David Gengler

Marketing Director

How to Get Started in Marketing

Marketing is an ever-evolving field that thrives on creativity, strategy, and adaptability. Whether you’re intrigued by the art of persuasion, fascinated by consumer behavior, or simply drawn to the dynamic nature of the industry, starting a career in marketing can be both rewarding and challenging. Here’s a comprehensive guide to help you navigate your way into the exciting world of marketing:

Understanding the Landscape

1. Explore the Basics: Familiarize yourself with the fundamental concepts of marketing. Understand the 4Ps (Product, Price, Place, Promotion) and how they influence consumer behavior.

2. Dive into Different Areas: Marketing spans various domains like digital marketing, content marketing, social media marketing, and more. Research these areas to identify which aligns best with your interests and skills. Much of my personal experience is in digital marketing but it’s still important to have a high-level understanding of all areas as they oftentimes impact other areas.

3. Learn from Resources: Utilize online courses, blogs, podcasts, and books to gain insights from industry experts. Platforms like Coursera, HubSpot Academy, and Google Digital Garage offer free or affordable courses to get you started not to mention countless Youtube videos.

Building a Foundation

1. Education: Consider pursuing a degree in marketing, communications, business, or a related field. While not mandatory, formal education can provide a structured understanding of marketing principles.

2. Gain Practical Experience: Internships, freelance projects, or entry-level positions can be invaluable. They offer hands-on experience, exposure to industry practices, and the chance to build a network. This made the biggest impact for me at the start of my career.

3. Develop Skills: Cultivate essential marketing skills such as copywriting, data analysis, SEO, graphic design, and social media management. Tools like Adobe Creative Suite, Google Analytics, and social media platforms can be great assets.

Crafting Your Personal Brand

1. Create a Portfolio: Showcase your skills through a portfolio that highlights your projects, campaigns, or content creations. This serves as tangible evidence of your abilities and that you can put theory into practice.

2. Networking: Attend industry events, join marketing groups or communities, and engage with professionals on platforms like LinkedIn. Networking can open doors to opportunities and mentorship.

3. Personal Development: Cultivate a growth mindset and a willingness to learn continuously. Stay updated with industry trends, technologies, and consumer behaviors.

Getting Your Foot in the Door

1. Craft an Impressive Resume: Tailor your resume to highlight relevant skills and experiences. Emphasize measurable achievements and quantify your impact wherever possible.

2. Nail the Interview: Prepare for marketing-specific interview questions and be ready to showcase your knowledge and passion for the field. Be confident, articulate, and demonstrate your problem-solving abilities.

3. Be Persistent: Landing your dream marketing role might take time. Stay resilient, seek feedback from rejections, and keep honing your skills while applying for opportunities.

Moving Forward

1. Embrace Continuous Learning: Marketing is a field that evolves rapidly. Stay updated with trends, consumer behavior shifts, and emerging technologies to stay ahead.

2. Seek Mentorship: Having a mentor can provide invaluable guidance and insights. Look for seasoned professionals who can offer advice and support.

3. Experiment and Innovate: Don’t be afraid to try new strategies or think outside the box. Innovation often stems from experimentation and taking calculated risks.

10 Things to Watch in Marketing in 2024

As the digital landscape continues to evolve, us marketers are gearing up for another year of innovation, adaptation, and transformation. 2024 promises to be an exciting period in the world of marketing, marked by emerging trends and evolving consumer behaviors. Here are ten key things that I’ll be following closely next year:

