Insights & Inspiration

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G&G News
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Good & Gold’s Q1 & Q2 Awards

At Good & Gold, we believe in the power of storytelling through design and strategy. This year, our story has been recognized in a remarkable way—we are thrilled to announce that we’ve been nominated for several prestigious awards and have proudly taken home two significant wins!

The Netty Award Nomination & Winner - Alfred Website (Design - Best Creative Web Design)

The Netty Awards celebrate achievements in the digital landscape, honoring top companies and leaders across more than 100 distinct categories. They set a benchmark for excellence and are a testament to the creativity, innovation, and technical prowess demonstrated by the winners.

We were honored when the Netty Awards reached out to us to let us know we had been recognized and nominated for the Creative Website Design of Alfred Coffee. The goal behind our website design was to blend creativity with functionality, creating a digital experience that would resonate deeply with users. We’re proud of this vision now being celebrated with the Netty Award for Best Creative Web Design. The Alfred website project was a labor of love, and seeing it honored on such a prominent stage is incredibly rewarding for our team.

The Communicator Award Winner - Studio Garrison Website & Rebrand (Professional Services)

Studio Garrison is an award-winning interior design firm that values quality design, innovation, sustainability, and collaboration. Our design team successfully created a new name (Studio Garrison) that was bold and concise for the firm, along with a design system that would stand the test of time.

For the last 30 years, The Communicator Awards have honored excellence, effectiveness, and innovation across all areas of communication. As a highly prestigious award sanctioned and reviewed by the Academy of Interactive & Visual Arts, being recognized as the best in Professional Services for our website and rebrand work is a true honor.

The Drum Awards Nomination - Alfred Web + Email (Best redesign or relaunch)

We were thrilled when the Drum Awards reached out to us to let us know we had been nominated for our work with Alfred and their website/email program in the Best Redesign or Relaunch category. The Drum Awards are a global organization, widely regarded as a benchmark in the marketing and communications industry, known for celebrating the best companies, practices, and most influential individuals shaping the industry.

It's an honor to see our hard work relaunching Alfred’s website and email program recognized among some of the best in the world. This recognition further fuels us to continue creating captivating work that makes an impact. 

We extend our gratitude to The Netty Awards, The Drum Awards, and The Communicator Awards for acknowledging our work and honoring us with these awards and nominations!

G&G News
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A Milestone for Inclusivity: Celebrating Our NGLCC Certification

We at Good & Gold are thrilled to announce our recent certification by the National Gay & Lesbian Chamber of Commerce (NGLCC). This milestone is not just a mark of recognition—it’s a reflection of our core values and our commitment to fostering diversity, equity, and inclusion in every aspect of our business.

Why This Matters

As an LGBTQ+ and woman-owned company, we understand the importance of representation and inclusivity in the business world. Our team comprises of diverse talents who bring unique perspectives and ideas, driving innovation and creativity. The NGLCC certification is a testament to our efforts in building a business that not only aims for excellence in digital marketing but also champions the rights and recognition of the LGBTQ+ community.

Aligning with Our Values

At Good & Gold, our mission goes beyond providing exceptional digital marketing services. We are dedicated to crafting a brighter future for all, especially for those who have historically been marginalized. This certification aligns perfectly with our ethos of inclusivity and our dedication to supporting causes that defend fundamental rights, like the Equality Act and protections for LGBTQ+ individuals under Title IX.

Our Commitment to the Community

Receiving the NGLCC certification is another step in our journey to help create a more equitable business landscape. It strengthens our resolve to continue advocating for the LGBTQ+ community in and out of the workplace. Whether it’s through diverse hiring practices, supporting LGBTQ+ businesses, or creating campaigns that address and challenge discriminatory legislation, our goal is to make a lasting impact.

What This Means for Our Clients

This certification means that when you partner with Good & Gold, you are choosing a company that does not just deliver results but does so with integrity and a commitment to social justice. It means your brand’s message is crafted by a team that understands diverse audiences because we embody that diversity.

Looking Forward

As we celebrate this achievement, we are motivated by the current socio-political landscape and the upcoming 2024 presidential race, recognizing the critical role we play in advocating for and protecting LGBTQ+ rights. In light of increasing challenges, such as anti-LGBTQ+ legislation and rhetoric, our work and your support are more significant than ever.

Join us in celebrating this milestone. Together, we can continue to push boundaries and make a difference, not just in marketing but in the world.

Elevating Entrepreneurs: A Branding Journey with Cream & Coffee

In the world of branding, every project tells a story—a narrative creative from collaboration, creativity, and a shared vision for the future. At Good & Gold, we've had the privilege of embarking on such journeys with remarkable entrepreneurs like Amanda Hughes, the visionary behind The Ice Cream Stand and Cream & Coffee.

In the summer of 2023, Amanda, the owner of The Ice Cream Stand nestled in Downtown Syracuse, approached us with a desire to breathe new life into her beloved ice cream shop. Collaboratively, we embarked on a mission to create a vibrant brand identity that captured the essence of her woman-owned ice cream shop. 

From brainstorming sessions to design mockups, together we crafted a lively brand identity that perfectly complemented the spirit of her shop—a colorful celebration of homemade delights and community connection.

Fast forward to early 2024,  Amanda approached us again with a new vision taking shape. Enter Cream & Coffee, the Ice Cream Stand's cool, homemade little sister—a fusion parlor nestled by the lake in Skaneateles, NY. With Amanda's business plan in hand, we embarked on a new mission, this time helping  build a brand from the ground up.

Drawing inspiration from the rustic charm and historic allure of Skaneateles, we set out to create a brand identity that felt warm and inviting. Handmade touches, warm neutral tones, and a touch of nostalgia of the historic lake town formed the cornerstone of Cream & Coffee's brand identity.

The result of this branding journey is two unique brand identities, each hand crafted to honor the personality and individuality of the shops they represent. Our experience with The Ice Cream Stand and Cream & Coffee has been a testament to the power of collaboration, creativity, and a shared passion for capturing the vision and essence of a small brand.

At Good & Gold, we take pride in contributing to the journey of turning entrepreneurs' and small businesses' dreams into reality. To learn more about the journey of branding & logo design, sign up for our monthly newsletter to get access to our latest eBook - Introduction to Logo Design & Brand Development.

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Earth Day 2024

This Earth Day, we're taking a moment to reflect on our personal connections to the planet we call home. At Good & Gold, we make a point to celebrate the beauty and importance of the Earth in our everyday lives. This Earth Day, we’ve asked each of our employees to give us a glimpse into their relationship with nature. Whether it’s through sustainable practices, efforts to better our environment, or simply reveling in nature, each of us has a unique way on how we connect with the Earth and the important role it plays in our life.


For Earth Day, I conduct a household audit to identify areas where we can improve our environmental stewardship. This includes strategies for composting kitchen waste, reducing plastic use, and optimizing energy and water consumption. To connect with nature physically, I enjoy hiking in Forest Park or the Gorge. Additionally, I participate in neighborhood clean-ups, like this year's city-wide effort organized by We Believe in Portland.


I spend as much of my time outdoors as I can, whether that’s daily walks in my neighborhood to recharge and take in the fresh air or going out to surf, snowboard, and camp. Mother nature provides us with such a huge playground and never fails to ground me! It’s important to me to do my part everyday in small ways, like biking more as transportation and growing my own vegetables, to keep the Earth happy so we can enjoy it for as long as possible. 


I generally take a walk everyday and watch the seasons as they change. I’ve been loving the long spring Portland gets and seeing all the trees and flowers bloom over the last couple of weeks has made me feel very connected to the springtime. 


The trails by my house are serene and vibrant this time of year. It’s always good to see the foxes and deer out and about again, amongst many other animal populations. Trash pickup along this trail and the woods around it make for a fulfilling springtime and it shows in everyone’s uplifted spirits.


I stay connected to the Earth through gardening. I’ve found it so rewarding to learn how to compost, recycle seeds, and use organic materials to support an abundant garden. Gardening is very grounding, and has helped both my physical and mental health! It’s the gift that keeps on giving.


Whenever I take time to quietly observe nature, whether in a dense forest or a city park, I start to understand the deep connections among all living things on Earth. These moments make me feel part of a larger, vibrant cycle of life that spans hundreds of millions of years. They also remind me of humanity's significant impact on other species and our environment, highlighting our greater responsibility as stewards of the Earth. These observations help me stay committed to reducing my ecological footprint by minimizing waste, using renewable energy at home, supporting conservation efforts, and engaging in land restoration projects.


I love Earth. I enjoy spending my spare time surfing, snowboarding, and riding bikes on the fun playground Earth provides. I also enjoy the cute animals and interesting plants that you can find on land and in the ocean. Earth is pretty cool, I think everyone should do their part to protect it.


Most mornings I start the day with a bike ride. As the city wakes up - usually with a stunning sunrise - I’m pedaling through Portland’s parks, vibrant neighborhoods, and winding trails, giving me a feeling of abundant appreciation for this planet. The fresh air fills my lungs, and the sights and sounds of the environment become vividly alive, reminding us of the importance of preserving and cherishing our planet. Each turn of the pedal serves as a gentle reminder of our responsibility to protect and sustain the natural world for future generations.


A big focus for me is how to reduce my environmental footprint. This includes biking more often, using reusable items such as totes for shopping, and growing my food in my garden! This year I’m planning on a couple of new home projects focused on the environment as well, including raising chickens and starting a worm bin! 


Gardening and embarking on long bike rides through nature serve as my sacred rituals. In the garden, I nurture life from seed to fruition, grounding myself in the cycles of growth. Through these acts, I find solace and belonging, harmonizing with the natural world around me and fostering a profound sense of interconnectedness.

Pedal to Success: Navigating Digital Marketing Trends in the Bicycle Industry

Welcome, fellow cycling enthusiasts! Let's take a spin through the scenic greenways of digital marketing trends.. As technology continues to evolve, so does the way we connect with riders, promote our brands, and enhance the overall cycling experience. In this article we’ll take a deep dive into the latest trends that are transforming the cycling experience and propelling the industry forward.

