Return on ad spend (ROAS) has become the default metric for many marketing teams. It’s clean, precise, and makes CFOs happy. Spend X dollars, get Y dollars back. Simple … right? Not quite. Here’s the issue: The more exact a marketing metric is, the easier it is to manipulate. Want a 2x ROAS? You can…
Media mix modeling (MMM) helps brands understand how marketing investments affect the bottom line. It originally focused on high-reach channels such as network television, print and radio to assess brand impact and audience reach. Valued for being reliable and easy to measure, these legacy channels were key drivers for brand awareness and conversions. However, the…
Previously, I listed six core competencies for marketers working with marketing, including: generalized system understanding, tool management, architecture vision, capability assessment and tool procurement. This article covers the last core competency, organization management and what it means. Understanding organization management Organization management in martech involves building and maintaining a team capable of supporting the current…
The world of SEO keeps evolving and changing, which is why it’s important to keep developing your own skills. An excellent way to do this is via hands-on experimentation. In this post, I’ll share three valuable lessons I’ve learned from my previous ventures. Where it all started A bit of background information: I started experimenting…
Google’s John Mueller responded to a question on why a company is not ranking for its new brand name, saying, “Just because you call your company something doesn’t mean it’ll show up on top in search like that.”
Google Analytics now supports Customer Match from Google Ads. Audiences exported to Google Ads will now also include your first-party consented, hashed customer data, and your tag-based user identifiers, Carly Boddy from Google wrote on Bluesky.
Google is testing a new video format for some YouTube videos that provide “easy to digest” summaries of YouTube videos based on the users queries. This is a pilot that is rolling out to some searchers over the past week or so and gives you a new user interface showing you quick takes and key…
Google seems to be testing underlining the title, link and domain in the search result snippet when you hover your mouse cursor over the snippet. Generally, Google will just highlight the title link, the blue link, under the URL but here Google is underlining all of it.
Google’s Gemini is testing a new format for showing sources and links, a format that gives publishers and content sources more visibility in its AI answer engine. Google Gemini’s AI search results may soon show sources much more clearly, wrote Android Police.
Since May 2024, Google’s AI Overviews (aka SGE) have reshaped the SEO world as we know it. While content quality has always mattered, the stakes are now higher than ever as content must be not only informative and unique, but also easily digestible by Google’s AI. This shift leaves a big question: What happens to…