Digital Marketing & CRO
Referral Programs, Done Properly
Programs that reward existing customers for recommending a business to friends and colleagues. Key takeaways Disclosure: incentivized recommendations need clear...
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Working notes from a studio that edits images, cuts video, mixes audio, builds websites, renders 3D and argues about search results. Every article is written by a named person and cites the body that published the figures in it.
5,872 articles across 14 disciplines
Digital Marketing & CRO
Sweepstakes and Contests, Done Properly
Promotions that offer prizes, either by chance in a sweepstakes or by skill in a contest. Key takeaways Lottery elements: prize, chance and consideration togeth...
Digital Marketing & CRO
How to Get Asking Customers for Reviews Right
Requesting reviews from customers on platforms such as Google, marketplaces and industry sites. Key takeaways Reviews rule: the FTC's rule bans fake review...
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. Key takeaways Retention options: GA4 offers retention...
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. Key takeaways Actual queries: the report shows searches that t...
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. Key takeaways Presence or interest: targeti...
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. Key takeaways Trademarks in ad text: Google restricts trademark use in ad text aft...
Digital Marketing & CRO
A Practical Guide to Programmatic Advertising and ads.txt
Buying display and video inventory through automated auctions, and the files publishers use to declare authorized sellers. Key takeaways ads.txt: an IAB Tech La...
Digital Marketing & CRO
How to Get TikTok Spark Ads Right
TikTok's ad format that promotes existing organic posts, from a brand's own account or a creator's account with permission. Key takeaways Organic...
Digital Marketing & CRO
A Practical Guide to Do Not Call Rules
The National Do Not Call Registry and related rules that restrict telemarketing calls to consumers. Key takeaways Registry: the FTC operates the National Do Not...
Digital Marketing & CRO
Employee Advocacy Programs: The Decisions That Matter
Programs that encourage employees to share company content and news on their own social accounts. Key takeaways Disclosure: the FTC expects employees to disclos...
Digital Marketing & CRO
How to Get Lead Form Fields Right
Deciding which fields a lead form asks for, and when to ask for them. Key takeaways Friction: longer forms generally reduce completion rates Progressive profili...
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