  1. AI-Powered Personalization: Artificial intelligence (AI) will continue to revolutionize marketing by enabling hyper-personalized experiences. Expect AI algorithms to delve deeper into consumer data, allowing marketers to deliver tailor-made content and product recommendations.
  2. Metaverse Marketing: The metaverse is no longer a distant concept. Marketers are exploring ways to enter this immersive digital space, creating branded experiences and engaging with consumers in virtual environments.
  3. Sustainability and Ethical Branding: Consumers are increasingly conscious of a brand’s environmental and social impact. Companies prioritizing sustainability and ethical practices will gain traction, as consumers align themselves with brands that share their values.
  4. Interactive Content Reigns: Interactive content, such as quizzes, polls, and AR/VR experiences, will continue to captivate audiences. These engaging formats foster active participation, driving higher engagement and better conversion rates.
  5. Voice Search Optimization: With the rise of smart speakers and voice-activated devices, optimizing content for voice search will be crucial. Marketers will focus on conversational keywords and content that caters to voice queries.
  6. Influencer Marketing Evolution: The influencer landscape is evolving. Authenticity and genuine connections will take precedence over follower count, leading to more meaningful influencer collaborations that resonate with specific niche audiences.
  7. Augmented Reality in E-commerce: AR technology will redefine the e-commerce experience, allowing consumers to visualize products in real-time before making a purchase. Brands will leverage AR to enhance the online shopping journey. We’ve already started using this in my current marketing director role at Lensabl and it has quickly proven its worth.
  8. Data Privacy and Transparency: With increased scrutiny on data privacy laws, marketers will prioritize transparency in data collection and usage. Building trust through transparent practices will be essential in maintaining consumer confidence.
  9. Video Dominance Continues: Video content will maintain its stronghold in marketing strategies. Short-form videos, live streams, and interactive video ads will continue to capture audience attention across various platforms.
  10. Emphasis on Customer Experience: Delivering exceptional customer experiences will remain a focal point. Brands will invest in technology and strategies to provide seamless, personalized experiences at every touchpoint of the customer journey.

2024 is poised to be a year of innovation and adaptation for marketers worldwide. Embracing these trends and staying agile in an ever-evolving landscape will be pivotal for brands aiming to thrive and connect with their audiences in meaningful ways. Stay tuned as marketing continues to shape and redefine itself in the digital age.

Thanks for reading!

David Gengler

2023 SEO Factors

In the ever-evolving world of digital marketing, search engine optimization (SEO) remains a cornerstone for online success. SEO strategies that worked well in the past may not be as effective in 2023, as search engines continue to refine their algorithms. In this blog post, I’ll discuss the critical SEO elements that help websites achieve better rankings and attract more organic traffic.

  1. Content Quality and Relevance

Content has always been king in the world of SEO, and this principle holds strong in 2023. Google’s algorithms have become exceptionally adept at assessing content quality and relevance. To succeed in SEO, focus on creating high-quality, engaging, and informative content that genuinely helps your target audience. Address their needs, answer their questions, and provide fresh, valuable information. Gone are the days of writing content solely in the interest of SEO.

  1. User Experience

User experience (UX) is paramount in 2023. Google pays close attention to how users interact with your website. Ensure your site is mobile-friendly, loads quickly, and provides a seamless and intuitive navigation experience. Factors like bounce rate, time-on-site, and user engagement significantly influence your SEO ranking.

  1. Core Web Vitals

Google’s Core Web Vitals have become a prominent factor in 2023. These metrics assess the loading performance, interactivity, and visual stability of your web pages. Pay attention to elements such as page speed, First Input Delay (FID), and Cumulative Layout Shift (CLS). Focusing on these factors will not only improve your SEO but also enhance the overall user experience.

  1. Structured Data and Schema Markup

Using structured data and schema markup is a strategic way to provide search engines with additional context about your content. This can result in rich snippets in search results, making your content more appealing and informative to users. In 2023, structured data is invaluable for improving click-through rates and SEO.

  1. Voice Search Optimization

The rise of voice search devices and virtual assistants means that optimizing for voice search is essential. Users often employ conversational queries when using voice search, so adapt your content to match these natural language patterns. Focus on long-tail keywords and provide concise, informative answers to common questions.

  1. E-A-T (Expertise, Authoritativeness, Trustworthiness)

Google values content created by experts, authoritative sources, and trustworthy websites. Demonstrating your expertise in your niche, building your authority through high-quality backlinks, and ensuring the trustworthiness of your content and website are crucial for SEO success in 2023.

