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Leveraging Synergies Between SEO and Other Channels: An Integrated Marketing Approach



Leveraging Synergies Between SEO and Other Channels: An Integrated Marketing Approach

The author’s views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

Because of its broad field, SEO has many touch points with a variety of different marketing channels. As other channels’ operations influence SEO, both directly and indirectly, it’s essential to deploy an integrated marketing approach in which each channel supports the other, in order to optimize marketing efforts and enhance your brand’s user experience.

This article provides you with a number of different actionable tips for combining SEO with the marketing channels listed below, that will not only save you time, resources, and money, but will lead to even better results for your team and company:

Search Engine Advertising (SEA)

Both SEO and Search Engine Advertising (SEA) are keyword-driven processes that focus on ensuring a website reaches the top positions of the search engine results page (SERP).

While SEO is a slower process that focuses on organic positions with long-term results, SEA is a much faster approach that focuses on the position of ads with short-lived results.


Although SEO and SEA might seem like adversarial approaches, they actually complement each other — by sharing data, knowledge, and insights, both can be leveraged to achieve better performances.

Here are a few of the different ways that SEA and SEO can work in symbiosis:

Achieve SERP domination

SERP domination means achieving a prominent position on the SERPs for both paid and unpaid results. Maximizing SERP “real estate” increases a sites’ visibility, credibility, and chances of getting clicks from searchers.

For some competitive terms, ranking in position one organically is insufficient to be visible above the fold, as the number of paid ads and SERP features pushes the organic results down. Both site awareness and confidence from potential visitors increase when a website is visible organically as well as through paid ads, which will result in the site showing up multiple times on the SERP.

Example of a search query where a website is prominently visible on both SEA and SEO positions on the SERP.
Example of a search query where a website is prominently visible on both SEA and SEO positions on the SERP.

Use SEA to predict SEO

While SEO is a fundamental channel with tremendous potential ROI, it is a long-term and continuous process that requires initial resources and the passage of time before it begins to show results.

The difference between SEO and SEA in terms of Return on Investment (ROI) over time.
The difference between SEO and SEA in terms of Return on Investment (ROI) over time.

As SEA campaigns provide immediate results, they can help to make sure your SEO strategies are worthwhile by testing their initial priorities. Information like the conversion rate and potential of different keywords and pages in paid campaigns can help determine whether or not they should be optimized for long-term SEO strategies.

Optimize metadata

PPC campaigns provide precise results not only in terms of conversions, but also with regards to click-through rates (CTR), bounce rates, and time on site for different sessions. It allows for the assessment of the searchers’ intent with regards to keywords and landing pages.

The data from A/B testing done by the SEA team can be used to enhance metadata for SEO. For example, using the copy from the best-performing ads to optimize page titles and meta descriptions can help improve organic CTR.


This strategy works the other way around, too: high-performing SEO snippets can be a source of inspiration for SEA ad copy.

Example of how SEO can be inspired by best performing SEA ads.
Example of how SEO can be inspired by best performing SEA ads.

Improve Quality Score

Optimizing Google Quality Score is crucial for an effective SEA strategy, as it determines the performance and cost of PPC campaigns.

Overview of Google Quality Score factors with Landing Page Experience as a decisive factor.
Overview of Google Quality Score factors with Landing Page Experience as a decisive factor.

One decisive Quality Score factor is the landing page’s relevance and quality.

As SEO is all about providing the best experience to users, SEA can benefit from the help of SEO to make sure their ads direct users to highly relevant and optimized landing pages.

Optimize bidding strategy and budget management

SEO and SEA go hand-in-hand when aiming for an optimal and dynamic bidding strategy.

When organic rankings for certain keywords generate a relatively high number of conversions (without necessarily ranking in top positions), it would be wise to start advertising for these queries in PPC campaigns and/or increase their allocated budget.

Also, if you observe specific keywords generating high conversions through PPC campaigns, it would be a good idea to begin optimizing for them in your broader SEO strategy, in order to obtain better organic positions.

In the long-term, this also provides the opportunity to reduce the SEA budget for (expensive) keywords when they are already performing well in organic search, especially if the ad budget is limited.


Use SEA as a backup strategy

SEO isn’t an exact science, and many variables influence organic rankings.

Results might take longer than initially expected, or rankings can decrease significantly in a short period of time. PPC can be used as a short-term solution to maintain a site’s presence and generate traffic from the SERPs.

Affiliate Marketing

Affiliate Marketing and SEO both rely on links.