Personalized Customer Experiences: In the age of information overload, cyclists expect tailored interactions that speak directly to their interests and preferences. Brands like Canyon are leading the charge by harnessing the power of data to create personalized experiences across various touchpoints. By analyzing consumer behavior and preferences, these brands can deliver targeted social media ads, customized email campaigns, and tailored product recommendations, ensuring that each rider feels understood and valued. This personalization not only enhances the overall customer experience but also fosters brand loyalty and drives repeat purchases.

Immersive Content: In a world where attention spans are dwindling, captivating content is king. The bicycle industry is embracing immersive experiences through virtual reality (VR) and augmented reality (AR) technologies to engage consumers like never before. Imagine being able to virtually test ride a new mountain bike or explore the scenic routes of a cycling destination from the comfort of your home. These immersive experiences not only provide an exciting way for cyclists to interact with brands but also help potential customers make more informed purchasing decisions. By offering immersive content that allows cyclists to experience products and destinations firsthand, brands can create memorable and impactful brand experiences that resonate with their audience.

Social Commerce: Social media platforms have evolved beyond just a place to connect with friends – they have become powerful platforms for driving sales and generating revenue. With the rise of social commerce, brands in the bicycle industry are tapping into platforms like Instagram and Facebook to showcase their products and facilitate seamless transactions.  This integration into social commerce is a crucial component of their omnichannel strategy. From shoppable posts to influencer collaborations, social commerce is redefining the way cyclists discover and purchase gear. Additionally, social commerce enables brands to tap into the power of user-generated content, leveraging the influence of loyal customers and brand advocates to amplify their reach and influence within the cycling community.

Community Building: Cycling is more than just a sport – it's a lifestyle and a community. Digital marketing allows brands to foster and grow these communities online, creating spaces where cyclists can connect, share experiences, and support one another. Whether it's through dedicated social media groups, virtual events, or user-generated content campaigns, brands are finding innovative ways to engage with cyclists on a deeper level. By building meaningful relationships with their audience, brands can create advocates who not only support their products but also spread the word to others in the cycling community.

Data-Driven Insights: In the digital age, data is a cyclist's best friend. By harnessing the power of analytics, brands can gain valuable insights into consumer behavior, preferences, and trends. From tracking website traffic to monitoring social media engagement, data-driven marketing enables brands to make informed decisions that drive results. By understanding what resonates with their audience, brands can refine their strategies and deliver more impactful campaigns that resonate with cyclists. Additionally, data-driven marketing allows brands to optimize their marketing spend and allocate resources more effectively, ensuring that every dollar spent delivers maximum return on investment. 

Sustainability Initiatives: As stewards of the environment, the bicycle industry is increasingly focused on sustainability and environmental conservation. Digital marketing provides a platform for brands to amplify their sustainability initiatives and connect with eco-conscious consumers. From promoting eco-friendly products to sharing stories of sustainability efforts, brands are leveraging digital channels to showcase their commitment to a greener future. Additionally, sustainability initiatives can serve as a point of differentiation for brands, helping them stand out in a crowded marketplace and attract environmentally conscious consumers who prioritize sustainability in their purchasing decisions.

In conclusion, the bicycle industry is riding the wave of digital innovation, embracing new technologies and strategies to connect with cyclists in meaningful ways. Whether it's through personalized experiences, immersive content, or community building initiatives, brands are leveraging digital marketing to pedal their way to success. So, gear up, embrace the trends, and let's continue to explore the world of cycling together – one pedal stroke at a time!

Design Guide for Launching a Small Brand

Starting a business isn’t just about selling products or services-it’s about building a brand that resonates with your audience. It’s an opportunity for creative expression and will ensure your business has a unique, memorable identity that will stand out in the market. A comprehensive style guide will guarantee consistency in your brand, ultimately leading to a strong brand presence and great content. To help you on your brand journey, we are sharing our 4-part process to create a brand identity that stands the test of time.

Part 1 - Getting to Know Your Brand

When creating a brand identity, the goal is to channel your brand personality and values into a clear visual style. In order to create an authentic and memorable brand, it’s important to start with some questions. What is the product/service you’re providing? What is the story and mission behind the business? Who is your target audience? Narrowing down your story, demographic, and goals will help to pinpoint the visual style that will best suit the brand. 

Part 2 - Conceptualize Your Vision & Create a Moodboard

Once you’ve defined the core values of your brand, it’s time to conceptualize. We recommend starting with a moodboard - it’s a great way to quickly generate ideas and see what aesthetic you gravitate towards. Some things to consider when looking for inspiration include:

  • Color Palette
  • Logo Inspiration
  • Photography (product & lifestyle)
  • Typography (fonts)
  • Imagery (icons, illustrations, graphics, textures)
  • Website + Social Media Examples

When all is said and done, the moodboard should align with the vibe and purpose behind your brand. 

Part 3 - Designing & Refining 

Once a general style has been established and you have your vision in mind, it’s time to bring your brand elements to life. As these are important decisions, it’s easy to get stuck on one idea - we emphasize the importance of experimentation with multiple concepts for logos, color palettes, and style guides. Aim for at least three variations of these to help you discover what feels most authentic to your brand. Once you narrow down a singular concept, continue to refine your elements until they feel complete and authentic. 

Part 4 - Brand Guidelines

As the finalization of your design elements takes shape, it’s crucial to create them into a style guide-your own brand guidelines. Your brand guidelines ensure consistency in how your brand is presented across various platforms. Remember that this should function as a rulebook for how to use your brand. Anyone you pass it off to should be able to understand how your brand should be implemented. At minimum, your brand guidelines should include:

  • Color: consider color codes for both print (CMYK) and web (RGB) materials.
  • Typography: a font pairing of a primary and secondary brand font.
  • Logos: we recommend including a primary brand logo, a secondary logo, and a brand icon. Not every logo will fit in every location across print and web, so it helps to have multiple orientations.
  • Imagery: this could include photography, illustrations, icons, patterns, and/or graphics.
  • Links to all of your brand assets, including font files, logos (png and vector format), and imagery/icons/photography.

Once all of these boxes are checked, your brand is ready to launch! Remember that you don’t have to stop here. As your business develops and evolves, so does your brand journey. There’s always room for more innovation and refinement, so keep pushing the boundaries of what your brand can achieve.

Master Your Email Subscribers' Preferences In 90 Days

Understanding and managing email subscriber preferences is key to an effective email marketing strategy. We wanted to share Good & Gold’s approach which provides a month-by-month plan to help you master subscriber preferences, ultimately leading to more engaging and successful email campaigns.

Month 1: Laying the Groundwork

Segment Your Engaged Audience

Goal: The aim is to focus on subscribers who are most actively engaged with your brand, as they will provide the most reliable data for your initial tests and analyses. Plus, adding first and last name fields to your signup and preferences forms will allow you to send more personalized emails to new subscribers.

Task: Start by analyzing your email list to identify the most engaged subscribers. For larger audiences, segment those who have interacted with your emails in the last 90 days. It's also important to update your email signup form and email preference page to include fields for subscriber’s first and last names. This will allow you to personalize your campaigns to each subscriber.

Create a Versatile Content Plan

Goal: To plan a varied approach that not only drives sales but also enables direct connection with your audience. Each type of content offers a unique opportunity to engage and understand what resonates with your subscribers.

Task: Develop a content calendar that includes a mix of sales promotions, brand stories, and important announcements. Incorporate creative approaches, like the successful Winter Horoscope campaign Good & Gold recently launched for Alfred Coffee.

Month 2: Experimentation and Analysis

A/B Testing - Initial Phase

Goal: The primary objective is to understand which specific elements of your email campaigns are driving engagement. By controlling one variable at a time, you can accurately determine the effect each has on subscriber behavior and preferences. This focused approach to A/B testing will provide you with clear, actionable insights to improve your email marketing strategy.

Task: Begin A/B testing with your email campaigns by varying one element at a time. This could include testing different email send times (AM vs. PM), experimenting with subject lines (using emojis vs. not using them), and altering the placement of your call-to-action (CTA in the header vs. after the body text).

Review and Understand Data

Goal: The objective here is to gain clear insights into what specifically resonates with your subscribers and have that inform your strategy with your next campaign. Did you find that more people opened your campaign in the evening? Consider sending future emails in that time frame. 

Task: Once you've conducted your A/B tests, it's time to dive into the data. Analyze which version of your email campaigns performed better and why.

Month 3: Refinement and Advanced Strategies

Refine Your A/B Testing Approach

Goal: To further enhance the personalization and relevance of your email campaigns. By now, you should start seeing patterns in what your audience prefers, allowing you to tailor your content more effectively.

Task: Based on your findings from Month 2, start refining your A/B testing strategy. Try changing the metrics you're measuring for each variable. For example, if you found that more people opened your email in the evening, you should consider testing to see if they actually placed more orders in the evening as well! 

Also, now that you’ve likely gathered the names of some of your new subscribers, try testing personalization in some of your campaigns.

Implementing Optimized Strategies

Goal: To establish a more targeted and effective email marketing strategy that aligns with your audience’s preferences. The aim is to increase engagement, which could lead to higher open rates, click-through rates, and ultimately, conversions.

Task: Take the most successful elements from your A/B tests and start implementing them in your regular email campaigns. This might involve changing your email send times, updating your subject line strategy, or reformatting your email layout.

Additional Considerations:

  • Feedback Mechanisms: Include surveys or feedback links in your emails to gather direct insights from your subscribers about their preferences.
  • Monitor Industry Trends: Keep an eye on emerging trends in email marketing. What works today may evolve tomorrow.
  • Ongoing Optimization: Remember that subscriber preferences can change. Keep analyzing and adjusting your strategy to stay relevant and engaging.

By following this 90-day plan, you'll be better positioned to understand and cater to your email subscribers' preferences. Not only does this lead to more successful email campaigns, but it also helps in building a stronger, more meaningful relationship with your audience.

Need assistance in mastering the realm of email marketing? We've got you covered. Connect with us today for expert guidance on your next email marketing campaign!

