After attending an event, a company received an offer from the organizer: for a fee, they would receive a bulk list containing the email addresses of all the attendees. Their industry is small and highly specified, and a list of hundreds of potential clients would be a huge boon, but they asked for our advice …
An Event Is Offering Its Attendee Email List for Purchase. Should I Buy It? Read More
When it came into effect, the GDPR provoked a Y2K-esque panic. For companies utilizing personal data in their daily operations, the new regulation was a harbinger of daunting change even before most people understood its full scope. Now, having spent a couple years in the aftermath, it’s clear that one of the GDPR’s most significant …
When starting work on optimizing a Google Ads account for a new client, one of our first actions is to figure out how they’ve been managing their online marketing to see what’s working and what’s not. This process can be difficult for people outside the marketing sphere to understand, so we thought it would be …
How Small Changes Can Make a Big Difference in Google Ads Results Read More
If you manage Google Ads, you are already acutely aware of the constant presence of Recommendations: the improvements Google loudly suggests at the top of the page, in the Recommendations tab on the sidebar, and in your email inbox. Often these are obvious — Increase spending on valuable keywords! — but sometimes Google’s recommendations can …
Should I Automatically Apply Recommendations in Google Ads? Read More
Google Analytics 4 (GA4) was released in late 2020 as an alternative to Universal Analytics (UA), which focused on desktop traffic and data from cookies. Now, Google has announced that UA will cease functioning on July 1st, 2023, meaning accounts must be moved over to GA4 to remain active. For anyone keeping abreast of Google’s …
Google is Shuttering Universal Analytics, Transitioning to GA4 Read More
In an announcement last December, Meta detailed some upcoming changes to audience targeting within Facebook ad campaigns. Last Wednesday we received confirmation that the changes are finally being made: several audience targeting options across four categories are being removed for advertisers on March 17 (this Thursday). What’s Changing? As part of the current trend of …
If you have a Google Merchant Center account, you may have received an email a few days ago about a new measurement feature Google is introducing. Their Shopping experience scorecard program will alter the appearance and placement of your ad in the Shopping tab. According to Google, the program’s purpose is to “reward businesses who …
What Is Google’s New Shopping Experience Scorecard? Read More
Farewell, FLoC; we hardly knew ye. After many months of hype, Google has canned their Federated Learning of Cohorts (FLoC) program, which they had intended to replace third-party cookies (and perhaps forestall anti-trust and privacy legal action). We made no secret of our low expectations for the program, but we were trepidatious regarding what solution …
Google’s Latest Attempt at Privacy, Topics API, Further Erodes Marketers’ Options Read More
You’ve likely heard by now that Facebook has changed their company name to Meta. While users seem to have reacted to the news with a shrug, those with an interest in branding and marketing might be scratching their heads. Why change such a well-known name to something abstract and, frankly, much more difficult to understand? …
For marketers both digital and physical, a campaign is only as successful as is measurable with data after the fact, whether the metric is in-store visits or online clicks. That’s why before any advertising campaign is put into action, the groundwork to measure its success must be laid. Unfortunately for email marketers, this measurement is …
Apple’s Mail Privacy Changes Are Coming, and They’re Scary Read More
