Measurement & analysis
How to Do A/B Testing in Marketing
As marketers, we all know it’s vital to look at the data. And when it comes to digital advertising, A/B testing is one of the best ways to get rich data about what works and what d…
The Lab
Page 2 of insights from performance media for mission-driven organizations.
Strategy & research
Earned, Owned, and Paid Media: What are they?
You’ve probably heard people refer to “earned media,” “paid media,” and “owned media” – but what are they? What’s the difference between them and what are the best strategies for e…
Acquisition & conversion
Ways to Improve Your Google Ads Quality Score
You may have never seen it, but Google’s almighty algorithm has assigned you a mysterious number that plays a crucial role in how well your ads perform. It’s called your Ad Quality…
Acquisition & conversion
The Best PPC Tools for Nonprofit and Mission-Driven Marketers in 2026
Pay-per-click advertising still runs on the same basic promise it always has: you pay when someone clicks, not when someone might see your ad. But the tools and tactics built aroun…