BEYOND THE CLICK BLOG

April 3, 2020

Whereas 10 years ago most advertisers were optimizing campaigns manually, now advertisers rely on a number of Google's automated strategies and bid automation software. The shift to automated strategies, particularly in the bidding arena have most profoundly chang...

March 25, 2020

To increase traffic during a budget cut, ensure unit costs decrease faster than budget shrinks.

March 24, 2020

Today I was featured in an article on databox on how to lower cost per lead from facebook ads! 

Here's my tip:

4. …But don’t go too niche

It’s easy to be specific with the people you’re showing your campaigns to. However, Evan Waters explains that “oftentimes advertisers...

March 20, 2020

Measuring marketing ROI is difficult for 3 core reasons: Tying campaigns to revenue, disagreement over what to include as costs, and long payback cycles.

March 19, 2020

For years, marketers have been getting away with budget murder.

While other teams tie headcount and resources to outcomes, marketers have been allowed to justify big budgets based on feel, sentiment, awareness, among others.

These goals are then validated by equally diff...

March 10, 2020

The ways of allocating resources and measuring marketing results have evolved greatly over the past decade. As the marketing landscape and best practices shift beneath executives’ feet, those that rely on antiquated methodologies will see their value diminish. All told...

December 10, 2019

Today I was honored to be included in a Content Marketing Institute roundup of content marketing predictions for the upcoming year. I couldn't help but think of video:

The adoption of video as the preferred medium of content should accelerate in 2020. On the other hand,...

September 16, 2019

One of the first places companies focus their automation journey on is reporting. Yet, this area is one of the most important places for front-line managers to focus on to find growth insights.

Reporting, quite frankly, is a mind-numbing task. Traditionally this involve...

January 31, 2019

With an ever increasing amount of private data leaked, hacked, accessed, or eavesdropped on, it would seem that people should be fed up with the lack of care for their sensitive material.

What we are observing in public and private markets would say otherwise.

Facebook f...

July 19, 2018

Most companies fail to maximize the returns from paid media because they fail to attribute appropriate revenue to the spend.  

Revenue maximizing attribution can be achieved relatively easily by the marketer and without much input from the analytics parts of the organiz...

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