Chris Konowal
PerspectivePerspective
Adjusting To Smaller Marketing Teams

Adjusting To Smaller Marketing Teams

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.

Chris Konowal
Chris Konowal
PerspectivePerspective
B2B Buyer Study & Its Implications To Paid Media

B2B Buyer Study & Its Implications To Paid Media

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.

Chris Konowal
Chris Konowal
PerspectivePerspective
Search Centric Businesses

Search Centric Businesses

It's possible to make millions of dollars using search marketing alone, but search patterns are shifting so this might call for a change in marketing strategy for some businesses.

Chris Konowal
Chris Konowal
PerspectivePerspective
When Paid Media Isn't A Good Idea

When Paid Media Isn't A Good Idea

If a marketing team doesn't have some fundamentals in place, paid media can do more harm than good.

Chris Konowal
Chris Konowal
PerspectivePerspective
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The GDN Might Not Be All Junk

The GDN Might Not Be All Junk

The Google Display Network can actually drive quality site visits, but heavy placement exclusions may be necessary.

Chris Konowal
Chris Konowal
FrameworkFramework
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What's The Value of an Impression?

What's The Value of an Impression?

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.

Chris Konowal
Chris Konowal
FrameworkFramework
+1+1
Paid Media Might Not Close The Gap At EOY

Paid Media Might Not Close The Gap At EOY

Increasing paid media spend with the goal of closing net new business before EOY might be unrealistic at this point in time.

Chris Konowal
Chris Konowal
PerspectivePerspective
The Algorithm Isn't As Powerful As You Think

The Algorithm Isn't As Powerful As You Think

Ad Platform Technology Can't Always Do All of The Heavy Lifting

Chris Konowal
Chris Konowal