Monthly Archives: October 2022

Halloween is a fun holiday, but it doesn’t always get the attention it deserves — especially if it falls on a weekday when most people have to work. Fortunately, there is still a way to indulge in the spooky holiday while in the office — dress up and join your office’s Halloween festivities!

How many days of the year are you encouraged to dress up and goof around at work? Probably just one — Halloween — and even then, it can be hard to know what’s office-appropriate.

We want you to have fun this year, so we’re taking the work out if it for you. We’ve compiled a list of DIY Halloween costume ideas that are easy to put together, inexpensive, and perfect for the digital marketer or tech professional.

If your family and friends don’t get your costume, your colleagues definitely will.

40 Office Costume Ideas for Marketing Nerds & Tech Geeks

Computer or App-Related Costumes

1. Incognito Mode Costume

If you’re looking for a dash of mystery and clever internet humor, dressing up as the Incognito Mode logo is your best bet. The costume is simple and there’s a good chance you already have most of the materials you need around your home.

Here’s what you’ll need:

A black fedora or cowboy hat
Weak or fake reading glasses with a thin frame
A black suit coat and dress pants
A black mask
Dress shoes
A white or black dress shirt
Image source: Instructables Craft

2. Web Browers

This costume is great because you can either dress up as your favorite web browser on your own, or you can have your friends join in on the fun and make it a group costume.

Either way, it’s a simple and cost-effective costume for your next office party. Just print the browser logos, cut them out, and wear them around your neck with a string or ribbon. For the rest of the outfit, you can color coordinate using the clothes you have at home.

Image source: Pinterest

3. Alt Text

Alt text isn’t just the metadata of an image published on the web — you could also say it’s an “alternative” fashion statement with the text to describe the era. It’s great because you don’t even look dressed up if you have a casual office dress code, so you can just blend in.

To dress as alt text this Halloween, break out your best 90s alternative garb — like black jeans, combat boots, and a flannel. Then, tape hyphenated text that best describes what you’re wearing, much like an image of your outfit would do online to help search engines read the file.

We edited a sash of alt text onto the alternatively dressed girl below, just to help you picture your awesome costume.

Source: That’s Life

4. Mobile App

Wander around holding an appetizer — candy, cheese and crackers, chips and dip, or whatever you have on hand — and you can call yourself a mobile “app.”

This costume also doubles as a great way to introduce yourself and make friends at a party.

5. Ghostwriter

Have you ever written something for somebody else’s byline? Such is the life of a “ghostwriter.” Turn your author-less accomplishment into this year’s office Halloween costume.

To dress up as a ghostwriter, grab a white sheet and cut a hole for your head and arms. Dab some black ink spots on the sheet, get a book and one of those feather quills (or just get a feather, I suppose), and boo — you’re a ghostwriter.

6. Whitespace

Whitespace on the internet might just denote all the blank space you use to help your design stand out, but on Halloween, “whitespace” isn’t just the absence of space.

Dress in all white — add a white wig if you’re ultra-committed. Then add a hint of color somewhere on the outfit, like a colored tie or scarf — or even a paint splotch. That color splotch will make the white space more prominent, transforming you into “whitespace.”

7. Error 404 Code

You’ve most likely encountered a funny error 404 page before, and you can make it a funny costume, too. Grab a sheet of paper, write “Error 404: Costume Not Found,” and tape it to your outfit.

8. (Monty) Python

If you’re into programming code, British comedy, and low-effort costumes, being (Monty) Python is perfect. Dress up in anything remotely snakelike in your closet: olive green clothing, snakeskin accessories, and fake vampire teeth that can serve as your fangs.

Then, to amp up the dork factor on this costume, add two coconuts or a gold chalice to embody Monty Python on his quest for the Holy Grail.

9. Facebook

Grab face paint or eyeliner and write “book” across your cheeks. Just like that, you’re the world’s biggest social network for Halloween.

And for your sake, we hope your colleagues actually get it:

Image Source: Sweety High

10. Unicorn

Here’s another tech-friendly, double-entendre costume: Be your own version of a tech unicorn. Here at HubSpot, we love this tech icon, and you can easily make your own version of a unicorn horn with help from this article.

Image Source: WikiHow

11. Phishing Emails

Phishing emails are nothing to joke about — they can seriously threaten your technology and data security. But on Halloween, you can dress up as a play on phishing emails for an easy DIY costume. All you need are a stick, a piece of string, and an envelope. Bonus points if you own a bucket hat and vest to complete the ensemble. Check out an amusing version of this costume below.

Image Source: Car and Driver

12. Copycat

“CNTRL + C” is the popular keyboard macro allowing you to copy items from one place to another on your computer. Well, here’s a technology spin on a classic Halloween costume. All you’ll need are cat ears, eyeliner-drawn whiskers, and a sheet of paper. Write “CNTRL + C” on the paper, tape it to your outfit, and you’re a “copycat.”

Image Source: BuzzFeed

13. The Blue Screen of Death

You know the screen, even if you don’t know the morbid nickname the tech world has given it. This classic error screen is known for signaling the end of a computer’s useful life, and you know it when you see it. It causes so much stress on site, in fact, that the color alone is scary enough for Halloween.

Believe it or not, there are T-shirts of this ominous screen you can find online. Want to make your own? All you need is a royal blue t-shirt and a printed version of this horrifying error message to pin to it.

Image Source: Spreadshirt

14. GPS Costume

This will work best with two people. You can cut a Point A and Point B pin shape out of cardboard, paint them red, and write A and B on both pieces. From there, you can personalize the costume however you’d like. You can even get more intricate by finding a T-Shirt with a map on it.

Image Source: Pinterest

15. Dead Battery and Low Wi-Fi

Nothing is more terrifying than a dead battery or no Wi-Fi. This costume brings every techy’s fears to life. It’s also pretty simple to create. Just tape or glue images of dead Wi-Fi and low battery signals onto a black shirt. To emphasize the low-connectivity fears, put on some zombie or skeleton makeup.

Although this can work as a couple’s costume, this could also be a fun option for office colleagues. Since both costumes within the set don’t rely on each other to be understandable, an individual could also wear either the Dead Battery outfit or the No-Wi-Fi suit and still be easily recognized.

Image Source: Pinterest

Emoji Costumes

16. Information Desk Girl

This genius professional found a golden (or, rather, purple) opportunity to be the information desk emoji — the many gestures that we’ve all come to know, love, and use at some point in a text conversation.

