9 Tips To Optimize Your Google Shopping Feed

Admin — Fri, 20 Mar 2026 16:00:00 GMT

A simple product listing is not enough for brand visibility anymore. In 2026, with Performance Max, AI, and smart bidding deciding who sees what, your product feed is your most powerful tool for making sure the right people find the right products.

Upper-Funnel Marketing Finally Has Proof: What Google's Attributed Branded Searches Feature Means for Marketers

Admin — Tue, 17 Mar 2026 14:30:00 GMT

When’s the last time your performance strategy created demand?

Social Ads vs. Display Ads: When and How to Use Each for B2B Audiences

Admin — Tue, 16 Sep 2025 12:28:31 GMT

Today, B2B companies face the challenge of choosing the right advertising channels to reach their target audience effectively. Two popular options that often come head-to-head are social ads and display ads. But which one should you use, and when? Let's break it down and explore how these advertising methods can work for your B2B strategy.

The Growth Plateau: Why Investing in Brand Awareness Is Your Next Strategic Move

Admin — Mon, 18 Aug 2025 13:22:07 GMT

After decades in digital marketing, I’ve seen it time and time again.

A brand hits a wall.

And not because their acquisition strategy isn’t working. On the contrary, it’s working too well. They’ve optimized their paid search and social campaigns, maxed out impression share, and scaled their performance budget with precision. But growth has stalled. Every incremental dollar returns a little less.

They’ve hit the performance ceiling.

💡 Pro Tip: Maxed Out? It’s Time to Widen the Funnel

“If your paid search campaigns are maxed on impression share and performance is plateauing, you’re not only spending inefficiently—you’re limiting your growth. Investing at the top of the funnel expands your audience, bringing in net new users you can nurture into future converters.”

— Bethany Driskill, Paid Media Lead

So, what now?

This is the moment where the smartest marketers shift their focus from harvesting existing demand to creating new demand. And that means one thing:

It’s Time to Invest in Brand Awareness

💡 Pro Tip: Awareness Matters to Humans and AI

“Brand Awareness isn’t just for humans—LLMs reward recognition, not just relevance. Brand awareness gives AI models a reason to find and feature you.” 

— Nick Haigler (Read more about Nick’s study here)

If you want to grow your bottom-funnel acquisition pool—your “ready to buy” audience—you need to start further up the funnel. Brand awareness builds the mental availability that fuels future conversions.

When executed well, brand-building does more than boost visibility. It multiplies the effectiveness of your performance channels—reducing cost per acquisition, increasing branded search volume, and improving trust across your funnel.

Why it matters: Without brand awareness, bottom-funnel tactics often get more expensive over time. But when users recognize and trust your brand, they convert faster (and cheaper). That’s why brand familiarity is one of the strongest levers for improving acquisition efficiency.

💡 Pro Tip: Before You Shout Louder, Make Sure You Know What You’re Saying

If your brand awareness campaign doesn’t have a strong brand platform, it’s time to consider one. It’s your north star — aligning brand strategy, positioning, personality, voice, and tone. With a solid brand foundation, every touchpoint builds a better brand and user experience — strengthening trust, consistency, and long-term loyalty.

- Natalie Price, Director of Creative Services

Early Signals That You’re Ready to Invest in Brand Awareness

Here’s a quick diagnostic checklist to help identify if it’s time to pull this lever:

✅ If You Checked YES to 3 or More:

You’re likely tapped out on existing demand and hitting the early signs of performance plateau.
→ Recommendation: Start allocating budget to brand-building initiatives. Test awareness tactics and layer on measurement tools to evaluate impact.

✅ If You Checked YES to 5 or More:

You’ve probably already hit your growth ceiling.
→ Urgent Move: You’re overdue for an upper-funnel strategy. Brand demand is likely the unlock to get you back on a growth trajectory.

✅ If You Checked NO to Most:

Nice! You still have runway in your current acquisition strategy.
→ Next Step: Continue optimizing bottom-funnel efforts—but begin planning ahead. Awareness takes time to ramp, so prepare now to avoid a plateau later.

💬 Need help interpreting your results?
We’d love to run a Brand Demand Audit and help map your next growth stage.

💡 Pro Tip: Not All Ceiling Signals Are Negative
Sometimes it’s not just about problems—it’s about potential. If you’re hitting impression share caps and seeing a strong conversion rate, that can be a sign your brand is already trusted. That’s the perfect time to scale by expanding your total addressable market (TAM), launching a new product line, or creating upstream demand through brand awareness.

👉 Think of it as investing from a position of strength—before performance starts to decline.

- Brittany Sager, Sr Paid Media Lead

Tactics That Drive Brand Awareness and Brand Demand

Building brand doesn’t mean running ads no one sees or throwing cash at vanity impressions. Today’s smartest awareness strategies are measurable, integrated, and built to work—not just look good.

💡 Pro Tip: Lead With Video to Spark Connection

“Video lets your brand do more than advertise—it lets it connect. You can be funny, heartfelt, bold—whatever makes you stand out! It's the best tool we have to build awareness with intent.”

— Bethany Driskill, Paid Media Lead

Don’t Stop at the Top: Creative Should Flow Down the Funnel

One of the biggest mistakes I see? Brands pump money and content into awareness—then leave users hanging mid-journey. Great storytelling introduces the brand… AND it guides and converts.

