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Why Your Landing Page CTAs Are Failing And How to Fix Them
Regarding ad campaigns, most marketers assume the secret sauce to higher conversion rates lies entirely within their ad platform—better copy, improved targeting, smarter bidding strategies. But here’s a…
4 min read
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Why Turning Off Paid Search Might Be Riskier Than You Think
Earlier this year, I paused non-brand paid search campaigns for one of my clients during February and March. This decision wasn’t arbitrary—it was based on historical seasonal data…
4 min read
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Looking Ahead to a Post Marketing Attribution World
If you’ve spent any amount of time in marketing, you’re likely very familiar with the concept of marketing attribution. It’s identifying which touchpoints or tactics led to a…
4 min read
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Not Every Paid Campaign Needs to Drive Direct Pipeline (And That’s Okay)
In B2B marketing, we often default to measuring success through pipeline and revenue. That makes sense—they’re the numbers that matter most at the end of the day. But…
4 min read
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How to Set Up Google Ads Conversion Tracking Without Tag Manager
When it comes to conversion tracking, Google Tag Manager (GTM) is often the go-to tool. It’s flexible, scalable, and a favorite among marketers for good reason. But sometimes,…
4 min read
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The Truth About Broad Match: Why It’s Not a Smart Starting Point for Most PPC Campaigns
Broad match keywords in Google Ads have come a long way. With machine learning advancements and Google’s intent-based matching improvements, many advertisers are giving broad match a second…
4 min read
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