The best part about this awesome tech reference is that you don’t need to alter your regular attire to make it work. As Naomi shows us below, it’s all in the hand gestures.

17. Dancing Girls Emoji

If you’re the owner of one of the 2.2 billion Apple iPhones sold worldwide, you’re probably familiar with the dancing girls emoji, shown below.

The easiest version of this costume is to find a buddy and dress all in black together. If you’re committed to emoji authenticity, buy black bunny ears to complete the look.

Image Source: Brit + Co

18. Heart Eyes

Are you just in love with Halloween? Prove it with this passionate emoji face. You don’t have to paint your entire face to get the Heart Eyes Emoji just right, but it certainly helps. It’ll also disguise your stress when you’re at your most focused during the day.

“This employee just seems to love her job, I can’t put my finger on why,” your manager will think. See how to paint this emoji onto your face below — you’ll need some help with this one.

Topical Office Costumes

19. 1920s Flapper

The best part about dressing up as a flapper for Halloween is that this fun outfit can be found easily online at affordable prices, or you can assemble it using whatever you have at home or find at the craft store.

The latter is what interior designer and DIY enthusiast Mandi Johnson did last year. She found a simple black dress and managed to make all the jewelry, accessories, and fringe items from materials she bought at a crafts shop.

Image source: A Beautiful Mess

20. Minnie Mouse Costume

You can never go wrong with the classics. Minnie Mouse is a timeless, simple, and inexpensive costume that never goes out of style. And if your Halloween office party allows for a plus one, you can invite your spouse or significant other to dress up as Mickey. Who doesn’t love a cute couple’s costume?

Image source: Pinterest

21. Top Gun

Top Gun-inspired costumes will likely see a boost in popularity this Halloween thanks to the 2022 sequel “Top Gun: Maverick.” While you can find the signature green jumpsuits online for a decent price, you can also put the outfit together at home if you have jeans, a white shirt, a jacket, and sunglasses lying around.

Image source: IMP Awards

22. Formal Apology

Ever bought formal attire for a special occasion and never worn it again? Well, now you have an excuse to bring your formal pieces out of retirement. Dress up as a “formal apology,” because nothing says “quirky office party” like a good play on words. Simply dress up in your formal dress or suit, and have a sign or sash that reads “apology” or “sorry.”

Image source: Good Housekeeping

23. Men in Black

This is a great costume to pull off with your best friend at the office, especially if you already have a suit lying around.

Image source: Pinterest

24. Fully Vested

At work, “fully vested” usually refers to one’s ability to earn all matching funds of a 401(k) retirement plan. But for some, you just can’t help but picture someone wearing lots of sleeveless jackets at the same time. Now’s the time to personify that image.

If you work in a company where people would get the joke, put on a bunch of vests (at least three, but even more is encouraged), and that’s about it. You’re fully vested.

25. Nerd

What I love about the nerd costume is that it’s effortless and always unique — there are many ways to be a nerd in this day and age. Are you a tech nerd, a video game nerd, or a book nerd? The sky is the limit with this costume. Show up wearing glasses with your favorite accessories — such as a magic wand, book, or lightsaber — to complete the effect.

Source: Pinterest

26. Sanderson Sisters from Hocus Pocus

The Sanderson Sisters made a comeback in Hocus Pocus 2, which streamed on Disney+ this year — so they’ll likely be a popular costume this Halloween season that will be easy to find at any costume store.

Image source: NBC News

27. Eddie Munson from Stranger Things

Eddie Munson was a fan favorite in the latest season of Stranger Things, and his outfit is pretty easy to put together. If you have a jean vest or jacket at home, you’re already halfway to the look. You can also find Eddie’s Hellfire Club shirt at Target or Walmart for less than $20.

28. Fifty Shades of Grey: PG Paint Swatch Costume

Want to do something cheeky, but still office friendly? This is PG pun costume shares the name of a popular romantic novel and film, “50 Shades of Grey.”

Go to your local paint or hardware store and buy 50 grey paint swatches. Then, tape them to a black shirt and tell your colleagues you’re, “50 Shades of Grey.”

29. Early 2000s Disney Red Carpet Fashion

If you’ve been on social media at all, you’ve likely noticed old red-carpet photos of Disney Channel stars like Ashley Tisdale re-circulating online. Early 2000s Disney fashion was interesting, to say the least, and would make a fun nostalgic costume.

The best part about this idea is that there is a lot of room to improvise. The wilder the accessories the better — and you can likely use almost anything from your closet. Want to wear a skirt over jeans? Or add a chunky belt to the ensemble? The possibilities are endless.

Image source: Twitter

30. Eleven from Stranger Things

Eleven from Stranger Things is universally beloved, and it’s a bonus that her signature look is a comfortable and easy-to-assemble costume. Rock your best Eleven with a dress, a denim jacket, and a box of Eggo Waffles.

Source: Business Insider

31. Scoops Ahoy Employee from Stranger Things

While Eleven is an absolute classic Stranger Things character, season two inspired another great costume opportunity. In that season, Steve, played by Joe Keery, worked at an ice cream shop called Scoops Ahoy. As a server, he had to wear a goofy sailor uniform alongside his coworker Robin.

Since it’s a pretty generic sailor uniform, you might be able to easily find one that’s similar in a variety of Halloween shops. This costume could work for both individuals or two colleagues.

32. Dress Up as Your Favorite Anime Character

Anime is seeing a huge surge in popularity, and if you’re an anime fan — why not dress up as your favorite character? Just make sure it’s office appropriate. Some great work-appropriate characters include Aizawa from My Hero Academia, Nanami from Jujutsu Kaisen, and Kiki from Kiki’s Delivery Service.

Group Office Costumes

33. The Sales Lifecycle

At HubSpot, we love embracing team costumes. A few years ago, a handful of HubSpot employees grabbed some T-Shirts and wrote the stages of the sales lifecycle on them. Then they lined up accordingly and passed a fake prospect listing around to symbolize the process of making a sale. This was such an easy costume to coordinate that the team could even include an out-of-office employee over a video call.

Source: Maggie Bomze, Principal Customer Success Manager of Strategic Accounts at HubSpot

34. Social Media Channels

While this Pinterest image shows classmates posing as major social media networks, this could easily be modified to fit the office setting.

