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Scott McCutchan

Scott McCutchan is an experienced Director of Paid Media with a robust background in marketing and advertising. He is one of few with robust experience across most paid media platforms — including search, social channels, programmatic media, and connected TV (CTV). Scott has developed a strong reputation for managing complex, high-budget campaigns. He excels in leading marketing strategy and management across a diverse range of platforms, including Google, Facebook, YouTube, and more.

Scott's expertise extends to Google Analytics, Google Ads, YouTube, social media marketing, and scaling large campaigns. He is known for managing some of the most intricate enterprise and event-based marketing accounts, leveraging his deep understanding of paid media to drive significant results for clients with the largest budgets.

About Scott McCutchan

Scott McCutchan is an experienced Director of Paid Media with a robust background in marketing and advertising. He is one of few with robust experience across most paid media platforms — including search, social channels, programmatic media, and connected TV (CTV). Scott has developed a strong reputation for managing complex, high-budget campaigns. He excels in leading marketing strategy and management across a diverse range of platforms, including Google, Facebook, YouTube, and more.

Scott's expertise extends to Google Analytics, Google Ads, YouTube, social media marketing, and scaling large campaigns. He is known for managing some of the most intricate enterprise and event-based marketing accounts, leveraging his deep understanding of paid media to drive significant results for clients with the largest budgets.

Broad Match Modifier: The History Behind It & How It Works Now

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Using Google Ads to develop paid media ad campaigns, advertisers used to be able to improve their ad targeting using a keyword match type called broad match modifier (BMM). However, as of 2021, this match type is gone, with Google’s phrase match format taking its place. In this blog post, Scott McCutchan, Sr. Director of…

The Ultimate Guide to Netflix Advertising: From Setup to Success

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Advertising has found a new home on the world’s favorite streaming platform. Netflix, once ad-free, now offers exciting opportunities for brands to reach millions of viewers. In this blog, Scott McCutchan, Sr. Director of Paid Media – Franchise, will walk through everything you need to know about Netflix advertising, from setting up your first campaign…

The 14 Best Ways to Advertise Your Business Online and Offline

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The advertising landscape continues to evolve, especially as businesses become increasingly reliant on digital platforms and multi-channel strategies. This ever-changing industry is making the best ways to advertise your business less static, as you might find that certain trends in both your industry and the marketing world influence your approach over time. In this blog,…

How to Run YouTube Ads That Maximize Your Reach

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Knowing how to run YouTube ads can help you take full advantage of this invaluable paid media channel.Recent innovations in YouTube ads, including YouTube Shorts and enhanced targeting, have revolutionized this channel, helping you establish a strong connection with your audiences with the right approach. In this blog, Ignite Visibility’s Director of Paid Media, Scott…