If your website has analytics set up but you've never really known what to do with the data, you're not alone. Most business owners are either ignoring it entirely or looking at the wrong numbers.

Philippa Gamse is a web analytics expert with over 20 years in the field and the author of "Website Wealth: A Business Leader's Guide to Driving Real Value from Your Analytics."

On this episode of Marketing & AI for SMEs with Jeremy Yang, founder of Australian digital ads agency Digital Goliath, she covers what your GA4 data is actually telling you, why bounce rate is the wrong thing to focus on, how to segment your analytics so you're only looking at the visitors who matter, and where AI still falls short when it comes to interpreting your reporting.

Good for anyone who runs a business with a website and wants to make better decisions from the data they already have.

Learn more about Philippa:

Book: https://websitesthatwin.com/website-wealth-virtual-book/

Website: https://websitesthatwin.com/

LinkedIn: https://www.linkedin.com/in/philippagamse/

Learn more about Jeremy Yang and Digital Goliath:

LinkedIn: https://www.linkedin.com/in/jeremy-yang/ Instagram: https://www.instagram.com/digital_goliath_marketing/

Website: https://digitalgoliath.com.au/

Services: https://digitalgoliath.com.au/marketing-ads-services/

A lot of tradies have been burned by marketing agencies. Bad SEO promises, no results, money gone. So when someone new pitches them, the wall goes up fast. Wes Towers knows this, and it's shaped how he works.

Wes is the founder of Uplift360, a full-stack digital marketing agency specialising in websites, SEO, and online presence for trades, construction, and building materials businesses.

On this episode of Marketing and AI for SMEs with Jeremy Yang, founder of Australian digital ads agency Digital Goliath, Wes covers why niching into one industry was the best business decision he made, how he sets honest expectations with clients about SEO vs. ads and what each can realistically deliver, how website content still matters even as AI reduces direct traffic, and what tradies can do right now to get ahead of competitors who aren't moving.

Worth a listen if you're in the trades or construction space, or if you're a marketer trying to figure out how to earn trust in a sceptical market.

Learn more about Wes:

Website: https://uplift360.com.au
LinkedIn: https://www.linkedin.com/in/westowers/

Learn more about Jeremy Yang and Digital Goliath:

LinkedIn: https://www.linkedin.com/in/jeremy-yang/ Instagram: https://www.instagram.com/digital_goliath_marketing/

Website: https://digitalgoliath.com.au/

Services: https://digitalgoliath.com.au/marketing-ads-services/

Most SMEs know they should be using AI. The problem is working out where to actually start without buying new software, hiring a consultant, or blowing the budget on something that doesn't stick.

Janey Treleaven is the CEO of Intelligence Assist, and she works with small and medium businesses on practical AI adoption.

On this episode of Marketing & AI for SMEs with Jeremy Yang, founder of Australian digital ads agency Digital Goliath, she covers why the Microsoft vs. Google decision is where AI adoption has to start, how to choose a core AI tool based on capabilities, security, and knowledge access, why 70% of a business's knowledge is already sitting in emails and drives rather than the CRM, and what guardrails and grounding actually mean in plain English.

Janey also shares her 5-80-15 framework for AI maturity, when agentic AI is worth pursuing, and why the people using AI badly are at more risk than those who haven't started yet.

If you run or work in an SME and want a practical, no-new-software framework for getting AI working in your business, this one's worth your time.

Learn more about Janey Treleaven:

Website: https://www.intelligenceassist.com.au/

LinkedIn: https://www.linkedin.com/in/janey-treleaven/

Learn more about Jeremy Yang and Digital Goliath:

LinkedIn: https://www.linkedin.com/in/jeremy-yang/ Instagram: https://www.instagram.com/digital_goliath_marketing/

Website: https://digitalgoliath.com.au/

Services: https://digitalgoliath.com.au/marketing-ads-services/

On this episode of Marketing & AI for SMEs, Jeremy Yang from Australian paid advertising agency Digital Goliath talks with Chris Melotti, founder of Melotti Content Media and a 25-year marketing veteran. Chris explains why strategy has to come before tactics, what sufficiency bias does to your marketing when you lean on AI, and how the industry has changed from the Mad Men era to today.

The conversation covers Chris's approach to brand positioning and getting your brand out of your head and onto a page, why a strategy session is non-negotiable before any execution, how to spot the "used to be good" syndrome in agencies, the human-AI-human sandwich Chris uses to teach AI scrutiny, and practical advice for new marketers trying to break into the industry.

