Founder, Precisionly
Silver ContributorDez Calton is the founder of Precisionly, a PPC consultancy specialising in helping businesses improve efficiency and commercial performance from their paid media. With more than 15 years’ experience and over £40 million in managed ad spend across GoogleAds, Microsoft Ads and more, Dez has worked with businesses ranging from ambitious startups to multi-million-pound brands. A regular industry speaker, including Hero Conf, Paid Search Association, PPC Live and BrightonSEO, Dez is passionate about turning advertising spend into measurable business outcomes through relevance, commercial thinking and continuous optimisation rather than chasing the latest trends.
Writes with Dez Calton
Dez Calton joins The SEM Dispatch.
Measuring YouTube against Search-shaped KPIs can make effective advertising look inefficient and weak advertising look defensible. Start with the goal, then decide what evidence would actually demonstrate success.
Two groups of searches containing the same search modifier produced very different conversion rates but surprisingly similar CPAs. Here’s why hitting your Target CPA or ROAS can hide opportunities to improve efficiency.
The best PPC results don’t come from better bidding strategies alone. They come from understanding the business behind the account, asking better questions and building the relationships that give you the answers.
