How to Fix Your Brand CPCs

TL;DR – You are worried about your brand CPCs, and I am here to tell you to focus that energy towards more material questions. For this end-of-year blog, I wanted to share the most common question we get during discovery sessions across clients big and small. It’s a question that shows how smart and strategic … Read more

When to Test vs. When to Act

I don’t think anything makes me crazier than when a business leader receives critical data and instead of acting and increasing returns, they go ahead and design a “test” that derails everything. Digital marketing & business analytics are powerful precisely because they generate thousands of signals that can improve outcomes at a scale far outpacing … Read more

More KPI Catastrophes & How To Fix Them

“What’s your goal or target Cost-Per-Acquisition?” — Every Marketing Platform How does anyone answer that question? Aren’t we always striving to get as many customers as possible, for as little $ investment as possible? There’s always something hollow about answering that question — “target given what?” Maybe a better question is this: “What’s your business … Read more

Make Google Ads & Facebook Ads A Profit Center

You should never lose money advertising on Google Ads. You should never lose money on Facebook ads. In fact, you should never lose money anywhere media is sold at auction. Sure, it’s harder for big firms with big-firm problems, but if you are a small business or a mid-size company marketing direct-to-consumer through measurable channels, … Read more