Written by Justin Lugbill - When Google Discovery campaigns first came on the scene in 2019, I was skeptical they would amount to much. Their available inventory across Gmail, YouTube, and the Discovery feed seemed too small to amount to anything of significance for most advertisers. As Google has iterated and expanded, though, I’ve changed my tune. While not as [...]

Written by Justin Lugbill - Digital marketers can be our own worst enemies. After years of touting that we can track everything and derive a precise ROAS from digital marketing, the expectation is that we can continue to do so. And while it is true that digital marketing offers far greater opportunities for uncovering the ROI of specific tactics and [...]

Integrating backend data into digital marketing initiatives is a gamechanger for performance.But what can you do when backend conversion data is unavailable or unreliable?How can marketers optimize lead quality and higher margins without explicit insight into which keywords and audiences have the most value?This article will walk you through some indirect ways in which you can optimize for lead quality [...]

The reality of how difficult it is to communicate both simple and complex ideas effectively became abundantly apparent to me very early on in my career.Data storytelling is both an art and a significant skill.While this article focuses on optimizing communications relating to reporting SEO and PPC results and initiatives to clients, the principles apply to all forms of communication.Here [...]

As a demand generation marketer for most of my career, I get excited about the ROI that bottom-of-funnel tactics provide.Targeting the highest-of-purchase-intent keywords and audiences is bound to produce good results assuming your pre- and post-click experience is optimized.But what happens when you’ve exhausted all demand and maximized your share of voice, hitting the point of diminishing returns?I’ve encountered many [...]