  1. Video SEO

Video content continues to grow in popularity, and Google recognizes this trend. Invest in video SEO by optimizing video titles, descriptions, and tags. Hosting your videos on platforms like YouTube and embedding them on your website can also improve your overall SEO.

  1. Mobile-First Indexing

In 2023, Google primarily uses the mobile version of your site for ranking and indexing. Ensure that your website is responsive and optimized for mobile devices. Test your site’s mobile-friendliness and ensure that all content, including images and videos, displays correctly on smaller screens.

  1. Local SEO

If you have a physical presence, local SEO is a must. Optimize your Google My Business listing, ensure consistent NAP (Name, Address, Phone Number) information across the web, and encourage customer reviews. Local SEO is critical for attracting foot traffic and local customers.


In 2023, the SEO landscape is more dynamic than ever. Staying ahead requires a keen focus on the most important SEO factors, such as content quality, user experience, Core Web Vitals, structured data, voice search optimization, E-A-T, video SEO, mobile-first indexing, and local SEO. By aligning your SEO strategies with these key elements, you can improve your website’s visibility, attract more organic traffic, and ultimately achieve online success in the ever-competitive digital world. Keep in mind that SEO is an ongoing process, and staying updated with the latest trends and algorithm changes is essential to maintain your online presence and relevance.

Thanks for stopping by!

David Gengler

The Evolution of Digital Marketing: A Decade in Review

Over the last 10 years, the digital marketing landscape has experienced a rapid and dynamic transformation, reshaping the way businesses connect with their audience. The advancement of technology, the rise of social media, and shifting consumer behavior have all played pivotal roles in shaping the digital marketing landscape. In this post, I’ll detail how digital marketing has changed over the past decade and the key trends that have driven this evolution.

  1. The Rise of Social Media

A decade ago, social media platforms were still in their infancy. Facebook and Twitter were among the few giants, while platforms like Instagram and Snapchat were just emerging. Today, social media marketing is a cornerstone of digital marketing strategies. Brands utilize these platforms to engage with their audience at all levels of the conversion funnel, share content, and build a community. The real-time nature of social media has allowed businesses to be more agile in responding to customer feedback and trends.

  1. Content is King

Content marketing has become central to digital marketing. In the past, keyword stuffing and low-quality content could help websites rank higher on search engines. However, search engines like Google have evolved to prioritize high-quality, informative, and valuable content. Businesses now focus on creating content that resonates with their target audience, establishing themselves as industry experts and thought leaders.

  1. Mobile Optimization

With the widespread adoption of smartphones and mobile devices, mobile optimization has become paramount. In the past, websites were designed primarily for desktop users, with mobile optimization as an afterthought. Now, responsive web design is the norm, ensuring a seamless user experience across all devices. Mobile apps have also become a crucial tool for engaging and retaining customers.

  1. The Power of Video

Video marketing has become a game-changer in digital marketing. The rise of YouTube, the dominance of short-form videos on platforms like TikTok, and the integration of video content on social media platforms have revolutionized how brands communicate with their audience. Video marketing provides an engaging way to tell stories, showcase products, and connect with consumers on a personal level.

  1. Personalization and AI

Advancements in artificial intelligence (AI) and machine learning have enabled businesses to deliver highly personalized content and experiences to their customers. Algorithms analyze user behavior, preferences, and demographics to tailor content and product recommendations. Personalization fosters stronger customer relationships, improves conversion rates, and increases customer loyalty.

  1. Influencer Marketing

Influencer marketing has grown exponentially in the last decade. Influencers, who have cultivated large and engaged followings on social media, collaborate with brands to promote their products and services. This humanizes marketing efforts and leverages the trust influencers have built with their audience.

  1. E-commerce Revolution

The past decade has seen a significant shift from traditional retail to e-commerce. The COVID-19 pandemic accelerated this trend, with more consumers turning to online shopping. Digital marketing has adapted to support e-commerce, with strategies like search engine optimization (SEO), pay-per-click (PPC) advertising, and social media advertising becoming essential for online businesses.