Simply pick out a solid list of the hottest social networks, then buy blank T-Shirts that match the colors of each platform. From there, you can either draw, tape, or glue the logos onto each shirt. If you’re not interested in the tutus worn below, you could also find matching pants, or just wear jeans and keep things simple.

Source: Pinterest

35. Google Algorithm Update

Find a couple of office buddies for this one — one panda, one penguin, and one pigeon. You might be thinking, “what the heck is the pigeon algorithm update?” Trust me when I say it’s a thing. Also, we checked Amazon for hummingbird costumes, and there aren’t any cheap ones available.

Source: Opportunity Max

36. Black Hat and White Hat SEO

This is another SEO-related costume, and I think you can figure this one out on your own. I recommend wearing a black hat for one, and a white hat for the other, and having “SEO” embroidered on each one — which you can easily custom order.

Source: SEO-Hacker

37. Snapchat Filters

Here’s another group costume idea that pays tribute to Snapchat’s filters feature.

There are numerous options that you and your team can choose from to embody this costume. You could dress up as vomiting rainbows, cat and dog ears, a flower crown, or a face swap, and this could be as DIY or store-bought as you’re interested in pursuing. For example, here’s some inspiration for a couple of the dog filters:

Source: PopSugar

38. Snapchat Ghosts

Put a marketing spin on a classic Halloween costume by arriving as a Snapchat ghost. All you’ll need is a white sheet and to pick which ghost you like the most.

Source: YouTube

39. PAC-MAN and Company

Here’s yet another awesome ghostly costume idea your whole team at work can get in on. Have your team lead wear the yellow pie-shaped garb of PAC-MAN, with each team member dressed as the multi-colored ghosts that roam the screen in this vintage arcade game.

Just make sure the team lead doesn’t actually try to eat the ghosts — you’re in an office, and you’re all technically on the same team.

Source: Meningrey

40. Instagram Filters

For this group costume, you’ll need white t-shirts and fabric markers. Draw an Instagram photo frame on the front of your shirts, and each team member can write a different Instagram filter‘s name inside the photo frame. Or, create frame props with different filters on them as the group did below:

Source: Nails Magazine

The clothes don’t make the marketer, but the costume can certainly make the culture at your company. Now that you have plenty of ideas for fun, work-appropriate Halloween attire, you’re ready to wow your coworkers at your next spooky office party.

Editor’s Note: This post was originally published October 21, 2018 but was updated in October of 2022 for comprehensiveness.

Artificial intelligence is continuing to make an impact on the business world. In fact, McKinsey predicts that up to $2.6 trillion in value will be unlocked by AI in marketing and sales alone.

But, if you’re less tech-savvy, you might be intimidated by terms like “artificial intelligence,” “machine learning,” and “algorithms.” You probably also hear about these technologies and think to yourself, “My business definitely can’t afford that.”

This makes sense. As a good marketer, you should be skeptical about high-priced tech. After all, sometimes it’s hard to tell how a tool works and if it’s actually worth your money. Additionally, if you’re less familiar with AI, it might seem like it’s only necessary for industry-leading behemoths.

There are so many misconceptions about AI in marketing that my colleagues and I launched the Marketing AI Institute. At the organization, we aim to make AI approachable and actionable for marketers. To date, we’ve vetted dozens of AI solutions and have monitored more than 1,500 sales and marketing AI companies with combined funding north of $6.2 billion.

As the Institute’s director, I’ve advised small and medium-sized companies on AI implementations. We’ve also piloted several AI tools in our own marketing operations at the Marketing AI Institute – often for no or extremely low cost.

While you might think that AI is totally out of your budget, there’s actually a chance your business is already using a software or app that relies on this technology to do its job.

Let’s get into the three-step process for implementing AI on a budget, as well as examples of affordable tools that can help you.

Table of Contents

How to Implement AI on a Budget [3 Steps]

Affordable Marketing Automation Software

Familiarizing Yourself With AI

How to Implement AI on a Budget [3 Steps]

1. Determine where AI tools could help you eliminate costs.

At some point, you’ll need to spend money to implement AI. But, how you structure an AI pilot project can help you defray some of the costs.

Although AI, when done right, can increase revenue and reduce costs, you’ll still want to start with a cost-reduction pilot before a revenue-increasing experiment.

A cost-reduction pilot aims to improve (or streamline) processes you already have in place. A revenue-generating pilot, on the other hand, might require new processes — which could ultimately cost more time and money.

In order to kickstart your cost-reduction pilot, you need to first identify time-intensive or repetitive tasks that hold you — or your team — back from high-quality projects in your organization. 

Start by making a list of your recurring responsibilities. Track everything you do every week or month, and list the amount of time you spend on each activity. Chances are, there are a ton of tasks that take way too much time each month. It’s likely they’re also pretty data-driven, too.

Next, explore vendors who have created more intelligent ways to do the tasks that are blocking your team.

For example, you might discover that tagging images on your website takes up too much time. AI software can probably free you up from doing that task. Or, you might spend hours each week managing paid advertising. AI can also help there, too.

In fact, there are dozens of ways you can apply AI to immediately free up team time and resources. And, depending on the cost reductions, these pilots may pay for themselves.

2. Research tools that work out of the box.

A handful of small to medium-sized businesses might worry about blowing their budgets when they hear the words, “artificial intelligence” because — at the moment — many AI solutions are built for corporate enterprise.

The truth is, many AI tools need access to quality data at scale to produce results. Enterprises are often the only source of this data. But this doesn’t mean you need to count out AI as a marketer for a smaller business.

In fact, a number of AI tools are affordable, work out of the box, and cut time on basic marketing tasks.

Additionally, you might not know it, but you might already be using popular office tools that are powered by AI.

3. Ask these questions before investing in an AI product.

There are some vendors out there that claim to be AI but aren’t. If you don’t understand what to look for, you could waste time and money on lackluster solutions.

That’s why we encourage every marketer to establish a baseline knowledge of AI. (Our beginner’s guide will cut down your learning curve.)

Aside from familiarizing yourself with the technology, you also need to ask smart questions of AI vendors about the tools they sell.

Start with questions like:

How does ____ use AI today?
What AI capabilities are on the product roadmap?
What type of data do I need for the solution to work?
Is there any type of minimum size dataset I need to use the solution? (i.e. a certain number of emails sent, visitors to the site, etc.)
What kinds of in-house capabilities do I need to use and maintain the solution?: Can anyone use it? Do I need dedicated data scientists, machine learning experts?
My top use cases for AI are A, B, C, etc. Can ___ help?

