Measuring marketing effectiveness is essential for any business investing in multiple channels.  Two popular approaches – multi-touch attribution and marketing mix modeling – help marketers understand which strategies drive results.  This article tackles the key differences between each attribution method to help you determine which one best fits your business needs. The growing need for […]

PPC marketing has the power to drive massive traffic and conversions – but one wrong move can drain your budget fast.  Many marketers unknowingly make costly mistakes due to hidden platform settings, human error, or poor strategic decisions.  Whether it’s setting an unrealistic budget, neglecting creative, misusing AI, or avoiding experimentation, these missteps can lead […]

Change is the only constant – a truth marketers, especially those in SEO, know all too well.  The search landscape is shifting faster than ever, with AI-powered tools like ChatGPT, Perplexity, Claude, and Gemini reshaping how people find and interact with information. Yet, despite all the innovation, the core principles of SEO remain as relevant […]

Google Ads is making a major change to its Search Partner Network by automatically opting all accounts out of serving ads on parked domains, websites that are registered but not actively developed, starting March 19. Details: Google will automatically opt out all advertiser accounts from showing ads on parked domains. The change will roll out […]

A panel of three PPC marketing experts – Greg Finn (Cypress North), Kerri Amodio (Refine Labs), and Menachem Ani (JXT Group) – tackled a fundamental question at SMX Next: Is AI making marketers better? The panel discussed artificial intelligence’s evolving role in marketing, offering insights into its promises and pitfalls. The discussion was nuanced. While AI […]

Even in 2025, as platforms like LinkedIn (not known for creativity) double down on video, many new clients coming to us still haven’t made it part of their organic strategy. So, why should you invest in video?  Here are three key reasons: Increased SERP visibility: With a targeted strategy, YouTube videos have a higher chance […]

Geotargeting is one of the most powerful tools in a PPC advertiser’s arsenal. Whether you’re running ads for a local business, an international ecommerce brand, or a luxury travel destination, targeting the right locations can significantly impact performance. While most advertisers understand the basics (i.e., choosing countries, cities, or setting a radius), many aren’t fully […]

Google is enhancing Search ads with AI-powered changes that aim to increase asset flexibility, improve performance, and deliver more relevant ad experiences. Driving the news. Here’s what’s changing: Greater flexibility in RSAs: Google’s AI now assembles and serves headlines, descriptions, and assets dynamically to improve performance. In some cases, Google may omit certain content, like […]

Google AI Overview rankings – the webpages cited in the AI-generated answers – are more volatile than Google’s “classic” organic search rankings. Also, within two to three months, 70% of AI Overview rankings changed, according to a new analysis by Authoritas, an ecommerce SEO platform. Ranking volatility. Google’s organic search is volatile and has been […]

LinkedIn introduced two new features aimed at helping marketers optimize their campaigns and prove their impact: the Conversions API (CAPI) and the Revenue Attribution Report (RAR). Driving the news: Conversions API (CAPI). Enables marketers to securely connect first-party online and offline data to LinkedIn. Tracks conversions from website actions, phone sales, and in-person events. Sends […]