PPC
Why do so many businesses make the same Google Ads mistakes?
Every Google Ads account I've inherited has some of the same mistakes. Campaign overlap. Doubled-up conversions. Find out how to fix common issues here.
PPC Strategy
Tagged articles
Strategy
What Paid Media on Industrial B2B taught me
Whether you sell furnaces, cooling towers, power generators, or any other high-value technical solution with a long sales cycle, the fundamentals of paid media are different from almost every other industry.
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
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.
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.