Business & Marketing Strategy

Articles to help you start thinking about turning business goals into marketing strategy

Edge out competitors & maximize your marketing reach by leveraging the experience & advice from industry experts at Granular. From social media specialists all the way up to Granular’s leadership, you’ll find a wealth of perspectives offering lessons and marketing tactics to help your business advance in this curated collection.

Refine article topics: Business Tactics | Marketing Strategies | CRO Tactics | Display Ad Strategies

How to build a competitor bidding strategy

Google Ads Competitor Bidding: How to Build a Winning Strategy

As a marketing nerd, I love reading about Wendy’s tweets. Why? Because they are always bashing McDonald’s and other fast food chains (and they’re pretty good at it when they do). Wendy’s has mastered using their competitors (and trolling) to get attention. Luckily, you don’t have to master trolling to use your competitors in your[…]

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Find Your Break-even Customer Acquisition Cost (CAC) For Lead-To-Sale Journeys

Are you confident that your lead-gen advertising campaigns are profitable? If you’re not 100% sure, there’s no need to worry, we’ve got you covered!  You need to learn about your break-even customer acquisition costs, and the key is to identify the threshold between profitable and unprofitable advertising. I’m going to use a fake catering business[…]

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Quick Design Tips Blog Banner

Three Quick Tips For Advertisers Who Are Not Graphic Designers

It’s a weekday afternoon at 4:45 p.m. You get assigned a last-minute campaign. You upload the provided creative and get an error message about the size being too big or the wrong shape. Your client isn’t responding with new creative and it’s down to the wire, your ad needs to go up right now. What[…]

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Advertising When Your Website Sucks

Table of contents Jump to Part I: My Website Sucks. Should I run digital ads? Jump to Part II: My Website Still Sucks. Can I run digital conversion ads? 8/2/2023 Part I: My Website Sucks. Should I run digital ads? Have you ever used the wayback machine? It’s a tool that shows you what different[…]

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Webinar | ‘Tis the Season to be PPC Planning for the Holidays

It may only be August and currently in the triple digits here in Milwaukee, but it’s that time of the year to dive into digital media planning for the holidays (Q4) and start looking into 2024. To help get you started Granular’s founder and CEO, Jordon Meyer alongside President, Steve Kroll tap into their 25+[…]

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RIP Twitter. Hello X 

Ding Ding Ding, the digital boxing match Musk VS Zuck continues this week!  A few days ago, Elon Musk, the owner of the platform formerly known as Twitter, announced through a series of tweets that he would be renaming the platform to “X.” The CEO of, Linda Yaccarino, later tweeted (xeeting?) explaining what the[…]

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Beyond Assumptions: Using Demographic Data to Find Your Audience

In the ever-evolving landscape of digital marketing, staying ahead of the game means understanding which platforms your target audience uses most. With emerging platforms constantly vying for attention, it’s easy to fall prey to misconceptions about social platforms: Is TikTok exclusively for Gen Z? Do Millennials still use Facebook? Is Instagram reserved solely for young[…]

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Battling Banner Blindness

In the ever-evolving landscape of digital marketing, advertisers are continually seeking new ways to capture the attention and engage with their target audience. However, one persistent challenge that marketers face is the phenomenon known as “banner blindness.” This term refers to the tendency of internet users to subconsciously ignore or overlook banner advertisements on websites.[…]

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Webinar | Programmatic: The Granular Way

Join us as we explore the world of Programmatic advertising, The Granular Way. Our expert speakers will share their insights and experiences on how to start or optimize your digital campaigns with Programmatic to achieve the best results. Whether you’re a marketing wizard or just starting out, this webinar is perfect for anyone looking to[…]

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Add Competitor Brands to Your Negative Keywords

How it can Improve ROAS & Lower CPCs To ensure effective ad spend when managing PPC campaigns, it’s important to exclude certain audiences and keywords that are not likely to engage with your ad or lead to a conversion — this is where negative keywords come in.  Negative keywords are search terms (and phrases) you[…]

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How to Lose an Account in 10 Days

As a millennial, I have a love for romantic comedies from the early 2000s. One of my favorites is How to Lose a Guy in 10 Days. I’ve owned the movie on VHS, DVD and now Digital, and have probably watched it over a hundred times. A few of the Granular folks were recently talking[…]

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LinkedIn Business Manager

In recent months, LinkedIn has rolled out its own version of Business Manager similar to Meta. This is designed for a more streamlined approach to managing and sharing all of your LinkedIn assets (page, ad account, etc.) both internally with your team and externally with agency partners. Setting up your company in Business Manager as[…]

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Competitor Brand Terms

The Temptation of Bidding on Another Company’s Brand Terms in Google Is it wise to bid on a competitor’s brand keywords in Google Ads? For anyone with experience utilizing strategy, it can feel a bit like taking a blow torch to your money when done poorly. But it’s hard to blame anyone for coming to[…]

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four easy steps for communication between agency and client

Four Easy Steps for Successful Communication Between an Agency & Client

Successful communication is a skill that can be hard to learn and harder to teach but is extremely valuable. Good communication between two parties can help make tough situations easier and good situations great. This is especially important when communicating between an agency, like Granular, and a client. Both parties have different backgrounds and different levels of knowledge of digital advertising and the client’s business.