Think Big, Grow Local

In today's fast-paced digital landscape, local businesses face unique challenges and opportunities. This article is a deep dive into the transformative power of digital marketing, offering insights into best practices and tangible benefits of SEO, Paid Media, and Email Marketing. Our goal is to equip you with the knowledge and tools to elevate your business, with examples from our successful partnerships with clients like Stumptown Coffee, Alfred Coffee, Domaine Serene, and more.

SEO: Driving Traffic and Visibility

Search Engine Optimization (SEO) is essential for enhancing online visibility and driving organic traffic. By strategically optimizing various elements of a website, such as content, meta tags, and backlinks, SEO aims to improve a website's ranking on search engine results pages. When done effectively, SEO helps websites appear higher in search engine rankings for relevant keywords, making it easier for potential customers to find and engage with them. A well-implemented SEO strategy can increase website traffic by up to 1000%, with businesses appearing in the top Google search results capturing up to 33% of user engagement.


  • Enhances local discoverability and connects businesses directly with the target audience.
  • Improves website ranking, leading to increased credibility and trust.
  • Drives sustained organic traffic, reducing dependence on paid advertising.

Client Highlights

  • Stumptown Coffee: Improved online visibility, resulting in increased café visits and website traffic.
  • Zupan's Grocery: Enhanced online and in-store visits through SEO-driven promotions.

Paid Media: Maximizing Reach and Impact

Paid Media helps to extend a brand's reach and engages with a wider audience. Unlike organic marketing, it allows businesses to invest in targeted advertising campaigns across various online platforms, including search engines, social media, and display networks. This precision targeting enables brands to reach specific demographics, interests, and behaviors, ensuring their content reaches a wider range of potential customers. On average, businesses see a $2 return for every $1 spent on Google Ads, and a well-crafted ad campaign can increase brand awareness by over 80%.


  • Offers quick visibility and immediate traffic, ideal for promoting new products or events.
  • Enables precise targeting to reach specific demographics and interests.
  • Provides measurable results and insights for continuous optimization.

Client Highlights

  • EWF Modern: Utilized Google Ads to significantly increase store visits and phone calls.
  • Domaine Serene: Increased tasting room visits and website traffic through strategic Google and Meta ads.

Email Marketing: Building Relationships and Loyalty

Email Marketing is a versatile digital strategy that plays a pivotal role in building customer engagement, nurturing relationships, and fostering brand loyalty. Through personalized and targeted email campaigns, businesses can connect with their customers on a more personal level, addressing their specific needs and interests. Over time, email campaigns that contain valuable and consistent content cultivates trust and keeps customers engaged, ultimately creating loyal customers. Email Marketing remains a highly effective channel for engagement, boasting an average ROI of $42 for every $1 spent. Additionally, personalized email campaigns can lead to a 20% increase in sales opportunities.


  • Fosters direct and personal communication with customers.
  • Enhances customer retention and encourages repeat business.
  • Enables targeted promotions and updates, driving both online and offline engagement.

Client Highlights

  • Alfred Coffee: Increased website visits, café traffic, and app downloads through personalized email campaigns.
  • Stumptown Coffee: Utilized email marketing alongside Google Ads and SEO to drive café and website visits.


Embracing digital marketing is no longer an option but a necessity for local businesses aiming for growth and sustainability. Through this article, we’ve shared insights and best practices that showcase the potential of SEO, Paid Media, and Email Marketing in driving significant results. At Good & Gold, we’re committed to helping businesses like yours harness the power of digital marketing to achieve your goals. If you’re looking to elevate your digital presence and drive real business results, we invite you to reach out to us. Let's work together to create a strategy tailored to your unique needs and objectives.

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Good & Gold's 2023 Holiday Gift Guide

Happy holidays from the G&G team! This year our team chose a selection of great gift ideas from our clients. From bike panniers and specialty beverages to gift cards for local businesses, there’s something for everyone on your holiday shopping list. 

Alfred Coffee

  • Alfred Coffee Matcha Gift Set: Alfred's ceremonial grade matcha is incredibly versatile and can be used in lattes, smoothies, baking, and cooking. It’s a gift that keeps on giving and this set allows you to have everything you need to experiment with different recipes!
    - Jackson


  • Bernardo Miami Thong Sandal (in brown) is comfortable and practical and can be worn with almost any outfit. Known for using high-quality leather, these sandals are handcrafted for longevity.
    - Amanda

Domaine Serene

Jupiter Hotel

  • I’ve started gravitating away from gifting items to gifting experiences. What could be better than a staycation at the Jupiter and a spa day at Knot Springs?
    - Emily

North St Bags

  • As a child of the 80s, I’ve always had a soft spot for hip packs, AKA “fanny packs.” I am so happy they are back!
    - Jess
  • 13 or 15in North St. Bags Laptop Sleeve. Perfect for almost anyone who values both technology and sustainability.
    - Parker
  • I always try to come up with a gift that supports a passion or encourages discovering new ones. After this past year of bike hikes, nature trips, and discovering new places, the North St. Bag Backpack Panniers is my go-to gift!
    - Iulia

PDX Jazz

Stumptown Coffee

Zupan’s Markets

  • Grocery gift cards are always a win. Who doesn’t like free groceries?
    - Sam

Wishing you a warm & cozy holiday season and a happy new year! 🥂

The Ultimate Glossary of Digital Marketing Terms

In the vast landscape of digital marketing, you've probably noticed that keeping up with the industry's constant stream of new terms, jargon, platforms, channels, tools, algorithms, and targeting methods can be quite a challenge. The world of digital marketing moves at an astonishing pace, and if you blink, you might find yourself in an unfamiliar territory where everyone speaks a language of their own.

At Good & Gold, we take pride in staying at the forefront of this ever-evolving industry. But we don't stop there. Our mission is to simplify this complex landscape for our clients, to focus on what truly matters. In other words, we sift through the noise to build strategies and benchmarks that are laser-focused on delivering real, tangible results—no frills or empty promises. Our goal is to help you navigate this chaos so that you can put your energy into what's truly essential: your business.

Below, you'll discover the key terms that dominate our conversations when we're strategizing and reporting for our clients or working on our own marketing endeavors. Whether you're diving into digital marketing solo or partnering with an agency, this concise glossary should serve as your compass in this ever-changing terrain.

General Terms & Metrics

Sales Funnel: Imagine this as your strategic pathway for leading potential customers through a series of well-planned stages. Think of it like an actual funnel – broad at the top and narrower as you go down. At the start, you're casting a wide net to attract visitors to your website. Then, they gradually filter down, taking steps like downloading a resource or signing up for your email list. Finally, the goal is for them to reach the bottom of the funnel and become loyal, paying customers.

Brand Personality: This is like the unique DNA of your brand. Just like each person has their own distinct personality, your brand should have its own set of human-like traits. It's all about being consistent in how you express these traits in your content and communications. This helps you build a deeper connection with your target audience, who should resonate with these traits.

Click-Through Rate (CTR): CTR is all about engagement. It tells you the percentage of folks who didn't just see your ad, email, or search result but were intrigued enough to click through to your website. Simple math here: divide the clicks by the number of times it was seen, and voilà, you've got your CTR.

Conversion Rate: Conversion rate is like the gold at the end of the digital marketing rainbow. It's the percentage of people who not only clicked through but took a meaningful action on your site, like making a purchase or subscribing to a newsletter. It's all about turning curious visitors into active participants.

Cost Per Click (CPC): Imagine CPC as the price of admission to the digital marketing party. It's the fee you pay on platforms like Google Ads every time someone clicks on your ad. Keep an eye on this cost because it's like your ticket price to the dance.

Cost Per Thousand Impressions (CPM): Think of this as the cost for making a thousand impressions; kind of like renting space to showcase your brand. It's what you pay for every thousand times people see your ad. It's about getting your brand in front of the right eyes.

Cost Per Acquisition (CPA): This one's all about efficiency. CPA measures how much you spend on marketing and sales to acquire a new customer. It's like calculating how much it costs to win a new recruit to your brand's fan club.

Return on Ad Spend (ROAS): ROAS is the real deal when it comes to assessing your marketing's effectiveness. It's about tracking how much revenue your advertising generates for every dollar you spend. Think of it as the profit you're getting for your marketing investments.

Customer Lifetime Value (LTV): Picture this as your crystal ball for predicting the future – specifically, the future value of a customer. To calculate LTV, multiply the average purchase value by the average number of sales in a customer's lifetime and then subtract your company's costs. It helps you understand the long-term value of each customer relationship.

Customer Acquisition Cost (CAC): CAC is like the financial trail left by your marketing efforts. It's the total cost of sales and marketing required to win over a new customer in a specific time frame. It's all about knowing how much you're investing to grow your customer base.

Chatbot: Your virtual customer service agent! It's like having a computer program that can have real-time conversations with users, especially online. It's a nifty tool for engaging with your audience and providing instant assistance.

GA4 (Google Analytics 4): GA4 is the latest version of Google Analytics, a powerful web analytics tool. It's designed to help businesses gain a deeper understanding of user behavior across websites and apps. GA4 offers enhanced features like event tracking, improved reporting, and a focus on user-centric data, making it an invaluable tool for optimizing digital marketing strategies. Take a deeper dive into understanding the power of GA4 over on our blog in our GA4 101 article!  

Cross-Channel Attribution Model: This is a sophisticated approach to tracking and assigning value to various touchpoints in a customer's journey across different marketing channels. It helps businesses determine the impact and effectiveness of each channel in contributing to conversions. By using a cross-channel attribution model, marketers can make data-driven decisions to allocate resources where they're most effective.

ChatGPT: ChatGPT is a cutting-edge AI chatbot powered by OpenAI's GPT-3.5 architecture. It's a versatile conversational AI tool that can be integrated into websites, apps, and customer service platforms. ChatGPT enables businesses to engage with users in natural, human-like conversations, providing assistance, answering queries, and enhancing the overall customer experience.

Generative AI: Generative AI refers to a class of artificial intelligence models, like GPT-3, that can generate human-like text, images, or other content. These models are trained on vast datasets and can be used for various creative and practical applications. Generative AI has revolutionized content creation, chatbots, and automation, allowing businesses to streamline processes and deliver engaging, personalized content to their audience.

