Broad v Narrow Targeting
AB testing broad versus narrow audiences in Meta advertising. Why you should invest in experimentation.
SPRT Calculator for Ad Performance
Should you pause the ad, or wait for more data? I built a tool that tells you when to cut or scale your ads.
Ad Spend Calculator 2.0
Updated ad spend calculator with a simpler UI. The calculation will be based on the information you provide.
Let’s Talk About “The Algorithm”
Many of the guidelines presented as universal truths are context specific, and recognising this distinction matters.
SMART Goals Worksheet
By using this framework, you can better inform your campaign strategy, select an appropriate budget, and identify the most effective tactics to reach your targets.
Ad Spend Calculator
Plan and allocate your digital advertising spend across channels.
High-ROI Industries for Google Search Advertising
Advertising on Google Search can deliver strong returns, but some industries see especially high ROI. These sectors tend to have high customer lifetime values, immediate consumer demand, or high conversion rates from search traffic. Here are some of the industries known to benefit most from Google Ads.
AI as a Creative Partner: ChatGPT’s Predictive Power in Advertising
ChatGPT’s Predictive Power in Advertising. Could it accurately predict the performance of various ads in an active campaign?
Navigating Facebook Ad Metrics: iOS vs. Android Conversion Reporting
Highlighting a likely underreporting of iPhone conversions due to Apple’s iOS 14.5 privacy updates, we explore how these changes impact advertisers and what can be done to ensure more accurate data collection.
Rethinking Ad Fatigue: The Case for Longevity in PPC Campaigns
How one of my client’s experiences challenges the notion of ad fatigue and makes a strong case for a more nuanced approach.