Today, successful influencer partnerships are built on far more than follower counts alone. Brands must evaluate content values, brand alignment, engagement quality, content style, and audience relevance, not just reach.

What Is The Influencer Vetting Process?

An influencer vetting process is a structured set of criteria and evaluation steps used to determine whether a potential creator is the right fit for a partnership. Beyond selection, it also serves as a centralized source of information and a repeatable system to follow for every collaboration. 

In this article, you’ll find a step-by-step guide to building your own influencer vetting framework and implementing a process that works for your brand.

Why Is It Important?

A solid vetting process ensures that every collaboration aligns with your brand’s values, goals, and messaging, while also protecting brand safety. Over time, it streamlines decision-making, creates consistency across campaigns, and helps teams work more efficiently and cohesively.

Choosing an influencer should never be a shot in the dark. It should be a deliberate, data-informed decision backed by research and clear criteria. That’s why having a documented influencer vetting process is essential to maximizing results while minimizing potential risks.

5 Steps To Ensure Alignment And Maximize The Results Of Your Influence Campaigns

1. Define Your Objectives

Before reaching out to creators, clearly define your campaign goals. Influencer marketing can support everything from awareness and engagement to conversion and loyalty, but each stage of the funnel requires different creator strengths.

For awareness, you may prioritize:

• reach;
• storytelling ability; and 
• audience relevance. 

For engagement and conversion objectives, focus on creators with 

• strong engagement quality; and
• proven performance in driving results.

Without clear success metrics, even the best collaborations can fall short.

2. Leverage Campaign Themes To Strategically Narrow Your Talent Pool

Identifying key campaign themes helps refine your creator search and ensures cohesion between the brand message and the influencer’s niche. 

For example, a campaign promoting a new line of outdoor shoes should prioritize creators who are genuinely passionate about outdoor activities and whose audiences share that interest. This increases relevance, authenticity, and resonance.

3. Assess Brand Fit

Follower count isn’t everything. Strong alignment between the brand, the creator, and their audience matters far more. Evaluate shared values, tone of voice, visual identity, and overall aesthetic to ensure the partnership feels natural and credible. It’s also important to review past collaborations and assess potential red flags. A brand safety check helps ensure your brand won’t be associated with content that could undermine your message.

4. Review Engagement Metrics And Content Quality

Look beyond surface-level metrics. Analyze engagement rates, comment quality, and how audiences respond to previous brand partnerships. Pay attention to whether the creator actively engages with their community. Often, micro and smaller creators have deeper, more loyal connections than larger accounts.

5. Reach Out And Start The Conversation

Once you’ve identified the right creators, approach them with a personalized brief. Clear communication from the start sets expectations, builds trust, and lays the foundation for a successful collaboration.

Which Tools Can Support Your Research Process?

To vet influencers effectively, here are two tools that we recommend to solidify your research.

• Grin Chrome extension:  Useful to analyze critical performance metrics such as engagement rates, average likes, and overall reach. 
• Meta’s Creator Marketplace: To audit a creator’s past brand partnerships, which allows for an evaluation of their content execution and their audience’s response to paid posts. It’s a great tool to ensure the influencer’s audience demographics, such as age, location, and gender, align with the brand’s target market to guarantee a high-impact campaign.
  • How to access: Log into your Meta Business Suite > Creator Marketplace (Left-hand navigation bar)

A thoughtful influencer vetting process turns influencer marketing from a risk into a strategic advantage. By combining clear objectives, strong alignment, and structured evaluation, brands can build authentic partnerships that drive meaningful results.

Need a partner to bring it all together? Contact us.

The post A Step-by-Step Guide to the Influencer Vetting Process first appeared on Bloom.

In this guide, we’ll break down geofencing in simple terms: what it is, how it works, common use cases, and what you need to know before launching your first campaign.

What is geofencing?

Geofencing is a location-based technology that creates a virtual boundary around a real-world area, like a neighbourhood, store, landmark, or event venue.

When someone enters (or exits) that zone, a geofencing system can trigger an action such as:

• Delivering an ad to their phone
• Sending a push notification (if using an app)
• Logging a visit for reporting and attribution
  

Think of it like drawing a digital circle on a map and saying:
“When people are inside this area, show them my message.”

How does geofencing work?

At a high level, geofencing follows a simple process:

1) Define custom target zones

You select a geographic area to target, for example:

• A retail location
• A competitor’s store
• A stadium during game day
• A festival venue
• A group of neighborhoods
  

These zones can be as broad as a city block or as specific as a single building.

2) Identify devices in that zone

When people move through the area, geofencing tools detect eligible mobile devices using location signals such as:

• GPS
• Wi-Fi networks
• Cell tower data
• Bluetooth (in some setups)
  

This allows marketers to build an audience of people who were physically present in the zone.

3) Deliver ads to identified customers

Once devices are captured, campaigns can deliver ads through mobile apps, websites, and programmatic ad networks, often in real time or shortly after the visit.

This means your message reaches people based on real-world intent, not just online browsing behaviour.

4) Measure results

Geofencing platforms typically report on outcomes such as:

• Impressions served
• Clicks and engagement
• Store visits (footfall attribution)
• Cost per visit (CPV)
• Conversion lift compared to non-exposed audiences
  

This closes the loop between marketing spend and real-world impact.

What makes geofencing so effective?

Most advertising targets people based on interests or demographics. Geofencing adds a missing piece: context.

Someone standing near (and even inside!) a car dealership, shopping mall, or event venue is often showing real intent, and that makes your marketing more timely and relevant.