Search Engine Optimization

Search Intent: Understanding a user's intent behind an online search is like deciphering their digital roadmap. It's about grasping the specific goal or information they're seeking when they hit those keys. At Good & Gold, we're experts at aligning your online presence with these intentions, ensuring your brand is found by those who seek it.

Impression: Impressions are like digital footprints, indicating how often your content or ads leave their mark on the web. They represent the number of times your content is displayed to potential customers in search results or across websites.

Organic Traffic: Organic traffic is the lifeblood of your online presence. It's those visitors who find their way to your website by clicking on the natural, non-advertising search results. This happens when your content aligns seamlessly with what users are searching for. We specialize in maximizing your organic traffic.

Engaged Session: An engaged session is a digital dance between a user and your website. It's when visitors actively participate, clicking through pages, spending quality time on your site, and immersing themselves in your content.

Canonical Tag: Think of the canonical tag as the referee of the web. It tells search engines which page takes the lead when there's a similarity or duplication of URLs. It's all about ensuring your content plays fair and gets the recognition it deserves.

Search Engine Results Page (SERP): SERPs are the landscapes where digital journeys begin. They are the pages that unfold when a user queries a search engine. At Good & Gold, we help you navigate and conquer these landscapes to ensure your brand shines brightly.

Meta Tag: Meta tags are like the storytellers of search engines. They provide hidden cues about your website, shaping how it appears in search results. These cues include the "title" and "description" that captivate users' attention.

Sitemap: Imagine a treasure map that leads search engines to your digital treasures. That's your sitemap. It helps engines like Google and Bing navigate your website, understand its structure, and uncover its gems.

Long Tail Keywords: Long tail keywords are the keys to unlocking niche audiences. These are specific, three- or four-word phrases that users type into search engines when seeking your products or services. We're experts at targeting these gems for your brand.

Keyword Rankings: Keyword rankings are your brand's digital stature. They gauge how well your website or pages stand in search engine results for specific keywords. At Good & Gold, we elevate your ranking game, driving more organic traffic your way.

4xx Error: In the digital realm, 4xx errors are like roadblocks on the information highway. They signal issues with requests, often due to syntax errors or resource unavailability. Users encountering these errors need a clear path, and we're here to provide it.

Schema Markup: Schema markup is the language search engines use to decode your website's content. It's like the Rosetta Stone for search engines, helping them understand your site's purpose and the information it offers. We speak this language fluently.

Local SEO: Local SEO is about putting your brand on the local map. It's the art of optimizing your online presence to shine brightly in local search results. At Good & Gold, we're your local guides, ensuring your business is easily found by those in your community.

Paid Media

Paid Search: In the world of digital marketing, Paid Search, also known as Search Engine Marketing (SEM), Paid Placement, or Pay Per Click (PPC), is like having a front-row ticket to the online arena. It allows advertisers to secure prime listings within the Search Engine Results Pages (SERPs) for specific keywords or phrases. This strategic approach involves investing to ensure your website shines brightly when users search for relevant terms, driving precisely targeted traffic to your digital doorstep.

Negative Keywords: Think of Negative Keywords as the skilled gatekeepers of your advertising campaign. These are search terms that smart advertisers actively exclude from their campaigns. By doing so, they sharpen their focus on more pertinent keywords, supercharging the return on investment (ROI). This ensures that ad spend is channeled toward keywords with the highest potential for conversion.

Retargeting: Have you ever felt like certain ads have a knack for following you around online? That's the enchantment of retargeting. When someone visits your website and then ventures elsewhere on the web, retargeting swoops in. It displays your ad as a display ad on various websites or social media channels. It's the wizardry of re-engaging potential customers who've already shown interest, leading them back to your digital realm.

Dynamic Retargeting: Dynamic retargeting takes this wizardry to the next level. It's like having a personal shopper for your potential customers. This strategy serves up ads meticulously tailored to users who've previously visited your website and checked out specific items. These ads feature images and details about the very products or services that caught their eye, making conversion a more enchanting possibility.

Behavioral Targeting: Behavioral targeting is akin to having a digital crystal ball. It delivers advertisements to individuals based on their past online activities. It's as if it can predict the type of content that will resonate with users, all based on their web behavior. Think of it as your marketing oracle, honing in on previous purchases or the websites they've visited to create a highly personalized advertising experience.

Geo-Targeting & Geo-Fencing: Imagine drawing invisible maps in the digital realm. Geo-targeting and geo-fencing do just that. Geo-targeting can be dynamically generated, like placing a radius around a specific location, or predefined boundaries. These tools let software trigger specific responses, such as displaying a digital ad or search result when a mobile device enters or exits a designated area. It's a bit like casting a magical net to capture the right audience.

Expanded Text Ads: Google has opened up new horizons with Expanded Text Ads. Now, advertisers can include an additional headline (for a total of 3) and an extra description line (for a total of 2) in all text ads. This expanded real estate on the Search Engine Results Page (SERP) is your canvas to seize more attention and potentially achieve higher click-through rates.

Affiliate Marketing: Affiliate marketing is your trusted strategy in the digital realm. It's like forming powerful alliances beyond your kingdom. Businesses reward individuals or organizations outside the company for bringing in new customers or visitors through ads or content on the affiliate's website. Affiliates receive compensation or product discounts based on the number of customers they draw into your kingdom.

Referral Marketing: Think of referral marketing as the realm of word-of-mouth enchantment. It relies on the influential voices of satisfied customers who recommend your products or services to others. It's the magic of informal conversations and the ripple effect of positive experiences.

Event Tracking: With Facebook's pixel implementation, event tracking is your guiding star through the labyrinth of digital interactions. It goes beyond monitoring revenue and conversions. This wizardry allows you to trace a customer's journey step by step. From form submissions to cart additions and newsletter sign-ups, event tracking provides a comprehensive view of user interactions, all within a single, mystical realm.

Sponsored Ads: Sponsored ads are the enchanted emissaries of your brand's message. They are meticulously crafted paid advertisements designed to shine a spotlight on a product or service. These promotions are often adorned with the label "sponsored" and strategically placed to captivate target audiences, generating interest and engagement.

Boosted Ads/Posts: Boosted ads or posts are like giving your content a magical elixir. They involve investing in promoting specific content on social media platforms. This enchanting strategy amplifies the reach of your posts beyond your organic following. It's a way to make your content more visible and engaging among a broader audience, as if casting a spell to draw them into your digital realm. You can learn more about the difference between boosted posts and paid social ads right here on our blog

Email Marketing

Email Campaign: Think of it as your digital orchestra, a well-arranged series of email performances with a clear purpose. These emails, when composed correctly, harmonize with your audience.

Email Open Rate: The applause meter for your email show, measuring the percentage of delivered emails that captivate recipients enough to earn an open. It's your litmus test for subject lines and sender reputation.

Email Click Rate: The encore indicator, gauging how many attendees couldn't resist a second act by clicking on links within your email. It's the spotlight on your content and those all-important CTAs. Speaking of which…

Call to Action (CTA): These are your show-stopping moments, carefully crafted phrases or buttons that direct the audience to take action. It's your cue for engagement, conversion, or exploration.

A/B Testing: Your email's dress rehearsal, where your audience becomes the judge. They're divided into two groups, each experiencing a different version of your email. It's the grand reveal, showing which version stole the show.

Email Flows/Automations: Your email stage manager, orchestrating messages at precise moments. It's your digital assistant, making sure your emails deliver their lines at the perfect time.

Drip Marketing: Your scripted sequence, guiding your audience scene by scene. These emails are your plot twists, revealing your product or service's value gradually and irresistibly.

Email List Growth: The ongoing quest for new fans. It's your strategic blend of promotions, captivating content, and website optimization, expanding your email audience like a hit show gaining more viewers.

Email Deliverability: Email deliverability is the art and science of ensuring your carefully crafted email campaigns reach their intended recipients' inboxes rather than being lost in the vast expanse of spam folders or bounced back as undeliverable. It's like ensuring that your beautifully designed message not only gets sent but also gets seen.

Web Design & Development

HTML: Hypertext Markup Language, or HTML for short, serves as the backbone of web pages. It's the standardized system used to tag text files, enabling the magic of fonts, colors, graphics, and hyperlinks that make web pages engaging.

CSS: Cascading Style Sheets, or CSS, is the design wizard behind the curtain. It's a style sheet language that dictates the presentation of web documents written in HTML. Think of it as the artist's palette, handling everything from colors and layouts to fonts.

Javascript: This scripting language brings web pages to life, making them dynamic and interactive. When you click, scroll, or enjoy any other interactive element on a webpage, you're likely experiencing the magic of JavaScript.

HEX Code: Behind every beautiful color on the web is a HEX code. These codes, usually preceded by a #, define specific colors in HTML and CSS. It's like the secret recipe for your website's color scheme.

User Experience (UX): Think of UX as the feeling you get when you step into a cozy, well-organized store. On the web, it's about how users feel when they interact with your site or application. A great UX can be the difference between a bounce and a sale.

Checkout Flow: The checkout flow is your online store's equivalent of the express lane. It's the step-by-step journey a user takes to complete a purchase, from adding items to their cart to payment and confirmation.

Below the Fold: Just like a newspaper with content below the physical fold, web design has its "below the fold." This refers to the content you need to scroll down to see on a webpage. It's where you find more valuable information or engaging elements beyond what's immediately visible.

Need help making sense of it all? Contact us today!

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Digital Design Trends For The 2023 Holiday Season

Look no further for design inspiration for your holiday marketing campaigns! Our design team has rounded up their favorite trends and ideas for the 2023 holiday season. We’ve even included a simple checklist of tips for sprucing up your website for the holidays!

Merry & Bright

Go beyond the traditional red and green for your digital design this holiday. Use bright colors, rainbow palettes, and bold graphics to captivate your customers.

Minimalism To The Max

Bring the Bauhaus vibes! Pair bold and weighty graphic design and patterns with a simple, contrasting color palette.

Silver Bells 

Sparkles, metallics, starts, and yes, disco balls! Create a festive, non-denominational design thread that you can weave into your marketing from now until the New Year. 

A New Take On The Familiar 

Leverage clever product photography and classic holiday shapes and colors to spark interest that subtly pulls shoppers into your campaigns and makes them want more!

