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One of the most common marketing channels for our clients at Coppett Hill is Google Ads. Whether B2B or B2C, paid search is often one of the top three sources of new business pipeline, and frequently the largest single line of marketing spend. It is also one of the channels where we see the widest range in terms of operational maturity and the level of specialist knowledge of the in-house team and agency partners. Some of our clients are running highly sophisticated accounts,

We’ve reached the final article of our 3-part LLM marketing series. So far, we have talked about the impact of AI on search behaviour and GEO strategies. And now, we are going to outline the best practice for applying these strategies. How should you to go about applying GEO strategies? First things first, you must track your AI visibility baseline. We recommend focusing your tracking efforts on ChatGPT as it accounts for roughly 77% of monthly LLM users, and what applies to

In the previous article, we covered the impact of AI and LLMs on search behaviour and briefly touched on the ways in which advertisers appear within LLM responses. Following on from this, in this article, we are going to dive more specifically into the practical steps that can be taken to improve AIO and LLM visibility.

With 50% of consumers using AI-powered search today , AI and Large Language Models (LLMs) have become the central topic of many conversations within marketing teams. If you are a business owner, a marketing leader, or even an investor, you have no doubt been wrestling with the topics for the last year. This post intends to serve as a single, comprehensive guide to understanding both the “why” and the “how” of LLM marketing. Why should I care about the impact of AI on digital

The cat’s out of the bag; on January 16 th , OpenAI officially announced that ads are coming to ChatGPT. However, don't get too excited because it is still in early stages of development and there is a lot that is still left unknown. Here’s everything that we know about ChatGPT ads so far. Where will users see ads? Ad testing has begun for logged-in adults in the U.S. on the free and Go tiers (low-cost subscription). ChatGPT Plus, Pro, Business, and Enterprise subscript

You might be bracing for a dystopian tale of Large Language Models (LLMs) overthrowing the mighty Google and its dominant position in...

The Coppett Hill team has recently had the opportunity to work pro-bono with four fantastic non-profit organisations as part of the...

The question of “how much to spend on marketing” is one that every business should ask itself. The answer is often “what we spent last...

Perhaps your business has just received private equity investment, or you’ve recently joined a private equity backed business as the...

Have you ever read the marketing section of your board pack month after month, read a long description of activities, but been...

What’s the most effective, cheapest, and in every case where I’ve measured it, the biggest marketing channel that will never feature in...

I’ve recently revisited Sam Savage’s "The Flaw of Averages: Why We Underestimate Risk in the Face of Uncertainty", a book he published in...

Of course, this could be £100, £10,000 or £1 million depending on the size of your marketing budget today - but this one question has...

How many times have you seen a set of customer ‘pen portraits’? The format is ubiquitous, normally a series of densely written pages of...

Around two thirds of trackable web traffic comes from search engines, whether from paid listings (paid search or PPC) or organic/free...

‘Is the marketing function in your organisation a cost centre or a profit centre?’ This is a question I’ve asked many times, both as a...

What is Marketing Attribution? Marketing attribution is the process of determining how different marketing activities contribute to...