A comprehensive list of questions and answers brands want to know. This list of FAQ is provided to eliminate the guesswork and make hiring Full Moon straightforward.
Artificial Intelligence is fundamentally reshaping marketing by automating complex tasks, providing predictive insights, and enabling personalization at an unprecedented scale.
Can I just replace my content team with AI? You should view AI as an accelerant for your human team, not a replacement. Simply replacing your team with AI leads to generic, soulless content that lacks brand voice and strategic insight. The most effective approach is a “human-in-the-loop” model:
AI for Scale & Ideation: Use AI tools for brainstorming topics, generating first drafts, summarizing research, and analyzing data to find content gaps.
Humans for Strategy & Authenticity: Your human experts should handle strategy, fact-checking, infusing the content with brand voice and empathy, adding unique insights, and ensuring the final product meets your audience’s needs. AI generates text; humans create compelling narratives.
Hyper-personalization is the practice of tailoring marketing content and user experiences to an individual in real-time. AI makes this possible by processing vast amounts of data instantly. Examples include:
Dynamic Website Content: An e-commerce site showing a homepage banner that changes based on a user’s past browsing history.
Personalized Product Recommendations: Amazon’s “Customers who bought this also bought…” engine, which is powered by a sophisticated AI.
Behavior-Triggered Communications: An AI-powered system that automatically sends a user a personalized email with a specific offer moments after they abandon their shopping cart.
AI moves beyond basic personalization (like using a first name) to create unique, 1:1 customer journeys for millions of users simultaneously.
While automated bidding is a major component, AI’s impact on paid media is much broader. It’s transforming strategy in three key areas:
Automated Creative Optimization: AI can now test thousands of combinations of your ad assets (headlines, images, videos) to automatically find the most effective creative for different audiences and platforms.
Predictive Audience Discovery: By analyzing your best first-party data (e.g., customer lists), AI can identify and target new audiences across the web who share similar characteristics but that you might never have discovered through manual targeting.
Cross-Channel Budget Allocation: Advanced AI platforms can now analyze performance across all channels (Search, Social, Display) and recommend or even automatically shift budgets to the areas delivering the highest return in real-time.
AI is becoming a powerful tool for complex technical SEO tasks that are often time-consuming for humans. An agency can leverage AI for:
Large-Scale Site Audits: AI tools can crawl millions of pages to identify patterns in technical errors, indexation issues, or site speed problems far faster than manual analysis.
Schema Markup Generation: AI can analyze content on a page and automatically generate the structured data (schema) needed to help Google understand it better, leading to rich snippets in search results.
Internal Linking Optimization: AI can analyze your entire website to suggest the most contextually relevant and impactful internal linking opportunities to boost page authority and improve user navigation.
This is a critical consideration for any brand. Key ethical risks to manage include:
Data Privacy: Ensuring that all data used to train AI models is collected with user consent and is compliant with regulations like GDPR and CCPA.
Algorithmic Bias: AI models can inherit and amplify human biases present in the data they are trained on. It’s crucial to audit algorithms to ensure they aren’t leading to discriminatory targeting or unfair outcomes for certain demographic groups.
Transparency: Brands should be transparent about when customers are interacting with AI (e.g., chatbots) versus a human.
Brand Authenticity: Over-reliance on AI can strip away the human element and unique voice of a brand. It’s a tool to be managed, not a replacement for genuine human connection.
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience.
Audience segmentation is the process of dividing your broad target market into smaller, more defined groups based on shared characteristics. In PPC, this means grouping users by their demographics (age, gender), interests, online behavior (websites they visit), or their relationship with your business (e.g., previous website visitors, existing customers). The goal is to deliver more personalized and relevant ads to each specific group.
Segmenting your audience is crucial because one size does not fit all. By tailoring your ad copy, offers, and landing pages to specific segments, you can significantly increase relevance. This leads to:
Higher Click-Through Rates (CTR): Ads that resonate with an audience get more clicks.
Better Quality Scores: Google rewards relevance.
Increased Conversion Rates: A personalized experience is more likely to lead to a sale or lead.
Improved ROI: You waste less money showing generic ads to uninterested people.
In Google Ads, you can create segments based on a variety of data sources:
Demographics: Targeting based on age, gender, parental status, or household income.
Affinity Audiences: Reaching people based on their long-term interests and hobbies (e.g., “Foodies” or “Travel Buffs”).
In-Market Audiences: Targeting users who are actively researching and considering buying a product or service like yours.