From the SEO side, backlinks contribute to a website’s authority in the eyes of the search engines, and are one of the most important ranking factors. The higher the authority, the higher the likelihood of ranking.

From the affiliate side, links are sales streams to generate conversions.

Finding the right partners to drive relevant traffic to a website that converts is the main goal. Unlike organic links, search engines do not see affiliate links as “votes” due to the obvious commercial relation with tracking parameters applied.


Both Affiliate Marketing and SEO need to build up a strong network of publishers to promote and enhance their content. There are three ways in which both channels can inspire each other:

Streamline partner research

SEO uses a variety of strategies to find relevant domains to obtain backlinks. For example, looking at competitors’ referring domains and top-ranking domains for specific topics is the specialty of an off-page SEO.

Affiliate Marketing and SEO can sometimes target the same domains without being aware of it. Inefficient outreach due to channels not communicating internally costs unnecessary time and looks unprofessional.

Therefore, united research and sharing the list of potential affiliate and SEO partners can be beneficial before starting a campaign.

Combine partner acquisition

Streamlining outreach between different departments not only saves precious time, but can also save a significant amount of budget.

When a particular website is potentially valuable for both channels, it is favorable to negotiate a cooperation with its webmaster for the two channels simultaneously.


By killing two birds with one stone, it’s possible to negotiate the best overall deal and conditions.

Seize content inspiration

Editorial affiliate links are placed in relevant context within a page copy. Whenever a referral partner generates many leads, it indicates that their content is trusted and appreciated by its readers.

SEO can use this as a source of inspiration for its own content creation strategy.


The role of Public Relations (PR) is to create brand awareness and strengthen brand image and authority.

SEO’s role is to increase a website’s overall authority to acquire more organic traffic.

As both PR and SEO need to reach out to authoritative and relevant websites, they can help each other in the following ways:


Identify target audience and trending topics

PR aims to spread the message of a company, and communicate that message in the best possible way. Leveraging SEO for PR helps to detect who the target audience is and what their interests are in order to improve awareness and visibility.

A way to enhance this message is to associate it with currently trending affairs. SEO can provide great insights into search volume for specific keywords throughout the calendar year, and topics presently trending using Google Trend data.

Google Trends data for the search term dogecoin.
Google Trends data for the search term dogecoin.

Utilize press releases for SEO

Press releases do not directly provide ranking benefits for SEO if the publication is clearly marked as such; as John Mueller of Google stated, the best practice for links in press releases is to put them in “Nofollow” according to Google’s guidelines.

In addition, Google ignores most links within press releases.

Nevertheless, press releases might be of interest to publishers who will be willing to write a piece of content about your news and link back naturally to your website, thus providing SEO value.

For this reason, PR should inform SEO when press releases are being sent out, as they could be used by SEO as link baits to obtain organic publications and “Dofollow” backlinks.

Create link baits

Digital PR consists of acquiring qualitative backlinks through the promotion of valuable content.


SEO and PR should cooperate to create linkable assets (infographics, guestographics, studies, interviews, etc.), which are powerful elements to acquire backlinks and increase authority and brand awareness.

An example of a successful link bait created by AirHelp, which generated many organic backlinks from sources such as Forbes, CNBC, the Daily Mail, and others.
An example of a successful link bait created by AirHelp, which generated many organic backlinks from sources such as Forbes, CNBC, the Daily Mail, and others.

Convert unlinked brand mentions into backlinks

Some media platforms happily write about a brand without linking to their website in the publication.

SEOs can easily track these unlinked brand mentions using alerts from various tools in order to gain backlinks.

An example of an unlinked brand mention of Zalando.
An example of an unlinked brand mention of Zalando.

Reaching out to the authors of articles and asking for a link back to the website will work in most cases, as it is editorially relevant for readers to gain more information about the brand and the product or service that they offer.

Social Media Marketing

Social Media Marketing (SMM) and SEO both need to serve users with engaging content to generate traffic and trigger conversions. They share common goals and can support each other in the following ways:

Get content indexed faster

Sharing new content on social media platforms stimulates pages to get (re)indexed faster as search engines noticing and following the links in the posts will be encouraged to (re)crawl the pages.

Understand user intent

SMM can generate tons of insights about the target audience, as it is often easier for users to share and interact with content on social media than on websites. This type of data allows for the creation of highly relevant landing pages that directly answer searcher intent.

By measuring which content generates the most engagement, how users interact with it, and which questions and/or problems they might encounter using a product or service, SEO can improve the communication and user experience on the website. Plus, social media can provide additional information regarding new trending topics and keywords related to the niche and company.


