Businesses are in the habit of turning real people, with names, interests, and pet peeves into “users,” “visits,” and “cohorts,” breaking them down into data points that we plug into equations. To get ...

Marketing agencies often work with clients whose customer acquisition strategies are faltering and who need significant updates to their sales funnel. For agency professionals tasked with such a ...

Phillip Thune, CEO of Adthena, examines how Google’s A.I. Overviews are transforming the search landscape, from where ads ...

The demand funnel is evolving from the traditional cone to an hourglass-shaped model with a “lead management” funnel on top feeding an inverted “customer management” funnel below, according to David ...

Lee Aho of Perform[cb] explains down-funnel signals, keyword conquesting, rewarded placements, and pilot frameworks.

Sales funnels are essential tools for businesses aiming to guide potential customers through a structured journey, from initial awareness to final purchase. They streamline the customer experience, ...

For more than a decade, the zero-interest rate policy (ZIRP) created an environment where capital was cheap, risk tolerance was high and the prevailing growth strategy was simple: acquire customers at ...

You check your dashboard and see hundreds of numbers. Traffic is up. Clicks look fine. Someone on Twitter says your brand awareness is “growing.” And yet… revenue feels random. You are doing marketing ...

Google Ads has announced a series of updates to Performance Max campaigns. The enhancements give advertisers more granular control over their campaigns, improve customer insights, and manage budgets ...

Industry estimates suggest that search and performance marketing costs for BFSI advertisers in India have risen by 20–30 per ...