Insights
Learn what’s new and next in performance marketing. Thought leadership and actionable insights to grow your digital marketing
Google Ads Is Finally Making Everyone Set Real Bid Targets
Google Ads is changing how Target CPA, Target ROAS and Target CPC (Demand Gen only) bidding behaves for budget-constrained campaigns. With this change set to come into force on August ...
'Platform Properties’ in GSC: Unpacking The Cross-Channel Opportunities
Platform Properties is a new function in Google Search Console, showing us which keywords drive clicks to social posts and video content that feature in the search results. This goes b...
Google Ads is Changing. A Lot. Here’s What You Need to Know.
Here’s the full rundown on everything Google Ads has dropped lately, plus some bits from Google Marketing Live in 20 May. Quite a lot is landing between now and September. Let’s get into it. ...
Meta Andromeda: Stop Tweaking, Start Differentiating
Andromeda has been a hot topic for many months now, with advertisers really seeing the performance impact so far in 2026. From rising CPMs and lower CTRs, to single ads 'swallowing' mo...
The Economics of Digital Marketing in Independent Schools
The biggest challenge facing independent schools in 2026 (and beyond) may not be VAT or even changing demographics. It may be understanding how the economics of digital marketing work, and what t...
AI & The New Search Frontier: The Iff Digital GEO Education Index
The search landscape is shifting under our feet, with 92% of UK students already using AI and 38% explicitly using it to research colleges, universities and degrees. Our GEO Education Index ident...
Meet the Team: Olivia
Introducing our performance marketing executive... What made you want to join Iff Digital? I wanted to join Iff Digital, as I really admired their approach to flexible working a...
Understanding UCP - Google’s Secret Sauce for AI Commerce
Ever since generative AI models emerged onto the landscape as challengers to traditional search engines, the tech titans behind LLMs have been working on how to allow users to make purchases without ...
Still Scaling PPC With Search Alone? You’re Leaving Growth on the Table
The TLDR: Search will always matter. But treating it like the main growth engine in 2026 is like bringing a brick-sized mobile to a smartphone world. If you have been in PPC for a ...
Harnessing Data Intelligence for Travel Marketing Success: A Strategic Framework for 2026
The travel industry stands at a critical inflection point, with travellers navigating an average of 281 digital touchpoints across 21 active research days before booking, the complexity of the decisi...
Why forecasting is essential for digital success
I’ve been around the Technology, SaaS and Digital sectors for almost two decades now and Forecasting has always had a bad reputation, been the elephant in the room and in some cases actively avoide...
Meet The Team: Gemma
Get to know the Iff Digital Team: Introducing Gemma It’s been four months now since Gemma joined us as Performance Marketing Manager. We thought it was about time for a Q&A! ???? ...