Geofencing is especially powerful because it can help you:

• Reach people at the right moment
• Improve local campaign efficiency
• Target high-intent audiences
• Reduce wasted impressions
• Connect ads to in-store behaviour
  

Common geofencing marketing use cases

Geofencing can support many types of campaigns. Here are some of the most popular and effective ones:

1) Retail foot traffic campaigns

Target people near your store (or inside it) with promotions, limited-time offers, or reminders.

Example:
A coffee shop targets people within 200 meters during morning commute hours.

2) Competitor conquesting

Target people who visit competitor locations and present an alternative.

Example:
A gym targets people who visited another fitness center in the last 7 days with a “first month free” offer.

3) Events and stadium targeting

Events create dense (high-intent audiences) perfect for location-based campaigns.

Example:
A restaurant runs ads to attendees at a concert venue before and after the show.

4) Real estate and home services

Target specific neighbourhoods with messages that match local needs.

Example:
A roofing company targets areas impacted by storms with inspection offers.

5) Automotive campaigns

Car buyers often visit multiple dealerships before making a decision.

Example:
A dealership targets people who visited competing lots and retargets them with a test-drive incentive.

Geofencing vs. geotargeting: what’s the difference?

These terms get confused a lot, but they’re not the same.

Geotargeting

Targets people in a general area (city, ZIP code, radius) based on where they currently are.

Example: Target everyone in downtown Montreal.

Geofencing

Creates a precise boundary and allows you to trigger actions when people enter/exit, or to build audiences based on visits.

Example: Target people who visited a specific mall entrance or event venue.

In short:
Geotargeting = broad location targeting
Geofencing = precise location-based behaviour targeting

How accurate is geofencing?

Accuracy depends on the technology used and the environment.

In open areas, GPS can be very precise. In dense downtown areas or indoor environments, signals can be less reliable. Many platforms combine multiple signals to improve accuracy.

In practical terms, geofencing can often target locations with accuracy down to a few meters. Enough to reliably capture visits to buildings, venues, and specific points of interest.

What you need to launch a geofencing campaign

Getting started is easier than most people think. Here’s what you typically need:

1) A goal

Examples:

• Drive store visits
• Increase brand awareness locally
• Promote a limited-time offer
• Win customers from competitors

2) Target zones

Start with a focused set of zones:

• Your own locations
• A few competitor locations
• A specific neighborhood cluster
• A venue or event footprint

3) Creative assets

Ads should be short, local, and action-oriented:

• “2 minutes away — stop in today”
• “Special offer this weekend only”
• “Visit us nearby”

4) Measurement plan

Decide what success looks like:

• Visits
• Cost per visit
• Lift vs. control group
• Engagement rate
  

Best practices for geofencing campaigns

If you want results, avoid the most common mistakes by following these principles:

Keep zones tight and intentional

Overly large zones capture too many low-intent users. Smaller zones usually mean higher relevance.

Match your message to the moment

People near a location want simple, immediate value:

• Clear offer
• Strong CTA
• Local context

Test multiple zones and creatives

Start with a few variations and optimize quickly:

• Zone A vs. Zone B
• Offer vs. no offer
• “Visit today” vs. “Book now”

Don’t skip attribution

Geofencing works best when you can connect ad exposure to visits. It’s what makes the channel measurable and scalable.

Is geofencing privacy-safe?

Location-based advertising must follow privacy standards and regulations, which vary by region. Most reputable platforms use privacy-safe approaches such as:

• Aggregated reporting
• Consent-based data collection
• Non-personally identifiable device data
• Compliance with applicable laws and policies
  

If you’re running geofencing campaigns, always make sure your vendor and strategy align with current privacy requirements.

Why geofencing belongs in your marketing mix

Geofencing bridges the gap between online advertising and offline behaviour. It helps you reach people when location matters most (near your business, near competitors, or at key events) and measure real-world results.

If you’re running local campaigns and want better targeting, smarter spend, and clearer ROI, geofencing is one of the most practical tools you can add today. Need expert help? Contact us.

FAQ: Geofencing basics

1. What is geofencing used for?
   To target audiences based on physical location, drive foot traffic, and measure visit-based results.
2. Does geofencing require an app?
   Not always. Some strategies use apps, but many geofencing ad campaigns run through mobile advertising networks.
3. How much does geofencing cost?
   It varies by platform (we recommend Propulso!), targeting, and market, often based on impressions, clicks, or visits.
4. Is geofencing only for big brands?
   No. It can be highly effective for local businesses, franchises, and multi-location brands.

The post Geofencing 101: What It Is, How It Works, and Why It Matters first appeared on Bloom.

Curious about our past picks? Take a trip down memory lane with our previous editions: 2019, 2020, 2021, 2022, 2023, and 2024.

Now, let’s dive into the rising stars to keep an eye on in 2026.

1. Dermapure

Dermapure is positioning itself at the forefront of the rapidly evolving regenerative aesthetics industry. By combining cutting-edge technology with a strong national clinic footprint, the brand has secured a front-row seat in a category that’s still in its early innings.

With clinics across the country and active expansion underway, Dermapure is scaling thoughtfully while staying ahead of innovation curves. A brand to watch closely as demand for advanced aesthetic treatments continues to rise.

2. Float

3-year revenue growth: 5,601% (Globe and Mail)

From coast to coast, Float is building a movement around modern financial management. While traditional banks remain stuck in outdated systems and expense management software is often reactive and expensive, Float offers a smarter alternative.

Its explosive growth reflects a broader shift in how businesses want to manage cash flow, spending, and financial visibility—without friction. Float isn’t just growing fast; it’s redefining expectations.

3. Aritzia

The Vancouver-based retail powerhouse shows no signs of slowing down. The U.S. market has become a major growth engine for Aritzia, now accounting for nearly 60% of total revenue.

