From SEO to SGE: Surviving the Google Search Shake-Up
The launch of Google’s Search Generative Experience (SGE), powered by the Gemini AI platform, marks a pivotal moment in digital marketing. Google’s introduction of this new feature is changing the game for organic and paid search results and at Parallel Path, we are at the forefront of understanding and adapting to these changes, ensuring our […]
Evidence Over Everything: The New Standard in Health Products
If you’ve recently browsed store shelves, you’ve likely noticed an array of products boasting “natural” and “organic” labels. With all of these claims, consumers are now, more than ever, questioning if these products actually work. At Parallel Path, we’ve observed a notable shift in health and wellness consumer behavior. Consumers are now prioritizing effectiveness and […]
HMPS 2023 Takeaways: Navigating the Future of Healthcare Marketing
In the wake of the Healthcare Marketing and Physicians Summit (HMPS) this past April in Austin, we’ve all returned to our routines, invigorated and brimming with fresh insights. The invaluable opportunity to reconnect in person with our colleagues in healthcare marketing was a breath of fresh air. After weathering a global health crisis that altered […]
Is Google Search Dying?
Believe it or not, we have been hearing that SEO is dead every year since Richard Hoy first claimed it on the Online Advertising Discussion List in 1997, and yet, SEO is still one of the most in-demand digital marketing services and skills. The most common reasons given for why SEO is dead are updates […]
Optimizing Paid Social Media for Algorithms
How health, wellness, and lifestyle brands can curate paid social media strategies to win the algorithm game If you spend time on social media sites like Instagram or YouTube, you have no doubt been subject to seeing a “curated” feed of content that’s served up specifically to fit your preferences. You innocently watch one video […]
TikTok Advertising Overview for 2022
TikTok User Summary TikTok has approximately 1 billion monthly active users according to Wallaroo Media’s report. We estimate monthly users will surpass 1.1 billion in 2022. This growth has been near exponential since November of 2018 when TikTok reported its 680 million monthly active users. As for the typical demographic, nearly 50% of the user […]
Q2 2021 Paid Social Media Recap
We are halfway through the year and Parallel Path has curated the latest news from Q2 when it comes to all things Paid Social media. Ad Spend Trends Merkle reported in their Q2 recap that digital ad spend on Facebook saw a significant increase of over 68%. Impression growth was not reported to see an […]
Facebook Retargeting Solutions After iOS14 Updates
It is no secret that the iOS14 updates have thrown a wrench into digital advertising strategies this year. In the past, retargeting based on website traffic had been very successful in driving conversions. However, now that a lot of people are opting out of data tracking, advertisers are not seeing the same success or audience […]
Facebook Advertising Creative Best Practices
Best Practices Developing the right creative is very important to the success of your Facebook advertising campaign and there are so many rules and guidelines it can be difficult for businesses to keep track. That is why the team at Parallel Path has compiled a list of best practices for you to reference as you […]