There’s been a lot of talk about how iOS14 and Apple’s App Tracking Transparency updates will change Paid Social. If you want an introduction to iOS14 please read our blog post How iOS14 Affects Marketers. So far, the conversation has been led by Facebook, particularly how Apple’s changes will affect retargeting audiences and performance measurement….
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High-Performing Query to Keyword: A Google Ads Automation Script
Automatically add high-performing search queries as keywords to your paid search campaign. This script looks through your account, finds any converting search queries that would make great keywords and automatically adds them to your account. Sounds as good as it is. Why did we create this script? No matter how much keyword research you do,…
A Guide to Digital Marketing for Professional Services
Traditional approaches to sales and marketing once dominated in areas like law, corporate training, and financial services. However, since the pandemic hit, the imperative to adapt has seen tech and digital rise in importance on everyone’s agendas: recent Salesforce research found that 87% of professional services leaders sped up digital transformation during 2020. The past…
After the Sale: How to Upsell & Cross-Sell More Products
The selling process doesn’t end when the initial sale is made. Otherwise, you’re missing out on a huge opportunity for additional income. That’s because of a principle called the Pareto Principle — or the 80/20 rule — saying 80% of a business’s revenue comes from 20% of its customers. And while your numbers may not…
Google Marketing Livestream 2021: What You Really Need to Know
Huge thanks to PPC experts Susie Marino and Francine Rodriguez for their collaborative efforts on this roundup! Google Marketing Live, a brief history: In 2019, we learned about Discovery Ads, Gallery Ads, and Max Conversion Value. In 2020, we learned that even Google couldn’t withstand a pandemic. In 2021, we learned that Alicia Keys hates being marketed to. All…
25 Lead Magnet Ideas (With Examples!) to Feed Your Funnel
As the summer gets into full swing and Q3 approaches, the familiar lead generation slump hits. We’ve all been there: people start taking vacations, stop answering their phones, and your sales team starts getting antsy for more SQLs. Oh, and there’s also the whole cookieless internet thing, where first-party data collection on websites is more important…
Apple Starts Gathering Your Personal Data in the Name of “Privacy”
Last week, Apple unveiled new Mail app privacy features for the upcoming iOS 15 and MacOS Monterey releases expected in September. Having been in the email world for 23 years, I see these changes as both good and bad. Apple’s public discussion around web privacy is good, and I applaud their efforts as an extensive…
How to Succeed in Google Ads Without Modified Broad Match
Despite Google’s claims that broad match is more effective than ever before, many advertisers are still reeling from the loss of their beloved modified broad match type. How can you continue getting relevant traffic from your ads? Enter: Broad match keywords + audience targeting. To be fair, this was always something you could do, but…
Company Core Values: 200 Examples (+How to Establish Yours)
I’ll admit it: company core values enter the cliche zone more often than not. We work together. We strive for excellence in everything we do. We put our customers first. But truth be told, there’s a reason why they’re overused. Plus, the authenticity of a company’s core values (even if authenticity is one of them) is unimportant. What matters is…
5 Steps to Keep Your Facebook Ads Working in iOS 14
Back when we found out about iOS 14, there were a lot of question marks as to when it would be enforced, what it would mean for your Facebook campaigns, and how you could prepare. Now that iOS 14 is in full swing, many questions have been answered—but still more arise. Like how to run Facebook…