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Paid Media Desk
Paid Media
The flagship desk. Strategy, structure and hard-won field notes from practitioners who run the accounts, across search, social, programmatic and video.
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Strategy
The click got easier to buy, and harder to understand
Same month, one account: Meta claimed 435 sales, GA4 gave it 104, Google Ads booked 1,464, GA4 counted 2,239. Four numbers, none agree and here is what to do now.
Measurement
MER vs ROAS: How to Create an MER Target That Actually Means Something
Delivered ROAS is decided by the auction, not by you. Breakeven MER can be derived: 1 divided by contribution margin. Here is the full loop I run against it.
PPC
Broad Match Works. But Is That Really Enough?
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.
PPC
DJ or chef? How Google remixes your ads for every AI Mode conversation
Google is serving up your existing search ads inside AI Mode, but never the same ad twice: it recombines your RSA assets into a unique headline for every conversation.
PPC
How to Build a Test & Learn Roadmap for Your Paid Search Account
The real cost of not having a testing roadmap isn't bad tests; it's forgetting what you already learned. Here is how to build a living repository that lasts.
PPC
16 PPC Interview Questions You'll Actually Get Asked
After 50+ PPC interviews in 11 years, I've learned hiring managers all test for the same thing: real, specific knowledge, not buzzwords. Here are the 16 questions they keep asking, and the answers that worked.