Updated
The BridgeE blog
What we learn running marketing, written down.
Search, AI answers, ads and tracking, explained for the people who sign the cheques.
How to get your business into Google AI Overviews
Google says there is no trick. Here is what it does say, what the studies add, and five checks you can run on your own site this week. 7 min readHow digital marketing agencies charge, and what to ask before you sign
No honest price exists without a goal. Here are the four ways agencies charge, who each one suits, and ten questions that expose a weak deal. 7 min read
All articles
6 articles
How to set up the WhatsApp Business API to catch and follow up leads
Your buyers already message you on WhatsApp. Here is the working path from an ad click to a CRM record, and the Meta rules that decide whether your number stays healthy. 9 min readHow to get your business into Google AI Overviews
Google says there is no trick. Here is what it does say, what the studies add, and five checks you can run on your own site this week. 7 min readHow digital marketing agencies charge, and what to ask before you sign
No honest price exists without a goal. Here are the four ways agencies charge, who each one suits, and ten questions that expose a weak deal. 7 min readHow to track Google Ads conversions in GA4 (without double counting)
Google Ads, GA4 and your CRM will each report a different number. Here is how to make them tell the same story, and which one to bid on. 8 min readGoogle Ads vs Meta ads: where a local business should start
One audience has raised its hand; the other is scrolling past. Which one your first ad budget goes to depends on whether demand already exists. 8 min readWhat decides who shows up first on Google Maps
Google's own help page names three signals. Everything else you read is a guess. Here is what each one means for a clinic, a coaching class or a restaurant, and what to fix this week. 8 min read
Nothing here yet.
Try another word or topic, or .
Jargon, decoded
The words in these articles, in plain English.
- A/B testingA/B testing compares two versions of one thing, such as a page, ad or email, by showing each to a random half of visitors and measuring which converts better.
- Advantage+Advantage+ is Meta's suite of AI and automation products for its ads, where end-to-end campaigns apply automation to audience, placement and budget to reach the goal you set.
- AEOAnswer engine optimisation (AEO) is the work of making your pages the direct answer that AI assistants and search engines give when someone asks a question about what you sell.
- AOVAverage order value (AOV) is the average amount customers spend each time they place an order: total revenue divided by the number of orders.
- BacklinksBacklinks are links from other websites to your pages. Search engines treat them as signals that others consider your content worth referencing.
- Brand positioningBrand positioning is how a business defines what it is uniquely good at, for whom, and against what customers would use instead, so the right buyers see it quickly.
Insights
What we learn, in your inbox.
Practical notes from the work: search, ads, tracking and what moved the numbers. Short, useful, easy to leave.