If you own a business, you know online advertising is important. How do you target the right people with the right message at the right time? Anna Covert from Covert Communication helps us to unlock the secrets of digital media that consistently deliver success.
Technology has made our world closer. But when AI and search results can’t solve a problem, technology seems less like a bridge and more like a barrier to the future.
The problems that keep me up at night are often those that add up to overspending or significant and crippling loss of business for my clients:
It wasn’t long ago that support and accountability mattered. Refunding or crediting a client’s hard-earned investment should be straightforward when the data doesn’t add up. Over the past decade, I’ve had over $150,000 in reported bugs, errors, and the like refunded in reported bugs, errors, and the like refunded to clients. This is a victory but also a waste of the time and resources needed to organize and present our case before being escalated to the appropriate channels.
But here’s the point: No one should have to beg to get what they pay for. Think about visiting a hotel, paying for a view of Central Park, and being surprised by a brick wall. Can you imagine picking up the phone in your suite and trying to call the front desk, only to be told that “Your room doesn’t qualify” or “There’s a $50 fee to speak to the front desk”?
That’s precisely what’s happening today for far too many businesses’ Google accounts.
I receive multiple calls every day from Google. It’s not a surprise since my agency manages 40+ Google Ads accounts, but no matter how many numbers I block or how often I ask to be removed from the list, the calls keep coming.
Part of the problem is a rotating series of account managers. Every quarter, a new “optimization strategist” is assigned to your account, allowing them to contact you and “help” a business owner increase their ad performance.
While the description sounds fantastic at the start, these new reps haven’t had the opportunity to learn anything about your business or the historical progression of your account. They’re reading a script with the goal of getting you to spend more.
For a tech company specializing in data, this inability to use that historical context to create better, more efficient, and effective services just doesn’t make sense. From your local barista to your massage therapist, ChatGPT to Gemini, the more experiential data collected between parties, the better the results. So why doesn’t Google dedicate more focus to cultivating connections with customers?
The Google Ads “preview tool” doesn’t help when determining why the platform isn’t working or why an ad isn’t appearing in the promised spot at the top of the page. Sadly, the Google employees who’ve been empowered to help often can’t and are just as confused as I am when it comes to why the clicks to a landing page reported inside the platform are widely different than what is seen in G4 when all the right boxes are checked and systems linked.
So, Google, we have a real problem. If your own system doesn’t know why your data isn’t accurate, how can a business owner be expected to succeed? Has all this big data just created another layer of confusion and isolation?
We deserve better from our media landscape. And we shouldn’t have to pay more when we don’t get what we paid for in the first place. My plea to Google is to remember where you came from and course correct.
Earth to Google— are you there?
This week on The Covert Code Podcast, Josef C., a gemologist and purveyor of diamonds and jewels in NYC’s Diamond District, is our special guest for the inspirational episode “Trusting His Gut.”
Meet Josef C.
Josef C. is a distinguished gemologist and purveyor of diamonds and jewels based in NYC’s iconic Diamond District. With a background in hospitality from Cornell’s School of Hotel Administration, Josef brings a unique perspective to the diamond industry, emphasizing client experience and exceeding expectations. Josef is a certified Graduate Gemologist (GIA GG) from the Gemological Institute of America and holds advanced credentials as a Fellow and Diamond Member of the Gemological Association of Great Britain (FGA & DGA). His career has spanned roles from diamond grading at GIA’s lab in Israel to quality-focused positions at Tiffany & Co. in New York. Now, as NYC’s only Certified Master Appraiser, Josef combines his extensive technical expertise and refined taste to offer unparalleled service in the world of fine gems.
This week on The Covert Code Podcast, we listen to “Unlocking Business Potential: How AI Solutions Are Driving Innovation” with Tim Rodgers, Chairman and Founder of Rehab AI, a leading AI solutions provider in the UK and USA.
Meet Tim Rodgers
Tim Rodgers is the Chairman and Founder of Rehab AI, a pioneering AI solutions provider known for helping global brands like Nike, Disney, Lego, and Spotify leverage artificial intelligence to drive innovation and enhance customer experiences. With a background in both creative and technological fields, Tim has positioned Rehab AI as a leader in AI-driven strategies, earning accolades like an Emmy and Golden Lion for his work. His expertise spans a wide range of industries, bringing transformative solutions that allow businesses to operate more efficiently and creatively. As an influential speaker and advisor, Tim recently unveiled his latest tool, the Stress Tester, which aims to revolutionize creative testing on a large scale. Beyond AI, he founded Irish Gods, an Irish beer company, showcasing his diverse interests and entrepreneurial spirit.
This week on The Covert Code Podcast, the topic is “Harnessing Tech Innovation to Scale” with special guest Jackson Doyle, Founder of GreenWatt and Attribute.ai
Meet Jackson Doyle
Jackson Doyle is a tech entrepreneur and founder of GreenWatt and Attribute.ai, two companies focused on leveraging technology to help businesses grow and scale effectively. With a background in innovation and business solutions, Jackson has become a leader in developing systems that enhance lead generation and boost conversion rates for companies of all sizes. His work at Attribute.ai, which partners with over 270 agencies, has positioned him at the forefront of driving growth through technology. Known for his strategic thinking and ability to build strong client relationships, Jackson is passionate about using cutting-edge tech innovations to help businesses thrive in a competitive market. His expertise spans across tech innovation, relationship building, and scalable growth strategies.
This week on The Covert Code Podcast, we tackle the timely and complex topic of “Navigating the Future of AI Law and Regulation—Ethical Challenges and Opportunities” with special guest Noah Jesser.