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GA4 Webinar: The Good, The Bad and The Ugly

Your current Google Analytics is going away – but don’t fret, GA4 experts from Granular hosted a webinar to share all of the relevant information you need to know about the switch from Google Analytics to GA4. Check out the webinar below, followed by more in-depth information on key slides and helpful resources. If you[…]

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How Brands Leverage Digital Advertising To Give Their 2023 Super Bowl Ad Extra Yards

I enjoy watching football and consider myself semi-knowledgeable about the sport (cough cough, 2021 Granular Fantasy Football Champion talking here) but I couldn’t have cared less who won the Super Bowl this year. So, if you’re anything like me, you watched the Super Bowl for one or all of these three reasons: #1 – The[…]

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AI for PPC

ChatGPT, OpenAI’s latest space-and-time bending artificial intelligence program, is a free-use dialogue tool allowing one to submit a series of variables or questions, from which the machine will source its seemingly limitless knowledge base for an answer. Ask it anything from the mundane (“what’s the best chicken parmesan recipe?”) to the outlandish (“give me a[…]

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How Scale Modeling Made Me a Better Marketer

It’s no secret that having and holding onto hobbies can bring an insane amount of joy and fulfillment, albeit sometimes with stress. Hobbies allow you to unlock your creative potential, with the skills and creativity you bring to your hobbies helping you in other areas of your life. Scale modeling, at least in hobby terms,[…]

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Facebook Creative Mistakes

Common Facebook Ad Creative Mistakes & How To Fix Them (Part 2)

Welcome back to part two! This is a 2-part blog series where I break down common mistakes I’ve seen with Facebook ad creative.  If this is your first time, be sure to check out part one of this series. Hopefully, your business isn’t making one of these mistakes. If you are, no big deal, just[…]

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"How LinkedIn Ads is supporting the virtual events trend"

How LinkedIn Ads Is Supporting The Virtual Events Trend

In LinkedIn’s Best Practice Guide for Events, they mention… In the midst of that, LinkedIn has come alongside to support this trend with new products and features on their platform that support the promotion and hosting of online events. This of course makes a ton of sense for their platform because event marketing is great[…]

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Programmatic - OTT vs CTV

Programmatic Video

Since COVID-19 hit the world in 2020, more people have been at home watching streaming content than ever before. This has increased programmatic video advertising opportunities. The main two avenues for distribution are Connected TV (CTV) and Over the Top (OTT) advertising.  When first hearing about CTV, most people equate it with something like running[…]

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Facebook Ad Account Disabled

Facebook Ad Account Disabled?

Having your Facebook ad account disabled can be extremely frustrating, especially when Facebook gives little-to-no detail on what policy was violated to trigger the disapproval! We at Granular have found, more often than not in recent days and weeks, the reason that our clients’ ad accounts get randomly shut down is because they have not[…]

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Increase Conversions with Smart Bidding

How Google Ads Smart Bidding Increased My Conversions By +171%

Do you have a go-to conversation starter? Something that always gets people talking? At Granular, our team has spent hours debating if a hotdog is a sandwich, if cereal is soup, and more recently – if a Pop-Tart is a ravioli. Another way to get a group of PPC experts to start a conversation is[…]

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Maintaining culture through pandemic

Maintaining Culture Through a Pandemic

Employee perks don’t make you one of the best agencies in town, but they sure do help make work seem a little less of a drag. These extras have always been a focus for me at Granular. Having worked for other agencies and in-house I mentally bookmarked everything I wished they offered me when I[…]

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Micheal Jordan's return

3 Simple Things Michael Jordan’s Return Can Teach Facebook Marketers

  On March 18, 1995 Michael Jordan shocked the world when he faxed the simple and effective press release: “I’m back.” This went viral, before viral was a thing, and perfectly got the message across that he was setting down his baseball bat and rejoining the NBA. The success and simplicity of “I’m back” is[…]

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Insourcing and Outsourcing: What You Should Know About Industry Trends and Patterns

To insource or to outsource? For many businesses, that is an ongoing question. In the past few years, the benefits of outsourcing have been highly touted and embraced by companies of all sizes and in all industries. But insourcing also has a certain appeal. So, how can you choose which option is best for your[…]

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