Remarketing Lists: Grouping people who have previously visited your website or specific pages.
Customer Match: Using your own first-party data by securely uploading lists of customer emails or phone numbers.
This is a key distinction in modern PPC, especially with automated campaigns:
Audience Targeting is a strict rule. You tell the ad platform, “Only show my ads to people in this specific group.” This is common in manual campaigns.
Audience Signals are a suggestion or starting point. You tell Google’s AI, “This is what my ideal customer looks like; use this information to find more people like them.” The AI can then go beyond your initial signal to find new converting audiences you might not have thought of.
Audience signals are the hints you provide to your Performance Max campaign to help steer its automation and speed up the machine learning process. Instead of strictly targeting these groups, PMax uses them as a guide to understand who is most likely to convert. By providing strong signals (like a list of past purchasers), you give the AI a high-quality starting point to find similar users across Google’s entire network.
The most powerful signals you can provide are based on your own business data. The best practice is to include:
Your Data (First-Party): Remarketing lists from website visitors, and most importantly, Customer Match lists of previous buyers or qualified leads.
Custom Segments: Create audiences based on specific keywords people have searched for or websites they have visited.
Google’s Audiences: Add relevant In-Market and Affinity audiences that align with your customer profile.
Yes, this is a powerful strategy called audience layering. For example, in a manual Display or YouTube campaign, you could layer an “In-Market for Used Cars” audience with a demographic target of “Age 25-44” to create a highly specific group. This helps refine your reach and ensure your ad spend is focused on the most qualified potential customers.
Using strong audience signals directly improves your Return on Investment (ROI) by making your campaigns more efficient. It helps the AI:
Learn Faster: The campaign spends less time and money in the initial “learning phase.”
Reduce Wasted Spend: It prioritizes showing ads to users who are more likely to convert from the start.
Find Better Customers: By understanding your ideal customer profile, the AI can more effectively find new, high-converting pockets of users, ultimately driving more sales or leads for the same or lower cost.
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience.
Content marketing is the practice of creating and sharing valuable free content—like blog posts, videos, podcasts, and ebooks—to attract and convert prospects into customers. Instead of pitching your products or services, you are providing content that helps your audience solve their problems.
It’s important because it builds trust, authority, and brand loyalty. By consistently providing value, you position your brand as an expert in your field. This helps improve search engine rankings (SEO), generates leads, and nurtures relationships with potential customers.
Content marketing comes in many forms, including:
Blog Posts
Videos (e.g., tutorials, behind-the-scenes)
Infographics
Ebooks and Whitepapers
Case Studies
Podcasts
Webinars
Answering common customer questions.
Using keyword research tools to see what people are searching for.
Analyzing what your competitors are writing about.
Using tools like AnswerThePublic or Google Trends.
Surveying your audience.
SEO and content marketing are deeply intertwined. Content needs SEO to be found by the right audience. You should perform keyword research to guide your topics and optimize your content (on-page SEO) with relevant keywords, meta descriptions, and proper headings to rank higher in search results.
Success can be measured with metrics like:
Website Traffic: How many people are viewing your content?
Time on Page: Are people actually reading/watching what you created?
Leads Generated: How many people filled out a form or downloaded an asset?
Social Shares: Is your content being shared?
Keyword Rankings: Is your content ranking in Google?
A content calendar is a schedule used to plan, manage, and organize all your content publishing. It helps you stay consistent, align your content with marketing goals, manage your team’s workflow, and avoid scrambling for last-minute ideas.
PPC is an online advertising model where advertisers pay a fee each time one of their ads is clicked. It’s a way of buying visits to your site, rather than “earning” them organically.
PPC, or Pay-Per-Click, is a digital advertising model where you pay a fee every time your ad is clicked. The most common type of PPC is search engine advertising, where you can run ads on platforms like Google Ads or Bing Ads. When someone searches for a keyword related to your business, your ad may appear at the top of the search engine results.
Google Ads operates on an auction system. When a user searches for a keyword you’re bidding on, Google runs an auction to decide which ads to show. The winners are determined by their Ad Rank, a score calculated from your maximum bid and your Quality Score.
Quality Score is Google’s rating of the quality and relevance of your keywords and PPC ads. It’s a score from 1 to 10. A higher Quality Score can lead to lower prices and better ad positions. It’s determined by your ad’s click-through rate (CTR), the relevance of your keywords to your ad group, and the quality of your landing page.