Here’s how to build a full-funnel creative journey that meets your audience where they are:

Full-Funnel Creative Journey Example

Let’s say you’re marketing a plant-based protein powder:

Funnel Stage	Creative Format	Message
Awareness	15s YouTube ad introducing founder story	“Why I created clean protein for everyday people”
Consideration	Carousel on Meta featuring customer reviews + stats	“4.9★ avg from 1,200+ happy customers”
Consideration	Short-form TikTok recipe from fitness influencer	“My go-to recovery shake with [Brand Name]”
Acquisition	Static ad: feature-benefit combo + CTA	“20g protein, zero sugar. Try it today.”

Let’s say you’re marketing a time-tracking and productivity analytics tool built for distributed teams, freelancers, and agencies who bill hourly or want better visibility into where time is spent.

Funnel Stage	Creative Format	Message / Angle
Awareness	LinkedIn video ad from founder	“We built [Tool Name] because we were tired of guessing where the hours went.”
	Sponsored podcast segment	“Why remote teams struggle with accountability—and what to do about it”
	Gated industry report	“The 2025 Remote Work Productivity Benchmark Report”
Consideration	Case study carousel on LinkedIn	“How [Client: Freelance Agency X] recovered 18 billable hours per week”
	60-second testimonial clip from Operations Lead	“It helped us stop scope creep in its tracks.”
	Interactive savings calculator	“See how much time and money your team is leaking each month”
Acquisition	Retargeted static ad with offer	“Start your 14-day free trial—no setup required”
	Email sequence with onboarding support framing	“Here’s how top teams get value from [Tool Name] in their first week”
	Feature-benefit landing page with live chat CTA	“Track time. Improve output. No micromanaging.”

💡Pro Tip: Your Audience Isn’t One-Dimensional—Your Creative Shouldn’t Be Either

“Personalization isn’t only about using a name, it’s about showing up where your audience is, with what they need. Tailor your message to their mindset by persona, stage, and platform. Someone might scroll Meta for social proof, hop on LinkedIn to learn, or hit YouTube to explore. Match that energy.”

- Brittany Sager, Sr Paid Media Lead

How to Measure the Impact of Brand Awareness

Awareness isn’t untrackable, it just requires the right tools and expectations. You’re not looking for instant conversions. You’re looking for signals of growing demand.

Here’s how I advise measuring:

Brand Lift Studies on Programmatic DSPs, YouTube, Meta, or TikTok
Analytics tools like Tracksuit, Croud, or Google Brand Interest
Growth in Branded Search Impression Share (use Google Ads & GSC)
Direct + Organic Traffic Increases (especially new users)
Engaged-view conversions for YouTube & Demand Gen (a new Google Ads feature that credits conversions driven by non-click views, perfect for awareness-focused creative)
Improvements in aided/unaided recall or NPS (via surveys or partner tools)
Engagement rates on top-of-funnel creative (watch time, shares, saves, comments)
Retargeting pool growth as awareness campaigns scale
Media Mix Modeling or Incrementality Testing for larger budgets

💡Pro Tip: Awareness isn’t a Guess—It’s a Signal

“Just because awareness doesn’t convert overnight doesn’t mean it isn’t working. You need to measure what moves before the sale—things like branded search lift, AI mentions, or engagement depth. These are your early signals.

- John Lovett, VP Analytics

Real Results: When Awareness Fuels Business Growth

Need proof? Here are just a few success stories where a shift in strategy unlocked serious growth:

In Summary: You Can’t Stop at Capturing Demand. You Need to Create It.

If you’re finding it harder and harder to eke out more efficiency from performance channels, it may be time to zoom out.

When done right, brand awareness is not just an upper-funnel tactic—it’s a growth multiplier.

👉 If you’re ready to rethink how brand awareness fits into your marketing mix, we’d love to help.

Can You Prove the ROI of Programmatic Spend?

Admin — Mon, 04 Aug 2025 16:15:35 GMT

For years, companies have leaned more and more into performance marketing as platforms got smarter and data becomes easier to track.

Now? The Pendulum swings in the other direction. Online user behavior has rapidly changed since 2020, online tracking and privacy have shifted measurement, and, of course, AI search.

We Tested Meta's New Incremental Attribution setting on $1M in Ad Spend. Here's How it Works.

Admin — Wed, 30 Jul 2025 22:44:47 GMT

Meta started rolling out a new attribution setting to advertisers. If you're running paid on Meta, you might’ve already seen it: “Incremental Attribution”.

Top TikTok Alternatives for Advertisers in 2025 (With Strategy Tips)

Admin — Mon, 14 Jul 2025 23:57:42 GMT

Nothing forces you to think creatively like an entire platform disappearing overnight. After the January scramble during the TikTok blackout, I had to find clients fast paths for success, that turned into future-proofing for what’s in store for the platform this year. The latest extension of the deadline to sell the app to September 17, 2025 is fast approaching. So now, digital marketers need to make strategic bets near term on where to invest their ad spend, how to diversify, and what to do if TikTok is banned in the US for good.

Still Banking on TikTok? Here’s What the Second 90-Day Extension Really Means for Brands

Admin — Tue, 08 Jul 2025 04:30:09 GMT

After months of legal drama, app store removals, and creator panic, TikTok is back...for now.

TikTok Is the New Google: Why Search Isn’t Just for Search Engines Anymore

Admin — Wed, 02 Jul 2025 23:40:57 GMT

Do you ever open Google to look something up and end up on TikTok instead? Same. And it’s not just us. It’s everyone under 35 (and honestly, a lot of us over 35).

Are You Cannibalizing Your Own Branded Search?

Admin — Sat, 21 Jun 2025 18:59:25 GMT

Few topics in digital marketing spark more heated debates than branded search. Some marketers swear by it, insisting that bidding on your own brand name is essential for protecting high-intent traffic. Others argue it's a waste of money — why pay for clicks you’d get organically?

Paid Media Insights from Seer Interactive