By using third-party tools, SMM can, for instance, analyze which topics on Twitter are frequently associated with either their brand or their competitors. By sharing this information, SEO can confirm that these themes are also present on the website.

SparkToro Audience Intelligence for hashtags related to Asos.
SparkToro Audience Intelligence for hashtags related to Asos.

Optimize posts with relevant keywords

As social media platforms use algorithms that utilize keywords when deciding to display content to their users, SMM must optimize their hashtags and keywords in their posts.

SEO can assist SMM by providing the right set of keywords and queries optimized to reach the most relevant and largest possible audience on social media platforms. In addition, social media posts might appear on the SERPs for certain keywords in specific niches.

Pinterest posts showing up on the SERP.
Pinterest posts showing up on the SERP.

Promote new content

SMM is an excellent and easy way to promote a website’s new content to its audience. When a new piece of content comes online on the website, it’s important to share on the different active social media accounts. This will encourage traffic and user engagement.

Stimulate link building

Although social links to a website don’t directly influence SEO rankings, actively sharing content on social media is a great way to attract natural and high-quality backlinks to a website. Making influencers aware of a quality piece of highly relevant content might lead to them referencing it on their blog or platform.

Develop joint partnerships

As many website and blog owners are also active on social media, a joint approach between SEO and SMM in acquiring partnerships can save time, effort, and budget for the marketing channels and company as a whole.

Email Marketing

SEO and Email Marketing (EMM) focus on different aspects of marketing, but are both powerful acquisition channels. By sharing their respective data, both channels can highlight potential issues and discover opportunities:

Increase CTR and open rates

By knowing which email subject lines achieve the best open rates, SEO can take inspiration to further optimize page titles and meta descriptions to increase organic CTR.


Vice versa, it can also benefit EMM to copy headlines of landing pages with the highest CTR on the SERPs.

Improve content relevancy

Measuring email click-to-open rates (CTOR) and landing page bounce rates can be very insightful for both channels, to know what keeps users from taking the desired actions.

When adjustments in either lead to improvements in user behavior, the changes can be implemented in the other channel as well.

Recycle content

Newsletter content is not being indexed by search engines. Therefore, successful emails can be recycled, fine-tuned, and turned into blog posts that can be shared across different channels.

Promote content and earn backlinks

Sending out an email to customers and followers is a great way to make them aware of new content on the website that might interest them, leading to more traffic and user engagement.

Linking to blog posts within the emails can increase the chances that people will further link back to it, resulting in an increase in natural backlinks.



SEO + UX = SXO: Search Experience Optimization.

User experience is an essential aspect of SEO. In June 2021, Google released the Page Experience update, which rewards websites for providing an excellent on-site experience to their users.

Google Page Experience update ranking factors.
Google Page Experience update ranking factors.

Communication and cooperation between SEO and User Experience (UX)/User Interface (UI) are both needed, as both can support each other on different elements such as:

Build information architecture

Logical site architecture is fundamental in order to allow search engines to crawl, index, and rank a website appropriately. From the user perspective, a good website structure allows one to easily navigate a website and get a clear understanding of it.

1643834827 825 Leveraging Synergies Between SEO and Other Channels An Integrated Marketing

The deeper a page is buried in the site architecture, the harder it will be for it to rank, as it takes more effort for search engine crawlers and users to reach it.

Because navigational links are given more weight, only important and useful pages should be kept in the navigation.

Ensure mobile-friendliness

SEO and UX should ensure that a website is mobile-friendly.

Mobile-friendliness has been a ranking factor since 2015 and is becoming even more important with the Page Experience update.


Responsive design, text size, and tap targets size are examples of elements Google considers when evaluating if a site is mobile-friendly.

Google Mobile-Friendly Test.
Google Mobile-Friendly Test.

Improve page speed

Speed is decisive for user experience and rankings, especially when optimizing for Core Web Vitals.

Some website design elements can be implemented on the website without consideration of their impact on website performance, and SEO has to monitor the effects that changes made by developers and designers have on the speed of a page.

Manage pop-ups and ads

While pop-ups and ads are an excellent way to catch and/or retain users, they can have a negative impact on your rankings.

In January 2017, Google released an update stating that intrusive ads are now a negative ranking factor. As such, it has to be guaranteed that interstitial ads are being used with a lot of care so that they don’t interfere with an optimal user experience.

Examples of accepted interstitials and intrusive interstitials that make content less accessible.
Examples of accepted interstitials and intrusive interstitials that make content less accessible.


