Laura Salini

Laura Salini

Head of Customer Success at Marketing Signals

8 min read
Brand traffic is flattering your agency report
Brand searches convert well and mostly happen anyway, so blended reports flatter agencies. How to split brand and non-brand reporting and what to measure instead.
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- 8 min read
  Demand Gen campaigns for e-commerce: when they earn their budget
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  8 min read
  Demand Gen campaigns for e-commerce: when they earn their budget
  Where Demand Gen campaigns fit next to Search, Shopping and Performance Max, how we set them up for e-commerce, and how to tell if they add sales or only claim them.
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- 10 min read
  Google Merchant Center: the feed fixes that move Shopping revenue
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  10 min read
  Google Merchant Center: the feed fixes that move Shopping revenue
  The Google Merchant Center feed fixes we work through for Shopping and Performance Max, in the order we do them, and how to report the result as revenue and margin.
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9 min read
PPC management fees: why percentage of spend is the wrong model
Why paying a PPC agency a percentage of ad spend rewards bigger budgets over efficiency, and how a fixed fee scoped on account complexity is easier to budget and approve.
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7 min read
Google Ads account structure that protects your CPA
The Google Ads account structure we use when clicks are expensive: campaigns split by intent and value, negative lists built from search terms, and bidding pointed at revenue.
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7 min read
Customer Match in Google Ads: use the data you already hold
How we turn CRM data into Customer Match lists in Google Ads: segments by customer status, exclusions that protect acquisition budget, reactivation messages and blended CPA.
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7 min read
Brand bidding: how we test whether your brand ads add sales
Brand ads look efficient because people were already searching for you. Here is how we test whether they add sales or buy traffic your organic listing would win.
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7 min read
Performance Max best practices without losing control
How we run Performance Max so it adds new sales rather than claiming brand searches: brand exclusions, negatives, feed titles from search term data, and Search kept alongside.
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9 min read
How to Get Started with SEO Outsourcing
Are you struggling to develop or maintain an effective SEO strategy? If so, you’re not alone! As a business owner, you’re used to juggling countless responsibilities, leaving little time for the ongoing demands of SEO. That’s where outsourcing can help.
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12 min read
What Is an SEO Agency: Everything You Need to Know
An SEO agency is a business that can help your company improve its online visibility by offering a variety of SEO services and industry expertise. If you’re a business unsure if hiring an SEO agency is right for you, then you might be wondering what they actually do, what the benefits of working with an agency are, and how to spot a reputable provider.
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