Anna Covert

Anna Covert is a leading force in digital marketing and founder of Hawaii’s largest agency, Covert Communication. With over two decades of experience, Anna has shaped the digital strategies of hundreds of companies worldwide and worked with Fortune 500 giants. Her book The Covert Code, published by Forbes Books, hit #1 on Amazon in several categories and is sold globally. She is renowned for her focus on ethical marketing and fraud prevention across platforms like search and display ads. Beyond consulting, Anna leads Reactium.io, a tech platform adopted by Apple, IBM, and Microsoft. A cum laude graduate of Bentley University, Anna blends data-driven insights with cutting-edge innovation—helping marketers and business leaders master the evolving digital landscape.

Are you ready to decode what it takes to thrive in the digital economy?

In this episode of Talking with the Experts, I speak with digital marketing powerhouse Anna Covert, author of The Covert Code – Mastering the Art of Digital Marketing. With over 20 years of experience helping businesses—from startups to global brands—Anna reveals the keys to staying visible, competitive, and profitable in 2025 and beyond.

This conversation is rich with insights on SEO, AI automation, paid media, social engagement, and the transformative role of Web3 and the metaverse in business. Anna doesn’t just talk theory—she shares practical tools and success stories from companies that have navigated massive digital shifts with confidence.

Whether you’re an entrepreneur, coach, or executive, this episode will inspire you to rethink your strategy, embrace innovation, and future-proof your marketing. If you’ve been looking for clarity in the chaos of online marketing, this episode is your sign.

Anna’s mission? To help brands grow with integrity, stay ahead of the curve, and avoid the pitfalls of ad fraud and digital noise. And she does it all while empowering others through tech ventures like Reactium.io—used by Apple, IBM, and Microsoft.

Tune in now and get your digital strategy back on track.

🎯 Three Key Takeaways:

1. How to master SEO, AI, and paid media to boost brand visibility.
2. How to protect your business from digital ad fraud.
3. Why personal branding and Web3 are essential for future success.

Introduction to Annette Covert and Digital Marketing

• Anna Covert, founder of Covert Communication, Hawaii’s largest digital marketing firm, is introduced as a guest on the podcast.
• Anna has over 20 years of experience in digital marketing and is recognized for her strong business ethics.
• Anna’s book, ‘The Covert Code: Mastering the Art of Digital Marketing,’ has been published by Forbes and achieved number one ranking on Amazon in multiple categories.
• Anna operates several marketing and tech ventures, including reactim.io, used by enterprises like Apple, Microsoft, and IBM.

Annette Covert’s Journey into Digital Marketing

• Anna Covert’s journey into digital marketing began accidentally after a back injury led to building a website for a physical therapist.
• Anna started building websites using WordPress and learned through trial and error, experiencing failures along the way.
• Anna’s journey led to the knowledge and experience to write ‘The Covert Code’ and share insights with the community.

Online Fraud and Scams

• Online fraud is rampant, with people being scammed out of money and identities.
• Anna shares a personal anecdote about clicking on a fraudulent email link that appeared legitimate.
• Anna emphasizes the importance of identifying red flags and following protocol to avoid scams.
• Anna discusses the use of AI and deep fakes in scams, highlighting the need for vigilance.

Invalid Traffic and Digital Fraud

• Anna explains the concept of invalid traffic (IBT), distinguishing between basic and sophisticated IBT.
• Basic IBT is easier to track and block, while sophisticated IBT involves click farms and mirroring human behaviour.
• Anna mentions the use of expensive software like Human or others to detect sophisticated IBT.
• Anna stresses the importance of companies being vigilant and not blindly increasing ad spend without results.

Fraud Detection Tactics

• Anna recommends using tools like ClickSee to block invalid traffic and save on ad spend.
• Anna advises against using smart campaigns recommended by Google, emphasizing the need for control over ad campaigns.
• Anna explains the importance of selecting the correct location settings in Google Ads to avoid wasting budget on irrelevant traffic.
• Anna discusses the use of max CPC bidding strategy and the importance of understanding media buying online.

 Choosing the Right Partners and Avoiding Scammers

• Anna provides a cheat sheet with questions to ask potential partners to avoid fraud.
• Anna emphasizes the importance of third-party verification and pixel placement to track ad impressions.
• Anna discusses the lack of third-party oversight in online advertising and the need for companies to protect themselves.
• Anna mentions companies like StackAdapt, AI Digital, and others that offer protection against fraud.

Effective Advertising Budget

• Anna outlines three methods to design an advertising budget: all you can afford, percentage off the top, and objective task budget.
• Anna prefers the objective task budget method, which involves setting clear company goals and determining the necessary leads and traffic to achieve those goals.
• Anna emphasizes the importance of tracking and analytics to understand the source of traffic and its conversion rates.
• Anna discusses the use of UTM tracking to ensure that ad spend is generating actual results.

Annette Covert’s Book: The Covert Code

• Anna wrote ‘The Covert Code: Mastering the Art of Digital Marketing’ to help business owners avoid being scammed by agencies.
• The book provides actionable insights on picking partners, tracking results, and creating engaging marketing experiences.
• Anna shares campaign details and strategies for remarketing and tracking in the book.
• Anna emphasizes the importance of understanding the tools available and working the game of digital marketing.

• Anna Covert’s journey into digital marketing began with building websites for friends and clients, evolving through trial and error over 15 years.
• Online fraud is increasingly sophisticated, using AI to mimic human behaviour and deceive even savvy individuals, emphasizing the need for stringent safeguards and protocols.
• Businesses should take control of their digital advertising campaigns by selecting appropriate keywords, locations, and bidding strategies, rather than relying solely on automated recommendations from platforms like Google.
• Choosing the right digital marketing partners involves verifying ad impressions through third-party tracking and ensuring robust bot protection protocols are in place.
• The landscape of digital advertising is shifting towards zero-click results and increased consumer privacy, necessitating a pivot in strategies and expectations for advertisers.
• An effective advertising budget is best determined through an objective task method, aligning advertising spend with clear company goals and expected outcomes.
• Anna Covert’s book, ‘The Covert Code,’ provides actionable insights for business owners on selecting partners, tracking results, and creating engaging digital marketing campaigns.
• The digital marketing community needs to adopt self-regulation to combat fraud and protect ad spend, emphasizing the importance of asking the right questions and stepping up as a community.

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