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Tag: Marketing

  • Uncover 7 Unmissable AI Search Trends Transforming Marketing

    Uncover 7 Unmissable AI Search Trends Transforming Marketing

    AI search is reshaping the marketing landscape faster than anything I’ve seen before.

    During my time at Zero Click NY, I witnessed how significantly AI search has evolved over the last six months and identified emerging features that might define its future.

    Among all the discussions, these seven trends were the most compelling.

    From the emergence of marketing engineers, to the way Claude and ChatGPT differ in results, and Claude’s rapid ascent in the business world over the past year, here are the key insights I gathered.

    1. Every AI relies on different content

    According to Profound data, only 8% of citations are shared between ChatGPT and Claude. This means 92% of the sources that ChatGPT refers to would not be recognized by Claude for the same inquiry. Essentially, a brand may have high visibility in one AI and not exist in another.

    Moreover, each AI favors different types of content.

    • ChatGPT frequently indexes community content: Reddit, Quora, and forums make up around 16% of its citations.
    • In contrast, Claude cites listicles 36% and opinion content 13.2% of the time, compared to ChatGPT’s ~20% and 7.2%, respectively.

    The disparity also applies to traditional search. A significant 64% of websites Claude cites appear in Google’s top 50 for equivalent queries, whereas it’s only 37% with ChatGPT.

    Takeaway: It’s vital to inform stakeholders that AI visibility differs between LLMs, and strategic prioritization is necessary to reach your audience.

    Track your visibility by engine because effective strategies in one platform may not translate to another. UGC helps drive ChatGPT while listicles boost presence on Claude.

    2. Claude is quietly winning B2B — so sequence your optimization by audience

    Claude may appear insubstantial in AI traffic-share charts, but it’s a different story when it comes to enterprise usage.

    AI traffic share chart

    Web traffic doesn’t tell the whole tale. Anthropic derives about 85% of its revenue from enterprise and API usage, not visible in consumer data.

    Claude enterprise usage

    A critical chart from Ramp’s AI Index reveals the true penetration of Anthropic in the business sector. A year ago, only a small number of businesses used Anthropic. Now, it’s at 34.4%, surpassing OpenAI at 32.3%.

    This insight led me to reconsider: if more business users are engaging with Claude and consumers are on ChatGPT, shouldn’t our optimization priorities reflect audience preferences?

    Should B2B entities focus on Claude first, while B2C aim for ChatGPT visibility?

    Currently, few distinguish between ChatGPT, Gemini, or Claude usage. This distinction is bound to grow.

    3. ChatGPT ads are here, and this is what we’re seeing

    The game has changed: competitors are securing visibility through ChatGPT ads. These ads are now live and available for self-serve directly within the chat interface.

    ```json { "alt": "Bar chart comparing Gen AI traffic share by platform, showing changes from January 2025 to January 2026.", "caption": "Changing tides in AI: ChatGPT sees a dip while Gemini rises, as depicted in this traffic share comparison from 2025 to 2026.", "description": "This bar chart illustrates the traffic share changes of various Gen AI platforms from January 2025 to January 2026. ChatGPT's share decreased from 86.7% to 64.5%, while Gemini grew from 5.7% to 21.5%. Smaller platforms like DeepSeek, Grok, Perplexity, and Claude exhibited minor fluctuations. The chart provides insights into the dynamic market shifts in AI technology over the period." } ```

    Recent weeks also saw the debut of GPT 5.5, citation chips morphing into clickable links (leading to a 60% spike in referral traffic overnight), and Google integrating AI Mode into its main search functionality.

    GPT ads overview

    This wasn’t incidental. The hyperlinks are crucial for an ads business. Analyzing over 100,000 ad placements highlighted three essential revelations.

    ChatGPT Ads match on topic

    Ads align with topic similarity, not intent. Only 14% of real user prompts express commercial intent, yet 20% show ads, even if the prompt involves a math problem.

    Embedding analysis indicates that ad titles and descriptions significantly influence which conversations you appear in, transforming them into tactical targeting tools.

    Paying for ads

    We have entered a “pay-to-play” era. Approximately one-fifth of ad placements appear when a direct competitor is mentioned, but only 8% of organic references belong to the associated brand.

    Competitors are twice as likely to advertise around your brand’s organic mentions than you are.

    For instance, Startup CRM Adia is targeting prompts mentioning Salesforce, with Salesforce responding by showing paid ads 40% of the time, defending their position even when organically mentioned.

    Ad inventory is scarce and expensive

    Currently, ChatGPT presents about one ad per conversation, with the median exchange spanning three turns. Only 30% of eligible users ever see ads, and CPMs/CPCs are about four times Meta’s rates.

    Expect future changes: additional ad slots per reply, ads woven deeper into conversations, and engineered suggestions to prolong interactions, ultimately increasing inventory.

    The insight: Understanding both organic AEO and paid defense strategies is essential. Monitoring your brand’s organic citations without tracking who advertises against them offers a partial view.

    4. Claude is the most directly optimizable AI right now

    Claude sources web content directly from Brave searches, not merely influenced by it, as discussed in the presentation I attended.

    In recent testing by Profound, 79.2% of Claude’s citations were directly aligned with Brave’s top 10 search results for equivalent queries.

    Reshuffling is minimal; no other AI model trusts its search provider so extensively.

    This transparency makes Claude the most straightforward AI to optimize for: a visible index, checkable rankings, and, as we’ll explore next, predictable retrieval.

    If I’ve convinced you of the importance of Claude for B2B, here’s your approach: identify where you stand on Brave for key prompts and use that as your roadmap for Claude visibility.

    ```json { "alt": "Line graph comparing AI subscriptions, showing Anthropic surpassing OpenAI.", "caption": "In a surprising shift, Anthropic has overtaken OpenAI in the share of U.S. business subscriptions, marking a pivotal moment in the AI platforms competition.", "description": "This line graph illustrates the share of U.S. businesses with paid subscriptions to various AI models and platforms from January 2023 to April 2026. Notably, Anthropic overtakes OpenAI for the first time in April 2026, achieving 34.4% compared to OpenAI's 32.3%. Other competitors like Google, xAI, and DeepSeek show lesser subscription percentages, highlighting a significant change in industry preference according to the Ramp AI Index." } ```

    This level of transparency won’t last forever. Take advantage now while it’s possible.

    Dive deeper: New insights suggest Claude’s visibility significantly depends on Brave Search rankings

    5. Claude only performs web searches a third of the time

    There’s a significant caveat: ChatGPT initiates web searches for nearly 95% of prompts, but Claude does so only a third of the time, likely due to cost ($5 per thousand searches via Brave’s API).

    You can optimize Claude effectively only when it conducts a search.

    The encouraging part is its predictable search habits. Prompts framed around recent events (“best X in 2026”) initiate searches about 81% of the time.

    Ranking-related prompts lead to 67% search initiation, location-specific prompts 55%, and comparisons 51%.

    Prompts concerning definitions and procedures rarely trigger searches, making them poor targets for Claude optimization.

    The lesson: Before investing to enhance Claude visibility for a prompt category, determine if Claude actually conducts searches for it.