Writing content that no one reads is the tragic reality companies that don’t invest in SEO are facing.

The role of SEO is to make sure that the writers produce content that people are actually looking for. Although content is part of SEO work in many companies, both channels still work independently from each other.

There are several elements to consider where SEO can guide content creation to serve quality content, optimized for both visitors and search engines:


Provide content relevance

Qualitative and keyword-rich content, which answers and satisfies searchers’ intent, will drive user engagement and enhance visibility on the SERPs.

SEOs can help content writers to make sure that the topics they write about are actually sought-after and relevant for a company’s potential clients and customers.

Content format, structure, length, and freshness have to be defined with users’ expectations in mind.

Ensure uniqueness

Each piece of content must be unique. Duplicate content, whether internal or external, can prevent pages from appearing in the search results.

SEO can ensure that every page has unique content, especially above the fold, to prevent duplicate content issues.

Enhance E-A-T

E-A-T (Expertise, Authoritativeness, Trustworthiness) is a concept used by Google Quality raters to assess web pages’ quality.


It is essential to display information about the author(s) of the content on a website, especially for Your Money or Your Life (YMYL) websites.

A piece of content is considered qualitative and is valued by users when its author has experience (in either an academic or professional capacity) in the field he or she is writing about. SEO can assist content creators in optimizing for E.AT. on the website.


SEO is a fundamental and powerful channel for increasing a website’s presence and value. As we’ve seen from the above examples, there’s massive potential for achieving dramatically better results when SEO is used in conjunction with other marketing channels. Whether this is SEA, Affiliate, EMM, or any of the other discussed examples, SEO can be integrated in order to achieve optimal results and greater conversions.


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The power of program management in martech



The power of program management in martech

As a supporter of the program perspective for initiatives, I recognize the value of managing related projects, products and activities as a unified entity. 

While one-off projects have their place, they often involve numerous moving parts and in my experience, using a project-based approach can lead to crucial elements being overlooked. This is particularly true when building a martech stack or developing content, for example, where a program-based approach can ensure that all aspects are considered and properly integrated. 

For many CMOs and marketing organizations, programs are becoming powerful tools for aligning diverse initiatives and driving strategic objectives. Let’s explore the essential role of programs in product management, project management and marketing operations, bridging technical details with business priorities. 

Programs in product management

Product management is a fascinating domain where programs operate as a strategic framework, coordinating related products or product lines to meet specific business objectives.


Product managers are responsible for defining a product or product line’s strategy, roadmap and features. They work closely with program managers, who ensure alignment with market demands, customer needs and the company’s overall vision by managing offerings at a program level. 

Program managers optimize the product portfolio, make strategic decisions about resource allocation and ensure that each product contributes to the program’s goals. One key aspect of program management in product management is identifying synergies between products. 

Program managers can drive innovation and efficiency across the portfolio by leveraging shared technologies, customer insights, or market trends. This approach enables organizations to respond quickly to changing market conditions, seize emerging opportunities and maintain a competitive advantage. Product managers, in turn, use these insights to shape the direction of individual products.

Moreover, programs in product management facilitate cross-functional collaboration and knowledge sharing. Program managers foster a holistic understanding of customer needs and market dynamics by bringing together teams from various departments, such as engineering, marketing and sales.

Product managers also play a crucial role in this collaborative approach, ensuring that all stakeholders work towards common goals, ultimately leading to more successful product launches and enhanced customer satisfaction.

Dig deeper: Understanding different product roles in marketing technology acquisition


Programs in project management

In project management, programs provide a structured approach for managing related projects as a unified entity, supporting broader strategic objectives. Project managers are responsible for planning, executing and closing individual projects within a program. They focus on specific deliverables, timelines and budgets. 

On the other hand, program managers oversee these projects’ coordination, dependencies and outcomes, ensuring they collectively deliver the desired benefits and align with the organization’s strategic goals.

A typical example of a program in project management is a martech stack optimization initiative. Such a program may involve integrating marketing technology tools and platforms, implementing customer data management systems and training employees on the updated technologies. Project managers would be responsible for the day-to-day management of each project. 

In contrast, the program manager ensures a cohesive approach, minimizes disruptions and realizes the full potential of the martech investments to improve marketing efficiency, personalization and ROI.

The benefits of program management in project management are numerous. Program managers help organizations prioritize initiatives that deliver the greatest value by aligning projects with strategic objectives. They also identify and mitigate risks that span multiple projects, ensuring that issues in one area don’t derail the entire program. Project managers, in turn, benefit from this oversight and guidance, as they can focus on successfully executing their projects.

