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Thoughts on digital marketing

Concrete know-how from search engines to AI search, with the same experience we bring to client work. Not general musings, but things that show in the results.

Product feed data shown on a screen

July 15, 2026 · E-commerce

What a product feed is and why it decides e-commerce advertising

A product feed is a file that describes an online store's products to ad platforms. Its quality decides how well your products show up in Google Shopping, Performance Max, and Meta's catalog ads.

Focused work on content

July 10, 2026 · AI search

How your business shows up in AI search

AI search means showing up in the answers from ChatGPT, Perplexity, and Gemini. Visibility comes down to your content being clear, quotable, and findable by language models.

A relaxed moment in a lounge chair, browsing content

March 26, 2026 · Paid social

Zero-Click in Social Media Marketing: What Marketers Must Know Now

Zero-click means the user consumes the content and acts right there in social media without leaving the platform. It changes the logic of both content and measurement.

Two specialists reviewing campaign targeting on a laptop

November 20, 2025 · Paid social

Targeting on Meta: In the Advantage+ era, the algorithm and your creative decide

Targeting in Meta advertising has shifted from hand-picked interests to the algorithm. What matters now is a clear goal, your own data, and creative content, not detailed audience settings.

Two specialists planning social advertising together in a lounge

February 1, 2023 · Paid social

How to do social advertising that delivers: strategy, buyer journey, and measurement

Social advertising delivers results when it's built on three things: a strategy that defines social's role, messaging matched to the buyer journey, and systematic measurement.

A specialist reviewing advertising numbers on a laptop

November 17, 2022 · Analytics

What a conversion means and how to set up conversion tracking

A conversion is a valuable event for your business, like a purchase or an inquiry. Conversion tracking tells you what in your advertising actually delivers results and what doesn't.

Planning display ads together at a desk

June 1, 2022 · Ad production

Display advertising on Google: five things that decide your results

A banner ad works when it combines a message that lands in a second, content matched to the buying journey, and a goal the algorithm can optimize for. Google's Display network reaches over 35 million sites and apps, so targeting decides who sees your ad.

Two specialists planning a marketing budget at a laptop

April 25, 2022 · Marketing

How much does digital marketing cost?

The cost of digital marketing consists of a media budget and the cost of doing the work. A working setup on one channel starts at around 1,800 euros a month, and a typical multi-channel setup lands at 3,000–8,000 euros a month.

Two creators planning video content on a laptop

April 19, 2022 · Ad production

How to make a video ad that works on Facebook and Instagram

A video ad that works is short, designed for mobile, and understandable without sound. Six practical tips to make a video ad stop the scroll and get the message across.

A specialist working on a laptop in a lounge space

April 6, 2022 · Analytics

Is Google Analytics legal?

Yes. You can use Google Analytics 4 legally in the EU when you collect consent, use Consent Mode, and data transfers rest on the EU-US Data Privacy Framework.

Two people chatting casually in lounge chairs

February 2, 2022 · Marketing

Six Principles of Persuasion Every Marketer Should Know

Robert Cialdini's six principles of persuasion explain why people say yes. Reciprocity, social proof, liking, authority, scarcity, and consistency in marketing.

A calm workspace with a green plant next to a screen

December 3, 2021 · Analytics

The Meta pixel and Conversions API: the foundation of social ads measurement

The Meta pixel is a tracking code installed on your website to measure and optimize Meta advertising. In 2026 the pixel alone isn't enough: you also need the Conversions API and server-side tracking.

Updating online store product data on a laptop by a window

September 16, 2021 · Paid social

Facebook and Instagram shops in 2026: the storefront is gone, the catalog remains

Standalone Facebook and Instagram shops are no longer available in Finland. Product visibility on Meta is now built on the product catalog: it powers product tags and catalog ads.

Two people discussing lead campaign planning on a couch

September 3, 2021 · Paid social

How to generate leads with social advertising

There are two main ways to generate leads with social advertising: native lead forms like Meta's Instant Forms and LinkedIn's Lead Gen Forms, or driving visitors to a form on your website. The offer and what happens after the lead comes in decide the results.

Planning a media budget together at a laptop

July 19, 2021 · Paid social

How much does social advertising cost? Media budget size on Meta

The right budget for social advertising depends on your goals. In Meta advertising, it's worth setting aside at least around 1,000 euros a month so campaigns gather enough data to work.

Specialists reviewing search data in a meeting

February 1, 2019 · Organic search

Why keyword research matters: it tells you what your customers actually search for

Keyword research matters because it replaces guesswork with data: it tells you what your customers search for, in what words, and with what intent. The same research serves both Google visibility and AI search.

Reviewing a competitor's ads together at a laptop by a window

July 12, 2018 · Paid social

How can I see my competitors' Facebook ads?

You can see any company's Facebook and Instagram ads for free in the Meta Ad Library. Here's how to use it and what you can actually learn from it.