6 Key Digital Marketing Lessons Learned in 6 Years at Blackbird PPC

If you know the hiring and culture philosophy of our founder and CEO, Jay Stampfl, you’ll understand why a guy with a BFA in Photography, and MFA in Digital Art, and a background working in fine arts museums was hired to learn how to run digital marketing campaigns from the ground up. (I like to think I also brought a different perspective to the table, which is important in finding new ways to grow clients.)

Six years later, I’m hitting another anniversary at Blackbird and reflecting on some of the primary lessons I’ve learned in the industry.

Why "There Is No Bad Weather, Just Bad Clothes" Matters in Digital Marketing

This lesson first came to me when I started working with keywords, but it quickly expanded to encompass all aspects of digital marketing. 

It's tempting to eliminate the keywords or ad variations that don't perform as well, especially if they don't immediately deliver results. However, I've come to realize that it’s not about the keywords themselves, but how you manage them. By adjusting bids, optimizing targeting, and tracking performance down the funnel, there’s often hidden potential in those "underperforming" keywords that can drive valuable conversions with the right strategy. To understand how optimizing your Google Ads campaign structure can maximize value from all keywords, check out our approach to paid search.

Everything Is Worth a Test in Digital Marketing Campaigns

It's easy to get attached to tried-and-true strategies, especially when they have worked in the past. But the truth is, digital marketing thrives on testing. Even the most unconventional ideas or strategies deserve a shot because you never know what might work better than expected. 

Testing opens up opportunities to discover new approaches, fine-tune existing ones, and continuously improve, ensuring you’re not stuck in a rut and helping to validate assumptions with real data. For more on testing best practices, including how to structure your tests for better insights, be sure to dig into our comprehensive guide.

To Make Better Marketing Decisions, Create Clear Test Designs

As the digital landscape evolves, it’s crucial to keep refining and testing our strategies. Running tests without clear objectives can lead to confusion and inefficient use of resources. 

That’s why having a defined test design—where the goals, metrics, and expected outcomes are clear—is essential. It ensures that the results we gather are actionable and help guide future decisions, preventing us from getting lost in the noise and instead focusing on what truly drives performance. 

For more on designing clear tests, check out our marketing test design framework to set clear expectations and drive effective decisions.

You’re Only as Good as Your Data in Marketing

Good decisions stem from good data, and I’ve learned the hard way that you can’t trust poor-quality data. Whether it's misconfigured tracking, incomplete conversion data, or inconsistent reporting, bad data can lead to misguided decisions. 

At the core of any successful strategy is a foundation of reliable, accurate data that paints a clear picture of what's happening. By ensuring that data collection is both thorough and precise, we make sure that our campaigns are backed by actionable insights, which are crucial for driving results. Learn more about how you can leverage HubSpot data to improve targeting and ensure accuracy and reliability in your campaigns.

You’ve Gotta Adapt or Die to Stay Relevant

The digital marketing industry changes at a blistering pace, and over the last six years, I've seen how swiftly things can shift. From major updates like iOS 15 and the phasing out of third-party cookies to the rise of AI-driven tools, staying static is not an option. 

Marketers must embrace continuous learning, whether through new technologies, changing algorithms, or adapting to new consumer behaviors. As the tools and platforms evolve, so too must our approaches, ensuring we're always ahead of the curve and not left behind by the industry’s rapid evolution. To stay on top of changes in the digital space, check out our digital marketing strategy guide for insights into adapting to new trends.

Listicles and Internal Linking Still Have SEO Power

Writing with intention is key, and one of the best ways to drive traffic and optimize your content is by offering value in a structured way. Listicles are a great tool for breaking down complex topics into digestible chunks while naturally improving SEO through internal linking. Not only does it make your post more readable, but strategically linking to pillar pages helps boost your site’s authority and enhances the user experience. 

In short, while your blog post might start as a simple list, it can evolve into a powerful tool for driving both engagement and conversions. To prove our point in a very self-aware way, check out 5 benefits of managing PPC and SEO under one roof. ;-)

I could go on and on about other insights I’ve gleaned in the past six years, but these are the ones that stand out. Will I have a 7-strong listicle in another year? Stay tuned…