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Guidance from our Digital Marketing Experts in Seattle
When designing your ad campaigns, it can be easy to overlook your attribution model. After all, many people running ads don’t even really know what an attribution model is. Of course, it could slip under the radar! There are six attribution models available for Google Ads, and each one is a different way of deciding which ad (or ads) get “credit” for when a user converts. Obviously, each user doesn’t fill out a survey saying “this ad made me buy your product more than this other ad,” so the attribution […]
Whether you’re on TikTok or not, you’ve probably seen some chatter about TikTok Shop. This is a super new (depending on when you’re reading this) e-commerce platform launched by TikTok in August 2023. Not only do we recommend familiarizing yourself with it, but we recommend doing that sooner rather than later, so you can take advantage of this new medium. Here’s why: TikTok Shop and its Advantages Similar to moves other social media platforms have made, TikTok Shop is TikTok’s foray into e-commerce. Essentially, it allows TikTok creators to sell […]
While some media companies have tried and failed in the past to axe everything else in favor of video, it is true that short-form video format has taken over the internet in the last few years. This is particularly true with the pandemic-fueled rise of TikTok and how that’s influenced Facebook and Instagram, who have explicitly stated their intention for the algorithm to prioritize video. Regardless of how you feel about how this affects your personal user experience, there’s no way around the fact that it means video is now […]
Back in Ye Olden Times (like, 2019), creating a custom report was pretty dang easy: hit the “customization” tab… boom, you’re golden. Now with Google’s switch to GA4, this has become an unfamiliar task for most people marketing their business. It can feel like a pain and like you have to relearn everything from scratch again. Luckily, that’s exactly what we’re gonna cover. A quick intro to GA4’s custom reports (and why they matter) Within GA4, there are standard reports pre-configured into the dashboard already — these are of course […]
Negative keywords are in some ways exactly what they sound like. If normal keywords are those you want to rank for, negative keywords are the ones about which you tell Google “Don’t you dare.” In more normal wording, they’re search terms you wish to be explicitly excluded from your ads campaign. While your campaigns can sometimes do perfectly fine without negative keywords, there is almost always a way you can tighten up your results and improve efficiency with them. And for some business or product types, they can make a […]
UTM stands for urchin tracking module, and is a parameter that shows you how a user came to arrive on a landing page. These modules can tell you the site from which the traffic came, what part of the ad or which kind of ad a user clicked on, the type of link or campaign that brought them there, ad group, and more. To implement them, you’ll come across fields like… The tracking template and final URL suffix fields — what are they? These are the places you’ll find within the […]
At its most basic, a sitemap is a file that lists out the URLs to pages of your website. It provides information about your site’s pages and other features, as well as how everything’s related from page to page and file to file. While sitemaps are something that human users can find helpful, they’re more often used by search engines by giving them a pathway to more efficiently crawl your site . During this process, the sitemap provides a, well, “map,” as it were, guiding the search crawler through your site […]
In our current digital environment, many businesses have caught on to the importance of blogs to attract internet users to their sites. One part of this, that some aren’t as in tune with, however, is the next step of promoting the blog itself. A savvy approach to blog promotion will help maximize its reach and ensure all your efforts to write and maintain a blog aren’t in vain. For this article, we’re operating under the assumption that you’ve already optimized your SEO for your blog since that by itself is […]
When running ads on Facebook and Instagram, understanding your competitor landscape is extremely helpful. This helps you learn more about how they’re approaching your shared target audience as well as gives you more context for your own work. Learning more about others’ approaches can give you insight into where you have an edge, what messaging you might be missing, and just generally provide inspiration and opportunities to get a leg up. Facebook page transparency Image Source: socialmediaexaminer.com In case you didn’t already know, you can find any active ad for […]
If your business sells things, you’ve probably familiarized yourself with Google Shopping. This is a campaign type available to advertisers through Performance Max, Google’s new(-ish), more automated ad campaign platform that was rolled out in 2020. With Google Shopping, you can sell products online by having chosen ones appear in searches throughout Google’s realm like search results, YouTube, or Maps. You can also use Shopping to drive in-store purchases if you have a brick-and-mortar store depending on your goals. With that in mind, there are a few tips we like […]
