The #1 Paid Social Mistake? Getting in the Algorithm’s Way You’re taking an outdated approach to paid social management. You’re still dialing in targeting, setting bids, and micromanaging every setting like that’s how to win. But Meta and TikTok don’t work like that anymore. Algorithms run the show, and when you fight that, you lose.… Continue reading Stop Micromanaging Your Paid Social
Author: Silverback Strategies
Incrementality Testing: How to Measure True Marketing Impact
What If You Turned Off Your Marketing…and Nothing Changed? Incrementality Testing Exposes Wasted Ad Spend. You’re under pressure to maximize every marketing dollar. But that’s pretty much impossible when the metrics you rely on don’t actually tell you what’s impacting revenue. Click-through rates. Conversion numbers. ROAS dashboards. They might look solid on paper, but they… Continue reading Incrementality Testing: How to Measure True Marketing Impact
How Modern Measurement Unlocks Marketing Growth
Why Your Marketing Metrics Are Lying to You (And What to Measure Instead) Your targets are sky-high. Your margins are shrinking. And your CFO demands that every dollar you spend be tied to business impact. So yeah, it’s easy to stick with the data tools you know and just hope for the best. But if… Continue reading How Modern Measurement Unlocks Marketing Growth
Top-Down vs. Bottom-Up Budgeting: Which Should You Use?
When it comes to business budgeting, two popular approaches stand out: top-down and bottom-up budgeting. Which one you choose will have lasting effects on how your departments spend their money. One place where this really matters is your marketing department. Many companies cut their marketing budgets when times are tough, even though this has proven… Continue reading Top-Down vs. Bottom-Up Budgeting: Which Should You Use?
Digital Marketing Strategy Frameworks
A robust digital marketing strategy framework is essential to streamline your marketing and increase sales. As a marketing tool, frameworks can save your company time and resources and provide valuable insights into audience behavior. Before long, you’ll start to see real results in terms of efficiency and effectiveness. Here’s everything you need to know about… Continue reading Digital Marketing Strategy Frameworks
How to Write SEO Headlines
80% of readers never make it past your headline. And for the lucky 20% that do, most will click away after a quick skim through. In this day and age, you have to grab the reader’s attention in a few words—that is, if you can even get in front of them. How people see and… Continue reading How to Write SEO Headlines
Google Analytics 4 vs Universal Analytics
In March 2022, Google announced plans to phase out its Universal Analytics reporting platform. All standard Universal Analytics properties will stop processing new hits on July 1, 2023. 360 Universal Analytics properties will stop processing new hits on October 1, 2023. This news should be enough for marketers to pause and examine their options. Let’s… Continue reading Google Analytics 4 vs Universal Analytics
What is Editorial SEO?
We work in an organic search environment that has evolved dramatically in the last few years. We are told keywords don’t matter anymore and context is king. No-click search is slowly taking over search engine results pages and we must plan for “On-SERP SEO”. We are told to optimize for voice search as user behavior… Continue reading What is Editorial SEO?
Advertising on Facebook Metaverse: What Does the Future Hold?
We all know Facebook. Where your Grandmother posts gushing photos of all her grandchildren and makes awkward comments in front of all your friends. She joined, along with nearly 3 billion people, the social media giant before it became Meta. But does she even understand what the Facebook Metaverse is? Do any of us? If… Continue reading Advertising on Facebook Metaverse: What Does the Future Hold?
How to do a SERP Analysis
Getting more clicks to your website means ranking higher in search results. The way to do that is through a high rank on the SERP: search engine results page. As users look things up online, they’re presented with a list of resulting links that pertain to their inquiry. And if you want your company’s page… Continue reading How to do a SERP Analysis