Curiosity may have killed the cat. But it also saves marketers tons of money when buying new technology. So, don’t be afraid to ask questions and do deep research on each product you’re considering before you invest.

Affordable Marketing Automation Software

Here are a few examples of popular and affordable AI-powered tools:

1. Grammarly

Price: Free; Premium plans to start at $11.66/mo for an annual commitment.

Grammarly is an intuitive copy-editing tool that uses machine learning to recognize and highlight spelling, grammar, and other phrasing errors on different platforms including Google Docs, email, and social media sites.

Image Source

For an individual user, Grammarly allows you to track your writing performance and get edit suggestions based on your level of writing experience. The software will also send you emails that show you areas where you are excelling and where you need to improve.

Recently, Grammarly also added a feature where it could recognize and sense the emotional tone of your emails. For example, if you’re writing an email with “Thank you” in it, Grammarly will note that your message sounds “appreciative,” or “optimistic.”

Pro Tip

Grammarly is also available for teams. With the team version, you can unlock customizable editing features that allow the software to make suggestions with your company’s writing styles and branded words in mind.

To learn more about Grammarly and other productivity tools, check out this blog post.

2. Frase.io

Price: Trial available; Plans start at $24.99 per month.

Frase.io is an AI-powered research assistant and question answering bot that uses and analyzes search data on your site. The software can also help you optimize articles and other content for SEO by reading the text, comparing it with similar online content, and offering search and keyword-based suggestions.

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Aside from the SEO features, Frase.io also provides a bot feature. When a visitor is searching your site and would like to find something, they can simply type a question into the message box on your web page and receive an answer from a bot.

Image Source

The bot uses machine learning to recognize the phrases given and match the words with content or pages related to those words. For example, if someone says, “I’m looking for a blog post on Instagram Stories,” the bot would reply with a link to one or more blog posts about Instagram Stories.

One company that benefited from this product was Embryo Digital, a small UK-based agency that used Frase.io to conservatively save 180 hours per month on research.

Pro Tip

Battling writer’s block? Frase.io can help with that. It offers a number of tools that create content automatically — such as its Blog Introduction Tool, which automatically generates a 100-word introduction for your blog title.

3. Google Analytics

Price: Free

By now, you’ve probably heard of or already use Google Analytics.

The leading analytics platform’s machine learning capabilities will answer questions about your website data.

Although Google Analytics is the leading analytics tool of marketers and already has many AI tools that work upon launching it, it will take marketers time to set up their GA dashboards so that data is understandable and organized for full teams.

To learn more about this platform and how to get started on it, check out this ultimate guide.

Pro Tip

On top of giving you detailed insights on how your website is doing, GA also integrates with all of Google’s marketing products — including Google Ads, Search Console, and Data Studio.

4. Ahrefs

Price: $99-$999/month depending on your number of users and features.

Ahrefs uses data from Google and other search engines to show you where your web pages rank for certain keywords. It also allows you to query words or phrases to see how common people are looking them up on search engines.

This type of tool can quickly help you identify topics that you might want to blog about or see if your blog post or website is actually showing up on Google searches when people make queries related to your industry.

To give you more of an idea of how the software works, here’s a demo that walks you through how to do keyword research with Ahrefs:

If you’d like to better your keyword research strategies, but can’t afford something as intuitive as Ahrefs, you can also check out these tools which similarly leverage AI algorithms to help marketers identify search opportunities.

Pro Tip

Use Ahrefs’ Content Explorer tool to uncover content that generates a lot of social shares. And, if a specific social media platform is important to you — such as Twitter, for example — you can filter shares on that specific site. In addition, you can analyze any page’s social shares over time.

5. HubSpot

Price: Free CRM; Plans start at $50 per month and vary based on team size and tier subscribed to.

HubSpot incorporates AI in a number of ways. Here are just a few:

SEO: HubSpot’s COS and CMS use algorithms to scour your posts for search optimization suggestions before you post.
Emails and Workflows: When a customer does something such as engage with an email or landing page, this will trigger a canned email to be sent to them with their name and other personalizations in it.
Social Media: HubSpot’s social media platform allows you to autogenerate post caption copy using machine learning. This technology recognizes sentences that you might regularly tweet or meta descriptions in a link you’re sharing, then crafts a caption that you can then edit or tweak.
Deduplication features: If you upload a new list into a HubSpot CRM, or a pre-existing contact subscribes to your marketing newsletter, HubSpot will search the CRM to find matching contacts and prevent any duplicates from being added.

Pro Tip

For maximum engagement, schedule your emails at the most optimal time for your audience. For instance, if your email open rate plummets on the weekends, schedule them for a weekday.

6. Buffer

Price: Plans start at $6/month per channel and vary depending on your team size and number of channels.

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If you’re a social media marketer, AI tools can take your work to the next level in a fraction of the time.

Buffer is a social media management software offering a range of tools to publish, track, and measure your social media content. For instance, you can maximize engagement by scheduling posts at the most optimal time of day, when your audience is most active.

Pro Tip

For many social media marketers, creating a steady stream of amazing content is challenging. With Buffer’s Calendar tool, you can schedule content months ahead, identify any content gaps, and hone in on certain holidays.

7. Mailchimp

Price: $11-$299/month, depending on how many contacts you have.

Image Source

Mailchimp is a popular email marketing software that lets you create campaigns and build automated workflows. Depending on your plan, you can also access advanced audience insights and a library of email templates.

Pro Tip

Using Mailchimp’s Customer Journey Builder, you can automate marketing workflows for your contacts. From simple to highly complex, these journey maps can contain multiple starting points, branches, and unique actions — guaranteeing each of your contacts has a personalized experience.

Familiarizing Yourself With AI

Artificial intelligence can sound like an intimidating or expensive technology. But, the truth is, it’s getting more and more prominent in our world and workplaces today.

Ultimately, the best strategy for vetting AI products, tools, and opportunities that may come your way in the future is to research credible sources and ask the right questions about the software you’re considering.

If you’re looking to take the next step with technology implementation, check out HubSpot Academy’s latest course, “Artificial Intelligence and Machine Learning in Marketing.” The course gives an introduction to AI and machine learning while also walking you through how to implement it in your company’s marketing department.

Still in the initial research phase, but want to learn how AI could impact marketing in the next year? Discover four predictions from marketing AI experts in this blog post.