The company plans to open 8–10 new U.S. boutiques annually through fiscal 2027, with new locations achieving payback periods of under 12 months. Investors have taken notice: ATZ shares are up nearly 127% over the past year, marking one of the most impressive runs in Canadian retail.

4. Upside Drinks

3-year revenue growth: 2,752% (Globe and Mail)

The non-alcoholic beverage category continues to surge, and Upside Drinks is riding the wave. The market reached $199 million in sales between June 2023 and June 2024, a 24% year-over-year increase.

As CEO Simon Poulin puts it, “Eighty-two percent of Upside Drinks customers also buy alcohol. The story isn’t abstinence—it’s moderation.” Canadians are flex-drinking, choosing products that fit the moment, and Upside has positioned itself perfectly for that shift.

5. Organika

3-year revenue growth: 182% (Globe and Mail)

This BC-based, family-owned brand has become a standout in the wellness space, particularly with one of the best-selling collagen lines on Amazon. Organika’s collagen is sourced from grass-fed, pasture-raised cattle and is free from hormones and antibiotics.

Each serving delivers 10g of clean, hydrolyzed collagen, with a transparent ingredient list detailing the protein content and all 17 amino acids. Quality, trust, and consistency continue to fuel the brand’s growth.

6. b.cycle

b.cycle is a spinning and barre studio that’s quickly becoming a staple in Montreal’s fitness scene. With four locations and a fast-growing community, its momentum is impossible to miss.

In a bold move, b.cycle recently launched its own proprietary app for class bookings and subscription management—bypassing common platforms like Mindbody. While others play it safe, b.cycle is betting on ownership and differentiation, and so far, it’s paying off.

7. GURU Energy

In one of the most competitive beverage categories out there, GURU has managed to carve out a strong and differentiated position. The brand continues to resonate with consumers looking for cleaner energy alternatives.

Revenue is expected to climb by 20% in the coming year, according to the analysts following the company—proof that even in crowded markets, clarity of mission and product integrity matter.

8. Remedy Drinks

Remedy Drinks is best known for its long-aged, small-batch kombucha made with organic tea, live cultures, and real ingredients—without added sugar. The result? A beverage rich in probiotics, antioxidants, and organic acids.

Rising awareness around gut health, combined with demand for low-calorie, functional drinks, has fueled the growth of the kombucha category—particularly among millennials and fitness-minded consumers. Remedy’s success is no surprise.

9. Good Protein

Good Protein has built a cult following around its vegan protein powders—and for good reason. The products are praised for their taste, smooth texture, and high-quality ingredients.

Beyond the product itself, the brand’s online presence is everywhere. From influencer partnerships to paid media, Good Protein has mastered digital distribution and brand visibility, turning attention into sustained growth.

10. Stefano Faita

If you’re Canadian, you’ve seen Stefano products lining your local grocery store aisles. From pasta and soup to meatballs, sausages, and even espresso beans, Stefano has quietly become a household name.

The brand’s strength lies in its consistency: a broad product range executed well, time and time again. In a crowded food category, Stefano continues to stand out.

11. Groupe MAG

Breaking into the condiment market is no small feat—it’s a space dominated by global giants. Yet Groupe MAG has achieved what many would consider improbable.

Despite Hellmann’s dominance in the mayonnaise category, this Quebec-based company grew its market share by 161% in a single year, reaching 2% of the Canadian market while selling exclusively in Quebec. Within the province, it now commands nearly 7% market share, a rare achievement in the food industry and a testament to disciplined strategy and execution.

12. Natura Market

Founded in 2016, Natura Market has grown into a go-to destination for healthy and natural products across Canada. Operating out of its Mississauga warehouse, the company has seen significant growth over the past year.

Exclusive and viral products—like Graza olive oil, Coconut Cult, and Fruit Riot—have helped fuel demand and brand awareness. With a sharp eye on trends and strong logistics in place, Natura Market is clearly here to stay.

Together, these brands showcase the depth of innovation coming out of Canada today. Whether rethinking legacy industries or creating entirely new ones, they’re pushing boundaries and setting new standards across sectors. As 2026 approaches, these rising stars are well-positioned to influence not just Canadian markets but global ones too.

The post Canadian Brands to Look Out For in 2026 first appeared on Bloom.

1. A Season Built on Momentum: Phasing Your Holiday Campaigns

The key to a strong Q4 isn’t just one weekend — it’s a smart progression of messages and offers.
Here’s how to structure your campaign flight from late October through the New Year:

2. Creative Best Practices for Meta (Facebook & Instagram)

Go Vertical and Keep It Short

Design for Reels and Stories first (9:16). Meta is gradually migrating all video formats to Reels, so vertical-first production is essential. Keep videos between 6–30 seconds and always include captions for sound-off viewing.

Optimize with Advantage+

Meta’s Advantage+ Shopping Campaigns and Advantage+ Creative leverage AI to automatically test, learn, and optimize your ads — ensuring your strongest creative combinations win. Feed them clean product data and first-party signals to get the best results.

Holiday Messaging Tips

1. Message FIRST – Lead with your offer and deadline in the first 2–3 seconds.
2. Add Value – Show before/after moments or user-generated content that illustrates the benefit.
3. Don’t forget the CTA – Include clear calls-to-action (“Shop Now,” “Use Code BF30”) and reinforce urgency.
   

Visual Inspiration

Top-performing examples use high-contrast typography, motion, and clean product shots — combining product-focused assets with message-driven creative.

3. Creative Best Practices for Google Display & DV360

Design for Flexibility

Responsive Display Ads (RDAs) automatically adapt to various placements, so provide multiple aspect ratios (1:1, 1.91:1, 4:5, and 9:16) for full coverage.