  1. Data-Driven Decision Making

Access to big data and analytics tools has empowered digital marketers to make more data-driven decisions. This data allows for the measurement of campaign performance, customer behavior, and ROI. Marketers can refine their strategies in real-time, ensuring their efforts are effective and efficient.


Digital marketing has evolved immensely over the last decade, adapting to new technologies, consumer behaviors, and market dynamics. As marketers look to the future, it’s clear that the digital marketing landscape will continue to change and adapt alongside technological advances.

Thanks for reading!

David Gengler

10 Marketing Skills That Will Be in High Demand Over the Next Decade

The rapid pace of technological advancements and adoption, changes in consumer behavior, and shifts in market dynamics make it imperative for marketers to continually adapt and develop new skills. To thrive in the next decade, marketing professionals need to cultivate a diverse set of skills that go beyond traditional marketing practices. In this blog post, I’ll explore ten marketing skills that are expected to increase in demand over the next ten years.

Data Analytics and Interpretation
In the digital age, data is everywhere. Marketers who can collect, analyze, and interpret data effectively will be in high demand. Proficiency in data analytics tools, understanding customer insights, and using data to drive decision-making for marketing efforts will be critical for success.

Artificial Intelligence and Machine Learning
AI and machine learning are transforming marketing in profound ways. Marketers who understand how to leverage these technologies for personalization, automation, and predictive analytics will have a significant competitive advantage.

Content Strategy and Creation
Content marketing is here to stay. Skilled content creators who can produce high-quality, engaging content that resonates with the target audience will be highly sought after. Moreover, understanding the nuances of different content types (video, podcasts, blogs, social media, etc.) will be crucial.

SEO and SEM Expertise
Search engine optimization (SEO) and search engine marketing (SEM) will continue to play a pivotal role in driving online visibility, traffic, and sales. Marketers who can keep up with the ever-changing algorithms and trends will be invaluable assets to their organizations.

Social Media Management
Social media platforms are not only about sharing memes; they are crucial marketing channels that allow brands to engage with customers at all points of the conversion funnel. Marketers must be adept at crafting social media strategies, running effective campaigns, and understanding the unique dynamics of each platform.

Understanding the customer’s journey and delivering personalized experiences will be a top priority. Marketers who can create customer-centric strategies and leverage data to enhance customer relationships will excel.

Video Marketing
Video content is growing in popularity and effectiveness. Marketers who can create, edit, and optimize video content for various platforms will be in high demand.

Marketing Automation
Automation tools and platforms are becoming integral to marketing efforts. Marketers who can set up and manage marketing automation systems to streamline processes and nurture leads will be highly valued.

Ethical Marketing
Consumers are increasingly conscious of ethical and sustainable practices. Marketers who can craft and promote ethical marketing campaigns, as well as navigate the regulatory landscape, will be essential in the coming years.

Adaptability and Learning Agility
The marketing landscape is continually evolving, so marketers must be adaptable and eager to learn. While nothing new, staying up-to-date with the latest trends, tools, and strategies is essential.


The marketing industry is in a constant state of flux, and the skills that are in demand today may not be as relevant in the near future. However, these ten skills provide a foundation for marketing professionals to thrive in the next decade. Being data-savvy, embracing technology, creating engaging content, and focusing on customer-centricity will be key. By continually developing these skills and staying agile, marketers can position themselves as valuable assets in an ever-changing field.

Thanks for reading!

David Gengler

GA4 vs. Universal Analytics – The Key Differences

Google Analytics has long been a powerful tool for businesses and website owners to track and analyze user behavior. However, as technology evolves, so does the need for more advanced analytics solutions. Google Analytics 4 (GA4) and Universal Analytics are two distinct versions of the platform, each with its own set of features and capabilities. In this blog post, I’ll explore the key differences between GA4 and Universal Analytics to help you make an informed decision about which one is right for your analytics needs.

  1. Data Collection and Event Tracking:

One of the most significant differences between GA4 and Universal Analytics is how they collect and track data. In Universal Analytics, data is primarily collected using pageviews and events. While this approach has served well for years, it can be limited in capturing the full user journey, especially in today’s multi-device, multi-platform world.

