Digital Marketing & CRO
Call Tracking, Done Properly
Measuring phone calls generated by marketing, using tracked numbers and call reporting. Where most projects go wrong The usual mistakes: Recording calls without...
Tagged #Guides
2013 articles with this tag
Digital Marketing & CRO
A Practical Guide to Message Match on Landing Pages
Keeping the promise in an ad consistent with the headline, offer and content of the landing page it leads to. Why does it matter? Mismatched pages waste ad spen...
Digital Marketing & CRO
A Practical Guide to Account-Based Marketing
Marketing that targets a defined list of high-value accounts rather than broad audiences. At a glance Target lists sales and marketing agree on named accounts C...
Digital Marketing & CRO
BIMI and Brand Logos in Email: The Decisions That Matter
Brand Indicators for Message Identification, a standard that shows a verified brand logo next to email in supporting inboxes. What is at stake BIMI increases br...
Digital Marketing & CRO
Web Push Notifications, Done Properly
Messages sent from a website to a subscriber's browser or device, even when the site is closed. The key figures Permission browsers require explicit user permis...
Digital Marketing & CRO
Referral Programs, Done Properly
Programs that reward existing customers for recommending a business to friends and colleagues. Where most projects go wrong The usual mistakes: Hidden incentive...
Digital Marketing & CRO
Sweepstakes and Contests, Done Properly
Promotions that offer prizes, either by chance in a sweepstakes or by skill in a contest. Why does it matter? Prize promotions are regulated, and a promotion th...
Digital Marketing & CRO
How to Get Asking Customers for Reviews Right
Requesting reviews from customers on platforms such as Google, marketplaces and industry sites. At a glance Reviews rule the FTC's rule bans fake reviews and ce...
Digital Marketing & CRO
How to Get GA4 Data Retention and Thresholding Right
How long Google Analytics 4 keeps user-level data and when reports hide small numbers to protect identity. What is at stake Default retention settings can lose...
Digital Marketing & CRO
A Practical Guide to Search Terms Reports
The report showing the actual searches that triggered ads, used to refine keywords and negatives. The key figures Actual queries the report shows searches that...
Digital Marketing & CRO
A Practical Guide to Location Targeting in Google Ads
Choosing the geographic areas where ads can appear, and how platforms interpret a user's location and interest. Where most projects go wrong The usual mistakes:...
Digital Marketing & CRO
Bidding on Brand and Competitor Terms: The Decisions That Matter
Buying search ads on your own brand name or on competitors' brand names. Why does it matter? Brand bidding protects visibility but can pay for clicks you would...
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