Meet Noah Jesser
Noah Jesser is a dedicated student specializing in philosophy and artificial intelligence at Brooklyn College. With a passion for understanding the intersection of ethics, technology, and law, Noah pursued further studies at the prestigious London School of Economics (LSE), focusing on AI regulation and ethics at LSE Law School. His academic background equips him with a deep understanding of the challenges and opportunities that come with advancing AI technologies, particularly in terms of legal frameworks and ethical considerations. In addition to his academic pursuits, Noah is the Social Media Director at Covert Communication, where he blends his knowledge of AI with strategic marketing and communication to enhance the company’s digital presence. Noah’s unique combination of expertise in AI ethics, law, and social media makes him a rising thought leader in the rapidly evolving world of artificial intelligence and its societal impact.
This week on the Covert Code Podcast, the focus is on “unlocking email and technology excellence,” and I’m excited to have Jeremy Bennett, a seasoned expert from Hiki Technology.
Meet Jeremy Bennett
Jeremy Bennett is a seasoned expert in email technology and business solutions, with years of experience helping companies optimize their communication strategies and enhance their overall business performance. His career began in the tech industry, where he quickly became a sought-after consultant for businesses of all sizes, from startups to multinational corporations. Jeremy specializes in streamlining email systems and integrating them into broader technology suites, ensuring businesses can operate more efficiently and effectively. His expertise in choosing the right email providers and leveraging the power of communication technologies has helped countless companies stay ahead in today’s fast-paced business environment. Jeremy is known for his practical insights, forward-thinking approach, and profound understanding of how technology can drive business success.
Every day, an online search optimization company contacts at least one of my client’s websites, outlining what’s wrong and promising extraordinary results. All they have to do is click through and test their site using this third-party SEO company, followed by the all-too-predictable poor score.
It’s a scam.
Let’s examine all the ways that search has changed and will change based on the Google antitrust lawsuit so we can reset expectations once and for all, help business owners stay safe, and spend money on initiatives that contribute to online success.
Did you know that Google reports that approximately 250,000 new websites are launched globally every day? That’s a staggering 175 websites per minute.
That also means that the “average” scores being calculated by SEO company sites are wildly irrelevant. Page count is one clear example. Depending on your industry, a website’s average number of pages can vary significantly, from single-scroll sites to e-commerce sites with thousands of pages or products.
The framework your site is built in (WordPress vs. React vs. Drupal) also impacts how quickly your site loads, making an SEO company’s quick domain check just as quickly outdated.
Now it’s time for a reality check: the likelihood that your website will ever reach the first page of Google organically is slim at best. Search engines calculate rank based on several factors. The most important is the number of references to specific keyword phrases.
If a user types in “solar company near me,” the search engine will deliver results showing what it believes is most relevant based on references to that specific group of words as well as other offsite factors like traffic, conversion rates, backlinks, etc.
If that same user searches for “closest solar company to me,” the search results change. Every single combination of words changes the index or rank delivered. The results also change depending on where a searcher is physically located and even their device.
Factors like this have led to the Google anti-trust lawsuit. Spending money to try to lift your keyword rank is as likely as trying to go viral. And the long-term impact is minimal when the engines change the rules tomorrow or next week or your competitor adds 50 more pages of content.
The only way to guarantee top-of-page placement is through paid advertising. Your goal should be to identify users who demonstrate behavior that indicates they are an ideal match for what you’re selling. It’s not enough to be at the top of organic search; the real win is to deliver your brand messaging to the right person at the right time, creating a meaningful customer relationship moment.
Your goal should be to build your website content with a focus on your customers, not creating content simply for a search engine. The days of keyword stuffing are over. Instead, try these tips to build rank that will pay off:
These strategies will prove to Google and other search engines that customers who visit your site stay, engage, and convert in meaningful ways. That’s the best way to increase your overall rank and reach more people at a lower cost per click when advertising in search engines.
This week on The Covert Code Podcast, we explore “Corporate Innovation and Reshaping Strategic Marketing” with special guest Michelle Greenwald, CEO & Founder of Catalyzing Innovation.
Meet Michelle Greenwald
Michelle Greenwald is a unique blend of marketing practitioner, seeing as she is the former SVP of New Products at Disney and the former VP and GM at Pepsi-Cola. She is also a marketing professor who has taught at Wharton, Columbia, Cornell, NYU, IESE, HEC, and other international business schools. Michelle is an innovation author with columns for Forbes and Inc.com. She also authored a book, “Catalyzing Innovation.” In addition, she is the new business and marketing plan consultant with her firm, Marketing Visualized™. She is the founder & CEO of Inventours™, an executive education service that tours senior-level executives through the innovation landmarks of cities like Paris, Barcelona, and Copenhagen. She developed Inventours™ to fulfill an unmet need for a more methodical way to inspire and innovate across various dimensions and to cross-pollinate new ideas and approaches. Michelle searches for brilliant innovators across industries in highly creative cities for unprecedented access and insights.
This week on The Covert Code Podcast, the topic is “Innovation in Entertainment: How Technology and Creativity Drive Unforgettable Experiences.”
Meet Lance Motogawa
By the time Lance Motogawa graduated from Pearl City High School in 1987, he knew that music was his future. He began composing rap songs, demonstrated a near-perfect ability to play an electric keyboard by ear, and joined Club Rox Rock, Hawaii’s inaugural notable rap group, alongside Dwayne Oyama, Chris Traya, and Lionel “Black Hawaiian” Wright. The quartet kept working until it released its first album, “Hyped, Dope, Def & Direct,” in 1991, but that was as far as it went. Motogawa resurrected his solo career and persevered. He hosted a radio show, got into advertising sales, learned about marketing, and applied his recording studio skills to producing commercials and writing jingles.