Additionally, program management enables efficient resource allocation, as skills and expertise can be shared across projects, reducing duplication of effort and maximizing value. Project managers can leverage these resources and collaborate with other project teams to achieve their objectives more effectively.


Dig deeper: Combining martech projects: 5 questions to ask

Programs in marketing operations

In marketing operations, programs play a vital role in integrating and managing various marketing activities to achieve overarching goals. Marketing programs encompass multiple initiatives, such as advertising, content marketing, social media and event planning. Organizations ensure consistent messaging, strategic alignment, and measurable results by managing these activities as a cohesive program.

In marketing operations, various roles, such as MOps managers, campaign managers, content managers, digital marketing managers and analytics managers, collaborate to develop and execute comprehensive marketing plans that support the organization’s business objectives. 

These professionals work closely with cross-functional teams, including creative, analytics and sales, to ensure that all marketing efforts are coordinated and optimized for maximum impact. This involves setting clear goals, defining key performance indicators (KPIs) and continuously monitoring and adjusting strategies based on data-driven insights.

One of the primary benefits of a programmatic approach in marketing operations is maintaining a consistent brand voice and message across all channels. By establishing guidelines and standards for content creation, visual design and customer interactions, marketing teams ensure that the brand’s identity remains cohesive and recognizable. This consistency builds customer trust, reinforces brand loyalty and drives business growth.

Programs in marketing operations enable organizations to take a holistic approach to customer engagement. By analyzing customer data and feedback across various touchpoints, marketing professionals can identify opportunities for improvement and develop targeted strategies to enhance the customer experience. This customer-centric approach leads to increased satisfaction, higher retention rates and more effective marketing investments.


Dig deeper: Mastering the art of goal setting in marketing operations

Embracing the power of programs for long-term success

We’ve explored how programs enable marketing organizations to drive strategic success and create lasting impact by aligning diverse initiatives across product management, project management and marketing operations. 

  • Product management programs facilitate cross-functional collaboration and ensure alignment with market demands. 
  • In project management, they provide a structured approach for managing related projects and mitigating risks. 
  • In marketing operations, programs enable consistent messaging and a customer-centric approach to engagement.

Program managers play a vital role in maintaining strategic alignment, continuously assessing progress and adapting to changes in the business environment. Keeping programs aligned with long-term objectives maximizes ROI and drives sustainable growth.

Organizations that invest in developing strong program management capabilities will be better positioned to optimize resources, foster innovation and achieve their long-term goals.

As a CMO or marketing leader, it is important to recognize the strategic value of programs and champion their adoption across your organization. By aligning efforts across various domains, you can unlock the full potential of your initiatives and drive meaningful results. Try it, you’ll like it.

Fuel for your marketing strategy.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

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2 Ways to Take Back the Power in Your Business: Part 2



2 Ways to Take Back the Power in Your Business: Part 2

2 Ways to Take Back the Power in Your Business

Before we dive into the second way to assume power in your business, let’s revisit Part 1. 

Who informs your marketing strategy? 

YOU, with your carefully curated strategy informed by data and deep knowledge of your brand and audience? Or any of the 3 Cs below? 

  • Competitors: Their advertising and digital presence and seemingly never-ending budgets consume the landscape.
  • Colleagues: Their tried-and-true proven tactics or lessons learned.
  • Customers: Their calls, requests, and ideas. 

Considering any of the above is not bad, in fact, it can be very wise! However, listening quickly becomes devastating if it lends to their running our business or marketing department. 

It’s time we move from defense to offense, sitting in the driver’s seat rather than allowing any of the 3 Cs to control. 

It is one thing to learn from and entirely another to be controlled by. 

In Part 1, we explored how knowing what we want is critical to regaining power.


1) Knowing what you want protects the bottom line.

2) Knowing what you want protects you from the 3 Cs. 

3) Knowing what you want protects you from running on auto-pilot.

You can read Part 1 here; in the meantime, let’s dive in! 

How to Regain Control of Your Business: Knowing Who You Are

Vertical alignment is a favorite concept of mine, coined over the last two years throughout my personal journey of knowing self. 

Consider the diagram below.

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Vertical alignment is the state of internal being centered with who you are at your core. 

Horizontal alignment is the state of external doing engaged with the world around you.

In a state of vertical alignment, your business operates from its core center, predicated on its mission, values, and brand. It is authentic and confident and cuts through the noise because it is entirely unique from every competitor in the market. 

