How many times have you come up with a brilliant idea only to have it shot down over an aspect you never even thought of in the first place? Well, you’re not the only one to experience this problem. Businesses are notorious for coming up with and launching new products or services that probably should never have seen the light of day (think: Crystal Pepsi and Google Glass, just to name a few). That’s where design thinking comes into play. Design thinking is a human-centered approach to innovation. You start with the user in mind, understand what exactly they need,… Read More

First of all, what are audiences in the context of paid search? What do they do? And why should you use them as part of your marketing strategy? When you develop a business strategy, one of the fundamental principles is to know your market. Who is your customer? What do you want them to do? While answering these questions you get closer and closer to identifying your end customer.

Audiences are groups of people with specific interests, intent, and demographics developed by Google. They are groups to who you can show your ads to. Audiences can help… Read More

There are often circumstances where adding client-provided sales data or other data to data that you already have will augment marketing efforts. However, due to security concerns, platform restrictions, or resource availability, it’s easy to find yourself in a scenario where a simpler approach, like a database extract saved as a CSV that’s uploaded regularly to an SFTP, is your best option to access that data. This is where this article’s focus lies. I will walk through a tried and true, reliable solution that only takes a minor amount of setup.

For the purposes of this article,… Read More

The phrase story time conjures up a certain image when in the context of bedtime or Dr. Seuss. But toss in a few suits, deadlines, and ROI, it suddenly becomes an abstruse concept. It doesn’t have to be though, and it’s more than a dreadfully overused marketing buzzword that’s been tossed around the last few years. Despite coming up in every content and marketing circle at one point or another, many people aren’t exactly sure what it is, let alone how to do it well. Storytelling is much more than just longform content or hitting an arbitrary word count. Storytelling… Read More

With paid search features, tactics, and physical layouts changing so often, it’s important to stay competitive to come out on top against your competitors. In this article, we discuss some of the best ways for you to stay competitive in paid search, even while it changes so frequently.

If you are in a competitive industry, which if you’re reading this, we can assume you are, you want to be sure you know your brand and know it well. Too often, companies run paid search campaigns that are misaligned to their brand, presenting a different image of themselves in ad… Read More

Pricing tables on websites are an efficient way to communicate service or product offerings, their price tag, and key features. Sounds simple, right? The tricky part of pricing tables is balancing the amount of information available to the customer. Too much information, and you’ll end up with endless paragraphs that make it difficult for customers to find the details they want. However, too little information and customers may not understand the value of your offerings, causing them to move forward with a company who simply offers the cheapest option—which may or may not be you. So how do you create… Read More