What Paid Search Bid Strategy Should You Use
A Practical Guide Choosing the right bid strategy is one of the most important decisions you’ll make in paid search. It directly impacts performance, efficiency,...
How I Prepped My Paid Search Account Before Vacation
(So I Didn’t Return to Any Performance Surprises) Taking a vacation as a paid search marketer can feel… risky. When you’re managing high-stakes budgets and...
How to Use Google Audience Segments to Improve Your Marketing Results
If you’ve ever looked at your ad results and thought, “Why am I paying to reach people who clearly aren’t interested?” — you’re not alone....
Why Paid Search Needs an Audience-First Approach
The landscape of paid search advertising is shifting, and the future looks decidedly “keywordless”, with audience-first strategies driving performance. For years, keywords were the bedrock...
Turbo Tax – How to Market Free
I recently came across a ad for TurboTax. What stood out? “Free tax prep.” Even more interesting was their positioning against FreeTaxUSA, claiming it’s not...