Google is changing how they match advertisements to keyword phrases. The trend moves us to a more broad, automated approach. Andrew Fuchs joins the show to share his perspective on:

• the difference between broad, phrase, and exact match
• what happened to broad match modified (BMM)
• the impact to display/video keywords
• trends across Silverback's client portfolio

One big challenge facing marketing leaders is knowing when to make key investments, like advertising on the Google Display Network. On this episode, Mary Davin joins the show to talk about her experience running responsive display ads (RDAs). In this conversation we talk about:

• the difference between traditional and responsive display ads
• when a company should consider RDAs
• examples of responsive display ads that performed well
• reporting capabilities of RDAs
• what elements are needed to fuel RDAs

Marketing spans a wide range of arts and sciences. So naturally, it attracts an eclectic mix of personalities. This presents a major challenge for brands who need to scale up their marketing efforts. Steve Dyson, Talent Acquisition Specialist, joins the show to talk about his experience with what makes up a high-performance marketing team, like:

• why attributes are just as important as skills
• tools to predict personality fit for the role
• ways managers can promote cohesion
• the role of diversity in building teams

Website optimization has become more technical, especially with Google's Core Web Vitals update. Naturally, this means SEO and development teams need to be in sync. Kurt Lambert and Geoff Kerbis return to the show to talk about how SEO and dev teams should work together. In this conversation, we discuss:

• where SEO work stops and dev work begins
• how to structure SEO and dev teams
• how to build trust between SEO and dev teams
• technical optimizations to address Core Web Vitals issues

With fewer targeting capabilities on digital ad platforms and with more companies saturating the market with content, it can be hard to stand out from the noise. That's why the creative elements of a marketing campaign are critical. In this episode, Emily Bliss shares her perspective on:

• the role creative plays in marketing today
• how to combat ad fatigue among your audience
• examples of campaigns measuring creative performance
• three key methods to measure and test

Kurt Lambert and Geoff Kerbis join the show to talk about Google's Core Web Vitals: content loading speed, interactivity, and visual stability. In this conversation, you'll hear:

• examples for each type of core web vital
• when this may impact your site
• what resources companies will need to address issues
• theories on why Google is making this change

Businesses can use an SEO content strategy to drive qualified website traffic from organic search channels, like Google or Bing. Jacob Clarke joins the Digital Marketing Troop to talk about his experience. On this episode, we talk about:

• when SEO should be a priority
• biggest mistakes brands make
• how to research keywords
• the role of technical SEO
• "would someone type this into Google"

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Sales organizations that thrive on a steady flow of inbound leads have an opportunity to leverage paid social for lead generation. LinkedIn is a viable source for some, but not all businesses. Jacob Shibley joins the show to talk about his experience with LinkedIn ads, and what a “full-funnel” strategy looks like. In this conversation, we talk about:

• The companies that benefit from LinkedIn ads
• The three primary objectives of LinkedIn campaigns
• How data privacy changes impact LinkedIn
• Examples of successful “full-funnel” campaigns

Refreshing stale content is a huge SEO opportunity for marketers. Jacob Clarke joins this week’s episode to share his expertise. In this conversation, we talk about:

• 3 telltale signs of when content needs a refresh
• how to approach this type of keyword research
• real examples of content refresh projects
• the impact marketers should expect

Learn more at silverbackstrategies.com

Google threw a wrench in marketers' strategizing when they announced their third-party data deprecation initiative is on pause until 2023.

After weeks, if not months, of feverish planning to shift to a first-party data strategy, marketers might be wondering what to do now. Haley Nininger explains why Google hesitated and what might be next, both for third-party cookies and marketers looking to use the learnings over the last few weeks to be ready for 2023.