    Focus on recent events, rankings, locations, and comparisons for effective Claude optimization using Brave rankings as a guide.

    Other areas rely on internal memory beyond our reach.

    6. Query fan-out: A raffle on one platform, near-deterministic on another

    Two speakers offered perspectives on query fan-out, presenting a contrast worth exploring.

    Query fan-out entails background synthetic queries to collect content prior to providing an AI-generated response.

    Mike King of iPullRank viewed it as a raffle: The task is to gain more tickets through a wider content range across owned, earned, and shared channels, and the right content formats make all the difference.

    Even if you rank for a fanned-out query, the wrong format renders you ineligible.

    According to his research, content-to-query cosine similarity and information gain strongly correlate with success in AI search.

    ```json { "alt": "Line graph showing an increase in Open AI referral traffic after May 7 from 158K to 249K average daily visits.", "caption": "Open AI referral traffic skyrocketed after May 7, jumping from 158K to 249K average daily visits according to a 7-day moving average.", "description": "This line graph illustrates the increase in referral traffic from OpenAI products to tracked brand pages, nearly doubling after May 7. The pre-May 7 average is shown as 158K daily visits, and the post-May 7 average rises to 249K. The timeline covers from April 1 to May 15, 2026, highlighting a significant increase in user engagement. The data source is Profound, showcasing a notable impact on brand page interactions." } ```

    Conversely, Josh Blyskal from Profound notes that Claude’s fan-outs are highly predictable; the same prompt results in consistent fan-out strings 65% of the time. Interestingly, 94% of Claude’s fan-outs are current-year stamped, unlike ChatGPT’s 17%

    Where ChatGPT’s fan-outs constantly evolve, Claude’s remain relatively stable. Thus, both perspectives may hold true for different engines.

    With stable fan-outs like in Claude, content creation can directly focus on them. The year-stamping trend suggests using the current year in titles.

    For volatile fan-outs as in ChatGPT, King’s approach applies: maximize exposure through format variety.

    One mechanism demands two strategies, tailored by engine, potentially requiring prioritization between them.

    7. The marketing engineer is here, and agents are the new workforce

    The role of a “marketing engineer” might sound like a buzzword, but the hiring trends prove otherwise.

    Google’s recently hired its first marketing engineer, Figma has an opening at a $295,000 salary, and both RBC and Autodesk have placed hires.

    It’s a rapidly growing search term, and Google’s AI marketing lead dubbed it “the hire for 2026.”

    What makes someone ideal for this role? Is the priority given to an engineer learning marketing or vice-versa?

    The emerging profile emphasizes marketing experiences such as someone with channel expertise who builds and runs AI systems, reports to the marketing head, and supports the team by removing obstacles. They are marketers advancing the state-of-the-art.

    The underlying concept is that marketing functions decompose into pipelines: data extraction, transformations, and loading into useful formats. Agents can now automate these pipelines.

    • Monitoring competitor pricing and auto-generating sales content.
    • Scheduling and assessing AEO presence and landing page efficiency.
    • Analyzing sales call objections and drafting relevant content solutions.

    What previously were backlogged tasks now become brief agent-building exercises. Creativity replaces headcount as the limiting factor.

    If marketing engineering isn’t a role in your team yet, it’s likely only a matter of time before it is.

    The job now: Figuring out how this all works

    There remains no definitive roadmap for AI search. When a guidebook emerges, the key step will be prioritizing one LLM contingent upon who you wish to reach.

    In many instances, that “who” will now be agents, simultaneously assisting us in our endeavors and highlighting the rising need for professionals adept at engineering such systems.

    Inspired by this post on Search Engine Land.

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  • How AI Blends Paid and Organic for Supreme Brand Visibility

    How AI Blends Paid and Organic for Supreme Brand Visibility

    When I think about how artificial intelligence is revolutionizing advertising, a common belief is that AI is killing advertising. But, in reality, AI is not the end of advertising; it’s merely transforming it into new dimensions. With AI seamlessly integrating into search, assistants, productivity tools, and beyond, it’s only natural for advertising to follow suit.

    I’ve noticed that while the density of ads may shift in AI-led experiences, the opportunities for advertising are actually broadening. There are new surfaces emerging continuously, and they all offer exciting chances for advancers and advertisers alike.

    ```json { "alt": "Diagram illustrating three modes of user and agent control with corresponding ad densities: Search, Assistive, Agentic.", "caption": "Explore the control gradient: from user-driven search to AI-led decisions, see how ad density shifts across Search, Assistive, and Agentic modes.", "description": "This diagram showcases three control modes between users and AI agents: Search, Assistive, and Agentic. Accompanied by a gradient from high to low ad density, it illustrates the levels of control from user-centric searches to AI-determined outcomes. The 'Search' mode grants users full decision authority, 'Assistive' shares control between AI and users, and 'Agentic' relies on AI for decision-making, minimizing user intervention. Perfect for understanding how control dynamics affect ad placement." } ```

    To me, the divide between paid and organic isn’t as clear-cut anymore. The same AI systems powering search experiences are also driving ad campaigns and influencing brand visibility across Google’s expansive ecosystem.

    ```json { "alt": "Diagram illustrating how the same AI runs both organic and paid marketing strategies through a system called Gemini.", "caption": "Harness the power of Gemini: Train your AI once and optimize both your paid and organic marketing strategies seamlessly.", "description": "This image presents a diagram that demonstrates how the Gemini system integrates AI to manage both paid and organic marketing strategies. The AI uses explicit signals for paid data and implicit behavior signals for organic data. By training Gemini once on the paid side, the organic strategy automatically benefits. The image includes the tagline, 'Train it once, win twice,' underscoring the efficiency of this dual approach. Relevant keywords include AI, marketing, Gemini system, paid and organic strategies." } ```

    This calls for a change in how we brands perceive visibility. Paid and organic aren’t just isolated competitors vying for clicks; instead, they’ve become alternative strategies influencing the same AI systems. As a result, the signals that shape organic visibility may also impact paid performance.

    ```json { "alt": "Diagram illustrating AI's role in a marketing funnel: Awareness, Consideration, Decision stages, with paid acceleration.", "caption": "Unlock marketing success with AI-driven strategies, optimizing every funnel stage from awareness to decision-making with accelerated results.", "description": "This image presents a marketing funnel highlighting AI's impact on three key stages: Awareness, Consideration, and Decision. AI advocates for creating the right audience connection, recommends above competition, and closes deals effectively. The funnel is further enhanced by a 'Paid Acceleration' feature that speeds up results across all stages. The diagram is strategically designed to visually represent the benefits of integrating AI in marketing strategies, aiming for both organic reach and paid promotion." } ```

    The traditional search engine results page (SERP) we once knew, consisting of 10 blue links, a handful of ad slots, and a side panel, no longer holds the same dominance. Back then, dedicated teams managed paid and organic strategies separately, each with its own set of tools and quarterly goals.