Post Content

In the world of search engine marketing (SEM), a growing number of marketers are turning to PPC campaigns. That’s how Google has significantly grown its advertising revenue every year. In 2021, Google’s advertising revenue accounted for 81% of Alphabet’s overall sales.

Price-per-click or PPC campaigns lead to nearly guaranteed ad placement in the search engine result pages. Well-run PPC campaigns help you generate leads. And if your ads tool is tightly integrated with your CRM, you can use insights from your ads’ data to nurture leads across their buying journey.

In this post, you’ll learn what a successful campaign entails and the best practices for optimizing your PPC campaigns.

So, how can you win a PPC campaign? Start by crafting the right strategy and learning the management missteps you’ll want to avoid.

Remember: Poor PPC campaign management is costly and delivers poor lead generation results.

Here are a few ways marketers go wrong with PPC campaign management:

Building one basic campaign without using Google Ads’ Ad Groups tool.
Coming up with keywords by relying on gut feeling instead of doing research.
Not adding “negative keywords” or monitoring campaigns to avoid wasting budget.
Using unengaging landing pages, or a homepage that generates no leads for the campaign.
Creating campaigns, setting budget caps, and going live without informing internal or external stakeholders.

Building an excellent campaign structure can help you avoid these obstacles. Luckily, you can master this campaign structure with a detailed PPC template.

PPC Campaign Management Template

We’ve created a free PPC campaign management template. This template will help you and your clients to set up a full-funnel campaign structure that follows PPC best practices. Once you do that, you’ll be better positioned to maximize the return on your PPC investment. We broke the template into two sections: Ads Planner and Ads Results.

Ads Planner Template

In this section of the PPC template, you’ll record your ad campaign information. The first 3 columns contain your campaign name, keywords, and negative keywords (keywords you don’t want ads shown for).

Enter your ad variations in the next section. There’s room for multiple headlines, descriptions, and URL paths to help you keep track of your running ads.

Ads Results Template

This part of the PPC template allows you to track relevant campaign metrics. Use it to record your total ad cost and analyze the performance of impressions, conversions, cost-per-click information, and more.

Now that you’re familiar with the template’s components, let’s look at managing your PPC campaign.

How to Manage a PPC Campaign

PPC campaign templates also act as checklists that can help you manage your work.

We’re going to show you how to use the PPC template in this blog post — so download it now and follow along.

Before we get started, here are two tips that’ll make using this template easy:

You’ll want to clear out the example data in the template. That includes placeholder keywords, campaign and AdGroup names, ads, and final URLs.
Be careful not to alter the variables in columns F, J, and N of the ads planner. They contain the number of characters required by Google Ads for headlines, descriptions, URL paths, and Final URLs.

Now, let’s dive into PPC campaign management.

Step 1: Choose your PPC campaign management tools and software.

There are several platforms for managing your PPC campaign. Pro tip: Start with one platform. This tactic works because it keeps your costs low in the initial stages of PPC planning.

Rather than paying for an external campaign management tool, you can natively manage your campaigns in the platform you use for running ads.

However, as you expand your strategy to include more sites, you’ll need a robust PPC campaign management software. This tool allows you to keep track of each platform, budget, and set of creatives in one place.

Here are some of our favorite tools for the job:

Marin Software: Integrates with Google and Facebook — two of the most popular PPC platforms.
WordStream Advisor: Analyzes Google and Facebook ad spend to keep you on budget.
SpyFu: Analyzes your competitor’s campaigns to help you build a well-rounded strategy.

Step 2: Understand PPC campaign structure.

Understanding PPC campaign structure is essential. Usually, some marketers set up an account, create an ad, direct the ad to their home page, pick some keywords, and hit go. This is a wrong PPC approach.

With Google Ads, you can create multiple campaigns. Your campaigns may contain several AdGroups. Each AdGroup may contain a few ads and multiple similar keywords.

Multiple campaigns allow you to set daily budget caps, day-parting, and select geo-targeted regions at the campaign level. If you’re bidding on generic and branded keywords, you’ll want to put these in separate campaigns. The parameters around these two types of keywords will likely be different.

As you’ll see below, your template reflects these best practices, providing cells for several campaigns, AdGroups, and ad variations within those AdGroups.

Download this Template Free

Step 3: Identify your landing pages.

The “final URL” is the web page where your PPC traffic lands.

Don’t drive PPC visitors to your home page or blog, hoping they’ll see and fill out a lead generation form. That’s the role of organic search. Instead, drive your audience to a landing page with a form on it. Also, add a tracking token or UTM parameter to the page so you can identify your lead sources. 

Keep in mind that the final URL within an AdGroup will be the same regardless of the keyword or ad. You can create another AdGroup if you want to drive a keyword to a different landing page. If you want to get even more specific, create another campaign for that keyword.

Step 4: Build your keyword strategy.

Always select relevant keywords that apply to your landing page and offer. Relevant keywords are important because they increase the chance of visitors completing the form on your landing page.

You may want to rank for multiple keywords, but you shouldn’t do this with one landing page. Why? A landing page will have a focused message that addresses only a few keywords. If a keyword is irrelevant to a landing page, you’ll be wasting your ad budget, as visitors who search for and click the keyword won’t convert. In such a case, it’s better to create another offer and landing page that specifically addresses additional keywords.

To understand search volumes and costs around keywords you want, use tools like the Google Ads Keyword Tool, or — if you’re a HubSpot customer — use our keywords tool.

If it’s your first time managing a PPC campaign, check out this article on how to design a keyword strategy. For Google Ads, you’ll want to learn more about keyword quality scores.

Step 5: Create your ads.

This is the fun part.

Google Ads and Microsoft Ads allow you to create over one ad for each Ad Group (hence the “group” terminology).

After creating multiple ads, these platforms display the ad variations to your audience and note the variant with a higher clickthrough rate (CTR). This is called A/B testing. While running A/B tests is optional, taking advantage of it could improve your campaign performance and ROI.

Keep in mind that you have 30 characters for each ad headline, 30 characters for the display URL (the URL that’s displayed in the ad, not to be confused with the final URL), and 90 characters for each line of copy. If you’re using this template, you can easily keep track of these values.

Download this Template Free

When writing your ad, give special attention to your headline. The headline has the greatest influence on an ad’s CTR. Be sure to include a keyword in your headline to draw a user’s attention.

An even better practice is using dynamic keyword insertion. Plus, you’ll want to provide a cohesive experience for searchers — from seeing your ad in the search engine results to completing the form on your landing page. Everything should align with the goal of getting them to click through.