‘Tis The Season For Typography

Use fun fonts and enticing typographic layouts for your messaging to sleigh the season. 

Take A Walk Down Memory Lane

Dive into some archival ad campaigns to create a playful, vintage-inspired design vibe for your campaigns this year.


Digital Design Tips For Sprucing Up Your Website For The Holidays

Holiday campaigns aren’t the only place to inject a little holiday cheer. Get your website ready for the holidays while creating a little seasonal whimsy with these digital design tips from our design team! 

Add A Holiday-Themed Banner

Create a custom banner or header image that touts your exclusive holiday discounts, deals, or bundles. Use festive holiday elements in the banner design, like snowflakes, ornaments, or holiday colors. 

Play With Color

Change up your website background colors or accent colors to reflect the season and spread cheer. Keep your brand identity in mind when choosing the hues to make everything feel unique to your brand. 

Dress Up Your Logo & Iconography

Bring the Merry, Merry by adding a Santa hat, candy canes, a fir tree, or some holiday color to your logo for the season. Pepper in some seasonal iconography (we LOVE turning our icons into Christmas Ornaments) to really bring it home. 

Let It Snow

Adding some subtle snowfall animation to your homepage is a delightful way to incorporate the holidays into your website. 

Remember: Don’t Overdo It

Getting into the holiday spirit is a blast, but be wary of letting it take over your brand. You want to find the balance between leaning into the season and staying true to your brand identity. Try incorporating a few of your favorite tips from this list, and save the rest for next year! 

Want some help getting your brand set up for the holidays? Our digital design services can get you there. Let’s talk!

Paid Media
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Boosted Posts vs. Paid Ads: All You Need to Know to Stay Ahead of the Game

In the dynamic realm of digital marketing, Facebook offers a treasure trove of options to boost your content's visibility and connect with a broader audience. Among these options, boosted posts and paid ads stand out as popular strategies. At first glance, they might appear similar, but they serve distinct purposes and come with their unique attributes. In this blog post, we'll embark on a journey to uncover the key disparities between boosted posts and paid ads on Facebook, shedding light on their individual strengths and best-use scenarios.

So, what’s the difference between boosted posts and paid ads? 

Boosted Posts: A Closer Look

So, what exactly is a boosted post?

A boosted post represents a feature that empowers you to amplify the reach of an existing Facebook Page post. In essence, it takes content you've already shared on your Page's timeline and infuses it with an advertising budget to expand its visibility and impact.

Key Characteristics of a Boosted Post:

  • Effortless Setup
    The process of boosting a post is refreshingly straightforward. You handpick the post you wish to elevate, define your target audience, allocate a budget, and set the duration of the boost.
  • Engagement-Oriented
    Boosted posts primarily aim to elevate engagement metrics, including likes, comments, shares, and clicks. They shine when it comes to connecting with your existing audience or their social circles.
  • Customization Constraints
    While you can finely tune the targeting of your boosted post based on   demographics and interests, your control over ad placements and advanced features remains somewhat limited.

Paid Ads on Facebook: Unveiling Their Power

Now, let's explore the world of paid ads on Facebook.

A paid ad on Facebook represents a meticulously crafted advertisement tailored to achieve precise marketing goals. It stands as a comprehensive and versatile tool compared to its boosted counterpart.

Key Characteristics of a Paid Ad:

  • Advanced Targeting
    Paid ads grant you access to a wealth of targeting options, encompassing demographics, interests, behaviors, and even custom audiences shaped by website activity or customer lists.
  • Objective Diversity
    Paid ads offer remarkable flexibility in terms of marketing objectives. Whether you aim to boost website traffic, generate leads, foster app installations, or drive conversions, you can cherry-pick the objective that best aligns with your campaign.
  • Creative Mastery
    You wield complete control over ad creative aspects, formats, and placements. This freedom fuels A/B testing and optimization, paving the way for peak campaign performance.
  • Budget Strategy
    The strategic allocation of your budget across various ad sets and campaigns falls within your grasp, ensuring resourceful spending.

Choosing Between a Boosted Post and a Paid Ad

The decision between a boosted post and a paid ad hinges on your marketing budget, objectives, and strategy.

  • Opt for Boosted Posts when your aim revolves around heightening engagement on a specific piece of content, especially if you seek to connect with your current audience or their extended network.
  • Embrace Paid Ads when you harbor specific business goals extending beyond engagement. These ads offer advanced targeting, more goal-oriented options, and greater control over creative elements.

Use Cases

If your quest is to attain maximum reach for a particular piece of content you've already shared with minimal time investment, boosted posts can yield impressive results. They often boast some of the lowest costs per result, occasionally as low as $0.02 per post engagement, along with cost-effective reach, defining how many accounts lay eyes on your post.

When your ambitions set sail towards well-defined business objectives such as driving website traffic, lead generation, or purchases, your best companions will be ads designed for these specific goals. While you can still leverage reach and engagement objectives and repurpose previous posts within your ads, the advanced targeting and expanded goal options will play a pivotal role in steering you toward your desired outcomes.

Are Boosted Posts Better Than Paid Ads? 

At Good & Gold, we understand that choosing between boosted posts and ads on social media isn't about what's "better." It's about selecting the right tool for your unique marketing goals and strategy. Both boosted posts and ads have their distinct advantages, and the decision should align with your objectives.

Boosted Posts


  • Quick and Engaging
    Boosted posts are your swift ticket to increasing engagement on your existing content. They're like a friendly wave to your audience, encouraging likes, comments, shares, and clicks.
  • Foster Connections
    These are perfect when you want to connect with your existing audience or extend your reach to their friends.
  • Cost-Efficient Visibility
    Boosted posts can be remarkably cost-effective for increasing visibility among your loyal followers.


  • Some Limitations
    Boosted posts come with some limitations regarding customization, and they aren't the best choice for advanced objectives like lead generation or laser-focused targeting.

Paid Ads


  • Precision and Versatility
    Paid ads are the Swiss Army knife of social media marketing. With advanced targeting capabilities, they allow you to pinpoint your message to a specific audience.
  • Diverse Goals
    These ads support a wide range of marketing goals, from driving website traffic to lead generation, app installs, and conversions.
  • Creative Freedom
    You have complete control over ad creative, formats, and placements, making it possible to craft compelling campaigns.
  • Efficient Investment
    Smart budget allocation ensures your dollars are well-spent.


  • Time and Effort
    They may require a bit more time and effort to set up compared to boosting a post.
  • Budget Considerations
    Costs can vary depending on your objectives and audience.

The Good & Gold Approach

When deciding between boosted posts and paid ads, we believe in aligning your choice with your campaign objectives. If your aim is to quickly promote existing content and foster social engagement, boosted posts are your friendly companions. However, when you have specific business goals beyond engagement and require laser-focused targeting, paid ads become the strategic choice.

- - -

Both boosted posts and paid ads on Facebook are valuable tools for expanding your reach. Understanding their nuances and making the right choice based on your campaign objectives is paramount. Ultimately, it's not about one being "better" than the other; it's about selecting the right tool for the job and ensuring it fits seamlessly into your broader social media marketing strategy. Whether you're nurturing engagement or steering your audience toward conversions, Facebook provides the tools to help your agency scale its digital marketing efforts effectively. At Good & Gold, we're here to help you make strategic decisions and create impactful campaigns tailored to your unique needs.

Need some help navigating the world of social media marketing? We’ve got your back. Reach out today!

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How to Maximize Black Friday Cyber Monday Online Sales with an Effective SEO Strategy

Black Friday and Cyber Monday (BFCM) aren't just dates on the calendar; they're the ultimate shopping extravaganzas. It's that magical time when businesses pull out all the stops to offer jaw-dropping deals, and shoppers eagerly wait to snag bargains. But here's the secret sauce behind a truly successful BFCM: a well-crafted Black Friday Cyber Monday SEO strategy. It's like the hidden key that unlocks the treasure chest of online sales. In this guide, we'll reveal how you can work SEO magic, and pair it with Paid Media and Email Marketing strategies to maximize your BFCM online sales.

Why Plan Ahead?

BFCM isn't just another shopping event; it's the Super Bowl of e-commerce. Here's why savvy businesses gear up for this mega-event.

  • Peak Demand: Consumers are in a shopping frenzy, actively seeking the best promotions and deals. It’s the perfect time to win new customers or re-engage with past ones!
  • Year-End Revenue Boost: It's your golden opportunity to finish the year on a high note and make up for any seasonal lulls. BFCM is the moment to make sure you’re closing the year at a profit, which takes strategic planning.
  • Fierce Competition: Everyone's vying for attention from the same eager audience, so it’s crucial to implement a well-crafted SEO strategy that leverages a competitive advantage.
  • Long-Term Customer Acquisition: Black Friday/Cyber Monday can turn first-time buyers into lifelong customers, and your SEO strategy plays a vital role in connecting with the right audience. 

Mastering the Art of BFCM SEO

Now, let's dive into the steps to craft a robust Black Friday/Cyber Monday SEO strategy that will help your e-commerce business shine during this epic sales event.

Keyword Research and Optimization

SEO keywords are fundamental to search engine optimization (SEO) and play a pivotal role in helping websites rank higher in search engine results pages (SERPs).

  • Uncover A Keyword Goldmine: Research and identify high commercial and transactional keywords for your business. Focus on long-tail keywords with high purchase intent, such as "Black Friday winter shoes deals" or "Cyber Monday bags discounts." 
  • Optimize On-Page SEO: Inject your keywords strategically into titles, meta descriptions, headlines, and content. A sweet spot of 4 to 6 keyword mentions throughout your content is the secret sauce for BFCM SEO success.
  • Create BFCM Landing Pages: Design dedicated landing pages for BFCM deals and offers. These pages should load swiftly, provide comprehensive information about your promotions, and offer a user-friendly experience.

Content is the Queen of Everything

Leverage your blog section to its full potential by creating posts (or other website content) that highlight your BFCM offers, share bundle deals, and offer shopping tips. Inject as many keywords as possible to increase your ranking and presence in SERPs. Promote your content on social media to increase visibility and drive traffic from other channels to your website. 