    ```json { "alt": "Diagram illustrating taxes and discounts in paid AI search, highlighting mistrust and intent taxes, and confidence discount.", "caption": "Understanding Gemini: Navigate AI search costs by reducing mistrust and intent confusion to achieve confidence discounts.", "description": "This image depicts a flowchart on taxes and discounts in paid AI search. It outlines the costs of mistrust and intent confusion as 'CPC premium', 'Message distortion', 'Wasted spend', and 'Lost cohort training'. Aligning intent reduces these taxes, leading to a 'Confidence Discount' with benefits like 'Lower CPC' and 'Cleaner creative'. It's a visual guide to optimizing AI search strategies for better financial efficiency." } ```

    Things changed for me when Dynamic Search Ads (DSA) appeared, using my website’s content to cleverly create ad titles and determine bids, merging the lines between our organic strategies and paid efforts.

    Stepping into the modern age, Performance Max (PMax) campaigns took the very logic of DSAs and applied it across every Google surface—importantly altering how ads are placed from Search and YouTube to Maps and more.

    Of course, it isn’t without its nuances. If Google’s Gemini doesn’t have a thorough understanding of our brand, the system has to fill the gaps with assumptions, which may not align with our intended brand narrative. It’s crucial to train these AI systems deliberately, or we risk losing control.

    Strategically, I’ve come to realize that paid campaigns help me discover which target audience-intent-profit combinations convert best. I can then build my organic content around these successful elements, creating a feedback loop where each strategy amplifies the other.

    Inspired by this post on Search Engine Land.

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  • Boost Signed Cases: Law Firm PPC Strategies That Work

    Boost Signed Cases: Law Firm PPC Strategies That Work

    I realized early on that merely reducing the cost per lead does not guarantee more signed cases for a law firm. Leads and signed cases differ in significant ways.

    What stands between an ad click and a signed retainer is the intake process, speed of follow-up, and ultimately, conversion. Relying solely on cost per lead to gauge PPC success means making decisions with incomplete data.

    Having managed over 1,000 ad accounts for plaintiff-side law firms, I’ve witnessed the same issues repeatedly. The ads fuel activity, but leakage occurs at various stages in turning leads to clients.

    Law firms that successfully increase signed cases are those that integrate their ad data with intake performance and client retention. This requires a shift in approach to keywords, budget distribution, landing pages, and tracking.

    I found most law firms approach campaigns backward, starting with generic keywords like injury attorney, yielding high-volume but low-quality traffic.

    By reverse-engineering our keyword strategy from signed-case data, we can protect budgets and increase conversions. Instead of defaulting to Google’s suggestions, we analyze call transcripts and CRM records to find the actual language leading to retained clients.

    Over time, I’ve become adept at identifying exact phrase-match terms potential clients use, like “truck accident lawyer near me” or “wrongful death law firm Tampa.”

    It’s crucial to segment every keyword by funnel stage and intent. By allocating budget to high-intent terms and testing or excluding low-intent ones, we fine-tune our ad spend.

    ```json { "alt": "The CapmatchOne logo with a gradient circle and bold text.", "caption": "Discover innovation with the CapmatchOne logo, featuring sleek typography and a modern gradient circle.", "description": "The CapmatchOne logo features bold, modern typography coupled with a gradient circle, symbolizing connection and innovation. The sleek design conveys a sense of progress and creativity. This image can be used for branding or promotional purposes, appealing to audiences interested in innovative solutions and forward-thinking designs." } ```

    Integrating the search terms report into my workflow is the cornerstone of effective PPC management. This report reveals the precise phrases used before ad clicks, helping decide whether a lead is worth the cost. Continuous weekly reviews keep the campaign spend efficient.

    Instead of treating Google Ads as a single entity, segmenting campaigns by funnel stage, intent, budget, and conversion objectives significantly improves ROI.

    According to Pareto Legal’s report, Local Services Ads are the top-converting channel for personal injury firms. They’re pay-per-lead and don’t need a landing page setup. (I’m the CEO and co-founder of Pareto Legal.)

    A simple yet effective adjustment we frequently make is refining LSA category selections to more precise case types like personal injury or motor vehicle accidents.

    Mid-funnel incorporates non-brand searches and Dynamic Search Ads, evaluated on the rate of qualified leads rather than sheer volume. Too many unqualified leads can drain the budget, even if the cost seems reasonable.

    Strategies involving Meta and YouTube retargeting work well post-website visitations. These should expand to cold audiences only when incremental lift is proven through accurate attribution.

    Consider this simple framework to dramatically boost your PPC results. For instance, one injury firm achieved 273 signed cases from $765,000 without increasing the budget, just by restructuring Google Ads.

    ```json { "alt": "Comparison of Google Ads and LSA performance in terms of budget share, leads, signed cases, and cost per case.", "caption": "Exploring the hidden metrics of Google Ads versus LSA performance, this comparison highlights differences in budget allocation, lead generation, and cost efficiency.", "description": "This image presents a comparative analysis between Google Ads and LSA, focusing on key metrics such as budget share, lead share, signed case share, and cost per case. Google Ads holds 60% budget share with higher leads and signed cases, but a higher cost per case of $2,971. LSA has a 40% budget share, fewer leads, but a lower cost per signed case at $2,485. Insights suggest Google Ads excels in cost per lead, while LSA is more cost-effective for signed cases." } ```

    As I discovered, sending paid traffic to mismatched pages curbs conversion rates. While effective landing pages are crucial, they remain one of the most ignored aspects of PPC management, despite being well-known.

    Your aim should be relevance: Landing pages need headlines matching search intent, transparency on settlement amounts, social proof via client reviews, and immediate contact options.

    These pages should load quickly and adapt to mobile screens. Each practice area and intent deserves a unique landing page design for better results.

    I improved one client’s generic page by creating intent-specific pages, adding recent reviews and results, and reducing form fields, doubling conversion rates with no extra ad spend.

    A significant hurdle in law firm advertising is not the cost-per-click but the deteriorating intake process. Focus should be on post-contact processes rather than CPC.

    Focus on key intake KPIs such as a 90%+ answer rate, sub-60-second response times, and a signed rate of 25%-40% of qualified leads.

    Consider this: Spending $20,000 monthly at $250 per lead gets 80 leads. With optimal response and conversion, 30 cases can emerge from the same spend, vastly enhancing ROI.

    ```json { "alt": "Bar graph showing percentages of law firms' attribution of signed cases to marketing channels with highlights on key statistics.", "caption": "Discover how 84% of law firms struggle to link over 75% of their cases to marketing efforts. Are these channels falling short?", "description": "This image, from Pareto Legal Research, displays a horizontal bar graph illustrating the percentage of signed cases that law firms can attribute to their marketing channels. The sections show 25% for less than 25%, 17% for 25-50%, 42% for 50-75%, and 8% each for both 75-90% and over 90%. A significant statistic at the bottom highlights that 84% of firms fail to attribute more than 75% of cases. Key terms: legal marketing attribution, law firm research, signed cases analysis, Pareto Legal Research." } ```

    Ensure marketing and intake teams share KPIs, ensuring media buyers don’t act on disparate targets.

    Most reporting cuts off at ad platform metrics without tapping into where the action really happens—the CRM. An integrated attribution chain from ad click to signed retainer is indispensable.

