Ideas, strategies, and case studies to fuel your digital marketing plans.
What Demand Gen actually is, how it differs from PMax and Video campaigns, and a decision framework for when it earns budget.
Read article →Your product feed decides which auctions you enter. Titles, attributes, price competitiveness and the discipline of treating the feed as a campaign.
Read article →Why equal-value conversions mislead Smart Bidding, and how to feed Google real economics so it optimises for profit rather than volume.
Read article →The eBay experiment, when brand bidding pays, and a framework for testing incrementality in your own account.
Read article →A framework for forecasting paid search spend using Keyword Planner data, account history, and competitive benchmarks.
Read article →Best practices for RSA headline and description combinations, pinning strategies, and using ad strength effectively.
Read article →The case for Microsoft Ads: wealthier audiences, lower CPCs, and LinkedIn targeting that Google cannot match.
Read article →How to use CRM lists, enhanced conversions, and Customer Match to maintain targeting precision as third-party cookies fade.
Read article →How paid search fits alongside paid social, SEO, and display within a broader acquisition plan.
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