There are also ways beyond website copy to cater your content for BFCM.

  • User-Generated Content (UGC): Encourage customers to share their experiences with your products. UGC builds trust and helps you uncover valuable keywords that your audience is using to search for and talk about your products. In addition to social media, your Google Business Profile is a great place to encourage UGC, along with testimonials or reviews on your website. 
  • Video Content: Video is a powerful and underused medium for SEO in the e-commerce space. Create product videos and optimize titles, descriptions, and tags with BFCM-related keywords. YouTube is a great space for this, as well as social. 

Behind The Curtain: Technical SEO

Technical SEO is not as intimidating as you might think— you just need to hone in on a few essential directions. Here are the most important parts of technical SEO to pay attention to:

  • Prioritize Website Speed: A slow site drives customers away, resulting in high bounce rates and lost sales. Optimize your website's speed and mobile-friendliness to provide a seamless shopping experience.
  • Embrace Schema Markup: Enhance your search results with rich snippets by implementing schema markup to provide search engines with structured data about your products and deals. This enhances your search results, making them more appealing to users. 
  • Optimize Everything For Mobile: Given the marked rise in the use of mobile devices for online shopping, it’s essential to ensure your website is optimized for mobile browsing. Google's mobile-first indexing prioritizes mobile-friendly websites.

Increase Foot Traffic With Local SEO 

Local SEO is a digital marketing strategy focused on enhancing the online visibility of businesses within a specific geographic area. It's all about helping local customers easily find nearby businesses when they search for products or services online. By implementing effective local SEO techniques around Black Friday/Cyber Monday, businesses can attract more proximal customers and ultimately drive more foot traffic and sales to their physical locations.

  • Optimize for Local Searches: Make sure your Google My Business listing is updated with your store hours, location, and special BFCM promotions.
  • Make Use of Local Keywords: Use location-based keywords in your content and meta tags to attract customers searching for local deals. For instance “best coffee deals in Portland”, or “BFCM grocery sales in Lake Oswego”. This way, customers looking for special deals in their area will discover your offers faster. 

Monitor Your Analytics

You don’t want to discover that your tracking is not working properly right in the middle of the year’s most important sales event!  Having correct tracking in place allows you to evaluate the results of your BFCM SEO strategy post-event, learn what went well, and discover what you can improve for your next big promotional event. Use the insights from past years to refine this year’s SEO strategy and adjust your efforts and tactics.

  • Track Everything, Everything, Everything: Correct tracking is your compass during the BFCM rush. Monitor results to identify successes and areas for improvement.
  • Stay Updated: Google rolled out a new reporting platform (GA4) in July 2023, so ensure your tracking setup aligns with these changes. You can read more about those changes here and here

If you need a last-minute audit of your GA4 property to confirm that it’s tracking and reporting properly, reach out today! Our GA4 Tracking and Reporting team is ready to help make sure you have everything in place to report and review the results of your marketing efforts.

Multi-Channel BFCM Marketing

Pair your BFCM SEO strategy and campaigns with a robust Paid Social Advertising or Email Marketing strategy. Our comprehensive guide to BFCM and Paid Media is right here; give it a read, and reach out if you need help setting up a well-crafted paid media strategy for Black Friday/Cyber Monday. Depending on your email service provider (ESP), you can also leverage robust segmentation to engage your audience and capture even more BFCM sales. Read more about cross-channel marketing strategy here

Now is the time to ignite your SEO strategy and propel your sales during this year's Black Friday/Cyber Monday season. Conduct thorough keyword research, optimize your site, and keep an eye on technical SEO. Ramp up your content marketing, encourage user-generated content, and embrace video. Localize your strategy for physical brick-and-mortar stores, ensure impeccable analytics, and pair SEO with your other marketing channels for a killer multi-channel BFCM marketing strategy. Make it count: elevate your brand awareness and customer base this BCFM!

Need some help creating a customized strategy catered to your brand and business needs? Let’s talk!

Black Friday/Cyber Monday Paid Media Strategy

Starting Early is Key

The early bird gets the worm, and the early marketer gets the sale. No matter what channel or channels you’re planning to advertising on, start your BFCM paid media campaigns well in advance. September may seem too early to begin planning your holiday advertising strategy, but trust us, it’s not. Building momentum and capturing the attention of early shoppers can set the tone for a successful season.

Channel Specifics

We’re laying out tips and tricks by paid digital marketing channel so you have everything you need to get your wheels turning.

The Power of Google Ads

Google Ads remains a powerhouse for Black Friday/Cyber Monday marketing. Make the most of it with these tactics:

  • Ad Extensions: Utilize sitelink, callout, and promo extensions to provide potential customers with additional information and incentives.
  • Remarketing: Target users who have interacted with your website and products before. Create specific offers to entice them back.
  • Audience Segmentation: Divide your audience based on behavior, interests, and demographics. Craft personalized ad content for each segment.
  • Landing Page Optimization: Ensure that your landing pages are directly related to your ads, offering a seamless user experience with clear call-to-action buttons.

TikTok Ads for the Win

TikTok is taking the digital marketing world by storm, especially if you’re looking to appeal to younger shoppers and influencers. Here's how to leverage TikTok for BFCM success:

  • Hashtags: Incorporate relevant and trending hashtags to increase the discoverability of your ads.
  • Short and Snappy Content: Keep your TikTok videos concise and attention-grabbing—ideally under 30 seconds.
  • Influencer Collaboration: Partner with TikTok influencers to expand your reach and credibility.
  • Test Different Ad Formats: Experiment with in-feed ads, branded hashtag challenges, and Branded Effects to find what resonates with your target audience.

Performance Stats

  • TikTok’s Average Engagement in 2023 is 10%
  • 40% of TikTok users don’t have a Facebook account
  • 81% of TikTok users who made a Back To School purchase says the platform played a significant role in the purchases
  • Users spend on average 95 minutes per day on TikTok
  • 32% of TikTok users are between the ages of 25 and 34

Mastering Meta Ads

Formerly known as Facebook, Meta remains a top platform for BFCM marketing. Looking for tips and how to crush Meta ads (including Instagram) this holiday season? Look no further!

  • Compelling Visuals: Use eye-catching images to highlight your Black Friday and Cyber Monday deals.
  • Clear Objectives: Define specific goals for your campaigns, such as driving website traffic, increasing conversions, or raising brand awareness.
  • A/B Testing: Experiment with different ad creatives, copy, and targeting options to discover what works best.
  • Custom Audiences: Leverage Meta's extensive targeting options to reach specific segments of your audience, such as past purchasers or website visitors.

Performance Stats

  • Over 1 Billion stories are posted every day on Meta platforms
  • Users spend an average of over 19 hours per month on Facebook and 11 hours per month on Instagram
  • People are 53% more likely to buy from a business they can message
  • Facebook ads reach 62.6% of all Americans aged 13+
  • 40% of Facebook advertisers use the Click-to-Messaging format

In the high-stakes game of Black Friday/Cyber Monday advertising, a well-thought-out paid media strategy can be your golden ticket to success. Start early, harness the power of Google Ads, tap into TikTok's trendiness, and master Meta's ad platform. With these winning strategies, you'll be well on your way to a record-breaking BFCM season.

Don't wait until the last minute. Prepare your BFCM paid media strategy today and get ready to crush your sales goals this holiday season.

Need some help? We’ve got you covered. Get in touch today!

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8 Digital Marketing Tips for Lifestyle Outdoor Brands

If you're in the business of outdoor lifestyle brands, you know it's more than just selling products—it's about selling an experience, a way of life. In today's digital age, the success of your brand largely hinges on your mastery of the art of digital marketing. In this guide, we'll delve into eight invaluable digital marketing strategies tailored to elevate your outdoor lifestyle brand's online presence and engage your audience effectively.

1. Know Your Audience Inside and Out

Before embarking on your digital marketing journey, it's essential to gain an in-depth understanding of your audience. Are they avid hikers, dedicated cyclists, weekend adventurers, or passionate about action sports? Each subgroup possesses its unique language, values, and role models or influencers. Understand them like you understand the backcountry. Dive into surveys, engage in social listening, and collect user data to gain insights into your target audience's preferences and behaviors. The more intimately you know your audience, the more effectively you can tailor your campaigns to their specific needs and aspirations.

2. Harness the Power of Short-Form Vertical Video for Ads

In a world where mobile devices dominate, vertical video has emerged as the reigning format. Craft concise, visually captivating videos that are less than 60 seconds in length. Whether you're using platforms like Instagram Stories, TikTok, or Snapchat, vertical videos fit seamlessly into the mobile screen and effectively capture user attention. These videos should feature action-packed shots, vibrant visuals, and compelling storytelling. These elements serve as stoppers in the endless scroll, enticing viewers to engage with your content. 

3. The SEO Trail Guide: Don't Skip It

You may be creating exceptional content, but if it remains undiscovered, its value diminishes. Search Engine Optimization (SEO) is your trusty trail guide through the wilderness of online searches. Optimize your content for local search, identify and incorporate relevant keywords, and ensure that your website loads swiftly. Remember, your brand isn't just a brand; it's also a valuable resource for outdoor tips, gear advice, and adventure inspiration. Keep your SEO strategy up to date by monitoring trending keywords and conducting competitor analysis to help maintain a consistent flow of organic traffic.

4. Social Proof: Build Trust Everywhere

Building trust is a cornerstone of successful digital marketing. Reviews, testimonials, and user-generated content are your secret weapons. A user's photo featuring your gear in a real outdoor setting often conveys more authenticity than any perfectly curated advertisement. Leverage the power of these authentic visuals by incorporating them into your product pages, scattering them throughout your social media feeds, and seamlessly integrating them into your email campaigns. Amplifying the authentic voice of your customers enhances brand trust.

5. Capitalize on Partnerships and Collaborations

Don't underestimate the power of a good collaboration—they can be a game-changer for your outdoor lifestyle brand. Whether you're partnering with influencers or curating community with complementary brands, a well-thought-out collaboration can expand your audience and bolster your brand's credibility. Remember: define the terms and objectives of your partnership clearly to ensure success. When both parties benefit, collaborations become a potent tool for achieving your goals.