    Set up your attribution system: Track traffic sources through UTMs, capture call leads, monitor web behavior with Google Analytics, and track through CRMs like Lawmatics or Clio.

    The keystone metric, Marketing Efficiency Ratio (MER), evaluates the marketing ecosystem rather than viewing channels separately, crucial for budget confidence and allocation.

    I recommend a streamlined dashboard with key metrics—spend, leads, qualified leads, signed cases, CPL, CPA—segmented by both channel and practice area.

    Without granular reporting capability, your data might only be serving as an overview. Leveraging this tracking structure highlights effective campaigns that improve ROI sustainably.

    The law firms thriving with PPC are those recognizing PPC as a comprehensive system. They apply precise keyword targeting, allocate budgets by intent, regularly scrutinize search terms, understand cost per case over cost per click, and connect ad clicks to results that matter.

    Inspired by this post on Search Engine Land.

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  • Decoding the New Dynamics of Attribution in PPC

    Decoding the New Dynamics of Attribution in PPC

    When I dive into platform reports, I realize they tell only part of the story. It’s the incrementality, CRM data, and broader measurement insights that truly reveal the impact of our marketing efforts.

    I recall a time when PPC attribution was never flawless. Now, with AI widening the gap, it’s even trickier to pinpoint what truly influences a conversion and what ends up receiving credit.

    Imagine someone discovering a product on social media, watching a YouTube review, diving into Reddit opinions, using an AI tool to compare options, and then returning through a branded Google search ad days later.

    While the PPC report might show a single conversion from branded search, I see a more complex journey that needs recognition beyond the final click.

    AI is reshaping brand discovery, how purchases are researched, and how ad platforms decide who sees which ads. As a marketer, I find there’s now less visibility into these platform-driven decisions.

    It’s clear to me that relying solely on platform attribution data doesn’t tell the whole story of my business’s truth.

    AI is changing where the journey begins

    Traditionally, the search journey starts well before an advertiser sees a measurable click. Recently, findings like those from Responsive’s 2025 research indicate that a significant portion of B2B buyers favor generative AI over traditional search when exploring vendor options.

    For someone entrenched in the tech sector, I can’t ignore how 80% of tech buyers are now using generative AI at least as much as traditional search.

    If AI-derived lists are excluding my brand from their answers, I’m instantly out of the buyer’s consideration set, which is disconcerting.

    Google’s announcements about AI advancements reaching billions of users show how rapidly the landscape is evolving. This shift means that brands like mine need a strategy to ensure we’ll still be visible.

    I can’t help but notice how Pew Research Center’s findings about declining clicks when AI summaries are present have personal and business implications for me.

    I also realize the importance of brand recognition, even if initial interactions don’t result in a direct click-through.

    The discovery phase deeply influences the eventual conversion, yet often, only the final touchpoint gets the credit.

    Dig deeper: What 4 AI search experiments reveal about attribution and buying decisions

    Branded search often receives credit for demand generated elsewhere

    Observing branded search, I frequently note it’s a classic case where attribution is mistaken for actual impact.

    The efficiency portrayed by a branded search campaign can be misleading. Although such campaigns often perform well on metrics, primarily because they target users already familiar with the brand, they don’t always generate the initial demand.

    A user might only search my brand due to exposure from other channels, such as social media, YouTube, or even an AI-generated suggestion.

    Thus, distinguishing between demand capture and creation is vital. The real test is understanding whether certain conversions would have occurred absent of these campaigns.

    AI-driven discovery creates a measurement blind spot

    In client data, I’ve observed that direct traffic from AI platforms boasts a higher conversion rate compared to organic search, which piques my curiosity.

    With these findings, I’m reminded of how much goes unmeasured. AI introduces complexities that create attribution challenges, as visible AI traffic might be just a small fraction of the journey.

    Recognizing this, I understand the importance of viewing these interactions as part of a larger conversion narrative.

    Ads are becoming part of AI-generated search journeys

    With ads now interwoven in AI results, I face an added layer of complexity in correlating AI search with paid media.

    Google’s policy of serving ads based on the commercial intent inferred from AI responses means my ads could surface earlier in the buyer’s research journey—a fact that fascinates me.

    Despite these placements, I’m aware of the limited visibility and reporting challenges they present, which is both frustrating and intriguing to navigate.

    Platform automation can make attribution look better while making analysis harder

    Within account platforms, the allure of automation promises efficiency, yet it can blur analytical clarity.

    I reflect on how broader targeting can deliver impressive surface-level results, but the lack of granular insights into why certain ads perform complicates future decisions.

    This dilemma emphasizes for me the critical balance between leveraging automation and maintaining rigorous scrutiny.

    I see the trap of prioritizing metrics like reach and click-through rate over genuine business outcomes.

    The challenges extend to future optimizations and highlight the importance of qualifying lead quality over sheer volume.

    ```json { "alt": "The CapmatchOne logo with a gradient circle and bold text.", "caption": "Discover innovation with the CapmatchOne logo, featuring sleek typography and a modern gradient circle.", "description": "The CapmatchOne logo features bold, modern typography coupled with a gradient circle, symbolizing connection and innovation. The sleek design conveys a sense of progress and creativity. This image can be used for branding or promotional purposes, appealing to audiences interested in innovative solutions and forward-thinking designs." } ```

    Bringing CRM data into PPC reporting brings everything full circle, ensuring the focus isn’t lost in translation between metrics and actual business value.

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    Poor-quality traffic can affect future optimization

    Generalized targeting can be a mixed bag. It’s beneficial when the platform’s conversion data is robust, but can yield low-quality traffic otherwise.

    This traffic can skew future optimizations, making it crucial for me to pay close attention to lead quality over sheer volume.

    The real question becomes, which leads convert into opportunities, and which don’t hold much promise?

    Ultimately, I find that aligning PPC efforts with actual CRM outcomes leads to more meaningful insights and strategies.

    Automation also creates a new layer of reporting risk

    In my experience, the rise of automation has increased the need for vigilance over conversion settings and ad placements.

    I remember when platform automation surprised us with inflated conversion numbers due to changes in reporting settings.

    This taught me the importance of regularly reviewing each platform’s settings to ensure they align with my advertising goals.

    Upper-funnel campaigns influence lower-funnel conversions

    Assessing upper-funnel activities, I note that they can have sustained, profound impacts on lower-funnel metrics— a sentiment validated by research indicating significant long-term returns on initial media investments.

    This insight reassures me of the need to invest in awareness and video campaigns that extend beyond immediate ROAS measurements.

    Dig deeper: How to measure paid social’s impact on PPC

    What PPC teams should report in 2026

    A single ROAS figure no longer suffices. PPC reporting, in my view, must integrate platform attribution with broader business metrics and strategic experiments.

    1. Separate demand creation from demand capture

    I ensure campaigns are assessed by their unique objectives—demand creation versus demand capture.

    2. Review attribution paths, not just final clicks

    Using GA4’s paths report, I analyze the customer journey comprehensively to understand how channels influence conversions from start to finish.

    3. Import deeper CRM outcomes

    For me, importing qualified leads and sales data enriches platform optimization and aids strategic alignment.