GA4, on the other hand, emphasizes event-based tracking from the beginning. This means that virtually every interaction on your website or app can be tracked as an event, offering a more granular and comprehensive view of user behavior. This shift to event-based tracking allows for a deeper understanding of user engagement and conversion paths.

  1. User-Centric Measurement:

GA4 introduces a user-centric approach to tracking, which focuses on individual users rather than sessions. This is a significant departure from the session-centric model used in Universal Analytics. In GA4, each user is assigned a unique user ID, enabling you to track their interactions across devices and platforms more accurately. This is crucial in understanding the customer journey and optimizing user experiences.

  1. Cross-Platform Tracking:

With the proliferation of mobile devices and apps, cross-platform tracking has become increasingly important. GA4 is designed with this in mind and provides better support for tracking user interactions across websites and mobile apps seamlessly. Universal Analytics, while capable of tracking mobile app data, requires additional setup and configuration.

  1. Predictive Metrics and Machine Learning:

GA4 leverages machine learning to provide predictive metrics, which can be incredibly valuable for understanding user behavior and making data-driven decisions. Universal Analytics lacks this feature, meaning that GA4 users have access to more advanced insights and recommendations.

  1. Enhanced Reporting:

The reporting capabilities in GA4 have been improved compared to Universal Analytics. GA4 offers a more user-friendly interface with customizable dashboards and simplified report navigation. Additionally, GA4’s reports are designed to provide deeper insights into user engagement, retention, and conversion paths, making it easier to derive actionable insights. I will add that some of the ad hoc reports that us marketers create occasionally can be a bit more cumbersome to build though.

  1. Event Tracking and Conversions:

Event tracking in GA4 is more flexible and allows for easier customization compared to Universal Analytics. Additionally, setting up and tracking conversions in GA4 is more intuitive, thanks to its event-based approach. This makes it simpler to measure specific user interactions that are essential for your business goals.


In summary, Google Analytics 4 (GA4) and Universal Analytics are two distinct analytics platforms, each with its own strengths and capabilities. While Universal Analytics has been a reliable tool for many years, GA4 represents a significant evolution in the world of web and app analytics. GA4 offers improved data collection, cross-platform tracking, user-centric measurement, machine learning insights, and enhanced reporting.

Thanks for reading!

David Gengler

A Guide to Effective Marketing Channel Testing

In the dynamic world of digital marketing, staying relevant and competitive is an ongoing challenge. To ensure you are allocating your resources wisely and maximizing your ROI, it’s essential to test different marketing channels quantitatively. In this post, I’ll walk you through a step-by-step process to help you identify the most suitable marketing channels for your business, measure their performance, and how to optimize your marketing strategy for success.

  1. Define Your Goals and Audience

Before diving into channel testing, start by setting clear objectives and identifying your target audience. What are you trying to achieve with your marketing efforts (sales, leads, brand awareness, etc), and who are you trying to reach? Understanding your goals and audience will guide your channel selection and evaluation criteria.

  1. Identify Potential Marketing Channels

There are numerous marketing channels available, ranging from social media and email marketing to search engine optimization (SEO) and pay-per-click (PPC) advertising. Research and create a list of channels that align with your goals and audience.

  1. Prioritize Channels

Not all channels will be equally effective for your business. Prioritize the channels based on factors such as your target audience’s preferences, industry trends, and the resources available to you. Consider both online and offline channels, as a multi-channel approach can often yield the best results.

  1. Set Measurable KPIs

Establish Key Performance Indicators (KPIs) to measure the effectiveness of each marketing channel. KPIs might include website traffic, conversion rates, click-through rates (CTR), cost per acquisition (CPA), or return on investment (ROI). Ensure that your KPIs align with your initial goals.

  1. Allocate Resources

Allocate your resources, including budget, time, and personnel, to each marketing channel based on your priorities. Keep in mind that some channels may require ongoing maintenance and optimization and some, like SEO, maybe require a ramp-up period before traction is gained.

