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

Ad network support can feel like a mystery box. Sometimes it's a gift. Sometimes it's not so helpful, and at worst, it’s a heavy-handed sales pitch. Whether you're running ads on Google, Meta, Microsoft, or another platform, chances are you've encountered network reps or seen their suggestions show up in your account. These relationships can be incredibly useful, but it’s important to understand their purpose and limitations.

I’ve noticed several recent articles and posts focusing on brand marketing—highlighting its importance and the risks businesses face when they don’t invest in it (i.e. Nike’s recent sales dip). While these pieces emphasize why brand marketing matters, they don’t always mention the valuable role performance marketing plays (let alone, how). This can leave readers with the impression that it’s an either/or choice. So, I wanted to pause and break things down a bit more clearly.

We’ve all tapped “Ask App Not to Track”, and with the growing adoption of privacy-first tools, it’s no surprise that ad tracking and campaign optimization have become more complex. These changes limit how much data platforms like Meta can collect via the pixel, breaking the link between ad exposure and user actions like purchases or sign-ups. As a result, it's become harder to attribute results, build accurate audiences, and optimize campaigns. That’s where CAPI and Advantage

Running paid ads can be a great way to grow your business. But here’s something many overlook: if your website isn’t ready to convert visitors into customers, you could be wasting money. Here’s what you really need to focus on to make sure your website helps (not hurts) your paid media investment.

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