Focus on keywords that show commercial intent. Use a mix of broad match, phrase match, and exact match keywords to control who sees your ads. Also, use negative keywords to prevent your ads from showing for irrelevant searches, which saves you money.
To measure PPC ROI, you use the following formula: ((Revenue - Cost) / Cost) * 100. You need to track conversions (sales, leads, etc.) accurately using tools like Google Ads conversion tracking and Google Analytics. This tells you if your campaigns are actually making you money.
While you can manage PPC campaigns yourself, it can be complex and time-consuming. An experienced digital marketing agency can often achieve a better ROI by leveraging expertise in keyword research, bid management, ad copywriting, and campaign optimization, ultimately saving you time and money.
Performance Max, or PMax, is a goal-based campaign type in Google Ads that uses machine learning to help you find more converting customers across all of Google’s channels from a single campaign. You provide the inputs—like your conversion goals, budget, and creative assets (text, images, videos)—and Google’s AI automates bidding and targeting to serve ads on YouTube, Display, Search, Discover, Gmail, and Maps.
The main difference is automation and channel reach.
Traditional Campaigns (like Search or Standard Shopping) give you granular control over keywords, bids, and specific ad placements on a single channel.
Performance Max consolidates this into one campaign that runs across all Google channels. It automates targeting and bidding, relying heavily on the assets you provide and your conversion data to find customers wherever they are in the Google ecosystem.
An asset group is a collection of creative assets—images, logos, videos, headlines, and descriptions—that are grouped around a specific theme or audience. Google’s AI mixes and matches these assets to create a wide variety of ad formats for different channels. You can also provide audience signals (like your customer data or specific interests) to help steer the AI’s targeting for each asset group.
Cost Per Acquisition (CPA): Is the campaign generating leads or sales at a profitable cost?
Return on Ad Spend (ROAS): Is the revenue generated from the campaign exceeding your ad spend?
Conversion Volume: Is the total number of conversions increasing? You can also analyze insights from the “Asset groups” tab to see which creative elements (headlines, images, etc.) are performing best and use that data to refine your strategy.
A great fit client for Full Moon is one who resonates with our core values and strategic approach. They are:
Full Moon’s client roster spans across multiple industries and business sizes. Some brands we have worked with include:
Derek’s strategic vision and analytical insights is the foundation of what we do. He does participate in the initial kickoff to set the tone, direction, and expectation of our partnership. Following this, your dedicated team and channel experts will handle the details. Derek keeps a pulse on all client work and contribute ideas to help guide it.
Full Moon uses Monday, a simple and effective project management platform that is widely adopted. We also use Dropbox, Slack, and Microsoft Teams.
Yes. We work with venture-funded startups who are in Series A, B, or C. We love to partner with startups that are ready to invest in customer acquisition campaigns.
We require a signed proposal, a signed Master Services Agreement (MSA), and a first months payment to commence work.
We understand your interest in looking behind the curtain of our work. However, the strategies we put together for each client often involves deep understanding of our client’s business, which requires a high level of client confidentiality. Out of respect for our clients, we do not share strategies or client work beyond case studies we have published on our website.
Our case studies page provides a showcase of our work, offering insights into our thought process, challenges we solve, methodology, and the results. Each case study is a testament to our commitment to creating custom solutions that help our clients achieve goals.
This is a common question. You may wonder if we have experience in your specific category. During our early years, we focused on category-specific clients in automotive and fashion. Today, our work extends to diverse sectors from manufacturing and entertainment to nonprofit and museums.
Through years of working across different industries, we have solved unique challenges, identified patterns, and equipped us with the skills to apply our learnings to scenarios regardless of industry.
While we believe in a comprehensive full channel strategy, we understand that your business might already have a channel managed. In such cases, we welcome the opportunity to review existing strategy, provide insights, and recommendations to ensure we can confidently integrate and execute with precision. Whether it is SEO, media buying, or social media marketing, our experienced team can help create compelling ad copy, targeted campaigns, and relevant media placements ensuring the highest standard in all the work we deliver.
It’s rare, but in exceptional situations we consider equity as compensation. Even in equity arrangements, there will be a cash for services component as we do not trade 100% of our services for equity in any situation. We must also understand there is a clear path toward financial success within an acceptable time frame.
We can’t accomplish success without collaboration with our clients. We work closely with our clients every step of the way, keeping communication open, and feedback constant.
We take payments on the first of each month for the month of service. Any incremental costs beyond the agreed amount for additional work will be billed the following month.
