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Guidance from our Digital Marketing Experts in Seattle
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? […]
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 […]
