Conversion Optimization

Digital ad spend hit a record $258.6 billion in the US during 2024, up 14.9 % YoY according to the IAB/PwC annual revenue report released this April. (IAB) While dollars keep flowing into the ecosystem, costs are outpacing results: Metric 2022 baseline 2024 2025 YTD Source Avg. Google Search CPC (all industries) $3.63 $4.66 $5.26 (+12.9 % YoY) WordStream/LocaliQ 2025 […]

1. Over-Reliance on AI  What it is: Relying too heavily on AI-generated content without human checks or edits. It is tempting, of course. New generative AI models are being released continuously, and many of them are quite good at research and drafting of content. Some systems can even suggest edits to optimize your content to

Imagine a new world where half of your marketing team is comprised of AI agents that handle specific aspects of your marketing. These artificial teammates are able to act and respond just like any other qualified marketing employees would. And while this may seem like a far-fetched future that we only get to see in

As the owner of a digital marketing agency focused on B2B software companies, I’ve witnessed firsthand how artificial intelligence has fundamentally transformed search engine optimization. AI SEO represents the convergence of machine learning, natural language processing, and predictive analytics to revolutionize how we approach digital visibility. In this introduction to AI SEO, I’ll be covering a

In February 2024, Reddit entered into a licensing agreement with Google, reportedly valued at $60 million annually, granting Google access to Reddit’s extensive user-generated content for training its AI models. (PCMag) Some Market Vantage clients have seen shifts in organic rankings based on Google’s preference for Reddit content. Many have been experimenting with advertising on

In the ever-evolving landscape of B2B marketing, demand generation has emerged as a crucial strategy for driving business growth, especially in the face of tightening budgets and cautious buyers. For 2025, understanding and implementing effective B2B demand generation strategies is not just a necessity, but a key differentiator that can set your business apart from

In email automation and marketing, tracking subdomain URLs play a crucial role in monitoring user engagement. They allow you to track actions like opens, clicks, and conversions, providing valuable insights into the effectiveness of your email campaigns. Understanding how tracking URLs work and whether you should use separate tracking domains for each sending domain is

The Google Helpful Content Update (HCU), first introduced in 2022, has become a fundamental component of Google’s search ranking system. This update significantly impacts how content is evaluated, pushing businesses to prioritize user-focused, high-quality information over traditional, Search Engine Optimization (SEO)-driven strategies. As HCU has evolved and been integrated into Google’s algorithm core updates in