  1. Create Unique Campaigns

Develop distinct marketing campaigns for each channel you’re testing to match the channel’s format. Tailor your messaging and content to suit the platform and the preferences of the audience on that channel. Consistency in branding and messaging is key across all channels.

  1. Launch and Monitor

Execute your campaigns and closely monitor their performance. Pay attention to the metrics you established in step 4. Use analytics tools, such as Google Analytics, or create your own proprietary dashboards, to gather data.

  1. A/B Testing

Within each channel, conduct A/B testing to refine your campaigns. Test different variables, such as ad copy, visuals, landing pages, and targeting options. A/B testing helps you identify what works best and allows for continuous improvement.

  1. Gather Feedback

Encourage feedback from your audience. Customer feedback can provide valuable insights into what is and isn’t working. Use surveys, comments, and reviews to gather this information.

  1. Analyze Results and Adjust

Once you’ve collected enough data, analyze the results for each marketing channel. Identify which channels are performing well and which ones need improvement based on your KPIs. Allocate more resources to the top-performing channels and make data-driven adjustments to underperforming ones.

  1. Iterate and Scale

The process of testing and optimizing marketing channels is ongoing. As you gather more data and refine your strategies, continue to iterate and scale your efforts. Explore new channels and tactics as your business grows and evolves.


Effective marketing channel testing is a crucial component of a successful marketing strategy. By defining your goals, prioritizing channels, setting measurable KPIs, allocating resources, creating unique campaigns, monitoring performance, A/B testing, gathering feedback, analyzing results, and iterating on your approach, you can identify the most effective marketing channels for your business and drive sustainable growth.

Thanks for reading!

David Gengler

The Marketing Behind Steve Jobs’ Introduction of the iPhone Presentation

In the world of marketing, one name that stands out as a true visionary is Steve Jobs. Known for his revolutionary products and captivating presentations, both Windows and Mac users alike can agree that Jobs had an uncanny ability to sell the benefits, not just features. Perhaps one of the most iconic examples of this skill is the introduction of the iPhone on January 9th, 2007. In this blog post, I’ll explore how Steve Jobs’ approach to marketing can teach us the art of selling benefits over feature sets and why it’s a strategy that still resonates and works today today.

Understanding the Difference: Features vs. Benefits

Before we dive into Jobs’ masterful approach, let’s clarify the difference between features and benefits:

Features: These are the technical specifications or attributes of a product. They describe what a product has or does. In the case of the iPhone, this would be a 5gb MP3 player with some additional features like calls and web browsing.

Benefits: Benefits, on the other hand, explain how those features directly improve the user’s life or solve their problems. They answer the question, “What’s in it for me?”

Steve Jobs’ iPhone Presentation: A Masterclass in Selling Benefits

  1. Solving Real-World Problems: Jobs began his presentation by highlighting a common problem: the need for a phone, an iPod, and an internet communicator. He didn’t start with the iPhone’s features but with the pain points his audience experienced daily. This approach instantly made people relate to the product. Takeaway: Start your marketing by identifying the problems your product or service can solve for your audience.
  2. Simplification: Jobs emphasized how the iPhone combined three devices into one. He didn’t dwell on technical specifications; instead, he showcased how the iPhone simplified users’ lives. He understood that people wanted less clutter and more convenience. In his own words, “The iPod. 1,000 songs in your pocket.” Takeaway: Highlight how your product simplifies or streamlines processes for your customers.
  3. Emotional Appeal: One of the iPhone’s most significant strengths was its emotional appeal. Jobs didn’t talk about processor speeds or memory; he showed how the iPhone could connect people, capture precious moments, and entertain. He created an emotional connection between the audience and the product. Takeaway: Appeal to your customers’ emotions by showcasing how your product can make them feel or improve their lives.
  4. Experiential Selling: Jobs demonstrated the iPhone’s touch interface, swiping through contacts, photos, and music. He didn’t just describe these features; he let the audience experience them firsthand. He made the product’s benefits tangible for that personal connection. Takeaway: Whenever possible, let your customers experience your product or service firsthand.
  5. Storytelling: Throughout his presentation, Jobs told a story about the iPhone. He didn’t present it as a mere gadget but as a revolutionary tool that would change the way we live. He painted a vision of a better future. Takeaway: Craft a compelling narrative around your product or service to engage and captivate your audience.

