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Guidance from our Digital Marketing Experts in Seattle
Whether you plan on auditing your own work on Facebook ads, or you’re auditing on behalf of a client, there are several necessary items for a proper auditing checklist. Although maybe we’re getting ahead of ourselves: Why do we audit in the first place? Well, we do it to make sure no stone is left unturned, to ensure all elements of your account are working together as well as they can, and to generally confirm optimal performance. For the purpose of this blog, we’re focusing on Meta — AKA Facebook and Instagram — […]
The zero-click search is a concept that’s been around for years, but is becoming increasingly dominant when it comes to how users interact with search engine results. This is due to a few factors. The rise of large language models — AKA generative AI — is one of them, not just with people using ChatGPT, but with Google investing so much of their resources into AI and significantly altering users’ experience by promoting Google AI Overviews to the top of SERPs. Because of this rapid shift the last few years, the landscape […]
AI overviews are one of the most — and arguably the most — eventful changes to search engines that have happened in the last many years. Although some users will end search queries with “-ai” or use tools like the https://udm14.com/ code to block Google’s generative AI functions on search engine results pages, the vast majority don’t — so the top result they see on Google’s SERP is an AI LLM-generated answer to their query. But we’re getting ahead of ourselves. First, AI overviews: a search feature providing AI-generated answers to many […]
Display campaigns can be a really useful part of your larger digital marketing strategy. They consist of visual assets — static images, videos, GIFs — and are great for “top of the funnel” efforts: awareness, brand recognition, general reach, and, a step deeper in the funnel, retargeting. It’s not a proven method for deeper-funnel purposes like leads or conversions, but display’s vast targeting capabilities are great for improving awareness — all with a relatively inexpensive cost per impression. Below, we’re going to talk about some best practices, including targeting, creative, […]
Most marketers by now are at least incorporating ChatGPT on some level, ranging from writing actual copy to using it as a tool for brainstorming and planning. In this, we’re going to look at how LLMs like this can be a helpful tool and, equally as importantly, how they can lead you very awry. Our point of view? Just like the invention of Excel didn’t replace accountants but instead made it a helpful tool for them to more efficiently do their job, certain usage of LLMs can be similar for marketing […]
Due to its focus being notably different than other social media platforms, LinkedIn offers a similarly different focus for advertising. In particular, it can uniquely reach executives, C-suites, and generally people who are making decisions either on behalf of, or impacting their business. For this reason, it is really the most valuable social media advertising platform for B2B marketing. There are a variety of ad formats, such as: In general, use cases are especially for lead generation, brand awareness, account-based marketing, or to gain more followers to help boost the […]
Formerly known as Canvas ads, Instant Experience ads — also just called “Instant Experiences” — are Meta’s fullscreen interactive ads specifically designed for mobile use. Not only do they improve engagement but, with the way they’re presented to users, they give you the ability to better tell your story in the process, giving people a more compelling look at who you are and what you can offer them. Let’s take a look: How Instant Experience ads work Instant Experiences are broken down into three parts: The lead-in ad, the main […]
First thing’s first: Unlike many AI products being rolled out recently, AI Max is an opt-in tool so you can use it or not depending on if you feel it’s right for you. Launched in May 2025, it encompasses a range of tools based on machine learning. This includes generative AI like asset optimization, but also more traditional machine learning to optimize ads with search term matching and final URL expansion. Theoretically the aim of these is straightforward: to improve ad relevance and expand reach. While much of Google’s AI […]
What is schema markup (and why use it)? Schema markup is a simple — but extensive — tool that sounds fancy. Essentially, schema is code for your website that helps search engines (and, in many cases, people) better understand the content they’re looking at. There are many different types of schema, the implementation of which manifests themselves differently. That’s because schema is the code behind rich snippets or rich results. You’ve encountered these, even if you didn’t know what to call them — these are the search results that have […]
Strong ad copy has been integral to campaigns for a century. Now, the critical importance of search engines in ad campaigns, the amount of content you’re competing with, and the limited attention spans you’re competing for, means effective — and efficient — copy is more important than ever. Not only do you need to write towards the human element that’s always existed, but you also need to know how search engines themselves impact ads’ efficacy and write copy with that in mind too. To that end… What makes a good search ad? […]
