Latest Posts
A complete collection of published articles and recent updates.
Apple Maps Ads: What an Early Pilot Revealed About Local Search Intent
Apple Maps Ads generated more than 11,000 direction requests during a recent pilot we ran for a multi-location restaurant advertiser. With approximately $9,900 in media spend, the...
Campaign Segmentation Is a Data Model, Not a Naming Convention
Paid media teams spend a lot of time thinking about campaign structure inside ad platforms.
Should prospecting and retargeting be separate? Should each market have its own campaign? Should...
How to Automate Competitor Ad Analysis With AI
Competitive analysis is an essential part of every strong go-to-market strategy. Ignore it and you can miss valuable insights from similar businesses facing many of the same challenges.
Oftentimes, significant...
How I Built a Controlled Internal Linking System for WordPress
Internal linking is easy to understand and surprisingly difficult to maintain.
When an article mentions a topic covered elsewhere on the site, the relevant phrase should link to that deeper...
Why Better Offers Beat More Ad Creative
Offers are at the core of marketing campaigns, but often receive less attention than other parts of the message.
Most marketers see poor performance and immediately react with more creative variation, landing...
Why Meta QA Is Essential in a Workflow
Meta Ads launch QA is one of those tasks that sounds simple until it has to be managed across dozens of campaigns, ad sets, ads, creative variations, URLs, UTMs, placements, statuses, and approval steps.
On paper,...
How to Automate Google Ads Budget Pacing Without Losing Control
Google Ads budget pacing looks simple until you have to manage it across multiple clients, campaign types, budget periods, and approval layers.
The math is easy.
You have a planned...
The Last Google Ads Dashboard You’ll Ever Need
Google Ads dashboards often start with the goal of speeding up time to insight. Put KPIs front and center and keeping tabs on performance will be a piece of cake. Right?
Not always. The truth is...
Google Ads Search Term Reports: How to Turn Search Intent Into Strategy
Google Ads has changed dramatically over the last five years. What used to be a more controlled, keyword-led search platform has become a broader AI-driven advertising system, with...
Stop Measuring Paid Social Ads by CTR Alone
Social media advertising is often measured using click-through rate, and with good reason. It informs how well a message connected with an audience enough to drive further action – a click-through to...