Finally, there’s the tricky matter of the display URL. You’re only allowed 30 characters here, but it’s unlikely that your final URL, the actual URL for your landing page, will be that short, especially after adding UTM parameters.

For this reason, search engines like Google allow you to create a display URL, which may not be an actual URL on your website. However, the domain in your display URL must be the same as the domain in your final URL. This allows users to know they’re in the right place when they click your ad and visit your landing page.

Step 6: Share the completed template with stakeholders.

Your completed template needs to align with stakeholders’ expectations and the elements of a productive PPC campaign.

If you’re a PPC campaign stakeholder, this template will help you with two things. First, the ads planner template gives you a bird’s-eye view of what the person running the ads is doing. Second, the ad results template shows how much you’re spending on PPC. With this, you can reallocate and swiftly modify your budget as you respond to changes in the marketplace.

How to Optimize Your PPC Campaign

PPC campaign management isn’t a one-time thing. You’ll need to adjust your methods continually for optimized results. Keep these factors in mind to maximize the performance of your PPC campaigns.

Location

Ad platforms often use geographic targeting in PPC management. Therefore, you should always analyze the performance of your ads to identify the most profitable locations. Use this data to exclude underperforming locations, and add these locations to your negative keywords list.

For example, if you own a bike shop, targeting urban and densely populated areas may be better than targeting rural areas where most folks need a car to get around.

Performance by Device

Campaigns that are effective for desktop users may not perform so well with mobile users. Consider targeting each group separately, and note any differences in conversion rates.

If a campaign works better on mobile versus desktop, allocate funds towards your mobile efforts while you try a different campaign for desktop users. This way, you ensure you’re spending on campaigns that guarantee the highest ROI.

Removing Keywords

When running campaigns, every keyword you chose won’t prove useful. You’ll need to remove the low performers. These could be keywords that:

Are not converting.
Are converting at a very high cost.
Have a “below average” quality score rating.

Remove these keywords and stick with those that are performing well. This allows you to get maximum value from your ad budget.

Examine Keyword Bids

When bidding for keywords, you’ll want to determine how much you can pay for each conversion and still make a profit. To do this, you’ll need Google Ads tools to optimize your bids, like:

Bid simulator: This allows you to see how higher or lower bids can affect your ad’s performance.
First-page bid estimates: This shows how much you likely need to bid to get your ads on the first page of Google search results.

After determining the maximum you can pay for a keyword, these tools will help you make the most of your budget.

Performance by Day and Time

Campaign performance will fluctuate depending on the time of day or day of the week. So, observe your campaigns. Note when they perform well and vice versa. If they aren’t performing during a specific timeframe, adjust your campaign so that you are only bidding on the most profitable times.

Now, let’s explore the platforms available for running your PPC campaigns.

PPC Campaign Management

Besides figuring out the ads that work best for your business, understanding where your audience spends most of their time online is key. That’s why you need to familiarize yourself with the different platforms available for running your PPC campaigns.

Let’s look at some of the most popular ad platforms, like Google, Microsoft (Bing), Facebook, Twitter, and YouTube.

Google PPC Campaign Management

Google has been the dominant player in the search engine space for over 20 years, and it still produces some of the most innovative ad experiences in the market. Here’s a look at two of the most popular ways to serve ads on Google.

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Google Search Ads

One of the most popular types of Google Ads is the search ad. These ads appear at the top and bottom of the search results for specific keywords you bid on. The typical goal for running Google search ad campaigns is to drive traffic to a specific webpage — like a landing or product page.

Google Display Ads

If you’ve ever visited a website that advertised on the banner, sidebar, or footer of a web page, you’ve probably seen a Google display ad. These ads are typically visual, featuring colorful graphics, videos, and occasionally audio. Google display ads are helpful for retargeting customers who visited your website without taking your desired action.

Microsoft Ads (Formerly Bing Ads) PPC Campaign Management

Overall, Microsoft Ads works almost like Google Ads. However, there are a few distinctions that’ll help you get the most out of your PPC campaign.

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Microsoft Ads Keyword Planner

The bulk of your PPC efforts will likely live in Google Ads. When you decide to bid on Microsoft Ads, avoid using your Google Ads keywords for your Microsoft Ads. Google and Bing are different search engines, meaning the search volume for your Google keywords may not be the same in Bing.

Bing’s keyword research and suggestion tool provide more accurate search volumes for your keywords. So, while you can use your keyword list from Google, use this tool to verify whether you should bid on the same keywords versus other variants with more traffic.

Lower CPC

One upside of Microsoft Ads is the possibility of having lower CPC, which decreases your ad spend.

A WordStream test of both Google and Microsoft found that the average CPC of running ads on Microsoft was 33% lower. The implication? Bidding on Microsoft Ads is less competitive compared to Google, meaning you may likely spend less when paying for Microsoft Ads keywords. This may be especially true for specific industries, as you’ll see in this table:

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For a deeper dive into Microsoft Ads check out this tutorial.

Facebook PPC Campaign Management

Facebook Ads Manager is a platform that connects 1.6 billion people to businesses on Facebook. It’s a great tool to target specific audiences.

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Some of the most popular ads you can use for Facebook campaigns are:

Story Ads

With more users spending time on social media platforms’ story features, these ads are one way to reach your audience. Like personal stories, you can share story ads as a video with a link. You can also use a series of photos to explain your ad and entice your audience to take a specific action.

Keep in mind: You can only post stories for 24 hours. These ads are best used for promotions like time-limited offers.

Playable Ads

Gamification is an innovative way to catch a lead’s attention. Facebook’s playable ads allow you to create a brief interactive version of a game or app so users can get a feel for your product.

You’ll want to keep the functionality simple so you don’t deter potential customers. And of course, make it fun.

Messenger Ads

If you’ve ever used Facebook’s messenger tool, you’ve probably seen an ad in your conversations. Messenger ads are useful because potential customers can decide to connect with your business directly from their messages.

If you have a customer service team that connects with people via chat, this is a great way to establish an instant connection. You can also send a lead to your site or a specific landing page from the ad.

To get a comprehensive deep dive into building Facebook ad campaigns, check out HubSpot’s Facebook Ads Training Course.

Twitter PPC Campaign Management

Twitter Ads Manager makes it easy to plan your Twitter ad while providing reporting on campaign performance.