From this vertical alignment, your business is positioned for horizontal alignment to fulfill the integrity of its intended services, instituted processes, and promised results. 

A strong brand is not only differentiated in the market by its vertical alignment but delivers consistently and reliably in terms of its products, offerings, and services and also in terms of the customer experience by its horizontal alignment. 

Let’s examine what knowing who you are looks like in application, as well as some habits to implement with your team to strengthen vertical alignment. 

1) Knowing who You are Protects You from Horizontal Voices. 

The strength of “Who We Are” predicates the ability to maintain vertical alignment when something threatens your stability. When a colleague proposes a tactic that is not aligned with your values. When the customer comes calling with ideas that will knock you off course as bandwidth is limited or the budget is tight. 


I was on a call with a gal from my Mastermind when I mentioned a retreat I am excited to launch in the coming months. 

I shared that I was considering its positioning, given its curriculum is rooted in emotional intelligence (EQ) to inform personal brand development. The retreat serves C-Suite, but as EQ is not a common conversation among this audience, I was considering the best positioning. 

1713005765 14 2 Ways to Take Back the Power in Your Business1713005765 14 2 Ways to Take Back the Power in Your Business

She advised, “Sell them solely on the business aspects, and then sneak attack with the EQ when they’re at the retreat!” 

At first blush, it sounds reasonable. After all, there’s a reason why the phrase, “Sell the people what they want, give them what they need,” is popular.

Horizontal advice and counsel can produce a wealth of knowledge. However, we must always approach the horizontal landscape – the external – powered by vertical alignment – centered internally with the core of who we are. 

Upon considering my values of who I am and the vision of what I want for this event, I realized the lack of transparency is not in alignment with my values nor setting the right expectations for the experience.

Sure, maybe I would get more sales; however, my bottom line — what I want — is not just sales. I want transformation on an emotional level. I want C-Suite execs to leave powered from a place of emotional intelligence to decrease decisions made out of alignment with who they are or executing tactics rooted in guilt, not vision. 


Ultimately, one of my core values is authenticity, and I must make business decisions accordingly. 

2) Knowing who You are Protects You from Reactivity.

Operating from vertical alignment maintains focus on the bottom line and the strategy to achieve it. From this position, you are protected from reacting to the horizontal pressures of the 3 Cs: Competitors, Colleagues, and Customers. 

This does not mean you do not adjust tactics or learn. 

1713005766 526 2 Ways to Take Back the Power in Your Business1713005766 526 2 Ways to Take Back the Power in Your Business

However, your approach to adjustments is proactive direction, not reactive deviations. To do this, consider the following questions:

First: How does their (any one of the 3 Cs) tactic measure against my proven track record of success?

If your colleague promotes adding newsletters to your strategy, lean in and ask, “Why?” 

  • What are their outcomes? 
  • What metrics are they tracking for success? 
  • What is their bottom line against yours? 
  • How do newsletters fit into their strategy and stage(s) of the customer journey? 

Always consider your historical track record of success first and foremost. 

Have you tried newsletters in the past? Is their audience different from yours? Why are newsletters good for them when they did not prove profitable for you? 


Operate with your head up and your eyes open. 

Maintain focus on your bottom line and ask questions. Revisit your data, and don’t just take their word for it. 

2. Am I allocating time in my schedule?

I had coffee with the former CEO of Jiffy Lube, who built the empire that it is today. 

He could not emphasize more how critical it is to allocate time for thinking. Just being — not doing — and thinking about your business or department. 

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Especially for senior leaders or business owners, but even still for junior staff. 

The time and space to be fosters creative thinking, new ideas, and energy. Some of my best campaigns are conjured on a walk or in the shower. 


Kasim Aslam, founder of the world’s #1 Google Ads agency and a dear friend of mine, is a machine when it comes to hacks and habits. He encouraged me to take an audit of my calendar over the last 30 days to assess how I spend time. 

“Create three buckets,” he said. “Organize them by the following:

  • Tasks that Generate Revenue
  • Tasks that Cost Me Money
  • Tasks that Didn’t Earn Anything”

He and I chatted after I completed this exercise, and I added one to the list: Tasks that are Life-Giving. 

Friends — if we are running empty, exhausted, or emotionally depleted, our creative and strategic wherewithal will be significantly diminished. We are holistic creatures and, therefore, must nurture our mind, body, soul, and spirit to maintain optimum capacity for impact. 