If you run a small business, work in marketing, or you're trying to use AI without watering down your brand, this one's worth a watch.

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⏰ Timecodes ⏰
0:00 Intro
1:30 Chris's $400 to $600 strategy sessions
3:00 Marketing in the Mad Men era and the Snickers ad
9:00 Why strategy and brand foundations come before execution
13:00 What to do when a business has no clear goals
15:30 Winning back clients who've been burned by other agencies
21:00 Why marketing is your whole business, not a department
24:00 Sufficiency bias and the "I can do it myself with AI" trap
28:30 Advice for graduates breaking into marketing
32:30 The human-AI-human sandwich for AI scrutiny
35:00 The "used to be good" syndrome in agencies
37:00 How to find Chris

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About Chris Melotti and Melotti Content media
Website ➡️ https://www.melottimedia.com.au/
Personal site ➡️ https://christophermelotti.com.au/
LinkedIn ➡️ https://www.linkedin.com/in/christophermelotti/
Instagram ➡️ https://www.instagram.com/melotticontentmedia/

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Learn more about Jeremy Yang on LinkedIn ➡️ https://www.linkedin.com/in/jeremy-yang/

Listen to our podcast, Marketing & AI for SMEs ➡️ https://pod.link/aHR0cHM6Ly9hcGkucml2ZXJzaWRlLmNvbS9ob3N0aW5nL2RmaGQ4QlltLnJzcw

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Connect with Digital Goliath on Instagram ➡️ https://www.instagram.com/digital_goliath_marketing/
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Resources
Expert Perspectives ➡️ https://digitalgoliath.com.au/expert-perspectives/
How-To Guides ➡️ https://digitalgoliath.com.au/how-to-guides/
Results ➡️ https://digitalgoliath.com.au/results/

On this episode of the Marketing & AI for SMEs Podcast, Lisa Raehsler joins Jeremy Yang to talk about running paid ads in the AI era. Lisa has spent 18+ years in PPC, founded Big Click Co, writes for Search Engine Journal, and is named in the Top 50 Most Influential PPC Experts.

The conversation covers why ChatGPT is the wrong tool to write Google Ads copy (and why Gemini is the better default), why "it's still learning" is often cover for bad campaign performance, why moving from Target CPA to Performance Max isn't a real fix, and what happens when Google's auto-recommendations get left on for too long. Lisa and Jeremy also get into the difference between B2B and B2C PPC, where LinkedIn Ads still earns its keep, what ChatGPT's new ad interface actually looks like, and why a PPC career started in the AI era is going to struggle the first time something breaks.

If you run paid ads for an SME, manage Google Ads or Meta in-house, or work agency-side and want to hear how a top 50 PPC veteran thinks about the next 6 to 12 months, this one's worth a watch.

Watch the podcast episode here ➡️ https://www.youtube.com/watch?v=wJBROFAwyCk

👍 Subscribe to The Marketing & AI for SMEs Podcast for more episodes like this

Connect with Lisa Raehsler
LinkedIn ➡️ https://www.linkedin.com/in/lisaraehsler/
Big Click Co ➡️ https://www.bigclickco.com/
The Paid Media Mix newsletter on Substack ➡️ https://thepaidmediamix.substack.com/
Lisa's articles on Search Engine Journal ➡️ https://www.searchenginejournal.com/author/lisa-raehsler/

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Connect with Jeremy Yang
LinkedIn ➡️ https://www.linkedin.com/in/jeremy-yang/

Connect with Digital Goliath
LinkedIn ➡️ https://www.linkedin.com/company/digital-goliath/
Instagram ➡️ https://www.instagram.com/digital_goliath_marketing/
Website ➡️ https://digitalgoliath.com.au/

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Learn more about Digital Goliath
About Us ➡️ https://digitalgoliath.com.au/about-page/
Our Services ➡️ https://digitalgoliath.com.au/marketing-ads-services/

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Resources
Expert Perspectives ➡️ https://digitalgoliath.com.au/expert-perspectives/
How-To Guides ➡️ https://digitalgoliath.com.au/how-to-guides/

#GoogleAds #AIinPPC #DigitalGoliath #JeremyYang #LisaRaehsler

In this episode of the Marketing and AI for SME Growth, I sit down with Ruby He CPA and Founder of Ruby Strategic, where we talk about why most AI implementations fail before they start, what it actually takes to build AI that works for your business, and how owning your own data is the moat most business owners are ignoring.