Holiday Messaging Essentials

1. Start with Urgency – Headlines like “Ends Dec 26” or “Last-minute deal” perform best.
2. Use Price Cards – Highlight savings in bold, centred text.
3. Test Emotional vs. Transactional Hooks – Mix “Gifts they’ll love” with “Up to 60% Off – Today Only.”
4. Show Products in Context – Unboxing or lifestyle shots often outperform packshots.
5. Build Strong CTAs – Add “Shop Now” or “Ends Soon” directly into your visuals.
   

These ads shine when simple, bold, and motion-friendly — animated under 15 seconds and always mobile-optimized.

4. Powering Performance Max (PMAX) for Holiday Success

Google’s Performance Max campaigns thrive on asset diversity.
To feed its AI effectively:

• Include all asset types – Text, video, and static images. Even short Reels-style clips can dramatically improve performance.
• Upload variety – At least 4 images per ratio and up to 5 logos. The algorithm performs better with options.
• Prioritize clarity and aesthetics – Clean, high-res images on neutral backgrounds align well with Google’s auto-cropping and enhancements.
• Use overlays sparingly – Text badges or discount graphics should complement, not clutter.
• Keep consistency – Colour, tone, and style must feel unified across all assets.
  

5. Technical Specs: Your Cheat Sheet

Here’s a quick reference for key specs:

Meta

• Reels: 9:16, up to 15 minutes, MP4/MOV
• Stories: 9:16, up to 2 minutes (split into 15-sec cards)
• Feed: 4:5 ratio, 1080px minimum
• Carousels: 1:1 or 4:5, 2–10 cards
  

Google

• Images: 1200×1200 (square), 1200×628 (landscape), 960×1200 (portrait)
• Logos: 1200×1200 (square), 1200×300 (landscape)
• Up to 20 images per aspect ratio and 5 logos per campaign
  

Each project is reviewed individually to ensure timelines align with your creative volume and campaign goals.

Let’s Do This

The holiday shopping season rewards preparation, testing, and agility.
Whether you’re building full-funnel campaigns or fine-tuning creative for last-minute offers, these best practices will help you stay relevant and drive results across every touchpoint.

Need a partner to bring it all together? Contact us.
grow@makeitbloom.com

The post Mastering Black Friday, Cyber Monday & Holiday Campaigns: 2025 Best Practices first appeared on Bloom.

The good news? Your site isn’t broken. In fact, this is one of those rare cases where a scary-looking dip in your metrics could actually be a good thing.

The Big Change: Google Stopped Showing 100 Results Per Page

Here’s what happened: until recently, you could add a simple parameter (&num=100) to a Google search URL and get up to 100 results per page.

This was a goldmine for rank tracking tools and SEO platforms, because they could easily collect tons of ranking data in one go. But on September 11, that option quietly disappeared. Now, Google caps results at the default (usually 10 per page), and scraping that same data suddenly costs tools ten times more; these tools must now load 10 Google SERPs to collect the same data (organic websites rankings, positions 1 to 100) as before.

So what does that mean for you? It means the way your site shows up in data (especially in GSC) for some metrics has shifted, even if nothing on your end has changed.

Why Your GSC Numbers Look “Worse” (But Aren’t)

Here’s what most site owners are seeing:

• Impressions are down. Your pages might still rank, but impressions from positions 21 to 100 have been impacted for most websites. Those were usually bots or scrapers, not real people, so losing them isn’t actually a big loss.
• Average position is up. Since those irrelevant impressions are gone, your average ranking looks a bit better, even if your real positions haven’t moved.
• In some cases, click-through rates (CTR) could be up. If your website has a considerable loss in impressions, but clicks have remained stable (which is the most likely scenario), you could have observed that your CTR % has improved.
  

Basically, Google is now reporting cleaner, more meaningful data; data that better reflects your website’s organic performance with users, not bots or scrapers. Before, you were counting a lot of noise. Now, you’re measuring actual visibility.

Why Those “Lost” Impressions Didn’t Matter Anyway

It might feel weird watching impressions disappear, but here’s the truth: many of them weren’t valuable in the first place.

Most people don’t click beyond the first few pages of search results. So when your page was ranking in position 70 or 90, it was mostly bots and crawlers generating impressions, not real searchers.

With the &num=100 trick gone, your data is now mostly focused on the impressions that do matter: the ones from users who are actively searching for what you offer.

A Shift in How SEO Success Is Measured

This change is quietly reshaping how we think about SEO performance. For years, high impression counts were a feel-good metric. But they weren’t always useful.

Now, the industry is being nudged to focus on what really counts:

• Visibility in the top 20 results, where users actually click.
• CTR (click-through rate) and conversions, not just raw visibility.
• More accurate attribution and relevance signals.
  

So if your impressions are down, but rankings (mostly positions 1 to 20), clicks, and conversions are steady (or even improving), you’re doing just fine.

Is This Change Permanent? It Appears So.

Here’s the deal: this isn’t a bug, it’s intentional. When pressed for details, Google responded (but not with much clarity):

“The use of this URL parameter is not something that we formally support.”

In other words, the feature’s gone for good. Google didn’t explain why the change was made, whether it’s to curb scraping, tighten control over data access, or something else entirely. What’s clear is that the old workaround no longer works, and rank-tracking tools will need to adapt fast.

If there’s any silver lining, it’s that this might push analytics toward more accurate, human-driven data. 

The Bottom Line

A sudden dip in GSC impressions doesn’t mean you’re losing traffic or visibility. It probably means your data is finally reflecting reality.

Think of it as Google cleaning the lens on your analytics. Now you’re seeing a sharper, more accurate picture of how people are truly finding you.

Sources:
Google Search rank and position tracking is a mess right now – Search Engine Land

Google num=100 impact on data – Search Engine Land

The future of rank tracking can go two ways – Search Engine Journal

https://searchengineland.com/google-search-confirms-it-does-not-support-the-results-per-page-parameter-462244

The post GSC Impressions Big Dip Starting September 11 2025 – What Happened? first appeared on Bloom.

