Bright Bytes of February #25
Welcome back, Midsummer Friends! ??
February flew by in a blink, between heart-shaped chocolates ?? and Carnival confetti ??!
Here we go again with a new edition of the brightest newsletter in the world, sharing fresh strategies, exciting events and unforgettable team moments!
In this edition, we’re taking you behind the scenes of our Tuscany team meetups and unveiling new benefits worth testing. Plus, we’re sharing the latest industry news, client highlights, and an inspiring case study to fuel your ideas.
So before March sweeps in, grab a coffee ? (or a spritz, we won’t judge) and dive in! ??
?? Midsummer News
??The Midsummer Agency Blog
Bright ideas deserve their own bright place and that’s exactly why we’re working on our brand new Midsummer Agency Blog which will be launched soon! ????
A space where smart digital strategies meet real, actionable insights, our blog will be packed with expert takes, industry trends, and behind-the-scenes stories on what actually works in PPC, SEO, CRO, Analytics and more. No fluff, no generic information, just practical strategies to help brands grow.
Whether you’re looking for creative inspiration, performance-driven tactics, or a fresh perspective on the digital landscape, this will be your go-to resource. Stay tuned, big things are coming on our website and social media ??!
?? Midsummer People
??Team meetups in Tuscany!
Our remote team really tried to break the barriers of distance! ??
They took full advantage of in-person meetups across Tuscany:?
From coffee chats to pizza-fueled brainstorming, these moments remind us that while we work from different places, our team spirit knows no distance. ??
?? Midsummer interviews Gigi
This month, we’re shining the spotlight on Luigi Agrillo , one of our beloved Senior PPC Managers, and our unofficial Meme Guru.
With a sharp eye for paid media strategy and a knack for injecting creativity into performance marketing, Luigi has helped drive incredible results for our clients. But beyond the Ads and ROAS calculations, he’s also the mastermind behind an endless stream of memes that keep the Midsummer team laughing.
In this interview, we dive into Luigi’s professional journey, his approach to PPC, and a few glimpses into his life outside of campaigns and CPC bids.
If you had to describe yourself in three words, what would they be?
I’d say altruistic, overly kind, and funny. I genuinely enjoy helping others, sometimes to the point of putting their needs before my own. And humor? It’s essential: work, life, everything flows better when you can laugh a little!
What would you say is your biggest weakness?
Definitely impostor syndrome. Even when I know I’ve done a great job, there’s always that little voice in my head questioning whether it was just luck. It’s something I constantly work on, reminding myself to trust my skills and experience.
What’s the most important value for you, both in life and at work?
Loyalty and trust. Without them, relationships, whether personal or professional, don’t stand a chance. I believe in building strong, honest connections, where people feel safe to be themselves and speak openly.
What’s the best career advice you’ve ever received?
To never set limits for myself and always push past obstacles. Growth comes from discomfort, and if you stop challenging yourself, you stop improving. It’s easy to settle and stay within your comfort zone, but real progress happens when you step beyond it. Learning should never stop, and excuses should never get in the way of acquiring new skills.
What led you to work in this industry?
A mix of things, really. I wanted to work in an environment where I felt good, the people around me mattered just as much as the work itself. Digital marketing is a young, fast-moving field, which keeps it exciting, and I’ve always had a passion for communication. Plus, I was looking for a role that felt fulfilling but without the constant stress and chaos you find in some industries.
How do you handle stress or high-pressure situations at work?
Luckily, my previous job (restaurant chef) prepared me well for handling stress, so in this role, I rarely feel overwhelmed. I’ve learned to keep things in perspective, because at the end of the day, no situation at work is a life-or-death matter. It’s important to stay focused and find solutions without letting pressure take over.
If you had to teach a new colleague one lesson you’ve learned at work, what would it be?
Don’t take things personally when dealing with clients. There will always be ups and downs, and sometimes things don’t go as expected. What matters most is being hands-on and learning by doing. Curiosity is the best tool for growth. When you have a genuine drive to learn, your skills improve naturally.
What do you appreciate most in a colleague?
Honesty. Whether it’s positive feedback or constructive criticism, I respect people who are upfront and transparent. I also appreciate colleagues who own up to mistakes instead of hiding them. Mistakes are part of learning, and there’s no need to pretend they don’t happen.
Do you have any habits or rituals that help you maintain a good work-life balance?
I just stick to a daily routine that includes healthy habits, otherwise work can easily take over everything. I also try to do something before starting work, like exercising, because it boosts my energy and creativity for the day ahead.
What’s one skill you’d like to improve in the coming years?
Public speaking. Not because I dislike it, but simply because I haven’t done it much. I enjoy sharing knowledge, and I know that improving my speaking skills would allow me to do that even better. Also, I’d like to work on not being "too nice" all the time: sometimes, you need to be firmer in certain situations.