Why Selling Benefits Still Matters Today

Steve Jobs’ approach to selling benefits, not features, remains relevant in today’s marketing landscape for several reasons:

  1. Human-Centric Marketing: People are drawn to solutions that address their needs and desires. Focusing on benefits demonstrates that you understand your customers and are committed to improving their lives instead of trying to solve a problem where there isn’t one.
  2. Emotional Connection: Emotions drive purchasing decisions. When you highlight how your product or service can make people’s lives better, you create a deeper connection with your audience.
  3. Clarity and Simplicity: Benefits make your message clear and straightforward. They cut through the noise and help customers quickly grasp the value of your offering.
  4. Longevity: Features can become outdated, but benefits are timeless. When you sell the benefits, your product or service remains compelling even as technology evolves.


Even as someone that has been on Team Android for the majority of my mobile phone-using life, I still acknowledge Steve Jobs’ introduction of the iPhone serves as a timeless lesson in the art of marketing. By understanding and addressing the real-world problems of your audience, simplifying their lives, creating emotional connections, allowing them to experience your offering, and telling a compelling story, you can effectively market your product or service in a way that resonates with customers and stands the test of time. Remember, it’s not about what your product has; it’s about how it can make your customers’ lives better.

Thanks for reading!

David Gengler

A/B Testing Ideas for Paid Ads

Paid advertising is a powerful tool for businesses to reach their target audience, increase brand visibility, and drive conversions. However, to make the most of your ad budget, it’s essential to continually optimize your ad campaigns as what works one day may not work the next. A/B testing is a proven method for improving the performance of your paid ads through continued iteration. In this post, I’ll explore some A/B testing ideas that can help you refine your paid advertising strategies and achieve better results.

What is A/B Testing?

A/B testing, also known as split testing, is a method where you compare two versions of an ad (A and B) to determine which one performs better. By isolating a single variable (ex. conversion rate) and testing two different variations, you can gain insights into what resonates with your target audience and make data-driven decisions to optimize your campaigns.

A/B Testing Ideas for Paid Ads

  1. Ad Copy

a. Headlines: Experiment with different headline variations to see which one grabs your audience’s attention the most. Test different approaches, such as using questions, statistics, or emotional appeals.

b. Ad Descriptions: Try different ad descriptions to convey your message effectively. Test short and long descriptions, focusing on different selling points or benefits.

c. Call-to-Action (CTA): Test different CTAs to encourage clicks and conversions. For example, compare “Buy Now” with “Learn More” or “Get Started.”

  1. Ad Visuals

a. Images and Videos: Test different visuals to see which ones resonate with your audience. Try variations in imagery style, color schemes, and the use of videos versus static images.

b. Ad Formats: Depending on the platform, test various ad formats such as carousel ads, slideshow ads, or single-image ads to see which performs best.

  1. Targeting

a. Audience Segmentation: Create multiple ad sets with different audience segments. Test demographics, interests, behaviors, and lookalike audiences to identify which group responds best to your ads.

b. Ad Placement: Experiment with ad placement options within a platform. Compare the performance of ads in the news feed, stories, or the right-hand column.

  1. Ad Scheduling

a. Day and Time: Test different days of the week and times of the day to determine when your audience is most active and responsive to your ads.

b. Seasonal Campaigns: If applicable, run A/B tests during different seasons or holidays to tailor your ad messaging to specific occasions.

  1. Landing Pages

a. Page Layout: Experiment with various landing page layouts, including the placement of headlines, images, forms, and buttons.

b. Content: Test different content elements, such as headlines, product descriptions, and testimonials, to optimize your landing page for conversions.