1. Launching Without a Clear, Measurable Strategy

The mistake

It’s surprising how often big teams dive into tactics (ad buys, social launches, influencer pushes) without aligning them to a central strategic framework. They may talk about “raising awareness” or “getting more traffic,” but lack specificity about which audience, which metrics, or by when.

Why it’s dangerous

Without clear, measurable goals, campaigns become a series of isolated efforts rather than coordinated moves. Success is fuzzy. You end up with lots of activity but no way to assess ROI or learn from failure. 

How to avoid it

• Use a SMART framework (Specific, Measurable, Achievable, Relevant, Time-bound) for every campaign.
  
• Before execution, build a campaign “map” that ties each effort (ads, content, social) back to one or two primary KPIs (e.g. cost per lead, incremental sales, retention).
  
• Schedule regular check-ins (weekly, mid, post) to measure against those goals. And be ready to pivot if performance lags.
  

2. Poor Audience Targeting (Either Too Broad or Wrong Personas)

The mistake

In an effort to maximize reach, some brands end up targeting “everyone.” Or they assume their existing buyer personas are static and ignore evolving behaviours, oversights that lead to irrelevant messaging and wasted budget.

Why it’s dangerous

Targeting too broadly dilutes your message and wastes money on low-intent audiences. Conversely, incorrect assumptions about your audience can lead to messaging that doesn’t resonate. 

How to avoid it

• Build or refresh detailed buyer personas (beyond demographics, include motivations, objections, media habits.)
  
• Use segmentation in your ad platforms (e.g. lookalike audiences, interest + behavioural filters) and test across segments.
  
• Start with narrower, high-probability audiences; scale outward only after validating performance.
  

3. Ignoring the User Experience & Technical Performance

The mistake

Big brands sometimes push gorgeous visuals or ambitious interactive elements without deeply testing them. Slow pages, broken links, cluttered navigation, or mobile mis-rendering go unnoticed in launch rushes.

Why it’s dangerous

A one-second delay in page load can reduce conversions significantly. And users are quick to abandon sites that frustrate them. A 1-second delay may cost up to 7% in conversions (BigCommerce).

Additionally, display ads that never appear “in view” (e.g. placed below the fold) are wasted impressions. Research on ad viewability shows that lower pixel/second exposures often underperform (arXiv).

How to avoid it

• Always run pre-launch QA across devices (mobile, tablet, desktop) and browsers.
  
• Monitor page speed, layout shifts, mobile responsiveness, broken links, and call-to-action visibility.
  
• Use viewability and other ad quality metrics in your media buys; avoid placements that bury your ads or compromise performance.
  

4. Overemphasizing Promotions & Hard Selling over Value

The mistake

It’s tempting to lean heavily on discounts, urgency messaging, or bold CTAs (especially in fast campaigns). Many big brands default to “buy now” rather than building narrative, trust, or utility.

Why it’s dangerous

When every campaign leans on pushing the sale, you risk fatigue, brand erosion, and diminishing returns (customers learn to wait for the next promotion).

Instead, digital marketing experts often advise a balanced content approach: educate, engage, then prompt. 

Furthermore, in digital ad ethics and disclosure, brands sometimes push content or endorsements that read as organic but hide their paid nature. A study of social media disclosures showed only ~10% of affiliate content included clear labels — hurting trust (arXiv).

How to avoid it

• Use a mix of informative / storytelling content and promotional messaging to nurture prospects.
  
• In long-running campaigns, layer your messaging: awareness, education, then conversion.
  
• Ensure transparency in sponsored content and influencer partnerships. Always use clear disclosures or labels.
  

5. Failing to Iterate: Ignoring Data, A/B Testing & Optimization

The mistake

Some campaigns are “set and forget.” Huge budgets roll out, reports go to leadership, but the mid-campaign adjustments are minimal. Brands may wait until the final wrap-up before analyzing or learning.

Why it’s dangerous

Digital is inherently dynamic. Audience behaviour, ad fatigue, and external factors shift fast. If you don’t adapt, you leave money on the table. 

The broader digital marketing literature consistently emphasizes that neglecting analytics and performance insight is a central failure mode.

How to avoid it

• Define early what data you’ll track (CTR, conversion rate, cost per acquisition, retention) and what thresholds will trigger action.
  
• Set up A/B or multivariate tests for creative variations, landing pages, copy, and timing.
  
• Build dashboards (weekly, daily) to flag underperforming segments or ads, and reallocate or pause those quickly.
  
• After the campaign, conduct a post-mortem: what worked, what didn’t, what you’d change. Use that learning in successive campaigns.
  

Putting It All Together: A Pre-Launch Checklist for Brands

Before you flip the switch on your next big digital campaign, run through this quick audit:

1. Strategy & Goals: Are your goals SMART? Does every tactic map to a top KPI?
   
2. Audience Definition: Are your personas up-to-date? Are targeting filters appropriate?
   
3. UX & Technical Readiness: Has the campaign been QA-ed across devices? Are speeds acceptable?
   
4. Messaging Mix: Do you have value-oriented and promotional messaging? Are all disclosures transparent?
   
5. Optimization Plan: Do you have dashboards, thresholds, tests set up, and resources to act on them?
   

Bonus tip: Don’t forget that paid media campaigns contribute to your business’s overall success. It’s important to review global performance to guide your strategies, rather than focusing only on the results of individual campaigns or ads.

Even the biggest brands falter when frameworks slip. But by instituting structure, discipline, and responsiveness (and by treating every campaign like a learning opportunity), you can elevate your digital performance and avoid the pitfalls that trip up many teams. Contact us.

