Strategy
The Hardest Optimisation Is Doing Nothing
Most bad account decisions come from touching campaigns when the right move was to wait: here is a four-state framework for knowing which side of that line you are on.
Campaign Management
Tagged articles
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.
Strategy
The Mentality Shift Behind AI Max
AI Max makes Search flexible for conversational demand. The real question is what automatic campaigns mean for Google and for paid media when search becomes conversational.
Strategy
I went looking for a context hints 'hack' on ChatGPT Ads. Here is what I found.
There is no secret "hack" for stopping ChatGPT ads serving against irrelevant conversations, because there are no negative keywords and it appears the only lever is one free-text context hint. This is a real before-and-after of what happened when I rewrote mine on a live account
PPC
How Feed Optimisation Drove 37% More Revenue, Beating Peak Season
Google only knows what your feed tells it. Recategorising one client's 17K-product feed, no-bid, budget, or structure changes, drove +37% revenue and +32% ROAS, beating the previous peak season. Here's how it works.
News
tCPA and tROAS Are Getting a Makeover. Here Is What to Do Before 17 August
If your budget-limited campaigns have been beating their tCPA or tROAS targets, Google will start enforcing the number in settings from 17 August. Here is what to review and adjust before the deadline.
PPC
Performance Max Gets Real Controls: Campaign-Level Negatives, Brand Exclusions, and Channel Reporting Are Now Live
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.