When it comes to running successful paid social campaigns, there’s more to do than simply set up your ads, make some tweaks, and watch them perform. You need a comprehensive creative testing plan that helps you determine which elements of your creative strategy are resonating and which could use some improvement. By testing your ads,… Continue reading Creative Testing: How to Maximize Success
Category: Paid Media
How to Do Authentic Marketing
In a world where advertisers are vying for attention, more consumers are losing trust in brands and growing wary of duplicitous behavior. Studies also show that 45% of respondents believe incessant advertising caused them to lose confidence in a brand. And yet, for some reason, we just keep doing the same thing again and again… Continue reading How to Do Authentic Marketing
B2B Paid Media Strategies: What You Need for Success
It’s easy to want all your paid efforts to go towards immediate, dollar-driving, lower-funnel campaigns. Those are the ones that usually have the $$$ attached to them when it comes time to review ROI. But if your goal is a sustainable, scalable, cost-effective B2B PPC approach, that won’t be enough. You’re going to need to… Continue reading B2B Paid Media Strategies: What You Need for Success
It’s Time to Rethink Your Bing Paid Search Strategy
Let’s be clear from the beginning — this is not going to be a post about Bing’s sneaky run at the Google throne. Google is the search king. It’s not even close. But there is a place for Bing in your paid search strategy. Bing’s Place in the Search Engine Market According to GlobalStats Statcounter, Google owns… Continue reading It’s Time to Rethink Your Bing Paid Search Strategy
10 Characteristics of a Healthy Marketing Team
Top marketing performance happens when the right strategy is executed by the right people, working together toward a shared goal. But sometimes it’s hard to assess your marketing team’s strengths and shortcomings. It becomes easier when you know what to look for. But what are the traits of a healthy marketing team? How do you… Continue reading 10 Characteristics of a Healthy Marketing Team
A Digital Marketing Team Structure Built for Performance
People are the biggest driver of performance. That’s why business leaders need the right digital marketing team structure in place. In this article, we explore the essential roles within a digital marketing team, how teams can be structured, the agency-client relationship, and key ingredients for high-performing teams. Essential roles within a digital marketing team structure… Continue reading A Digital Marketing Team Structure Built for Performance
Paid Media Marketing: Elements of a Successful Campaign in the AI Era
AI is already making most of the decisions in your paid media accounts. The important question is whether anyone’s checking its work. A successful paid media campaign has always required creative, copy, targeting, budgeting, and careful execution working together. That hasn’t changed. What’s changed is who (or what) is making the moment-to-moment decisions inside each… Continue reading Paid Media Marketing: Elements of a Successful Campaign in the AI Era
Brand vs. Performance Marketing: Why the Best CMOs Stopped Picking Sides
Most marketing orgs still treat brand and performance as rival budget lines, fighting over the same dollars and the same credit. That’s the wrong fight. Here’s the part that changes the math. Brand and performance don’t add together. They multiply. A stronger brand doesn’t just sit next to your performance program contributing its own slice… Continue reading Brand vs. Performance Marketing: Why the Best CMOs Stopped Picking Sides
Digital Marketing Objectives to Support Market Share, Revenue and Profit
Let’s start with a question: “Are your digital marketing objectives designed to deliver the outcomes your organization needs to succeed?” To non-marketers, this may sound like a simple question. To experienced-marketers, this question probably triggers some level of anxiety. I’ve come across many marketers who answered with a quick “yes”. Once we dig a little… Continue reading Digital Marketing Objectives to Support Market Share, Revenue and Profit
5 CMO Pain Points and How to Overcome
Marketing combines both art and science. It applies a wide range of intellectual disciplines and touches many parts of an organization. With such variety it also brings many business challenges. This is one reason Chief Marketing Officers (CMOs) have the shortest tenure in the c-suite. In this article we’ll explore five CMO pain points that,… Continue reading 5 CMO Pain Points and How to Overcome