The post 5 Digital Campaign Mistakes Even Big Brands Make (And How to Avoid Them) first appeared on Bloom.

That’s where personalization comes in. Not just adding a first name to a subject line, but creating emails that feel like they were written just for them. When done right, personalized email marketing builds trust, drives action, and keeps your audience coming back for more.

Making Email Feel Like Real-Life Service

Think about the last time you walked into your favourite local shop. The staff probably greeted you by name, remembered your preferences, and maybe even asked how your dog was doing. That kind of thoughtful, tailored experience is what we aim to recreate in email.

With the right data and tools, we can adapt our email content based on what someone has bought, browsed, or even hinted at needing (like a birthday gift or a refill). It’s about starting a conversation, not sending a broadcast.

Personalization Strategies I Swear By

Here are a few personalization strategies in email marketing that we use at Bloom, and that make a real difference:

1. Conditional Splits in Flows

Not all subscribers are at the same stage or have the same needs. With conditional splits, we can send totally different messages to:

• New vs. returning customers
• B2B vs. B2C contacts
• English vs. French-speaking audiences
• People who’ve shopped recently vs. those we haven’t seen in a while
  

It keeps the message relevant and respectful of where people are in their journey.

2. Dynamic Tags That Add a Human Touch

Dynamic fields let us do more than say “Hi, [First Name].” We can call out a customer’s city, their loyalty point balance, or their favourite store. We’ve even sent campaigns that include a pet’s name, and yes, people love that.

KLAVIYO EXAMPLES

Don’t forget! The default filter adds a backup value when some info is missing. For example, if a recipient’s city or favourite colour isn’t saved in their Klaviyo profile, it might show “your area” or “something bright” instead. 

{{ person.City|default:’your area’ }}
{{ person|lookup:’Favorite Color’|default:’something bright’ }}

These little details go a long way. They show that we’re paying attention.

3. Product Blocks That Actually Matter

Ever get an email that recommends something you just bought? Yeah, not ideal.
Instead, we use dynamic product recommendations based on:

• Recently viewed items
• Cart activity
• Past purchases or browsing behaviour
  

You can also build your own dynamic blocks to spotlight what matters most for your brand. Think best sellers, new arrivals, or seasonal highlights. Within Klaviyo, you can pull these in automatically so every customer sees up-to-date products without you having to swap them out manually. It’s a simple way to keep emails fresh, while still staying engaging.

It makes the content feel instantly more relevant, and usually leads to more clicks and conversions.

What It Changes (For Real)

Let’s talk numbers. The benefits of personalized email marketing show up pretty clearly when you start measuring:

• Higher engagement: better open, click-through, and conversion rates, since people see products, offers, and content that match their interests.
• Fewer unsubscribes and spam reports: when emails feel tailored instead of generic, people stay on your list because your messages actually bring value.
• Stronger loyalty: over time, consistent personalization builds trust. Customers come to expect that your emails will be useful, which keeps them opening, clicking, and buying.
• More revenue per email: personalization doesn’t just make emails nicer—it directly ties to higher average order value and repeat purchases.

People First, Always

At the end of the day, personalization isn’t about tech. It’s about people.
It’s about making every customer feel like more than just an inbox.

So, whether you’re a big brand or a growing shop, my advice is simple: start small, stay thoughtful, and keep it human. Because when your emails feel personal, they get noticed. And they get results.

If you have questions or need expert help, don’t hesitate to contact us.

The post Why Personalization Is the Key to Better Email Engagement first appeared on Bloom.

Below are the best practices I recommend as an SEO specialist to help you get it right from day one.

1. Understand How Google Treats Multiple Locations

Google sees each location as its own entity with its own profile, even if both are under the same brand. That means:

• Each location gets its own Google Business Profile listing.
• Each location should have a unique address, phone number, and map pin.
• Reviews, photos, and engagement will be tied to the individual location, not shared.
  

Pro Tip: Use a consistent brand name format, such as “Bloom – Downtown” and “Bloom – Westside,” so users (and Google) clearly understand they’re part of the same business.

2. Add Your Second Location Correctly

To add a second location in Google Business Profile:

1. Log into your GBP account.
2. Click “Add Business” → “Add Single Business”.
3. Enter the new location’s name, address, phone number, website URL, and category.
4. Verify the location by mail, phone, or email (depending on Google’s options).

Avoid: Editing your first location’s profile to add the new address — that will overwrite the existing listing and hurt your SEO.

3. Keep NAP Information Consistent Across the Web

NAP stands for Name, Address, Phone number — and it must match exactly everywhere your business is listed online, including:

• Your website’s location page(s)
• Local directories (Yelp, Bing Places, Apple Maps, etc.)
• Social media profiles
  

Inconsistencies confuse both users and search engines, potentially impacting your local rankings.

4. Create a Dedicated Webpage for Each Location

From an SEO standpoint, your website should have a unique, optimized landing page for each location.

• Include the full NAP at the top and bottom.
• Embed a Google Map for that specific address.
• Add localized content — nearby landmarks, parking details, community involvement, etc.
• Link each GBP listing directly to its own location page (not your homepage).
  

This boosts local relevance and improves your chances of ranking for location-based queries.

5. Optimize Each Location’s Listing Individually

Even though your brand is the same, treat each GBP listing as its own SEO asset:

• Photos & Videos: Upload unique images of the storefront, team, and interior.
• Business Description: Keep the core brand message, but add location-specific details.
• Products & Services: Tailor offerings to the community if there are differences.
• Posts & Updates: Publish Google Posts that are relevant to each location.

6. Manage Reviews Separately (But With a Unified Voice)

Encourage reviews for both locations and respond to each individually. A high rating on one listing won’t automatically carry over to the other, so you need to build trust and social proof in both places.