?? Keeping Midsummer Bright
??Benefit Updates
We believe that a thriving workplace isn't just about hitting targets. It’s about creating an environment where people feel engaged, energized, and motivated to do their best work. A well-supported team doesn’t just perform better; it also fosters creativity, collaboration, and long-term success. That’s why we continuously refine our work culture with smart initiatives that enhance both well-being and efficiency.
Investing in employee happiness isn’t just the right thing to do: it’s a strategic move. A team that feels valued and balanced is more productive, innovative, and dedicated. And the best part? These kinds of policies can be adapted by any company looking to improve their workplace dynamics. Here’s what we’ve implemented:
Each quarter, we get a budget for team-building activities like lunches, museum visits, or apéritifs. This strengthens relationships and makes collaboration smoother.?
Every Friday, we choose whether to work in the morning or the afternoon, giving us more freedom to recharge and maintain work-life balance.
We can now work from a coliving space when we need a change of scenery, fostering fresh ideas, collaboration, and continuous learning.
Behind all this is our Team Happiness Coordinator Francesca Vacca , who keeps shaping Midsummer into a place where we love to work and grow. ??
If you’re looking for ways to improve employee engagement and performance, consider how small cultural shifts can have a big impact. A team that bonds outside of work communicates better inside of it. Giving employees flexibility boosts both morale and efficiency. And new work environments can spark fresh ideas and innovation.
??Industry News
??Meta Ads Updates
Meta has streamlined its ad objectives to six core goals: Sales, Leads, Engagement, App Promotion, Traffic, and Awareness, retiring all previous objectives. If you're running ongoing campaigns, it's time to update!
On the targeting front, Advantage+ Catalog Ads now allow audience segmentation based on product interactions, and detailed targeting has been refined for more precise behavioral and interest-based advertising.
AI-driven updates now automate placements, bidding, and creative adjustments for better cost-per-result performance. Advantage+ Placements further optimize ad positioning for efficiency.
Meanwhile, a new “Financial Products and Services” category replaces the old “Credit” category, now mandatory for financial advertisers. If your ads fall into this space, be sure to update your settings!
??Copy Reports & Explorations Across GA4 Properties
Google Analytics 4 now lets you copy custom detail reports and explorations across multiple properties.
Why it matters:
? Consistency. Keep reporting uniform across properties
? Time-saving. No need to recreate reports from scratch
? More insights, less setup. Focus on analysis, not configuration
If you manage multiple GA4 properties, this update makes scaling your analytics workflow much smoother!
??Google Tests a New Mobile Shopping Experience
Google is testing a new filter layout for mobile shopping searches. Instead of the usual single filter menu, users now see a product image carousel first, followed by additional filtering options.
This update, spotted by Sachin Patel, aims to make product browsing more visual and engaging, signaling Google’s continued push to enhance the mobile shopping experience. Keep an eye out for this change. It could impact how users discover and interact with products in search results!
?? Google Merchant Center Automates Return Policies
Google Merchant Center Next now automatically detects return policies from website content, simplifying setup for merchants.
Instead of manually entering return details, Google preselects the information, allowing businesses to review and confirm it, saving time and ensuring accuracy. A small but helpful update for e-commerce sellers!
?? Google’s AI Now Auto-Generates Ad Images
Google Ads is testing an AI-powered image generator that scans your website and auto-creates visuals for Display and Performance Max campaigns.
Why it matters:
? Saves time. No more hunting for images
? Brand-aligned. Matches your website’s look
? Effortless design. Cuts down on creative costs
This new feature, shared by Aleksejus Podpruginas, makes ad creation quicker while keeping visuals relevant.?
?? Google Pushes YouTube Ads Into Demand Gen
Google Ads is nudging advertisers toward Demand Gen campaigns by automatically placing new Video Action Campaigns (VAC) into this format.
Spotted by Joey Bidner, this change means advertisers must manually switch back if they prefer a traditional video campaign. If you're running YouTube ads, double-check your settings to ensure you're in the right campaign type!
?? Google Upgrades Call Ads to RSAs
Google is officially replacing standalone Call Ads with Responsive Search Ads (RSAs) featuring call functionality. A new help page details the transition process.
?? Key Changes:
? Landing page required: All Call Ads must now include a final URL.
? Business name needed: Must be set at the campaign or account level.
? New Call Ads creation disabled soon: Existing ads without a final URL won’t migrate.
If you rely on Call Ads, switch to RSAs now to avoid disruptions!
??? Events
?? Midsummer back at University!
We’re thrilled to announce that our Senior PPC Manager Chiara Piras will be leading a Google Ads seminar at the Università degli Studi di Cagliari this May as part of the Master’s in Managerial Economics.?