    4. Monitor the metrics sitting outside the PPC dashboard

    I track various metrics—branded searches, AI-referred sessions, and lead quality, which together form a holistic view of the customer journey.

    5. Test incrementality rather than assuming

    Incrementality testing, such as Google’s Conversion Lift, helps me understand the genuine impact of my ads beyond the dashboard numbers.

    6. Add regular human checks to automated accounts

    Despite automation, I regularly review and ensure account settings and outcomes align with my overall business objectives.

    Dig deeper: Why your B2B PPC metrics may be lying to you

    Stop searching for one perfect attribution model

    I’ve learned there isn’t a single PPC attribution model to explain the fragmented, AI-influenced customer journey we see today.

    Rather than abandoning attribution, I see the value in treating it as just one piece of the puzzle alongside analytics and CRM outcomes.

    The most insightful question isn’t, “Which channel received the conversion credit?” but instead, “What would be different if this activity never happened?”

    Inspired by this post on Search Engine Land.

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  • Discover the Best Senior Living Marketing Agencies for 2026

    Last updated: June 5, 2026

    I’m excited to share with you the top senior living marketing agencies of 2026. Through extensive research and an internal ranking system, we’ve identified these leaders. Our criteria focused on several key factors, including:

    1. Notable Clients (30%): We looked at the well-known senior living clients featured on each agency’s website. In cases where specific senior living clients weren’t listed, we expanded our analysis to related sectors like assisted living and healthcare.

    2. Average Review Score (30%): Agencies were scored 1-5 based on the average rating from online reviews.

    3. Leadership Experience (25%): We assessed the agency’s leadership in terms of their experience with marketing for senior living facilities, scoring them from 1 to 5.

    4. Year Established (10%): An agency’s founding year hinted at its adaptability to market changes and evolving customer needs.

    5. Median Employee Tenure (5%): This metric indicated the agency’s workplace culture and the experience level of their team.

    Let’s dive into the top 9 scoring agencies and see what makes them stand out in the senior living marketing landscape.

    The Top Senior Living Marketing Agencies of 2026

    First Page Sage: Leading the pack, this agency builds personalized SEO strategies, fostering community trust through expert content. They’ve revolutionized online presence with GEO, positioning clients in AI search engines like ChatGPT and Google Gemini.

    Love & Company: Known for its robust brand development and advertising prowess, this agency offers extensive strategic services to help businesses grow, although lacking some cutting-edge techniques like GEO.

    SenioROI: Specializes in traditional media, providing a solid approach for engaging directly with prospective residents through TV, radio, and print channels.

    Senior Living Smart: Offers a diverse array of services, integrating marketing automation with call center management to create an omnichannel presence for clients.

    Comrade Digital Marketing: Focuses on boosting local SEO and paid advertising, ideal for senior living facilities in expansion phases.

    Markentum: Younger but promising, with strong customer reviews in social media marketing and branding, catering to tech-savvy audiences.

    Senior Living Marketers: Offers a mix of digital and traditional marketing, though being new with fewer client reviews, suggests careful consideration.

    SageAge: A veteran in the industry, providing a wide range of comprehensive marketing services backed by substantial experience.

    Five19: Specializes in branding and creative strategy, perfect for senior living communities wanting a distinctive brand identity.

    Inspired by this post on First Page Sage Blog.

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  • Discover 2026’s Best MedTech SEO Agencies for Your Growth

    Discover 2026’s Best MedTech SEO Agencies for Your Growth

    Last updated: May 22, 2026

    From March to May 2026, I dove into a deep analysis of over 50 agencies to unveil the top medical device SEO agencies of the year. I meticulously evaluated them based on the following pivotal factors:

    ```json { "alt": "Close-up of a person in lab attire with chemical formulas in the background promoting strategic-minded agency.", "caption": "Blending science with strategy, this agency is equipped to handle complex communications with expert precision.", "description": "The image depicts a person wearing a lab cap and safety goggles, symbolizing a strategic-minded agency that specializes in life science and strategic communications. The overlaid text highlights the agency's capability to immerse in technical challenges, capturing complex ideas for effective communication. Cobalt Communications offers a fusion of science and strategic marketing to engage and captivate audiences. Keywords: strategic-minded agency, life science marketing, Cobalt Communications." } ```

    Notable Clients (35%): To me, an agency’s past collaborations with medical device clients speaks volumes about its potential success. So, the history of these relationships carries the most weight in my ranking.

    ```json { "alt": "Medical device marketing advertisement with a laptop and network graphic overlay.", "caption": "Discover innovative medical device marketing strategies that ignite brands. Ready to elevate your brand? Let's talk!", "description": "This image features a marketing advertisement by The Matchstick Group, showcasing a focus on medical device marketing. A hand points towards a laptop screen with technological graphics, symbolizing strategy at the core of brand development. The call-to-action button 'Let's Talk!' invites engagement. Keywords: medical device marketing, brand strategy, innovation." } ```

    Average Reviews (25%): Another key aspect I considered is customer reviews, particularly those from clients within the medical device industry.

    ```json { "alt": "Icovy Marketing webpage with MedTech focus and medical professional in blue scrubs.", "caption": "Icovy Marketing: Your partner in MedTech success, dedicated to enhancing brand visibility and connecting innovators in the dynamic medical field.", "description": "The Icovy Marketing webpage highlights its role as a MedTech marketing agency, emphasizing brand amplification and data-driven success strategies. The page features a medical professional in blue scrubs, symbolizing the company's focus on the medical technology industry. The layout includes navigation links such as 'About Us' and 'Contact Us', supporting user engagement. Keywords: MedTech, marketing, medical technology, brand amplification." } ```

    Leadership Experience (15%): Agencies led by individuals with extensive SEO leadership experiences for medical device companies immediately captured my attention.

    ```json { "alt": "ParkerWhite branding and digital marketing agency homepage featuring their focus on health, medtech, and lifestyle.", "caption": "Dive into a world where branding meets innovation. Discover ParkerWhite's unique approach to health, medtech, and lifestyle marketing.", "description": "This image showcases the homepage of ParkerWhite, a branding and digital marketing agency emphasizing health, medtech, and lifestyle sectors. A serene evening sky forms the backdrop, enhancing the agency’s message. The text outlines ParkerWhite's commitment to improving quality through strategic partnerships. The visual elements and call-to-action buttons encourage exploration of their work and values." } ```

    Company Size (10%): Larger agencies might boast the ability to execute comprehensive strategies using ample resources, but smaller specialized firms shouldn’t be overlooked.

    ```json { "alt": "Epsilon webpage highlighting person-first intelligence in retail media with a smiling man and icons.", "caption": "Discover how Epsilon Retail Media integrates person-first intelligence with AI, enhancing shopper loyalty and decision-making.", "description": "The Epsilon webpage showcases their retail media platform that merges AI with person-first intelligence. The image features a smiling individual beside colorful icons symbolizing connection and decision-making. Epsilon aims to improve shopper loyalty through advanced personalized strategies. The page highlights key offerings and invites users to explore what's new with a prominent call-to-action button." } ```

    Year Founded (10%): I trust more seasoned agencies that have consistently adapted to evolving SEO practices and maintained client success, even during economic slumps.