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I shared this hack with a friend of mine. Not only did she identify meetings that were costing her money and thus needed to be eliminated, but she also identified that particular meetings could actually turn revenue-generating! She spent a good amount of time each month facilitating introductions; now, she is adding Strategic Partnerships to her suite of services. 

ACTION: Analyze your calendar’s last 30-60 days against the list above. 

Include what is life-giving! 

How are you spending your time? What is the data showing you? Are you on the path to achieving what you want and living in alignment with who you want to be?


Share with your team or business partner for the purpose of accountability, and implement practical changes accordingly. 

Finally, remember: If you will not protect your time, no one else will. 

3) Knowing who You are Protects You from Lack. 

“What are you proud of?” someone asked me last year. 

“Nothing!” I reply too quickly. “I know I’m not living up to my potential or operating in the full capacity I could be.” 

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They looked at me in shock. “You need to read The Gap And The Gain.”

I silently rolled my eyes.

I already knew the premise of the book, or I thought I did. I mused: My vision is so big, and I have so much to accomplish. The thought of solely focusing on “my wins” sounded like an excuse to abdicate personal responsibility. 


But I acquiesced. 

The premise of this book is to measure one’s self from where they started and the success from that place to where they are today — the gains — rather than from where they hope to get and the seemingly never-ending distance — the gap.

Ultimately, Dr. Benjamin Hardy and Dan Sullivan encourage changing perspectives to assign success, considering the starting point rather than the destination.

The book opens with the following story:

Dan Jensen was an Olympic speed skater, notably the fastest in the world. But in each game spanning a decade, Jansen could not catch a break. “Flukes” — even tragedy with the death of his sister in the early morning of the 1988 Olympics — continued to disrupt the prediction of him being favored as the winner. 

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The 1994 Olympics were the last of his career. He had one more shot.

Preceding his last Olympics in 1994, Jansen adjusted his mindset. He focused on every single person who invested in him, leading to this moment. He considered just how very lucky he was to even participate in the first place. He thought about his love for the sport itself, all of which led to an overwhelming realization of just how much he had gained throughout his life.


He raced the 1994 Olympic games differently, as his mindset powering every stride was one of confidence and gratitude — predicated on the gains rather than the gap in his life. 

This race secured him his first and only gold medal and broke a world record, simultaneously proving one of the most emotional wins in Olympic history. 

Friends, knowing who we are on the personal and professional level, can protect us from those voices of shame or guilt that creep in. 

PERSONAL ACTION: Create two columns. On one side, create a list of where you were when you started your business or your position at your company. Include skills and networks and even feelings about where you were in life. On the other side, outline where you are today. 

Look at how far you’ve come. 

COMPANY ACTION: Implement a quarterly meeting to review the past three months. Where did you start? Where are you now? 


Celebrate the gain!

Only from this place of gain mindset, can you create goals for the next quarter predicated on where you are today.

Ultimately, my hope for you is that you deliver exceptional and memorable experiences laced with empathy toward the customer (horizontally aligned) yet powered by the authenticity of the brand (vertically aligned). 

Aligning vertically maintains our focus on the bottom line and powers horizontal fulfillment. 

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Granted, there will be strategic times and seasons for adjustment; however, these changes are to be made on the heels of consulting who we are as a brand — not in reaction to the horizontal landscape of what is the latest and greatest in the industry. 


In Conclusion…

Taking back control of your business and marketing strategies requires a conscious effort to resist external pressures and realign with what you want and who you are.

Final thoughts as we wrap up: 

First, identify the root issue(s).

Consider which of the 3 Cs holds the most power: be it competition, colleagues, or customers.

Second, align vertically.

Vertical alignment facilitates individuality in the market and ensures you — and I — stand out and shine while serving our customers well. 


Third, keep the bottom line in view.

Implement a routine that keeps you and your team focused on what matters most, and then create the cascading strategy necessary to accomplish it. 

Fourth, maintain your mindsets.

Who You Are includes values for the internal culture. Guide your team in acknowledging the progress made along the way and embracing the gains to operate from a position of strength and confidence.

Fifth, maintain humility.

I cannot emphasize enough the importance of humility and being open to what others are doing. However, horizontal alignment must come after vertical alignment. Otherwise, we will be at the mercy of the whims and fads of everyone around us. Humility allows us to be open to external inputs and vertically aligned at the same time.


Buckle up, friends! It’s time to take back the wheel and drive our businesses forward. 

The power lies with you and me.

