ADVERTISING
Why ROAS can mislead you: how to measure the real impact of Google and Meta campaigns
The ROAS you see in Google Ads and Meta is revenue attributed by the platform, and the same sale can end up in both reports. Brand search and…
Ideas and strategies
Blog
Articles, page 2
ADVERTISING
Enhanced Conversions and Consent Mode: a practical guide to stop Google Ads working in the dark
Enhanced Conversions sends Google Ads first-party data (email, phone) hashed with SHA-256 to link more conversions to clicks. Consent Mode v2 passes…
AUTOMATION & AI
B2B lead scoring: a practical model for deciding which contacts deserve a sales call
B2B lead scoring gives each contact two scores: one for fit (role, industry, company size, geography) and one for behaviour (pricing page, demo…
ADVERTISING
Google Ads in 2026: PMax, AI Max or Search, which to use for B2B lead generation
To generate B2B leads on Google Ads in 2026, the foundation is still a Search campaign with controlled keywords. AI Max is switched on within that…
SEO & GEO
SEO for AI search: the 2026 checklist for Google, ChatGPT, Gemini and Perplexity
To get cited by answer engines you need three things: pages every engine can read (Googlebot, Bingbot, OAI-SearchBot and PerplexityBot not blocked),…
STRATEGY & DATA
Account-based marketing for B2B SMEs: when it pays off, how to start and what budget you need
Account-based marketing pays off for a B2B SME when there are only a few hundred possible customers, a contract is worth a lot, the cycle lasts…
SEO & GEO
International B2B SEO: a strategy for selling in Europe without badly duplicating your website and content
To sell in Europe through SEO you need a version of your website for each market that matters, linked to the others with reciprocal hreflang and…
SEO & GEO
Digital PR and AI search: how to earn citations, mentions and backlinks that build trust in your brand
The answers given by ChatGPT, Gemini and AI Overviews rely mostly on third-party sources: according to Muck Rack, 84% of citations come from earned…
WEB & E-COMMERCE
B2B ecommerce: how to sell online to other businesses
B2B ecommerce is a platform that lets a company sell to other companies, with customised price lists, integration with the management system and…
WEB & E-COMMERCE
E-commerce conversion rate: what it is and how to improve it
E-commerce conversion rate is the percentage of visits that turn into an order, and in Italy there's no reliable, up-to-date average figure: the most…
ADVERTISING
Google Shopping: how it works and when it pays off
In Italy, the CPC for the most commercial searches about Google Shopping campaigns (€10.82) is almost seven times higher than for the generic search…
WEB & E-COMMERCE
Selling on Amazon: a practical guide for SMEs in Italy
A practical guide for Italian SMEs that want to sell on Amazon: from choosing between the Individual and Professional plans, to FBA or FBM logistics,…