Founder, BYLT Media · Reviewing Editor, The SEM Dispatch
Gold ContributorFounder of BYLT Media, a paid media agency, and Sr. Partner at the performance marketing consultancy Marketise Me; I organises SEM Stories & More, Scotland's dedicated performance marketing conference, and serve as Reviewing Editor of The SEM Dispatch.
Writes with BYLT Media
Teodor Yordanov is the founder of BYLT Media, a paid media agency focused on paid search, Google Shopping and Performance Max, and of Marketise Me, a performance marketing consultancy. He has spent his career inside Google Ads accounts, working across Search, Shopping, Performance Max and Demand Gen, with a particular interest in the measurement and attribution questions that determine whether any of it is actually working.
As Reviewing Editor of The SEM Dispatch, he reads every filing before it runs. His role is to check that the tactical detail holds, that the structural argument is coherent and that the piece says something a practitioner could actually use, rather than something that merely sounds credible.
He also organises SEM Stories & More, Scotland's dedicated performance marketing conference, which brings together paid media practitioners to share methods rather than credentials.
Google is auto-migrating DSA, broad match, and auto-assets to AI Max from September 2026. Here is what you actually control, and how to migrate on your own terms first.
Attribution has quietly become a board-level argument. A pragmatic, defensible framework for moving beyond last-click without losing the finance team's confidence, drawn from three years of rebuilding measurement at scale.
Campaign-level negative keywords, granular brand exclusions, and channel-level reporting have all landed in Performance Max. Here is what actually changed and how to use it.
Andromeda rewired what Meta optimises for. Most accounts still fight the algorithm. Here is the structural response that actually works in 2026.
Meta's generative AI tools doubled adoption to 8 million advertisers in four months. They are genuinely useful, but not for the reason most coverage suggests.
YouTube Shorts inventory has matured enough to evaluate seriously as a performance channel. The CPMs are lower than long-form, the audience size is substantial, and there is now enough campaign data to understand when it earns its place in a media plan.
The debate about Performance Max versus Standard Shopping campaigns has produced more heat than light. The honest answer depends on the account, the catalogue and the measurement setup. A structured framework for making the right call for your specific situation.
Advantage+ Shopping campaigns are Meta's version of Performance Max: powerful when structured correctly, capable of spending inefficiently when left to their own devices. A systematic audit checklist for accounts that have been running ASC for three months or more.
Most Performance Max underperformance is a feed problem. The campaign structure and bidding get the attention, but it is the product data quality, title logic and custom labels that determine what gets served, to whom and at what margin.
Geo holdout tests are the closest thing paid media has to a controlled experiment. Here is the operational detail most guides skip: how to design a valid test, pick your markets, set your confidence threshold and read the results without fooling yourself.
Broad match has a reputation it mostly earned in 2018. The match type has changed significantly, and dismissing it entirely is leaving incremental volume on the table. Here is how to give it a fair trial without blowing your budget on irrelevant queries.