Sardinia is known for its beauty, but career opportunities in digital marketing can feel limited, which is something we’re passionate about changing. Through this accredited seminar, students will gain hands-on experience in Google Ads strategy, campaign management, audience targeting, and data-driven decision-making.?
With only 30 spots available, this is a unique opportunity to dive into PPC and explore how digital skills can create new career paths without borders.?
Huge thanks to Professor Giuseppe Melis for making this possible. We can’t wait to connect, share knowledge, and help shape the next generation of digital marketing professionals! ??
?? Meet Micky at CosmoProf
Exciting news! Our Managing Director Micky Mereu will be attending Cosmoprof Worldwide Bologna on March 22nd, the leading global event for the beauty and cosmetics industry. As a performance marketing agency, we’re always on the lookout for the latest trends and opportunities to help brands scale and thrive.
If you’re attending and want to connect about data-driven strategies, digital growth, or just chat with our founder, reach out! See you in Bologna! ?
?? Conversion Bytes: How To Revamp Meta Ads for Stagnant Accounts
At Midsummer Agency, one of the most common challenges we face when taking over a Meta Ads account is dealing with structures that don’t fully support the funnel.?
Sometimes, brands focus solely on sales campaigns, neglecting awareness and remarketing, while others are stuck with outdated strategies that fail to leverage Meta’s AI-driven tools like Advantage+ shopping campaigns.
To tackle this, we tested a new campaign structure across multiple clients.?
The approach? A combination of:
This structure has proven to be a game-changer, particularly for accounts struggling with stagnant performance or those we’ve just onboarded.
?? Key takeaway: balancing brand visibility with AI-powered remarketing can unlock new growth opportunities. If your Meta Ads are feeling a little stuck, it might be time for a structural refresh. ??
?? Case Study of the Month: How to Achieve 111% Organic Revenue Growth with a Smart SEO Strategy
Our client Williams Food Equipment had all the right ingredients for success: a massive catalog of premium kitchenware, a loyal customer base, and a strong eCommerce presence on BigCommerce. But despite their long-standing reputation, their organic traffic and revenue weren’t reflecting their potential. Something was off.
By early 2024, their organic performance was slipping. Their site was riddled with duplicate content, technical SEO roadblocks, and indexing issues. High-converting product categories weren’t getting the visibility they deserved, and their structured data flaws meant products weren’t appearing in Google’s SERP sidebar. If they wanted to grow, they needed to fix these foundational SEO gaps fast.
The Breakthrough: Fixing the Hidden SEO Roadblocks
We rolled up our sleeves and got to work, addressing the core issues step by step:
?? Technical SEO Revamp
We collaborated with their dev team to fix broken structured data, resolve duplicate content problems, and streamline indexing. A key breakthrough came when we identified and corrected JSON-LD errors that were preventing products from appearing in Google’s SERP sidebar. After re-indexing, visibility surged.
?? Content Optimization for Conversion
We refined meta titles, improved product category descriptions, and developed a content plan that ensured their most valuable pages got the visibility they deserved.
?? Sustainable Growth Strategies
Beyond quick wins, we built a long-term SEO roadmap that included ongoing audits, backlink monitoring, and strategic migrations to future-proof their organic success.
The Results: A Dramatic SEO Turnaround
Just weeks after implementation, their SEO performance took off:
?? 111% increase in organic revenue (compared to the previous period)
?? 70% YoY organic revenue growth
?? 67% boost in organic clicks for high-converting categories
?? 23% YoY increase in organic clicks
This wasn’t just about fixing technical errors, it was about unlocking revenue potential. By ensuring customers could find what they were already looking for, we turned an underperforming eCommerce site into a high-converting SEO powerhouse.
Midsummer Agency is a Digital Performance Agency, powered by the sun! Midsummer ( /?mid-?s?-m?r/ – aka summer solstice) is the longest and brightest day of the year. It’s a magical moment when the sun reaches its peak position in the sky, winning against the darkness, and good triumphs over evil.
Based in the sunny Cagliari, Sardinia, Italy, Earth, Solar System, Milky Way (you got the idea!) we exist to help eCommerce, startup, and B2B companies achieve the goals that are most important to them.
Performance Marketing Specialist presso Midsummer Agency
5 天前It’s always a pleasure to meet colleagues in person, especially in Tuscany!! Looking forward to more opportunities like this??
Performance Marketing Specialist @ Midsummer Agency
6 天前It was great to meet Fra and Chels in Florence! ?? who's next? ??
I help businesses turn strangers into customers through the power of the pay-per-click ?? Digital Marketing | Paid Search | Paid Social ?? Want to connect?
6 天前Thank you guys for having me! ?? I had so much fun ??