It’s not always a lack of budget

Google Analytics dashboard on a laptop
Google Analytics dashboard on a laptop
Photo by Lukas Blazek on Unsplash

As a cost-per-click (CPC) marketing method, the Google Ads network is so appealing for businesses because you only pay when someone clicks on your ad, rather than getting charged per view (CPV) or per thousand impressions (CPM).


Because it doesn’t have to be an impossible task

Person typing on a laptop
Person typing on a laptop
Photo by Austin Distel on Unsplash

If you’re a small business owner running your own Google Ads, the chances are that you’re probably not entirely qualified to be creating campaigns that give you the best possible outcomes: whether that means a low cost-per-click (CPC), a high click-through rate (CTR), or simply driving conversions.


Including where to start and how to leverage the data

Team pointing at a laptop screen
Team pointing at a laptop screen
Photo by John Schnobrich on Unsplash

Competitor analysis is often treated as an after-thought or a task for the marketing intern, but competitor analysis is a vital part of many of the cycles that businesses go through. In this article, I explore the whys and hows behind a successful competitor analysis strategy, and its integral place in the planning process when starting up.

“Competition is always a good thing. It forces us to do our best.” — Nancy Pearcey

Why focus on what your competitors are doing?

While many businesses prefer to keep their focus on their own activity, conducting a competitor analysis has a range of benefits for businesses of all sizes —…


Read this article before launching your #sidehustle.

Image for post
Image for post
Photo: Marta Filipczyk/Unsplash

The first step freelancers generally take when starting out on their own or building their #sidehustle is joining one of the plethoras of freelancer websites such as Upwork, Fiverr, Freelancer or PeoplePerHour.

Buyer-sided platforms

One of the criticisms of these sorts of websites is that they can seem very buyer-sided, due to the nature of the transactions. Freelancer websites tend to give buyers all the control and often make sellers submit their…


Hey Google, what’s this song?

Man singing into iPhone
Man singing into iPhone
Photo by Soundtrap on Unsplash

Is there anything more frustrating than being unable to source the song that’s stuck in your head? It’s even harder when you don’t know the lyrics, or, you think you do, but Googling ‘hold me closer, Tony Danza’ isn’t giving you the results you need.


A low-effort, passive guide to not breaking the bank this Christmas.

As a young single mum, I’ve done Christmas on a budget for as long as I can recall. With the current state of the world and Christmas even ‘cancelled’ for some, it’s more important than ever not to go overboard with generosity, or to stretch yourself too thin.

Image for post
Image for post
Photo by freestocks on Unsplash

With…


It’s no longer a race to the bottom on price.

Woman’s hand on an ipad
Woman’s hand on an ipad
Photo by Brooke Lark on Unsplash

In 2020, there’s more competition than ever for e-commerce stores online. With the Coronavirus pandemic and shifts to consumer buying habits, coupled with the rise of sites like Shopify and WooCommerce and dropshipping, it’s easier than ever to create an online store! Below, we look at some of the ways to drive revenue with your online store in 2020.

Get your SEO right

SEO is the holy grail of online store traffic acquisition. Once you get your SEO strategy right, you’ll start benefiting from free, pre-qualified and recurring traffic to your e-commerce store!


… and tips on landing your own media coverage anyway.

BBC Homepage on Laptop
BBC Homepage on Laptop
Photo by Annie Spratt on Unsplash

The other day, I saw a pretty targeted social media ad around some online training that helps women scale their businesses from £0 to six-figure months. I’d seen this particular person’s ads a few times and I’d heard of them before, so I decided to give it a click and see what they had to say.


Yes, the exact email template.

Image for post
Image for post
Photo by Kon Karampelas on Unsplash

My life as a freelancer came about 5 years earlier than I had intended through a combination of being at my wits-end and being thrown several significant life curveballs at once. I had always planned to become a freelancer at the age of 30, but 5 years earlier, the opportunity fell in my lap.


Man looking at Analytics on a tablet
Man looking at Analytics on a tablet
Photo by Adeolu Eletu on Unsplash

Google Partner. The colourful badge that graces the portfolios and pitches of marketing agencies the world over. Non-Google Partners see it as the pinnacle of success; a mark of status; the true seal of approval bestowed unto others by the Google Gods themselves. Previously, it’s not been that hard to achieve with a handful of clients and one internal expert, but Google are about to shake things up…

What is Google Partners?

The Google Partners Programme is a free programme that’s designed to give the ‘green light’ to advertising agencies; demonstrating their Ads expertise and allowing them to manage Ads accounts on behalf of…

Sophie Lorford

Pretty good at Google Ads stuff. Marketing consultant & writer by day, transplant recipient & mum at all hours. 🌛 ↪ https://sophielorfordmarketing.com

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store