Keep your tone consistent across responses so customers experience a unified brand voice, no matter which location they visit.

7. Track Performance for Each Location

Use Google Business Profile Insights and Google Analytics to monitor:

• Calls
• Direction requests
• Website clicks
• Search impressions
  

Compare the data between locations to understand what’s working and where to improve.

Adding a second location to Google Business Profile is a golden opportunity to expand your local search footprint — but only if done strategically. By treating each listing as its own optimized asset, maintaining consistent NAP data, and creating tailored location pages, you’ll set both locations up for maximum visibility.

And remember: local SEO is an ongoing process. Keep your listings active with fresh photos, posts, and review responses so both locations stay competitive in the search results.

If you have any questions or need expert help, contact us.

The post Best Practices For Adding a Second Location On Google My Business (GMB)​ first appeared on Bloom.

How PMAX and Search Campaigns Interact

Google ensures that Search campaigns keep priority when certain conditions are met. Here’s how it works:

• Query Match Comes First
  If a user’s query is identical to an eligible Search keyword (any match type), your Search campaign wins.
  
• When Search Doesn’t Apply
  If no exact keyword match is found, Google decides based on Ad Rank, factoring in creative relevance, expected performance, and eligibility.
  
• Why Search Sometimes Loses Out
  Sometimes your keywords are in the account but still don’t trigger Search. That happens when:
  • The campaign is budget-limited.
  • The keyword has a “low search volume” status.
  • Creatives or landing pages are disapproved.
  • Targeting rules block eligibility.

When Search is blocked by these factors, PMAX steps in to fill the gap.

Keyword Prioritization: Who Wins?

Think of keyword prioritization like a hierarchy. Here’s the breakdown:

1. Exact Match Keywords → Always top priority.
   
2. Broad/Phrase Match or Search Themes → Next in line, if they match the query identically.
   
3. AI-Based Relevance → If no exact match exists, Google’s AI chooses the most relevant eligible keyword.
   
4. Ad Rank → If there’s still a tie, the ad with the highest Ad Rank wins the auction.
   

This is why PMAX thrives when there’s a gap, whether from missing coverage, ineligible keywords, or weaker bids.

How to Make Search and PMAX Complement Each Other

Instead of thinking of PMAX as competition, use it as a scalable complement to Search:

• Search = Control
  Use Search campaigns for the keywords you must own, like branded terms and high-intent queries. Protect these with exact match.
  
• PMAX = Scale
  Let PMAX cast a wider net:
  • Broader, mid- and upper-funnel queries.
  • Discovering new terms via search themes and AI.
  • Leveraging Shopping inventory across channels.
    

Practical Tips for Managing Overlap

• Turn Off Auto-Apply Recommendations

Google may suggest removing “redundant” keywords. Don’t do it. These so-called “redundant” keywords are often the ones that protect your Search campaigns from being overtaken by PMAX.

It’s also important to know that auto-apply recommendations work at the account level, not just at the campaign level. That means if a keyword is considered “redundant” both in your Search campaigns and in PMAX, Google may automatically remove it across the account. This is where the real risk creeps in: you lose control, and PMAX can start cannibalizing the traffic that should belong to your Search campaigns.

• Use Search Terms Insights
  

This helps identify where PMAX and Search overlap, so you can adjust strategies.

• Protect High-Value Exact Match Keywords
  

Keep exact match for branded and intent-heavy queries, and don’t forget to add misspellings as exact match keywords, too.

• Let PMAX Handle Incremental Reach
  

Instead of fighting overlap, use PMAX to go after new opportunities while Search holds the ground on strategic queries.

Key Takeaway

Think of your campaigns as a team:

• Search campaigns are the star players; they control the ball on the high-value plays you can’t afford to lose.
  
• PMAX is the versatile substitute; filling gaps, covering missed opportunities, and extending your reach.
  

When used together, they give you both control and scale, the best of both worlds. That said, remember there’s no such thing as zero risk—some overlap is inevitable. The key is maintaining a well-kept account with regular keyword clean-ups. As long as you don’t “let it go,” you can keep PMAX and Search working in harmony.

Questions? Let’s talk.

The post How Performance Max (PMAX) and Search Work Together first appeared on Bloom.

Several major shifts have unlocked a new level of SEO and social media synergy:

1. People Are Searching Everywhere

Search doesn’t start and stop with Google anymore. A 14-year-old looking for skincare tips might head straight to TikTok. A developer might jump into Reddit. A millennial planning a vacation might scan Instagram for inspo before asking ChatGPT for hotel prices. These platforms aren’t just for content consumption; they’re now search engines in their own right.

2. Google Now Indexes Instagram Posts

As of July 2025, Google began crawling and indexing public Instagram content. This is a game-changer. Your brand’s Reels, carousels, and even caption copy can now influence your organic visibility on Google. This levels the playing field between traditional web content and social content in SERPs.

3. LLMs Reward Brands with Strong Web Presence

With the widespread adoption of AI search tools (ChatGPT, Perplexity, Google AI Overviews, etc.), your brand needs more than just a few keyword-optimized blog posts. LLMs synthesize data from across the web (social mentions, backlinks, Reddit threads, reviews, content tone, and sentiment) to answer user queries. If your brand doesn’t show up consistently across these touchpoints, you won’t make it into the conversation; that’s one of the key aspects of Generative Engine Optimization, or GEO.

If your SEO and social media teams aren’t working together, you’re missing opportunities for compounded visibility, richer content, and stronger authority signals. 

But before we dive into how to make it work, let’s go back to basics.

SEO vs Social Media: What’s the Difference?

