YouTube Demand Gen: Google’s answer to Meta’s video advertising
Demand Gen is a Google Ads campaign type running on YouTube, Shorts, the Discover feed and Gmail, aiming to match the effectiveness of Meta…
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Articles
Writing about what actually works.
We write about measurement, advertising and search visibility. Every topic comes from client work, not from a content calendar.
Certifications and authority in marketing: building trust digitally
Certifications, awards and authority signals are part of a marketing brand. How do you present them without it looking like boasting? And how do…
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Landing page technical optimisation: getting Core Web Vitals green
A slow page kills conversions. One extra second of load time means a 7 % drop in conversion. Technical page optimisation is not an…
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GEO audit — check your AI visibility yourself in five steps
A GEO audit is a systematic check of how a company appears in AI search and what is blocking that visibility. The good news:…
Read article →YouTube Shorts advertising: short video as a small business channel
YouTube Shorts views are growing explosively — billions a day. And advertising there is cheaper than on Meta. So why do so few advertisers…
Read article →Digital marketing for international expansion: your first foreign markets
Opening a first foreign market through digital marketing is cheaper than it has ever been — but there are plenty of pitfalls. Let us…
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Email automations for small businesses: building sequences that sell
Email automations are close to digital marketing’s only “set and forget” solution. A sequence built well once produces sales for years without further work.…
Read article →Digital marketing when preparing for an exit: raising the value of the business
Company sale prices are based on multiples of revenue or EBITDA. Digital marketing can raise both before an exit — but it has to…
Read article →Landing page optimisation: getting more conversions from your site
Your ad brings the click, but the landing page makes the sale. 70 % of ad spend drains away if the page does not…
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Launching a D2C brand: direct-to-consumer marketing
Launching a D2C (direct-to-consumer) brand is the most modern way to build a new product brand. No retailers, no middlemen — straight to the…
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YouTube advertising guide: making your first video ad campaign
YouTube is the world’s second most used search engine after Google. Around 90 % of internet users visit YouTube every month. Yet many small…
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SaaS growth marketing: scaling ARR digitally
A SaaS company’s growth is built on systematically increasing ARR (annual recurring revenue). Let us go through what is distinctive about SaaS digital marketing…
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