  1. Ad Budget and Bidding Strategies

a. Budget Allocation: Adjust your ad budget allocation between different ad sets or campaigns to find the most cost-effective strategy.

b. Bidding Methods: Test different bidding methods, such as manual versus automatic bidding, to maximize your ad placements.

  1. Ad Extensions

a. Sitelink Extensions: Create multiple sitelink extensions with various call-to-action messages and links to relevant pages on your website.

b. Callout Extensions: Test different callout extensions highlighting unique selling points or offers.

  1. Ad Copy Length

a. Short vs. Long: Experiment with shorter ad copy versus longer ad copy to determine which one resonates better with your audience.


A/B testing is a crucial component of a successful paid advertising strategy. By continually testing and optimizing your ads, you can improve your return on investment, increase conversions, and stay ahead of your competition. Remember to track and analyze the results of your A/B tests, make data-driven decisions, and implement the winning variations into your ongoing ad campaigns.

Thanks for reading!

David Gengler

The Top 10 Digital Marketing Trends for 2024

Digital marketing is an ever-evolving landscape and as we’re just a few months out from 2024, the digital marketing landscape is poised for significant changes and innovations in the New Year. In this blog post, I’ll explore the top digital marketing topics that are expected to shape the industry in 2024 and beyond.

1. AI-Powered Marketing

Artificial Intelligence (AI) is set to play an even more significant role in digital marketing. AI-driven tools and algorithms will help marketers analyze data, personalize content, optimize advertising campaigns, and enhance customer experiences. Machine learning will enable more accurate predictions, leading to better decision-making and more efficient marketing strategies.

2. Privacy and Data Protection

With increasing concerns about data privacy and regulations like GDPR and CCPA, marketers will need to prioritize data protection and transparency. New privacy-focused technologies and strategies will emerge to ensure compliance while still delivering personalized experiences to users.

3. Voice Search and Conversational Marketing

Voice-activated devices and smart assistants like Alexa, Siri, and Google Assistant are becoming increasingly popular. Optimizing content for voice search and leveraging conversational marketing techniques will be crucial to reach and engage with these audiences effectively.

4. Video Marketing Dominance

Video content has been on the rise for several years, but in 2024, it’s expected to dominate even more. Short-form videos, live streaming, and interactive video experiences will continue to engage audiences and drive conversions. TikTok, YouTube, and other video platforms will be essential for marketers.

5. Influencer Marketing Evolution

Influencer marketing will evolve beyond traditional partnerships. Brands will focus on authenticity, long-term relationships, and micro-influencers who have niche, highly engaged audiences. Transparency and disclosure will remain important to maintain trust.

6. Augmented Reality (AR) and Virtual Reality (VR)

AR and VR technologies are becoming more accessible and will play a significant role in marketing. Brands can use AR for interactive shopping experiences, product demonstrations, and try-before-you-buy opportunities. VR can be employed for immersive storytelling and virtual events.

7. Content Personalization

Consumers expect personalized content tailored to their preferences. Advanced personalization algorithms and customer data platforms will enable marketers to create hyper-personalized experiences, from product recommendations to email marketing.

8. Ephemeral Content

Ephemeral content, like Stories on platforms such as Instagram and Snapchat, will continue to gain traction. These temporary posts are ideal for creating a sense of urgency and authenticity, making them perfect for marketing campaigns.

9. Sustainability and Social Responsibility

Consumers are increasingly concerned about environmental and social issues. Brands that align with sustainability and social responsibility values will resonate more with audiences. Communicating eco-friendly practices and ethical values will be crucial for brand image.

10. Blockchain and Cryptocurrency

Blockchain technology can enhance transparency in digital advertising and protect against ad fraud. Cryptocurrency may play a role in alternative payment methods and loyalty programs.


As we approach 2024, digital marketing will be shaped by these exciting and transformative trends. Adapting to these changes and staying informed about emerging technologies and consumer behaviors will be vital for marketers looking to thrive in this dynamic environment. Embrace these trends, experiment, and be agile in your approach to stay ahead of the competition and connect with your target audience effectively.

Thanks for reading!

David Gengler