Let’s Talk About “The Algorithm”
Many of the guidelines presented as universal truths are context specific, and recognising this distinction matters.
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.
Estimating the Impact of Ad Budget Changes
Regression analysis can help marketers isolate the specific effects of advertising spend from the myriad other variables that influence business outcomes.
Meta Detailed Targeting Options: A Complete List
I decided to put together a comprehensive list of all the interests, demographics, and behavioural targeting options available within Meta’s ad manager.