    ```json { "alt": "Colorful digital marketing graphic with text 'Digital marketing for the branded world' on a dark background.", "caption": "Explore the vibrant world of digital marketing transformation and branding in this eye-catching design. Discover the blend of creativity and strategy.", "description": "This image features a swirling, colorful graphic resembling an oil soap bubble, reflecting creativity, set against a dark backdrop. The text 'Digital marketing for the branded world' highlights the focus on innovative branding solutions. This vibrant design is part of a digital marketing company's homepage, capturing the essence of creativity and strategic branding. Keywords: digital marketing, branding, creativity, colorful design." } ```

    Headquarters Location (5%): Although less critical in my evaluation, agencies in major cities such as San Francisco and New York are strategically positioned to draw in exceptional talent.

    ```json { "alt": "Two women sitting on a couch, engaging with tablets, in a professional setting with a 'Watch Video' button.", "caption": "Discover the synergy of intellect and emotion as two women engage on tablets, symbolizing the blend of 'Head & Heart' in healthcare branding.", "description": "This image features two women seated comfortably on a cream-colored sofa, each interacting with a tablet. The background has a warm wooden texture, and a graphic of a heart symbol divides the space, emphasizing a balance between emotional and thoughtful engagement. The women appear involved in a healthcare-related branding context, indicative of Bloom Creative’s focus. The image invites viewers to 'Watch Video,' suggesting further exploration of their innovative approach." } ```

    Based on my research, the following agencies stand out as the frontrunners in medical device SEO for 2026.

    The Top Medical Device SEO Agencies: 2026 Report

    RankCompanyNotable ClientsAverage Reviews (1-5)Leadership Experience (1-5)Company SizeYear FoundedHeadquartersApproach 
    1First Page SageGlobalMed, POGO Automatic, Sterishoe, Mypurmist4.94.9100-2502009San Francisco, CACombining SEO and generative engine optimization (GEO) with medical device thought leadership content for high-ROI lead generation
    2Cobalt CommunicationsFujifilm Wako, West Pharmaceutical Services 4.84.611-501999St. Louis, MOFull-service marketing for life sciences companies
    3The Matchstick GroupBiosentry, Smarttouch, Quill4.84.411-502019Mt. Pleasant, SCBranding, digital marketing, and SEO 
    4IcovyTurner Imaging Systems, BK Medical4.74.111-502019Scottsdale, AZVideo, branding, and email marketing 
    5Parker WhiteIvenix, FUJIFILM Sonosite, Semler Scientific4.64.211-501997Encinitas, CABrand development and digital marketing 
    6EpsilonVisionworks, Walgreens4.54.2250+1969Irving, TXFull-service marketing for enterprise medical device companies
    7REQCōpare, PhRMA4.54.151-2002008Washington, D.C.Market research and UX design
    8Bloom CreativeTeleflex, ClearFlow, PluralFlow4.04.311-502010Costa Mesa, CAHealthcare branding and campaign development 

    Inspired by this post on First Page Sage Blog.

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  • LinkedIn Event Ads Now Expand Beyond the Platform: Engage Like Never Before

    LinkedIn Event Ads Now Expand Beyond the Platform: Engage Like Never Before

    LinkedIn Ads retargeting: How to reach prospects at every funnel stage
    LinkedIn’s Off-Platform event ads now empower me to promote external events effectively in-feed, driving registrations directly to my site by May 6.

    LinkedIn has unveiled Off-Platform Event Ads, providing me with a novel way to promote events without the need for a native LinkedIn Event Page.

    What’s happening. This innovative format lets me craft Event Ads that link directly to external destinations. These can be webinar platforms, landing pages, or livestream sites, allowing me to guide traffic away from LinkedIn for a more tailored experience.

    This transition signifies a move from experiences contained on a single platform to more adaptable, marketer-directed journeys.

    How it works. I can now create an Event Ad using a third-party URL, add essential event details like date and format, and select objectives such as awareness, engagement, traffic, or lead generation.

    Every click takes users directly to the external event page, while I can still track performance metrics with Campaign Manager.

    ```json { "alt": "Interface displaying various ad format options including Single image, Carousel image, Video, Text, Spotlight, Message, Conversation, Event, and Document.", "caption": "Choose the perfect ad format to boost your event's attendance and engagement. From videos to documents, select what suits your campaign best!", "description": "This image showcases an interface for selecting ad formats, featuring options like Single image, Carousel image, Video, Text, Spotlight, Message, Conversation, Event, and Document. The Event option is highlighted, suggesting its use for maximizing attendance at events. This visual serves as a guide for advertisers to decide on the most effective format for their ad campaigns, enhancing reach and engagement." } ```

    Why we care. Previously, promoting events on LinkedIn often meant staying within platform-imposed limits, complicating the user experience and restricting control over registrations.

    With Off-Platform Event Ads, I can leverage LinkedIn’s targeting features while retaining traffic, data, and conversions on my own platform, which simplifies scaling campaigns and preserving consistency for participants.

    What to watch:

    • Whether these ads result in higher registration rates compared to native Event Pages
    • How I can balance LinkedIn’s precise targeting with off-platform conversion tracking
    • Possibilities of LinkedIn extending similar versatility to other ad formats

    Availability. Off-Platform Event Ads are being gradually introduced globally and should be available to all marketers, like myself, by May 6.

    Bottom line. By allowing Event Ads to target off-platform destinations, LinkedIn provides an opportunity to elevate event promotion without the need to operate solely within its ecosystem, which is a game-changer for my marketing strategies.

    Inspired by this post on Search Engine Land.

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  • Transform Your SEO: From Being Seen to Being Chosen

    Transform Your SEO: From Being Seen to Being Chosen

    I’ve learned that SEO is not just about getting noticed — it’s about earning trust and becoming the top choice.

    Wil Reynolds, founder and CEO of Seer Interactive, really got me thinking about how artificial intelligence is changing the game for us SEOs.

    In his SEO Week session, “SEO is a performance channel, GEO isn’t. How do you pivot?” he emphasized that too many of us are chasing the wrong goals and crafting content that people simply don’t buy into.

    Marketing isn’t just about being seen

    Reynolds challenged us to look beyond visibility to what truly drives success — belief in our brand.

    “Marketing was never just to be seen or be visible,” he said. “It’s about transforming that visibility into brand belief… and ultimately, being chosen.”

    He outlined a crucial journey for marketers: being seen, being believed, and then being chosen.

    Even when we hit that number one ranking, the job isn’t done. As Reynolds put it, “Job’s not finished.”

    Low-quality marketing is everywhere

    Reynolds made me rethink some of the standard marketing tactics we use that don’t actually provide value.

    He criticized methods like automated outreach, saying, “That’s not marketing.”

    I found myself questioning my past work habits — was it really marketing?

    The industry is producing ‘zombie content’

    Reynolds shed light on our tendency to churn out templated content just to rank, equating it to “zombie content.”

    Lists like “best restaurants in Minnesota” when such searches aren’t even realistic? It truly made me think about content creation differently.