Search Engine Optimization (SEO) is the practice of optimizing your web presence (typically through website content, technical structure, and backlinks) to rank higher on search engines like Google. Its strength lies in driving high-intent traffic, building long-term visibility, and establishing trust through authoritative content.

Social Media Marketing focuses on engaging and growing communities on platforms like Instagram, TikTok, LinkedIn, and X. It’s where your brand builds awareness, showcases personality, drives engagement, and sparks conversations.

Traditionally, these were treated as separate disciplines: SEO was focused on being found in search, while social media centred around building community and sparking engagement. 

One optimized for algorithms; the other thrived on connection.

But that’s no longer the case.

The Line Between SEO and Social Media Is Blurring

In 2025, SEO best practices aren’t just for your website, they apply to your social content too. Captions, descriptions, and even hashtags can be optimized to improve discoverability on both the platform’s algorithm (e.g., Instagram’s Explore page, TikTok’s For You feed) and external search engines like Google.

Likewise, your social media activity now feeds back into your SEO performance:

• An insightful LinkedIn post can earn backlinks if it’s quoted or embedded in articles.
• A viral TikTok with useful product information might appear in search results and earn brand recognition.
• A consistent, valuable presence across social platforms contributes to your topical authority, a factor increasingly rewarded by AI search engines.

But, this doesn’t happen overnight. It starts with teams working together toward a shared content strategy that aligns tone, messaging, keywords, and audience intent across every channel.

How to Create Synergy Between SEO and Social Media

To thrive in a multi-platform, AI-assisted search world, brands must prioritize content that gets found AND content that gets engagement. 

Here’s how to bridge the gap between SEO and social:

1. Let SEO Research Guide Your Social Content

When you create content for social media, don’t rely solely on gut instinct or trends. Let data lead the way. SEO tools like Semrush, Ahrefs, and Google Trends can tell you what your audience is actually searching for: questions they’re asking, language they’re using, and topics they’re curious about.

Now imagine that insight being applied to your:

• Instagram captions that mirror top-of-funnel keyword phrases
• TikTok descriptions using mid-funnel questions or “how to” terms
• Alt-text that helps Google understand what’s in your visuals
• YouTube titles structured like search queries

This simple shift makes your content more findable, not just by your followers, but by anyone searching across Google and social platforms.

2. Turn One Idea into Many: Repurpose Everything

Why reinvent the wheel when you can repurpose it?

That SEO-optimized blog post you spent hours crafting? Break it down into bite-sized carousels for Instagram. Pull out a quote and turn it into a LinkedIn post. Use the main insight to create a 30-second TikTok. One idea, multiple formats, endless reach.

And it works both ways. A social post that pops off? That’s your cue to explore the topic more deeply in a long-form blog article or a pillar page. A lively comment thread on LinkedIn? It might uncover questions worth answering in an SEO-rich FAQ.

This isn’t just about efficiency. It’s about showing up in different ways for different audiences, without losing your message.

3. Make Every Social Post Search-Ready

As mentioned previously, your social posts aren’t just social anymore. In 2025, Google indexes content from Instagram, TikTok, YouTube, and even Reddit. That means every post is a potential search result.

Think of your social content as mini webpages, each one with the power to be discovered outside its platform.

To capitalize:

• Write captions with clarity and keywords in mind.
• Use alt-text that accurately describes visuals, not just for accessibility, but for search engines.
• Name video files and titles with phrases people actually search for.

Done right, your content becomes searchable, scrollable, and scalable.

4. Hashtags Were Dead… Until They Weren’t

There was a time when hashtags reigned supreme. They were the shortcut to visibility. More tags meant more reach. Then came the backlash. Instagram CEO Adam Mosseri himself told creators that hashtags weren’t effective in increasing visibility. Experts declared them dead. And for a while, it seemed like hashtags had lost their power.

But here’s the twist: in 2025, they might matter again, just not in the way they used to.

Thanks to smarter algorithms and AI-powered search, hashtags are no longer about spamming every possible trend. Instead, they play a subtle but strategic role in semantic discovery and topic clustering. Think of them as quiet metadata, less about virality, more about relevance.

So what’s the move? Precision over volume.

Stick to (max!) three well-chosen hashtags that:

• Align closely with your content topic
• Reflect the niche you’re targeting
• Reinforce the keywords and themes your audience is searching

In the right context, a hashtag isn’t just a tag. It’s a signal to search engines and social algorithms alike. Used sparingly and strategically, it still earns its place.

5. Build Trust Through Cross-Platform Signals

Search engines don’t just rank content; they evaluate trust.

And trust is built when your brand shows up consistently across platforms, speaks with a cohesive voice, and creates content that resonates and performs.

Here’s what that looks like:

• Blog post that embeds your YouTube product demo and links to a relevant landing page
• Reddit thread where users organically recommend your brand and share honest reviews
• Pinterest board that curates your brand’s content alongside complementary resources, reinforcing your niche authority
• Guest appearance on a podcast that gets transcribed and backlinked to your site
• Instagram Reel that recaps an industry trend and drives traffic to a full blog or webinar

All of these send positive signals to search engines: that your brand is relevant, reliable, and talked about. And the more those signals echo across SEO and social, the more authoritative your brand becomes.

The Importance of Aligning Your Social and SEO Strategy

If you’re still treating SEO and social as completely separate teams with completely separate KPIs, you’re missing the bigger picture. The future of digital visibility is integrated, multi-channel, and designed for discovery, not just within platforms, but across the entire web.

The brands that will win in 2025 aren’t just optimized. They’re aligned.

At Bloom, this is exactly where we’re headed: breaking down silos between channels to build smarter, search-ready strategies that perform everywhere your audience is. Whether you need support with SEO, social, or unlocking the power of both, let’s chat.

The post How Can SEO and Social Media Work Together? first appeared on Bloom.