The author's latest articles: Iryna Voitovych

While feeds were previously viewed as a purely technical feature for running contextual ads in Google Ads, today their quality directly determines the share of impressions across all sales channels.

Access to technology is no longer a competitive advantage what matters is a team of experts’ ability to integrate these solutions into real-world business processes.

Choosing between search engine optimization and pay-per-click advertising is one of the most critical decisions when developing a marketing strategy.

Email remains the primary channel for business communication, but at the same time, it serves as the main “entry point” for various cyber threats.

The leader's primary goal is to create conditions under which every employee works to the best of their ability, with a clear understanding of the overall direction.

The 4P model serves as an architectural foundation that transforms disparate marketing activities into a single, manageable system.

A well-chosen domain name strengthens the brand, shapes customers' first impressions, and facilitates search engine optimization, whereas a mistake at the outset can cost a company lost traffic and reputational risks.

The Facebook lead form helps businesses collect contact information from potential customers directly from an ad, without requiring them to visit the website.

Today, an influencer is a distinct media platform with its own editorial policy, a keen understanding of its audience, and an established level of trust.

When user attention is limited, competition for each click increases, and the cost of customer acquisition rises, the way information is presented often matters more than the product itself.

Practice shows that content shared by employees generates higher engagement and better conversions compared to posts from official brand accounts.

Search Generative Experience (SGE) is Google's approach to search that uses generative artificial intelligence to generate concise, coherent answers to user queries.