    Short-term tactics vs. long-term brand building

    Reynolds pointed out the stark contrast between short-term wins and the sustained success of building a powerful brand.

    “Some focus on winning now, others play the long game,” he explained.

    He made it clear that chasing immediate results often leads to producing work nobody wants.

    SEO success doesn’t translate to AI visibility

    Reynolds illustrated this with an example about “ethical jeans,” showing how AI results can diverge significantly from SEO.

    A brand could rank highly on Google yet fail to gain traction in AI models due to a lack of genuine credibility.

    Visibility without belief doesn’t lead to outcomes

    Just having visibility doesn’t guarantee anything if people don’t trust or believe in us. A reality check I needed.

    This visibility is merely a stepping stone, not the end goal.

    What people say matters

    Reynolds encouraged us to listen actively to how people discuss brands, especially on platforms like Reddit.

    Despite how brands might try to show themselves as leaders, user sentiment can reveal a drastically different picture.

    The wrong metrics are being measured

    Many of us fall into the trap of focusing on easy-to-track metrics instead of those that tell the real story.

    Reynolds suggested that if our visibility isn’t driving results, we’re looking at the wrong data points.

    Watching real users changes the picture

    He emphasized the breakthroughs that come from observing actual users interact with AI tools. It’s eye-opening and transformative.

    Start with your brand

    Understanding exactly how our brand is perceived in AI-generated content is vital.

    If we’re not ensuring our brand is accurately represented, all our marketing efforts might be in vain.

    AI can shape your brand narrative

    Reynolds shared a personal experience where AI misrepresented his company, prompting him to take action by publishing clear, corrective content.

    There is too much content

    With all this content flooding the digital space, I’ve realized the importance of stepping back and curating high-quality material instead.

    Rethinking performance

    Reynolds drew attention to the varying effectiveness of different traffic sources, reminding me to focus on the ones that truly convert.

    A final question for marketers

    He left us pondering: Are we prepared to give up a fraction of visibility for the sake of being more credible?

    Inspired by this post on Search Engine Land.

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  • Unlock Demand Gen’s Potential: Test Creative Impact with Uplift

    Unlock Demand Gen’s Potential: Test Creative Impact with Uplift

    I often find that platform reporting can lead me astray when trying to gauge the real impact of Demand Gen creative. To get a clear picture, conducting controlled experiments can validate if my creative work genuinely boosts conversions.

    Demand Gen campaigns shine across YouTube, Discover, and Gmail, but they also bring a challenge—what I call the “attribution illusion.” It’s frequent for me to question whether reported conversions are truly incremental or if users would have converted through search regardless.

    Google introduced asset uplift experiments in November, allowing me to measure the impact of my Demand Gen creative using an A/B split test. This feature helps replace assumptions with clearer insights into what’s truly driving results.

    Relying heavily on creative instinct or standard reporting can misdirect efforts and waste valuable resources on underperforming assets. Google’s A/B testing capabilities empower me to isolate the impact of individual assets, preventing such outcomes.

    Why attribution doesn’t equal incrementality

    For example, if someone views a Demand Gen ad on YouTube but doesn’t click, only to search for my brand later and convert, Google might still credit the Demand Gen campaign. This attribution reflects correlation more than causation.

    To measure accurately, I need to understand the scenario without showing the creative. Withholding test assets from a portion of the target audience helps establish a baseline.

    The difference in conversion rates, or any key KPI between groups exposed to the ad and those not, reveals the actual incremental lift the creative drives.

    Dig deeper: Why incrementality is the only metric that proves marketing’s real impact

    What you need before testing creative uplift

    Launching experiments without enough data for statistical significance is a common misstep. Before testing, I ensure campaigns meet necessary prerequisites to avoid inconclusive or invalid results.

    Conversion volume

    Google suggests having at least 50 conversions across test groups during the experiment for accurate lift measurement. If primary conversions fall short, I consider optimizing the test around micro-conversions like “Add to Cart.”

    Budget minimums

    Experiments require continuous, uninterrupted spending. A limited budget stopping my campaign early skews data for the control group.

    The campaign budget must be sufficient to run for at least four weeks or until statistically significant results are achieved.

    Creative isolation

    ```json { "alt": "The CapmatchOne logo with a gradient circle and bold text.", "caption": "Discover innovation with the CapmatchOne logo, featuring sleek typography and a modern gradient circle.", "description": "The CapmatchOne logo features bold, modern typography coupled with a gradient circle, symbolizing connection and innovation. The sleek design conveys a sense of progress and creativity. This image can be used for branding or promotional purposes, appealing to audiences interested in innovative solutions and forward-thinking designs." } ```

    I test one new variable at a time to determine if a specific asset drives uplift, keeping all other campaign elements unchanged.

    Dig deeper: Why Demand Gen is the most underrated campaign type in Google Ads

    How to run an asset uplift test in Google Ads

    Running a creative uplift test in Google Ads is now more streamlined. Here’s how I set up a valid experiment.

    1. Define a clear hypothesis

    Each scientific test starts with a clear hypothesis. I avoid tests without defined objectives. For example:

    • Bad hypothesis: “Let’s see if our new video works.”
    • Good hypothesis: “Adding user-generated content (UGC) to our Demand Gen asset group will drive a 10% incremental lift in ‘purchase’ conversions compared to standard static image carousels.”

    Navigate to the Experiments interface

    In my Google Ads account, I navigate to Campaigns > Experiments. I create a new experiment, selecting Asset tests provided by you for a Demand Gen campaign.

    Configure a 50/50 split

    I define a 50/50 cookie-based split to ensure both groups have equal historical data and algorithm weighting, preventing users from being in both test arms.

    My existing campaign becomes the control, and the new asset campaign serves as the treatment.

    Lock your variables

    Once started, I practice extreme discipline by not altering audiences, targeting, or making drastic bid and budget changes.

    Any changes during the test can introduce noise, affecting the statistical significance of results.

    Set the duration

    ```json { "alt": "Screenshot showing options to choose experiment type and variables to test in a digital advertising platform.", "caption": "Explore different experiment types and variables to optimize your digital advertising strategy with this intuitive interface.", "description": "This image is a screenshot of a digital advertising platform interface where users can choose experiment types such as 'Campaign features', 'Assets', 'Campaign types', and 'Custom'. Further options allow for selection of variables to test, like 'Final URL expansion', 'Assets provided by you', and 'Ad variations'. Users can select their campaign type from 'App', 'Demand Gen', 'Performance Max', or 'Video'. The interface is designed for optimizing ad performance and testing creative assets such as text, images, and videos." } ```

    I run experiments for at least four weeks. Week 1 is a learning period, and Weeks 2 to 4 provide actionable data.

    Longer conversion cycles in B2B SaaS might require six to eight weeks.

    Dig deeper: What it takes to make demand gen work for B2B and ecommerce

    What your experiment results actually mean

    Upon completion, I review the Experiments dashboard for each arm’s performance and confidence intervals across metrics to validate my hypothesis.

    Outcome 1: Positive lift (statistically significant)

    A positive lift with 95% confidence means my creative asset adds real value. I calculate incremental cost per acquisition (iCPA) by dividing the treatment group’s ad spend by incremental conversions over the control.

