AI is doing more and more for us, but are we seeing less and less?
From AI Max and Meta's AI creative tools to CRM agents, AI is becoming a default capability in everyday business tools. The real question is not how much…
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Category: Advertising strategy
Lots of AI tools, but the company isn’t any faster? The key to being AI-native is legibility
Companies adopt many AI tools yet don't get faster. The problem is often not the tools but whether the company's data, processes and judgement are legible enough for…
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Stop wasting ad budget: a guide to setting up GA4 audiences across the funnel
How to use GA4 first-party data to build ad audiences: link GA4 with Google Ads, design audiences for each stage of the marketing funnel, target high-value users, exclude…
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Google Retail Connect: reaching consumers in a fragmented shopping journey
Google Retail Connect combines brands' Google Ads campaigns with retailers' first-party data, so brands can drive traffic before shopping begins. How it works, what it offers, and answers…
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What are Meta value rules? A guide to the new 2025 ad feature
Meta's value rules automatically raise or lower bids based on audience age, gender, location, operating system and placement. Why to use them, how to set them up in…
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No marketing team? Three parts of Google advertising an ad management partner can handle for you
For small businesses without a marketing team: the cost difference between hiring staff and outsourcing ad management, and three areas an agency can take on, from creative direction…
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What is STP analysis? From market segmentation to brand positioning
STP analysis (segmentation, targeting, positioning) gives brands a clear framework for choosing whom to talk to and how. The three steps, how they apply in digital marketing, and…
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What is Google AI Max? A one-click AI upgrade for Search campaigns
AI Max is not a new campaign type but a one-click AI enhancement for Search campaigns. What it does, how to set it up at campaign and ad…
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Buying outdoor advertising: answers to five key questions
What outdoor (OOH) advertising covers, how to show its effect, the three ways to buy it, how to choose placements by reach, audience and budget, and how far…
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