May 10th, 2023

Is Google Analytics 4 a Tactical Move Away From Free Analytics?

There’s something fishy going on with the way that Google is handling GA4. To me, it’s playing out as a backdoor cash grab, hidden under a thin veil of a free and easy migration from UA. 

June 30th, 2022

Google Ads Optimized Targeting: When to Use It and How to Turn it off

Like many other Google Ads features, I personally think that the name “optimized targeting” is currently quite misleading. This additional targeting expansion setting may seem minor, but it can have a huge impact on campaign performance and fundamentally change the targeting of your ads.  Even worse, Google Ads has made optimized targeting settings extremely tricky … Continue reading "Google Ads…

January 20th, 2020

What Is CRM Retargeting and Why Is It a Necessity for B2B Digital Marketing?

Most marketers and internet users alike are familiar with the concept of web retargeting: the practice of serving ads to internet users based on how they’re interacted with your company’s website. However, far too many people are unfamiliar with CRM retargeting, an extremely powerful way for B2B marketers to target prospects online, get more from … Continue reading "What Is…

March 13th, 2019

Taking Ad-vantage of Google Analytics New Conversion Probability Report

Not all site visitors are created equal. Some folks might come to your site because their mother sent them a link to something “interesting” (eye-roll Mom, I’m so not into that), while others might be doing some initial research on products like yours. Others still might be on the hunt for exactly what you sell, … Continue reading "Taking Ad-vantage…

February 14th, 2019

Device Targeting With Target CPA Bidding In Google Ads

All device targeting is not created equal. If your Google Ads campaign uses target CPA bidding and you’re prioritizing conversions from a certain device, we’re willing to bet you’re doing it wrong. We rarely see this stipulation highlighted when we research target CPA bidding, but the consequences of overlooking it could greatly impact a campaign’s cost-per-acquisition … Continue reading "Device Targeting…

January 15th, 2019

Digital Marketing in 2019: What to Watch For

The Pros Rampant Responsive One of the biggest boons for advertisers in 2018 was the ability to optimize campaigns by moving away from standard banner sizes and utilizing responsive display ad formats. The proliferation of flexible ads such as Facebook Dynamic Creative, Facebook Creative Hub & Google RDAs, has made life so much easier than … Continue reading "Digital Marketing…

December 12th, 2018

Use Responsive Display Ads to Optimize Campaigns

Square, small square, banner, leaderboard, inline rectangle, skyscraper, wide skyscraper…and the list goes on. If you’ve uploaded Google Display Ads before, you’re familiar with the arduous process of creating and uploading multiple size variations of the same ad to fit all available space and get the best results. You may ask yourself… Which image is the best? … Continue reading "Use Responsive…

August 7th, 2018

How To Setup Google Dynamic Remarketing In Shopify

Dynamic remarketing is a powerful tool in your retargeting toolbox. This tag not only serves ads to users who have previously visited your site, but goes a step further to show ads for the specific products they’ve viewed. You can use this to tailor specific messages to your audience to entice them to come back … Continue reading "How To…

February 29th, 2016

How To Use Email Addresses For Ad Targeting On Google, Facebook & Twitter

Targeting the inbox has been a fixture in the marketing mix for the past decade. However, thanks to new targeting enhancements, emails addresses can now be used for even more marketing goodness. Email address can now be used to target previous customers and (opted in) contacts through the use of ads and custom audiences. This adds additional levels … Continue reading "How To…

January 31st, 2016

The Retargeting Playbook: The Ultimate Guide To Setting Up Successful Retargeted Ads

As an internet user, you’ve likely become accustomed to those ads that seem to follow you during all your digital travels. These ads are known as “retargeted” ads (or “remarketed” ads if you’re using Google) and help to keep your brand and product top of mind for users. Setting up these ads may seem tricky, … Continue reading "The Retargeting…