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Author Archives for Callum Leonard

agency office

Moving From In-House to Agency Side Digital Marketing

20/09/21 Digital Marketing

  For the first time in my digital marketing career, I am now working in an agency having previously worked only in-house for many years. The change has been noticeable and there are a lot more opportunities in an agency...
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how the cloud is transforming f1

How The Cloud Is Transforming F1

20/08/21 News General Innovation

The second half of the Formula 1 2021 season starts on 27th August following a three week long summer break. This season has to be one of the most contested championships in years as 7 times world champion Lewis Hamilton...
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The Importance of Landing Pages

14/07/21 PPC Web Design

During my years of managing PPC accounts, and Google ads constantly evolving, one thing has continuously stayed apparent is the need for good quality landing pages. As my ego pertains, I genuinely believe at embryo we have one of the...
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why tracking offline conversions is a necessity in 2021?

Why Tracking Offline Conversions Is A Necessity In 2021?

28/05/21 PPC Best Practices

If you are running paid advertising on either Google Ads or Microsoft Advertising that is focused on customer lead generation, you already know how crucial it is to track conversions accurately to maximise optimisation. Without this accurate tracking, you have...
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cookieless ppc

What Steps Do You Need To Take To Prepare For Cookieless PPC?

09/04/21 News Best Practices PPC

With the first major migration to FloC beginning in Q2 of 2021, what happens to PPC campaigns? March 2021 spelt the end of putting off evolving workflows and advertising till tomorrow when Google confirmed the first major migration to FloC...
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google ads is removing tcpa and troas bidding strategies

Google Ads Is Removing tCPA and tROAS Bidding Strategies

22/03/21 Digital Marketing News PPC

On February 23, a quiet post went live on Google’s blog. In case you missed it, Google is soon to be removing Target CPA and Target ROAS bidding strategies, instead choosing to blend it with a tCPA and tROAS threshold...
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utm parameters

UTM Tracking: Analysing Lead Generation Success

17/03/21 PPC Digital Marketing

Everyone knows PPC success for a lead based company, is that the most obvious KPI measurement for PPC is, of course, driving lead volume. However, as you scale your business and your marketing, analysing lead quality, lead to sale percentages...
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ppc automation in 2021

Why PPC Automation Is Necessary For Success In 2021

18/02/21 Digital Marketing Best Practices PPC

The world of pay-per-click marketing is an ever-changing landscape and with the recent trend of Google taking control away from the user by limiting the data readily available to us, the move to account automation is looking to be more...
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6 common ppc mistakes all businesses make in 2021

6 Common PPC Mistakes All Businesses Make In 2021

22/01/21 Digital Marketing Best Practices Research PPC General

While PPC advertising is a critical strategy for businesses to increase traffic to their site in 2021, if a PPC strategy is not carefully considered from the beginning to the end, a company will find itself wasting money. From ad...
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applying patrick lencioni’s 5 dysfunctions of a team to embryo

Applying Patrick Lencioni’s 5 Dysfunctions Of A Team To Embryo

14/01/21 PPC General

    Over the Christmas break, I had the opportunity to read the best selling book ‘The Five dysfunctions of a team’ by Patrick Lencioni. The book details a leadership fable for a struggling technology firm with a leading product,...
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