Damian Jennings ROAS stands for Return on Ad Spend. The calculation is simple: revenue generated divided by the amount you spent on advertising. £10,000 in sales from £2,500 in ad spend = a ROAS of 4. Also written as “4:1” or “4x.” All the same thing. What’s a good ROAS? The honest answer is: it depends entirely … Read more
The most common answer to “when should I send marketing emails” is “Tuesday or Thursday morning, around 10am.” You’ll find this in virtually every email marketing guide, and it’s based on aggregated data from millions of campaigns. It’s also, for your specific list and your specific audience, probably wrong. Why the Standard Advice Exists Email … Read more
People treat content marketing and SEO as if they’re competing strategies — they either pick one and ignore the other, or they keep them in separate boxes with different budgets and different teams who don’t talk to each other. Neither of these is the right approach. They’re not the same thing. But they’re not separate … Read more
Local citations are mentions of your business’s name, address, and phone number — known as NAP — on other websites. A listing on Google Business Profile is a citation. So is a Yell.com entry, an Apple Maps listing, or a mention in a local business directory. Even a reference to your business in a local … Read more
Keyword research is the bit of SEO that everyone talks about and half the people do wrong. Done well, it tells you exactly what your customers are searching for and where you have a realistic chance of ranking. Done badly, you end up writing content for keywords that either no one searches for or that … Read more
If you’ve ever run Google Ads and wondered where your budget went, negative keywords are probably a large part of the answer. They’re the most under-used feature in paid search advertising, and getting them wrong — or ignoring them entirely — is one of the most reliable ways to waste money on ads. The concept … Read more
An email list is the most valuable marketing asset most small businesses don’t have. Not followers. Not connections. Not a Facebook page with 2,000 likes. An email list — a direct line to people who’ve said “yes, I want to hear from you” — is the one channel that compounds in value and can’t be … Read more
Most small businesses approach content marketing the same way: they decide they should probably be doing it, they start a blog or an Instagram, they post a few times, they get busy, and three months later they’ve published four things and given up. The problem is almost never lack of ideas or lack of ability. … Read more
The Google Map Pack — the three local business listings that appear above organic search results with a map — is the most valuable real estate in local search. When someone searches “plumber near me” or “wedding photographer Leeds”, those three spots get a disproportionate share of the clicks, the calls, and the business. Getting … Read more
Every few years someone declares SEO dead. Usually it coincides with whatever the new thing is. In 2011 it was social media. In 2015 it was mobile. In 2019 it was voice search. In 2023 it was AI. Now we have GEO, AEO, AIEO, and a rotating cast of acronyms designed to make you feel … Read more