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People spend 26% more time viewing Twitter ads compared to other leading platforms. But while you may have an excellent chance of success with Twitter, your ads need to be catchy enough to stop someone mid-scroll. Some ads you can include in your Twitter campaigns are:

Promoted Tweets

Regular and promoted tweets have only one difference. Regular tweets are free while you pay to promote tweets that’ll appear in your ideal audience’s feeds. This allows your business to convert users, or gain new followers. That can help build your brand’s awareness.

Promoted Moments

Twitter moments are several tweets that focus on a specific topic or event. Essentially, you want this collection of tweets to communicate a story to your audience. Moments include categories such as trending, sports, entertainment, and more. These are great for fun or trendy topics.

Promoted Trends

If you love seeing what’s trending on Twitter, you may want to experiment with promoting a trend for your target audience to interact with. This trend will be displayed in the timeline, the explore tab, and the “Trends for You” section.

Once someone clicks the promoted trend, they’ll see various search results for the specific trend and your brand’s promoted Tweet. If your business has identified an engaged Twitter audience, promoted trends may be your goldmine.

Learn more about Twitter Ads Manager for your business, and get to tweeting!

YouTube PPC Campaign Management

YouTube is one part of the Google Display Network with over 2.4 billion monthly users. This high number of users suggests that including YouTube in your ad campaign strategy makes sense. If your business can create ads that’ll interest your audience and keep them from hitting “skip” you’re already winning.

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Let’s look at some of the different YouTube ads.

Skippable In-Stream Ads

These are likely the ads you are most familiar with. These ads have a little button that says “skip.” Clicking the button allows you to start or continue viewing a video on YouTube.

Often, users have to wait five seconds before they can skip. Five seconds isn’t much time to convince someone to stick around, so ensure your ad’s hook can capture your audience’s attention.

However, you shouldn’t worry if users skip your ad within the first five seconds. When a user skips your ad in the first 5 seconds, you won’t have to pay for such views or clicks.

Non-Skippable In-Stream Ads (Including Bumper Ads)

Since many people opt to skip ads on YouTube, advertisers have the option of creating non-skippable ads. If you think your creative is captivating enough to resonate with your target audience, this option may work.

Ensure you measure the results from your non-skippable ads to get the best use of your budget. If the results aren’t in your favor, revert to a skippable ad.

Video Discovery Ads (Formerly Known as In-display Ads)

Discovery ads are what users see in the search results. As the second largest search engine, people watch over 1 billion hours of YouTube videos daily. You’ll want those ads appearing in search results too.

These ads will include a thumbnail and a few lines of text as a description. Since many people prefer visuals over text, this is an opportunity to get your audience to view your video instead of reading a competitor’s text resource.

Start Your PPC Campaign Today

PPC management is all about researching, budgeting, testing, reporting, repeating what works, and ditching what produces no or less ROI. You don’t have to do it alone. With the right tools and instructions outlined in this guide, you’ll be able to implement a PPC campaign that yields results for your business.

Editor’s note: This post was originally published in May 2019 and has been updated for comprehensiveness.

Rebranding a business can be a smart and necessary step to growing a long-lasting business. However, when it comes to your brand or business blog, renaming your blog doesn’t have to be. From the start, you can choose a blog name that stands the test of time, and the various iterations of your brand’s life-cycle.

Outgrowing a brand, or at least a brand name, is common. Marketing platform Mailchimp used their rebranding to help the company transition to a more “grownup” brand that would allow them to serve more small businesses. Many blogs I read, like “Liv’s Healthy Life,” (Now known as just “Liv B,”) quickly rebrand when they realize their old blog name just doesn’t make sense anymore.

Let’s go over some strategies to use when naming a blog, that will give your blogs longstanding relevance.

How to Choose a Blog Name

1. Identify your niche.

What are you doing? What will your blog be about? Will it be an extension of your business or its own project? Identifying what your blog will be about is key to defining a name that’ll expand with you.

The blog name will represent your unique point of view in your industry or niche. It should match the aesthetic of your blog and define the mood you want to give your readers when they visit your blog’s homepage. It should also be descriptive of the type of content you’ll publish.

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For example, I love the blog name “Hot for Food.” The blog is a companion to creator Lauren Toyota’s YouTube channel of the same name. It’s a great example of a name that goes well with its cooking niche.

The name is also broad enough that Toyota can grow her brand outward. If she wanted to release a cookware line down the road, “Hot for Food” would still make sense, and have about a million available puns at the ready. How fun would a saucepan labeled “Hot with Sauce” be?

2. Do your research.

Look at what prominent blogs in your industry are doing. Take note of what you like and don’t like, and use their blogs as a springboard for what readers in your industry like to see. Look for how these blogs are branding, the names of their blogs, and the responses their content receives.

For example, if you’re starting a blog about technology, look at TechCrunch, a massive blog about startups and technology. Their name is short, memorable, and professes their content strategy all in one: to dissect and disseminate the latest tech news for their readers.

It’s also a good idea to think about how your blog will stand out from others. This is also a good time to find out if any of the blog names you were thinking of are already being used.

Start with a simple Google search and then get a bit more technical by checking LLCs in your state. Once you’ve found a name that’s free, make sure that the domain is also available, and consider registering your chosen name to protect it. That way, you can refine how you want your brand to be perceived, and how you want it to grow within the market you choose.

3. Think about your message.

What do you want to communicate? Consider your message now and in the future. When looking over your five-year plan, does your message expand as your company does, and will your blog name still reflect that?

For example, to say media giant Buzzfeed has grown exponentially over the past decade would be an understatement. Buzzfeed’s YouTube channels alone each have billions of views and millions of subscribers. As the company has grown, it diversified and expanded its YouTube content.

Buzzfeed YouTube channels were originally named after colors, for example, Buzzfeed Blue, Buzzfeed Ultraviolet, and Buzzfeed Yellow. Recently, those names have been stripped.

Buzzfeed rebranded their content to grow with their company. Yellow rebranded into Boldly, and later, when Boldly outgrew their name, rebranded into As/Is.

According to founder Jonah Peretti, the rebrand of channel names was to reflect “design and product features that reinforce their unique identities and better serve their many fans.”

4. Use a blog name generator.

When you’re brainstorming name ideas by thinking of your niche and message, write down key words and phrases. Then, you can input those in a blog name generator to help you get started with a few ideas.

For example, you can use Themeisle’s Blog Name Generator, Domain Wheel, Zyro, or Panabee.