6. Craft Content-Rich Emails

Email marketing is a valuable tool for connecting with your audience, and it’s important to craft emails that stand out from the crowd in the inbox. Load your emails with value-packed engaging content, such as exclusive outdoor guides, insider tips, or early access to sales. Personalize your emails based on user behavior and segment your email lists to deliver targeted messages. By doing so, you elevate the email experience from being seen as a nuisance to being viewed as a valuable resource.

7. Constant Vigilance: Keep Tabs and Optimize

Data analysis is your compass in the digital landscape. Regularly monitor your metrics, including engagement rates, click-through rates, and the ROI (Return On Investment) of specific campaigns. Use these insights to fine-tune your strategies, abandon what's ineffective, and double down on successful approaches. Real-time analytics provide immediate feedback, while deeper dives into data sets inform long-term strategies. Cultivate a habit of checking and interpreting these numbers to continually optimize your digital marketing efforts.

8. Invest in Brand Marketing to Support Digital Marketing Efforts

While digital ads may attract attention, it's your brand that forges a lasting connection and turns clicks into conversions. Invest in your brand's storytelling, values, and aesthetics. This isn't a separate endeavor from digital marketing; it's what gives your digital efforts depth and meaning. Consistency in brand messaging across all channels is essential. Ensure that your visual elements resonate with your audience and authentically reflect your brand's ethos.

Whether you're a seasoned marketer looking to refresh your strategy or a startup embarking on a new adventure, these digital marketing insights are your guiding stars. Implementing these strategies can empower your outdoor lifestyle brand to soar to new heights in the digital landscape. 

Ready to elevate your digital presence? Let's chat. Schedule A Call Today!

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How To Preserve SEO During A Shopify Website Migration

Are you delving into the world of website migrations? Maybe you’re specifically focusing on how to preserve your SEO during a Shopify website migration? Whether you're a business owner exploring the perks of an ecommerce venture or a brand looking to revamp your digital presence, this guide will unravel the essentials for a smooth transition that keeps your SEO intact.

Understanding Website Migration: A Digital Evolution

So, what exactly is a website migration? Imagine it as a digital makeover; a process of moving your website from one location to another, often involving changes in design, structure, and even content. As ecommerce experts, we recommend Shopify, an ecommerce platform that offers unparalleled perks for your online store. But why do clients opt for a website migration?

Revamp Your Brand, Keep Your SEO

Brands evolve, trends shift, and businesses grow. A website migration can be triggered by a spectrum of reasons, including:

  • Rebranding: A fresh logo, a new mission; sometimes your brand needs a makeover to match your current aspirations.
  • Design Evolution: Keeping up with design trends ensures your website remains visually appealing and user-friendly.
  • Enhanced Navigation: Simplified menus and improved user experience (UX) lead to happier customers and higher conversion rates.
  • Upgrade to a Robust CMS: A robust Content Management System (CMS) like Shopify empowers you with more control and functionality.
  • Performance Boost: A migration can lead to faster loading times, reduced bounce rates, and ultimately, improved sales.

The Team Behind Migration

A successful website migration involves an orchestra of skilled players, each with their unique specialty:

  • Web Developer: The technical expert who orchestrates the entire migration process.
  • SEO Expert: A guardian of your search ranking, ensuring your hard-earned SEO value is carried over.
  • Analyst: Monitors data and translates it into actionable insights for improvement.
  • Web and UX Designer: Shapes the new visual identity of your site while keeping user experience at the forefront.
  • Content Writer: Creates compelling content that resonates with your audience and appeals to search engines.
  • Agency Partner: A professional agency can streamline the process, providing expertise and a smooth transition.

Preserving SEO: Your Ultimate Checklist

Here's a quick checklist to ensure your website makeover doesn't leave your SEO efforts in the dust:

Embrace the Future, Seamlessly

A website migration might sound daunting, but with the right team and approach, it's a stride towards an improved digital presence. Shopify's allure combined with a strategic migration plan will not only transform your website but also preserve and enhance your SEO efforts.

A smooth migration doesn't just ensure your website's success— it paves the way for your business to thrive in the dynamic digital landscape. So, whether you're diving into Shopify for the first time or giving your brand a facelift, consider a website migration. It’s a step towards a digital journey that's as exciting as it is rewarding. 

Ready to elevate your digital presence? Let's chat. Schedule A Call.

How To Execute A Multichannel Digital Marketing Strategy For An Established Ecommerce Brand

We have a long-standing relationship with Bernardo 1946, partnering to drive success on their digital marketing channels with excellent results and ROI. We recently revamped their email marketing channel—read on to see how we knocked it out of the park!

Case Study: Full Service Email Marketing

In less than 3 months, we increased Bernardo’s email campaign-driven revenue by 106%! The brand was looking for an email strategy to increase engagement and revenue within Klaviyo. By designing an email system that reflected their sophisticated, timeless brand and leveraged thoughtful subscriber segmentation, we built an immersive ecommerce experience that benefits both the consumer and the brand.

See The Results

Case Study: Search Engine Marketing & Paid Social

We developed a multi-channel paid media strategy around seasonality, allowing us to deliver a return on ad spend close to 1,000% even in historically slower months. Bernardo needed to stand out in an overwhelmingly crowded footwear market, drawing attention to the quality and craftsmanship of its heritage brand while also appealing to modern digital shoppers. The brand was also hoping to drive consistent seasonal revenue, with a focus on conversions for both iconic best-sellers and newer footwear designs.

See The Results

Impressed? We are too! To browse our services, see our certifications, and learn more about how our work can help take your brand to the next level, click here.

GA4 101: A Comprehensive Guide To The Future Of Analytics

On July 1st, 2023, Google Analytics 4 will officially become the go-to source for recording and analyzing your website’s performance. Below, our Marketing Operations Analyst lays out everything you’ll need to know when you start using your new GA4 property after Google makes the change.

The Biggest Difference: Events-Based Tracking

One of the biggest changes coming with GA4 is the move from UA’s session-based tracking to event-based tracking. If you said “HUH?!” after reading that sentence, you’re not the only one! Allow us to elaborate:

Universal Analytics uses a measurement model that focuses on sessions and pageviews, and other distinct “hit types”. In Google Analytics 4, every interaction with your website or app is categorizes as an “event”:

For this reason, it’s better to rethink your data collection approach as you migrate to GA4 (as opposed to porting your existing event structure straight from UA). We take a deeper dive into this in the “Events” section below, so keep reading for more! 

Website Traffic

You’re probably used to understanding your website traffic performance by navigating to “Channel Reports” in Universal Analytics: Acquisition >>> All Traffic >> Channel Reports. There, you’d dive into users, sessions, bounce rate, and overall channel performance. 

In GA4, with the new interface and terminology, you will now navigate to Life Cycle >>> Acquisition >>> Traffic Acquisition Report:

Unlike in UA, GA4 does not allow the creation of Custom Channel Groupings. *GASP!* This means you’ll need to change how you’re interpreting your data to use GA4’s Default Channel Grouping. If this one hurts a little, never fear: we expect that Google will make accelerated enhancements to their GA4 product to offer more of the custom UA features we all know and love. Custom Channel Grouping is one of the important features used to make sure unassigned or “Other” categories would not catch important sources of traffic that should have been assigned to a different channel.


When you look at “Users” in a GA4 property, you’ll notice that the number does not match the number of users you may be seeing in your UA property. Turn off the alarm bells folks—that difference is actually intentional. Here’s why: 

  • In most cases, UA properties have exclusion filters, which are most often used to exclude internal traffic and spam traffic. GA4, however, does not currently allow exclusion filters, which means the number of users displayed includes users that your UA environment is set to filter out. While this may sound like a major WTF moment, GA4’s machine learning is smart enough to catch and exclude spam traffic by default. 
  • The second reason why the user numbers don’t match is because of the differences in how data is tracked between the two properties. While both properties have the same nomenclature for visitors (Users), you’ll need to be aware that UA looks at total users, whereas GA4 looks at active users

Bounce Rate

GA4 has done away with the “Bounce Rate” metric, and has instead introduced a “User Engagement” metric that includes the number of engaged sessions along with average engagement time per session. GA4 defines an engaged session as one that “lasts 10 seconds or longer, has 1 or more conversion events, or has 2 or more page or screen views.” If a user doesn’t meet that criteria, the session is considered a bounce.

In order to get detailed reports about user engagement with your website and content in GA4, you will need to get used to the interface and use the editing functions to land a report that you want to see. For instance, if you want to see how engaged your organic visitors are, you could further edit and filter your traffic acquisition to look like the below report:


As we mentioned earlier, GA4 focuses on Events, which are actions that visitors take on your website. By default, GA4 tracks and records the following events: 

  • First_session
  • Sessions_start
  • user_engagement

In addition to these, GA4 also allows you to track “enhanced events”, which will need to be manually enabled within your GA4 environment: 

  • Page_views
  • scrolls (more than 90% of page height)
  • outbound clicks
  • site search
  • view engagement
  • file downloads

Once all events are set up and dialed in, you can dive into GA4’s reporting on those events by navigating to: Life Cycle >>> Engagement >>> Events to get a full picture of how users are interacting with your website:


Last, but CERTAINLY not least—in fact, it’s perhaps the most important change coming with GA4: The Conversions Report! 

“Conversions” in GA4 are essentially the equal of “Goals” in UA: they’re the actions taken by visitors on your website that align with your business goals and objectives. These metrics can provide insight into whether or not your marketing efforts have been successful. A user purchasing from your store is considered as valuable to your business as a user subscribing to your newsletter, so both are counted as “conversions” in Google’s new analytics approach. Conversions will have a dedicated report in GA4, which you can find under Life Cycle >>> Engagement >>> Conversions.

While GA4 will automatically track a couple of conversions, these are mostly specific to web apps, so lead gen and ecommerce sites still need to be sure conversion events are defined and tracked properly in the new property.

Remember, the sooner you migrate from UA to GA4, the better! Migrating before the deadline will give your new GA4 property enough time to gather data in parallel with your existing UA property. Plus, your team will have time to get used to all the brand new interface, reporting, and terminology that comes along with the upgrade. If you haven’t migrated your Universal Analytics property to GA4 yet, don’t worry—we’ve got you covered! Fill out our GA4 Migration Form today to get your inquiry started.  

