How to Solve Your Top Digital Marketing Problems – (Thurs 17th Sept. 2-3pm)
Watch Martin Jones work through the marketing problems he hears most often in client pitches, and the fix he applies to each one. Every problem in this session is one that has actually landed on his desk, ordered by how often it comes up rather than chosen to make a point.
- Date: 17th September 2026
- Time: 2pm – 3pm UK time
- Speakers: Martin Jones
About the Webinar
Martin is involved from the pitch through to strategy and implementation on Anicca’s paid search and PPC accounts, so the problems in this session are the ones businesses actually arrive with. He groups them into three: performance problems, where the spend rises and the returns do not; trust problems, left behind by a previous agency; and strategy gaps, where nobody is certain what to do next.
The session opens on the complaint that leads almost every conversation, that spend is up and results are flat, and works through what has really changed in a year when the client is certain nothing has. Rising CPCs, new entrants in the auction, competitors expanding into networks you are not running on, and campaigns quietly learning to hit their targets on the 20% of the catalogue that already sells. From there it covers tracking audits, cookie consent settings that are too easy to reject, server-side tracking where opt-out rates are high, offline conversion tracking, the resourcing question sitting behind “nobody here really owns it”, reporting a finance director will say yes to, and brand bidding tested properly. Martin then picks up where his earlier session on the paid media channels worth considering after Google left off, and closes on the order that holds the rest together: measurement before restructure, restructure before expansion.
What You’ll Learn
- Why returns decline while you are certain nothing has changed, and the eight shifts that happened without you noticing
- Reviewing account structure in four moves: consolidate, fund, cut, and reinvent the zero-impression products sitting unseen in your account
- Why high performers and low performers should never share a keyword group, listing group or ad set
- Carving out a testing budget, defending it when the numbers people come for it, and planning tests around seasonality and sales periods
- Running a tracking audit across cookie consent, server-side tracking and offline conversion tracking, then agreeing a single source of truth
- Telling a resourcing problem from a strategy problem when nobody internally owns the channel
- Reporting that earns budget: blended metrics, LTV and CAC, target profit on ad spend, and forecasts instead of backward-looking spreadsheets
- Restoring visibility over automation with campaign structure, brand exclusions and scripts
- What to settle with an agency on account ownership, collective reporting and exit terms before you sign
- Testing brand bidding with geographic holdouts, time-based splits and stepped impression share reductions
- Mapping channels beyond Google Ads to audience, funnel stage and objective, then staging the rollout
About Martin
Martin Jones is a Senior PPC Account Manager at Anicca and has worked in digital marketing for over a decade, across freelance, in-house and agency-side roles including Hallam and Directive before joining Anicca. He works on both B2B and B2C accounts, from SMBs to global enterprise clients, and combines analytical decision-making with structured creative experiments.
Martin is an official trainer at brightonSEO, where he co-delivers the full-day PPC (Advanced) course alongside Anicca colleague Pete Keyworth in October 2026, and he is a regular on Anicca’s webinar programme, with a previous session on the Google Ads experiments worth running now. Teaching is the part of the job he enjoys most.