These can be used as a starting off point to help you brainstorm even more ideas and get the creative juices flowing.

5. Consider your target audience.

One of the first things you need to think about is “Who is reading my blog?” Will your target audience change over time or do you want people to grow with your brand?

For example, The Children’s Place store is always going to be targeting parents of young kids. While those kids will grow up one day, their target audience will always be parents of young children. On the other hand, with a personal brand like Kaitlyn Bristowe’s, while she started off targeting young women who watched The Bachelor, as she gets older, her demographic could grow with her and change to young moms (if she ever decides to have kids and be a blogger).

Those are just two examples, but it’s important to keep in mind that your target audience might change with you, so you want your name to have a timelessness to it.

6. Keep your brand in mind.

In a similar vein, your blog name should be linked to your brand. Whether you use the same font, colors, or use a play on words, you want people to know that it’s your blog.

Additionally, the overall brand messaging should be consistent across your blog, main homepage, social media, etc.

7. Make sure it’s easy to say and spell.

Don’t let wordiness or design get the best of you when you’re choosing a blog name. Ultimately, you want your name to be catchy, easy to remember, and easy to say and spell. You might be thinking, “Why does that matter?”

Well, let’s imagine that a user comes across your blog on Google. They want to come back to your site, but forget the name because it was too long. Or maybe they try to type in the name but misspell it because your blog name used a pun or play on words. This can lead to confusion and lost readers.

Keep it simple and easy to remember so users can come back again and again.

Blog Name Examples

1. LADbible

LADbible, an entertainment company, originally had a blog of the same name. Over time, their messages expanded and required different funnels for them. LADbible now has multiple blogs in tandem with the original: SPORTbible and Tyla (formerly Pretty52).

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Pro Tip: Flexibility is key, when establishing a brand presence and coming to better understand your audience. Make known, as transparently as is practical, the cause of pivots and overall intention for the changes. Opportunity opens for collective interests and a sensation of shared stakes, when you take your audience on the journey with you.

2. Contently

Similarly, Contently’s blog has a name that’s separate from the company: The Content Strategist. This name suggests that the blog is named after their target audience, a clever way reach the readers they serve.

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Pro Tip: If your company name allows for it, consider derivatives of the name itself – thereby keeping some connection to the company, while maintaining a stand-alone presence.

3. Whole Foods

Rather than name their blog “Whole Foods Blog,” the organic food company went with Whole Story. The name connects to its company but also has its own option for diverse content, telling stories of where their products come from and the customers it satisfies. Whole Foods also kept the keyword in the title, so SEO would be a breeze.

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Pro Tip: When naming your blog, think about what makes it’s brand different from the overarching themes and impact of your company.

4. Target

‘A Bullseye View’ is Target’s all-encompassing blog name. Twisting in the logo was Target’s route, which reflects their branding. With a name like that, the opportunities are endless as to what Target can put on their blog as it grows, something the company keeps in mind with categories such as “Lifestyle,” “Team,” and “Company.”

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Pro Tip: We love this approach. Target does a great job of moving away from their main brand presence while maintaining the theme of their name. Try extending your message, in even humorous ways, by making your blog’s name an enjoyable pun.

5. Pottery Barn

Pottery Barn wants you to know their company, ‘Inside and Out’ with this fun, immersive blog name. The name gives interior decorating buffs a nod, hinting that content will provide deeper information about the people behind the design, as well as the homes Pottery Barn caters to.

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Pro Tip: Making the blog name related to, but not derived from the company/brand name itself allows for the blog to extend the narrative/idea of what the company/brand’s presence and impact are.

6. Plan A Day Out

Plan a Day Out is a local Orange County parenting blog. The reason I love the name of this blog is that it’s super catchy, easy to remember, and communicates its mission. Talk about a blog name that does it all.

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Pro Tip: Acronyms do not work in every scenario. Sometimes they make complicated, non-syllabic phrases that are hard to remember, discern or retain. However, when it aligns, acronyms are a great way to have the entirety of your brand’s name be retained, in a consciously short-handed manner.

7. Backlinko

Backlinko is an excellent blog name by SEO expert Brian Dean. This is a great example of a blog name that is catchy, unique, but also easy to remember. Additionally, the niche and messaging is clearly communicated through its name. Anyone in Brian Dean’s target audience will understand the blog name, since backlinks are a common SEO strategy.

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Pro Tip: It’s possible, and recommended – where applicable, to use the actual mission/purpose/function of your business in it’s name. Try it out – see if it can be done in a seamless and catchy manner!

8. Thrillist

Another great example of a blog name is Thrillist. This blog name is honestly just fun and easy to remember. It doesn’t necessarily correlate to the blog’s message, but that’s okay. Sometimes a fun, catchy blog name will work just as well.

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Pro Tip: Had you ever heard the word “Thrillist”, prior to learning about this blog? Neither had we! And that makes us all remember it! Something to think about…

9. Marketing Brew

Marketing Brew might be my favorite example of a blog name because it comes from the Morning Brew newsletter. Whoever is running Morning Brew came up with a blog name that was perfect for growth. From Morning Brew, you have Marketing Brew, a blog clearly directed toward marketers. Then, you have Emerging Tech Brew, a blog targeting users interested in emerging technology.

The opportunities are endless for the Morning Brew crew. If they want to start a blog about parenting, it could be called Parenting Brew. The overall concept had growth in mind when it was born.

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10. Rob Has a Podcast

I know this is a podcast, but I think the name is a great example of a simple blog name that you won’t forget. This is a personal fan favorite of mine since Rob Has a Podcast is a reality TV podcast from a former reality TV contestant (is my nerd showing?).

This is a great example of just using a simple formula that people will remember. Every blog name doesn’t need to be this creative phrase. Sometimes it can just be your own name.

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Pro Tip: Keep it simple. Many audiences seek out relatability first and foremost. By taking an approach like our friend Rob here, you allow your audience to feel you’re no different than them, and can represent their interests.

Once you’ve finished brainstorming your blog name, it’s time to dive in and learn everything you can about business blogging. In HubSpot Academy’s business blogging course, you’ll learn how to craft a blogging strategy that drives business growth, create quality blog content, and build a guest blogging strategy powered by SEO.

Creating a blog is an important business strategy, and you want to make sure your blog name and content will resonate with your target audience for years.

Editor’s note: This post was originally published in April 2014 and has been updated for comprehensiveness.