There’s a common misconception in digital marketing that you can choose between investing in SEO or running paid ads and still check the box on growth. On the surface, it might seem reasonable. If one channel is performing well, why spend money or time on another? But in nearly every case I’ve seen, businesses that rely on just one of these approaches are missing out. Whether it’s lost visibility, lower conversions, or simply fewer insights to learn from, the opportunity cos

Understanding what remarketing should say is only half the battle. The other half? Knowing how to price it properly. Remarketing campaigns may look efficient in platform dashboards, showing strong click-through rates and solid conversion numbers, or the opposite could be true, and this will vary based on your unique audience. Either way, if you’re pricing it purely based on what the platform tells you it “converted,” you may be missing the point and the actual value.

Remarketing is one of the most widely used, and often misunderstood, tactics in digital marketing. On paper, it seems like a no-brainer: re-engage users who already visited your site, remind them of what they looked at, and nudge them toward conversion. In practice, however, remarketing is often reduced to a one-note strategy that follows users around the internet with the same message they already ignored the first time. Truth is, great remarketing isn’t about reminding. It

There was a time when you could launch a paid digital campaign with a tiny budget and hope to scale quickly. You know, back when it was still called “PPC” and you were “buying AdWords”. That time has passed. Paid digital is still one of the most powerful growth levers for many businesses. But it’s no longer a place for fast wins. Success takes more: more money, more strategy, more patience. So what changed and how can you make it work for your business?

There’s no single right answer when it comes to paid media. There are a lot of ways to win—and those options get even better when you build your strategy around financial data and smart media pricing. Still, some decisions are better than others depending on where you are in your growth. These key considerations can help guide your approach when deciding where to run ads.

What would you think if you heard one company’s marketing goal was to maximize lead volume at a $100 cost-per-lead (CPL)? You’d probably be preparing for a word problem to follow. 100 is a suspiciously even base, from which incremental calculations are pretty easy. A $100 CPL is surely a sample from which a learning experience will follow and be made much easier to understand because you used base 100. You’d be wrong, but that feeling in your gut that something’s off is not w