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Roundel Media Studio: What to Expect From Target’s New Self-Service Platform





By Tinuiti Team

Roundel™ Media Studio (RMS) has arrived, revolutionizing Target’s advertising game. This self-service platform offers seamless activation, management, and analysis of Target Product Ads, with more solutions on the horizon.

Powered by first-party data from both in-store and online shoppers, RMS provides new audience insights. Coupled with Target’s new loyalty program, Circle 360, advertisers gain precision targeting like never before.


But Target isn’t stopping there. With the rollout of a paid membership program on April 7th, bundling Target Circle, the Circle Card, and Shipt delivery, Target is elevating its media and membership offerings to rival the likes of Walmart and Amazon.

Curious to learn more? We sat down with our experts at Tinuiti to dive deeper into the potential implications of this platform for brands and advertisers alike.

What is Roundel Media Studio?

Roundel™ Media Studio is an integrated platform that consolidates various solutions and tools offered by Roundel™. At its core, it kicks off with our sponsored product ads, known as Target Product Ads by Roundel™.

example of target roundel ad
Example of Target Product Ads by Roundel™
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This comprehensive platform grants access to the complete range of Target Product Ad placements, featuring tailored slots like “More to Consider” and “Frequently Bought Together” to enhance relevance and personalization.

Moreover, Roundel™ Media Studio operates without any DSP or access fees for Target Product Ads, ensuring that your media budget is optimized to deliver greater efficiency, more clicks, and ultimately, increased sales.

“One of the larger benefits of the transition is that advertisers have an opportunity to capitalize on the additional dollars saved by switching to RMS. Without the 20% fee, brands can re-invest those funds to scale campaigns or optimize budgets, all without having to allocate more funds which drives better results. Roundel™ is putting more control in the hands of advertisers by introducing this new self-service platform.”

– Averie Lynch, Specialist, Strategic Services at Tinuiti

To summarize, key benefits of using RMS include:

  • No Access or DSP Fees
  • All Target Product Ads Inventory
  • 1st Price Auction with Existing Floor Prices
  • Closed Loop Sales & Attribution
  • Billing via Criteo Insertion Order
  • Access Using Partners Online

How to access Roundel Media Studio 

According to Target, there’s 3 steps to access Roundel™ Media Studio:

Step 1. Check that you have a Partners Online (POL) account for access. Don’t have one? Reach out to your POL admin to get set up with an account (reach out if you need help locating your organization’s admin). 

Step 2. Once you have gotten access to POL, reach out to your Roundel representative who will grant you access to the platform. 

Step 3. Users can access Roundel™ Media Studio in 2 ways:

Roundel Media Studio Best Practices

Target offers a variety of tips on how to best leverage their latest offering to drive performance. 

Let’s take a look at the latest best practices for strategies such as maximizing efficiency or driving sales revenue. 

Recommended bidding tactics for maximizing efficiency:

  • Set your line-item optimizer to Revenue for the highest return on ad spend (ROAS) or to Conversions for the lowest Cost per Order (CPO).
  • Since the Revenue and Conversions optimizers modulate the CPC you enter to maximize performance, it is useful to set a CPC cap to make sure that your bid will not exceed the maximum amount you wish to pay. The CPC cap should always remain at least 30% above the bid you enter to allow the engine to optimize effectively.
  • Set your bids competitively to balance scale and performance (ROAS or CPO) targets.
  • Optimize bids with respect to your CPO targets: lower CPCs slightly to increase efficiency, or raise them to increase scale

Recommended bidding tactics for maximizing sales revenue:

  • Set the line-item optimizer to Revenue.
  • Set bids to maximize scale and competitiveness while staying above KPI thresholds. Since the Revenue optimizer modulates the CPC you enter to maximize performance, it is useful to set a CPC cap to make sure that your bid will not exceed the maximum amount you wish to pay.
  • Adjust your bids progressively and preferably at the product level: filter the top products by Spend and then slightly reduce any bids that have a ROAS below your threshold.
  • In general, slightly lower CPC to increase efficiency or raise CPC to increase win rates and therefore increase sell-through.

Takeaways & Next Steps

This is just the start for RMS. In the future, Tinuiti will continue its partnership with Roundel to refine features and introduce additional ad types and functionalities.

When exploring any new advertising opportunity, the best results are typically realized when partnering with a performance marketing agency that understands the unique landscape. Our team boasts years of hands-on experience advertising in new and established marketplaces, including Amazon, Walmart, and Target. Working directly with Roundel, we ensure our clients’ ads harness the full functionality and features Target has to offer, with results-oriented scalability baked in.

Ready to learn more about how we can help your brand? Reach out to us today!

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