Schema markup is something you’ve definitely seen just using search engines before, even if you don’t know what it is.  Today we’re going to dive into what it is, what it does, and why that matters, so you can come away with a good baseline understanding of the most common essential schema types and how they improve your performance and authority in both search engines and the eyes of internet users.  What is schema markup and why is it important  Schema markup can be a really useful tool to improve […]

When running an ad campaign on a Meta platform like Facebook or Instagram, it’s of course unwise to just throw gobs of money at it without considering what your return will be for those dollars — and how that return will equate to conversions and money coming in.  To that end, being able to project how much money you’ll spend, what that will equate to in relevant metrics, and how much revenue that will return is an extremely important foundational step for these campaigns.  The truth is that no one can give […]

CTA stands for call to action, and is the final part of an ad or piece of communication — today we’ll be discussing them in search ads, specifically — calling users to click and interact further. “Call today,” “buy now,” “learn more,” are all examples of common (albeit generic) CTAs.  Most often, search ads are designed to appear in high-intent queries which, just as the name sounds, are queries where the user has a deliberate, high level of intention in mind.  So, when creating search ads for this purpose, you […]

Reddit is a massively important part of today’s online information ecosystem. Because of that, it can be equally important to your business’ digital presence. Yet at the same time, the reasons for why it’s now so critical means you have to approach it the right way.  Let’s check it all out:  Understanding Reddit, its structure, and its value for users  The first thing to mega-emphasize here before we dive into it: If you think your business can cut corners content-wise and still get something out of Reddit, you are extremely […]

We talk a lot about A/B testing at Fujisan because it’s really the backbone of improving your work. This makes sense — after all, it’s pretty much just the digital marketing application of scientific testing with controlled variables. You remember sixth grade science class: By testing between two versions of a situation with all variables controlled for except one, you can then see which modification to the uncontrolled variable leads to a certain outcome. Same here!  With A/B testing as a digital marketer, you can compare the results for a […]

Image Source: https://www.impactmedia.co.uk/insights/unlock-the-power-of-enhanced-conversions-in-google-ads/  As concerns over user privacy grow, more regulatory bodies are passing rules limiting invasive tracking while at the same time browsers are similarly building in features to protect privacy. This means third-party cookies and related functions are being phased out, and businesses with online presences — AKA pretty much all of them like, presumably, yours! — will need to adapt accordingly.  Luckily, there are newer options that allow you to still gather helpful information to optimize your digital marketing efforts — Google’s enhanced conversions is one of […]

What are social signals in the context of online engagement (and what aren’t they)?  When we talk about social signals, we’re talking about information generated by social media interactions that act as a proxy for judging popular reception of that content. Or, in plain English: Likes, shares, comments, mentions… all the actions that signal “people are interested in this!”  These are true of social media platforms like Facebook, Instagram, LinkedIn, Twitter/X, etc., although it’s important to keep an eye on how different platforms’ value for your objectives change — whether […]

If you’re a business advertising on Facebook or Instagram, you’re only as effective as the insights you get back. As backlash to more invasive data-gathering practices have grown and companies and governments have adapted to this, you’ll find that practices marketers used to rely on will become outdated.  Regarding these evolutions and how they apply to Meta: Enter Conversions API.  This is an API tool that connects your marketing information — events relating to your website, app, messaging, and in some cases offline — from, in Facebook’s words, your “server, […]