Further Reading…

WOW, that’s a lot of information! Want more? Subscribe to our newsletter to hear updates about the GA4 migration and get digital marketing tips and more from the Good & Gold team.

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Answers To The 5 Most Pressing GA4 Questions Everyone’s Asking

Google Analytics is one of the most powerful tools for tracking website performance and user behavior, providing valuable insights into how users interact with your website. On July 1st, 2023, Google Analytics 4 will replace Universal Analytics. This means that after July 1st, Universal Analytics properties will stop processing data, and Google will force a property migration if you haven’t proactively made the switch. But NEVER FEAR, Good & Gold is here with answers to your most pressing questions about the change and why you should make it. We’re here to help your business migrate from Universal Analytics to GA4!   

Why is Google updating Universal Analytics (UA) to Google Analytics 4 (GA4)? 

With the migration to GA4, Google is making a significant shift in its approach to its data model, cookies, and privacy implications: 

UA is built on a session-based data model, with goals measured by sessions rather than users. For example, if a user watches three videos in one session, UA only counts this as one “conversion”. With GA4, Google shifts to an event-based data model, which means that in our previous example, each of the three video plays count as a “conversion”. 

Cookies and data privacy are challenges that Google is also addressing with the transition to GA4. As data privacy concerns arise, more and more users want to opt out of sharing their data, and as they do, the UA analytics model can no longer report on website users and traffic as accurately as before. GA4 is designed to fill these collected data gaps using machine learning and other adjacent protocols called “blended data”. It’s also designed to rely on first-party cookies, keeping user data private as they move from website to website.

Why should I upgrade to GA4?

Well, ya kinda HAVE to. Google will force the upgrade on July 1 if it’s not already been made. But aside from the fact that it’s required, here are five great reasons to upgrade from Universal Analytics to Google Analytics 4 today:

  1. Advanced Insights
    GA4 provides more advanced insights than the previous version of Google Analytics thanks to its use of machine learning and artificial intelligence. This allows GA4 to offer more detailed and accurate information about user behavior, helping you to better understand how users are interacting with your website and how to improve their experience.
  1. Cross-Device Tracking
    With GA4, you can track users across multiple devices, providing a more complete picture of their journeys and behavior. This is particularly important in today's multi-device world, where users may switch between desktop, mobile, and tablet devices.
  1. Improved Privacy Controls
    GA4 has been designed with privacy in mind, offering improved controls for data collection and handling. This can help to ensure that your website is compliant with data protection regulations and that users feel comfortable sharing their data with you.
  1. New Reports and Features
    GA4 offers a range of new reports and features, including customizable dashboards, real-time data streams, and predictive metrics. These new tools can help you to better analyze and understand your website data, allowing you to make more informed decisions about how to improve your website's performance and user experience.
  1. Urgency
    Google announced that support for the older Universal Analytics would be deprecated in October 2022. Since then, any existing Universal Analytics properties have continued to collect data but no longer receive new features or enhancements. So, upgrading to GA4 is not just a beneficial choice, but also an urgent one for website owners to ensure their tracking keeps pace with modern web tracking techniques and tools.

What do GA4 changes mean for my business? 

This new version of Google Analytics isn’t just a platform change or OS upgrade, it’s a whole new system. GA4’s advanced machine learning capabilities and cross-device tracking will provide you with a complete picture of your customers' journeys, allowing you to optimize your website for maximum engagement and conversion. With GA4, you'll gain powerful insights that will help you make informed decisions about your website and digital marketing efforts. In addition to the data collection model change we outlined earlier, GA4 has improved key pain points:

  1. Spam Traffic
    Ever seen a GIANT spike in traffic on Universal Analytics, or a bunch of random traffic sources, and been like, WTF? GA4 is addressing issues like this by assessing and excluding bot traffic, so when you see traffic spikes on GA4, you’ll know they’re related to your marketing efforts, not spam!

  2. Data Retention
    GA4 offers options for data retention time periods (two months or fourteen months) so you can focus on pertinent, timely user data patterns when making predictions and analyzing user behavior to map out website improvements and marketing strategy.

  3. Reporting
    With GA4, Google is enhancing their reporting by adding robust custom reporting. Real time reports will allow you to track audience behavior on the fly so you can quickly pivot and scale your marketing campaigns toward your goals. Exploration reports offer a flexible reporting style that gives you deeper insights into user behavior on your website, from sales funnel explorations to LTV, user journey, and free-form explorations.

What happens if I DON’T upgrade to GA4 before July 1st?

If you snooze on the migration and simply don’t perform it, Google will upgrade to GA4 for you. While the automated upgrade might work for smaller businesses with simple analytics set ups, businesses with robust custom tracking and any unique configuration will likely see their analytics properties breaking, leading to gaps in data collection and missed opportunities in analysis and privacy protection.

So, what do I need to do right now?

To ensure your unique business goals and objectives are properly migrated from your Universal Analytics environment to your new GA4 set-up, you’ll need to prioritize this upgrade well before July 1st. Depending on how complex your tracking needs to be, this switch can take up a month to properly configure and complete, so DEF don’t delay! Here are five basic steps to get you started:

  1. Audit your existing Universal Analytics set-up
  2. Create a Google Analytics 4 configuration plan
  3. Create and configure a new GA4 property (if you haven’t already)
  4. Install GA4 tracking code on your website
  5. Build out and customize your GA4 reports in-platform

Need some help? We’ve got your back. Ask us about our GA4 Migration Services and get the process started today! With our extensive knowledge, Good & Gold can seamlessly migrate clients to GA4, ensuring your digital marketing efforts are optimized for success! 

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Web3 and Machine Learning: Exploring the Future of Decentralized AI

If you haven’t noticed already, Web3 has permeated discussions about the current state of the internet. While it’s true that we are still in the early days, how it is already affecting and will continue to affect digital marketing is becoming increasingly clear, and we’re at the point where it is already having a noticeable impact.

But first, let’s start with the basics:

What Is Web3?

Web 3 is, at its core, the theory that the internet will evolve away from centralized, tightly controlled platforms (like Facebook, Twitter, and Amazon) towards a decentralized model that better incentivizes and rewards creators while expanding ownership to a broader base of users.

Tim Berners-Lee, widely credited with the ideas that formed the current incarnation of the Web, describes it as the Semantic Web, “not a separate Web but an extension of the current one, in which information is given well-defined meaning, better-enabling computers and people to work in cooperation.”

When discussing decentralization, we’re referring to anywhere you can eliminate a middleman. Perhaps you’d like to be your own bank or make money directly from content that you create without having to go through somebody else’s centralized platform.

You may have heard the term Web3 referred to as “the same as blockchain or crypto”. While it’s true that one vision of Web3 is heavily centered on those technologies, they only play a part in the full tech stack of the next generation of the internet:

  • Decentralized Databases and Storage
    - Blockchains such as Ethereum, Cosmos, etc.
    - IPFS
  • Artificial Intelligence/Machine Learning
    - OpenAI (star of the moment, ChatGPT)
    - DALL-E
    - Siri
  • The Internet of Things, such as:
    - Smart Homes
    - Wearables
    - Self-Driving Cars

What Is Artificial Intelligence? Is It The Same As Machine Learning?

Artificial Intelligence is generally a blanket term for technology that allows machines to act, learn, and communicate as people do. Machine learning is a path towards that, but needs a lot of help from us to achieve its goals. That’s where Large Language Models come in,, like ChatGPT, BERT, and the various models of Hugging Face.

These models need to be trained by people. You do this each time you use ChatGPT or give DALL-E a prompt. Ultimately these models learn from us and are a reflection of our communal feedback.

In the future these models will help guide the way toward a decentralized web by reducing the need for human moderation and intervention, significantly reducing costs, and increasing the efficiency of everything from safely using social media platforms to giving medical advice to searching for new recipes.

What Does Web3 Mean For Digital Marketing?

First, let’s talk blockchain and crypto. While it’s a small part of Web3, it’s had an outsized presence over the past few years. NFTs in particular are already changing advertising:

Non-Fungible Tokens are still in their “toy phase”, and while most people still think of them as silly jpeg, we’re just scratching the surface of what these will become. Ultimately they’ll represent any digital representation of a real-world item that needs confirmation of its authenticity or benefits from being able to be transferred or traded quickly.

Some examples:

However, for most brands, the more immediate benefits of Web3 come from two areas:

What Does No-Code/Low-Code Mean?

The no-code/low-code movement takes out much of the need for traditional developers and aims to enable non-coders to develop applications without the need to filter their goals through developers and programmers. Squarespace and Webflow are all excellent examples of this that you can use today!

Meanwhile, platforms like bubble and weweb will allow businesses and marketing agencies to develop full-scale applications from scratch without code. Some examples:

What Is Machine Learning?

Many digital marketers have already been using machine learning in their day-to-day without realizing it. Google Ads’ optimization and performance campaigns work via machine learning. Additionally,, if you’ve ever used Grammarly to help improve your copywriting, that’s based on machine learning too!

Some additional great examples of tools that can help bring your efforts to the next level include:

  • Klaviyo’s automatic subject lines.
  • Shopify’s automatic product descriptions.
  • Advertising platforms such as 6sense allow advertisers to take advantage of machine learning for targeting and optimization across platforms.
  • Finally, tools such as CopySmith and Jasper can automate portions of our copywriting and content creation today.

Ultimately, Web3 in all of its forms will change the way that we create and interact with the internet and with each other, but these advances, just like the applications and platforms we use today, are tools that need your creativity and passion to get the most out of!

So, what to do with all this knowledge?
At Good & Gold, we’re developing effective ways for our team to leverage these powerful new tools across all our digital marketing services. We’re also keeping a close eye on the line between staying relatable, creative, and human, and using these tools to increase efficiency and accuracy in our work. In short, we’re doing the heavy lifting so your brand can benefit from this exciting digital future organically and gracefully. 

We merge our dedication to innovative strategies and curiosity-driven design to foster growth and elevate brands.

View our work