    This iCPA becomes my benchmark for further scaling.

    Outcome 2: Negative lift

    Creatives may underperform, perhaps being too disruptive or skipped in ads. Pausing these assets is crucial to let data direct budget choices over personal preference.

    Outcome 3: Inconclusive result

    If results are negligible and don’t confidently attribute conversions after four weeks, I might extend the test for more data. If still inconclusive, trying a drastically different creative asset is my next step.

    Prove creative impact with incrementality testing

    Creative remains a powerful differentiator for performance. Creating high-quality video or UGC is one thing, but proving its impact with scientific rigor strengthens my creative decisions.

    Asset uplift experiments provide evidence of Demand Gen’s budget worthiness to stakeholders. When I start with a holdout test, establish a baseline, and let data guide my creative roadmap, the results speak for themselves.

    Dig deeper: The Google Ads Demand Gen playbook

    Inspired by this post on Search Engine Land.

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  • Is Your ROAS Truly Fueling Business Growth?

    Is Your ROAS Truly Fueling Business Growth?

    I’ve often marveled at high ROAS numbers during my campaigns, thinking they spell success. But, is this performance truly driving growth?

    High ROAS numbers can be misleading, often masking mere demand capture rather than creation. To accurately assess growth, I focus on incrementality and marginal ROAS to guide more effective spending strategies.

    An ecommerce company once collaborated with my PPC agency, eager to delve into the world of paid search. We crafted a robust plan that quickly led to impressive results: high conversion figures and a commendable ROAS.

    It seemed like a strategy success story at first glance. However, when I took a closer look, I noticed something crucial.

    Some conversions might have transpired naturally through direct or organic search channels, suggesting our campaigns perhaps weren’t spurring actual growth. This is a vital aspect that often remains unexamined. To gain genuine insight into performance, I examine incremental lift alongside marginal ROAS.

    The truth about ROAS

    I recall hearing about eBay’s paid search experiment. They heavily invested in brand PPC ads, only to later conduct controlled tests by pausing these ads for certain users, measuring their impact.

    Much of the conversion was absorbed by organic traffic, scarcely affecting revenue. Yet, intriguingly, eBay reactivated the branded ads. Whether this was driven by fear or wisdom, I ponder the implications.

    As automated search and multi-touchpoint customer journeys evolve, accurately attributing conversions to their channels becomes increasingly complex. Advert platforms often claim the credit, but adopting a skeptical view towards these reports is invaluable.

    I comprehend that what these platforms report as attributed return doesn’t necessarily equate to causal lift. While ROAS indicates platform-influenced revenue, it falls short in revealing how much revenue would have materialized regardless of the ads.

    With tools like Performance Max and Advantage+, platforms excel in optimizing conversion avenues, often not discovering new clientele but instead marking the costliest touchpoints in pre-determined conversion paths.

    In the absence of incrementality assessment, automation tends to amplify non-incremental signals: capturing existing demand through brand search campaigns, retargeting nearly-converting users, and creating falsely “safe” channel reports.

    Dig deeper: Paid media efficiency: How to cut waste and improve ROAS

    Incrementality tells you whether marketing created something extra

    By analyzing incrementality, I can determine how the campaign wrought changes it wouldn’t have caused otherwise, typically through comparisons of exposed groups with control groups. This reveals the actual organizational impact of the campaign.

    Recognizing this might feel uncomfortable, yet it serves as a more precise lens for budget allocations than superficial platform attributions.

    Sometimes, even a seemingly successful channel in-platform ROI might not equate to impactful incremental growth. Often, it merely realizes existing demand rather than inventing it.

    If I truly wish to ascertain if a campaign drives genuine growth, the incrementality factor must become my focal question.

    Despite being vital, incrementality only provides part of the picture. The necessity for marginal ROAS to chart subsequent steps can’t be overstated.

    Dig deeper: Why incrementality is the only metric that proves marketing’s real impact

    Marginal ROAS tells you what to do next

    An incremental channel alone doesn’t specify where the next budget investment should proceed. Understanding marginal ROAS is essential here.

    The marginal ROAS examines the revenue from an additional unit of spend, surpassing the average ROI across all expenses. Often, initial budget allocations perform well but subsequently deliver diminishing results.

    As investments continue, dollars spent towards the end become disproportionately less efficient. This principle also holds true for CPA metrics: a blended CPA might appear satisfactory while the terminal dollars spent demonstrate poor efficiency, luring advertisers beyond optimum bidding zones.

    I consider an example where an initial $10,000 budget generates $50,000 in revenue (500% ROAS). Deciding to expand, I then invest an additional $5,000, only to generate an incremental $5,000 revenue.

    • Your new average ROAS: 366% 
    • Your marginal ROAS: 100% (Essentially a $1-to-$1 trade.)

    In such instances, the final $5,000 expenditure was ineffective, despite overall acceptable “average” performance on dashboards.

    This highlights the folly of focusing solely on average ROAS. It can obscure the genuine scalability that might only be viable at lower spend levels, misleadingly disguising profitable demand capture as flawed incremental expansion.

    Informed decision-making requires peering deeper: platform ROAS aids in optimizing in-platform efforts, incrementality assesses campaign-generated value, while marginal ROAS indicates where the ensuing budgets should be directed.

    A robust ROAS can reflect true efficiency or merely illustrate a platform ensnaring already-converting demand. Hence, incrementality tests form the cornerstone of my analysis.

    My critical inquiry is not whether a channel is efficient per se, but whether subsequent dollars are sufficiently efficient. This understanding is essential for prudent scaling.

    Dig deeper: The marketing measurement flywheel: A 4-step framework for proving impact

    Options for incrementality testing

    Embarking on incrementality testing doesn’t require a flawless measurement lab. Utilizing geo tests, holdouts, audience exclusions, and controlled spending reduction can enhance understanding far beyond another month spent in attribution debates.

    • Geo-split testing: Organize markets into dual comparable geographic groups, maintaining ad runs in a “test” grouping while halting them in a “control” group. Revenue disparities between these regions unveil the genuine incremental lift of your ads.
    • Search lift tests (holdouts): Leverage platform tools to generate holdout groups, excluding a small user fraction from ad exposure. The behavioral contrasts between them and exposed groups unveil Search or YouTube campaign direct impacts.

    Furthermore, investigating remarketing, branding, awareness campaigns, or supplementary social channels can reveal additional insights.

    The real shift: From reporting performance to allocating capital

    For too long, marketing teams have restricted measurement to explaining past events. The optimal application lies in shaping future endeavors effectively.

    Incrementality helps me discern value creation within a channel, while marginal ROAS justifies additional investments. Together, they elevate marketing measurement from mere reporting to informed capital allocation.

    ROAS demonstrates credit allocation, incrementality pinpoints actual transactional changes, and marginal ROAS guides subsequent budgeting. It’s crucial to remember that incrementality differs from attribution. While attribution awards channel credit, incrementality evaluates whether this pursuit justified itself.

    Dig deeper: How to take your marketing measurement from crawl to sprint

    Inspired by this post on Search Engine Land.

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