Ruben

Digital Marketing KPI

The Crucial Role of Choosing the Right KPIs for PPC Campaigns

In my years as a marketing consultant, one common hurdle I often encounter with new clients is the inability to define or select the correct Key Performance Indicators (KPIs) for their PPC project. Choosing the right KPIs isn’t just a theoretical exercise; it will make or break your digital marketing efforts. Discuss all the metrics …

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Why ‘Average’ Metrics Can Mislead Your Paid Search A/B Tests

A/B testing is the golden ticket for optimizing paid search campaigns. However, while there are several pitfalls in measuring A/B testing success, one tends to stand out, and that’s focusing solely on average metrics. Segment analysis is vital to understanding how different segments of potential customers are responding to your A/B Tests. An improvement in …

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The Underutilized Benefits of A/B Testing in Your Paid Advertising Campaigns

The very first task when onboarding a new ads account is doing a deep-dive audit. One of the realities I find in most accounts in the lack of A/B tests or experiments conducted to try and improve the account performance. I’ve seen these issues across the spectrum from funded startups and Fortune 500’s. The benefits …

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Navigating the DTC Marketing Mix: The Important Role of Online & Social Media

In today’s digital driven market, Direct to Consumer (DTC) brands are finding it increasingly necessary to diversify their marketing approaches. While traditional promotional strategies like Advertising, PR, Direct Marketing, Sales Promotions, Personal Selling & Events still have their place, Online and Social Media marketing have become indispensable tools for DTC brands.             Online & Social …

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Leverage Buyer Personas for Smarter SEM Campaigns

Half the battle in online marketing is understanding your audience. A powerful tool for gaining understanding is buyer personas – fictional profiles of your ideal customers. Developing the buyer personas can help you build more effective and cost-efficient SEM campaigns. Here are some examples for a tech product: Targeted Content & Messaging Using buyer personas …

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Clicks, Costs and Clients: How to use Contribution Margin and Break-Even Calculations for Profitable Paid Search Campaigns

Understanding contribution margin and breakeven for your client and calculating those effectively will allow you to develop a profitable Paid Search campaign. I encounter this challenge especially with funded startups that have money for marketing but have little to no conversion data. Discuss the details with your client to establish correct values for costs and …

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Outperforming Competitors through Benchmarking Funnel Conversion Rates in Paid Search

In the competitive landscape of paid search, every edge counts. Understanding the funnel conversion rates for your specific industry and benchmarking against competitors is an overlooked, yet critical edge. Why Benchmarking Matters Benchmarking your clickthrough rates and conversion rates against industry standards can unveil your campaign’s strengths and weaknesses. These metrics will shine a light …

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