Many of my Google Ad clients want to bid on competitor brand names. Yes, you could argue that it’s a little shady and yes, many advertisers do it. Google does allow you to use competitor brand names as keywords, but…
There are many opportunities to remarket using Google Analytics and Google Ads, with many people taking advantage of this on the Display Network which requires only 100 visits to your web site. RLSA (Remarketing Lists for Search Ads) is for…
I wrote this checklist in 2018 for another site and most of it is still relevant. Some of the tools have been updated so the screenshots will look a bit different. Since I’ve received questions recently about SEO, this seems…
What are the components of your marketing plan? It likely describes your customers, has a unique selling proposition, lists the marketing channels, promotional offers, and brand messaging. It may have more – or less – than these components, but they…
Most organizations – small or large – have a marketing plan. It outlines planned marketing efforts for a period of time, usually for the fiscal year, and is generally a linear process. What if you instead used a design thinking…
It’s easy in marketing to talk about what we have to offer or what we do as a brand. That’s what we do on a daily basis – view our business from that lens. To prevent ourselves from defaulting into only that viewpoint with…
