Measurement
How to Run a Paid Search Experiment You Can Actually Trust
How to design a Google Ads experiment you can trust, choose the goal metric that keeps you honest, and act on a result that comes back inconclusive.
PPC Strategy
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
How two months running ChatGPT Ads had me unlearning Google Ads
Every PPC instinct you have built on years of Google habits breaks on ChatGPT Ads, and this piece maps where.
PPC
Why Being Great At Google Ads Isn’t Enough
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.
PPC
Are AI Overviews Killing Your PPC Performance? What The Data Tells Us
Find out how AIOs are disrupting PPC performance, and what actions you can take today to protect your campaigns.