How to get more out of Google Ads, Meta and other paid channels without wasting budget. Account audits, bidding, policy suspensions and what to do when an account gets flagged. Need help with your accounts? See Digital Advertising Services.
Most paid media managers know the feeling. You reach the last week of a campaign flight and realize the budget is either nearly gone or barely touched. Both outcomes are avoidable. The problem is usually not a lack of data. It is a lack of the right framework for reading that data early enough to act on it. Two metrics solve this: pacing and spend deviation. They are related, they often move together, and at the end of a flight they can look almost identical. But they are built differently, and the difference is the whole point. Understanding it is…
People still search with intent. The difference is that the way Google understands and matches that intent has changed. Search is no longer as simple as choosing a few exact keywords, writing an ad around each one, and waiting for the right person to search those exact terms. This matters because a narrow Google Ads search strategy can leave valuable demand on the table. There may be hundreds of ways your customers can describe the same problem, compare solutions, or look for a product like yours. If your campaigns only target the handful of searches you already know, you could…
For years, digital marketing relied heavily on third-party cookies and cross-site tracking to find customers. Marketers could buy access to audience lists, follow users across the web, and target ad campaigns with remarkable ease, but that playbook is no longer effective. Browser privacy changes, widespread ad blocking, and strict regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) have fundamentally altered how the internet operates. Businesses that continue to rely on outdated tracking methods are already feeling the strain. You may have noticed declining ad performance, less accurate campaign reporting, and steadily rising…
Your report every week gives you the same metrics: spend, clicks and conversions. While the figures are always accurate, they don't actually provide you all the information you need to monitor how your campaign is performing. Because the question that needs to be answered isn't how much you spent on your campaign. The important questions are, which campaign is draining the budget? And which ones are carrying the account? Wondering how to answer these questions? Here's a single ratio to pay attention to. Why You Shouldn't Rely on Raw Metrics Which campaign produces the most conversions in your account? Think…
“Why do we still treat brand and performance as two different jobs?” It’s a strange question when you consider how people actually make decisions. A customer doesn’t think, “First I’ll see a brand campaign, then I’ll encounter a performance ad.” They see a video on social media, notice a billboard, hear a recommendation, search Google, visit a website, read reviews, see a retargeting ad and eventually buy. To the customer, it’s one journey. To marketers, it can be multiple campaigns, teams, budgets and agencies, each measured against different goals. This is one of marketing’s biggest contradictions: we organise marketing around…
Your Google Ads campaign was running this morning. Now it is not. Your ads have stopped serving, your traffic may have dropped, and you have received a notification saying your Google Ads account has been suspended. For any business that relies on paid search to generate leads or sales, this can be a serious disruption. The first instinct may be to make changes immediately, create a new account, or submit an appeal without fully understanding the problem. Those actions can make the situation harder to resolve. A Google Ads suspension does not always mean your account is permanently closed. Google…
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I've seen firsthand how healthcare and pharmaceutical brands, organizations, and small businesses struggle to break through the noise of an infinite number of. Healthcare isn't simply about selling a product or service. It's about trust.Patients, healthcare providers (HCPs), and family members are looking for reliable information. Personal well-being is at stake, and that's where Google's search engine has a distinct responsibility. This responsibility is why marketing healthcare products and services online presents unique challenges to marketers due to strict regulations, sensitive topics, and high competition. Don't let this deter you because, done right, Google Ads can do more than drive…
Google Ads' auction bidding market powers it's advertising platform, Google Ads. Let’s quickly break down how the Google Ads auction works.Almost every search query a user conducts via the Google search engine triggers an auction to determine which advertiser’s ad is served to the user. These automated auctions take place within a fraction of a second, considering various factors to decide where and if ads rank on the search engine results page and how much advertisers pay.When advertisers open up a Google Ads account, their next steps after taking care of administrative tasks are to choose keywords they want to serve…
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Why Paid Search Audits are Important Paid search audits are essential to the digital marketing process. The digital marketing world is constantly in flux. That's why it's crucial to regularly conduct an audit to ensure the best optimization strategies are in place and get the best possible return on investment.Paid search advertising is more complex than many marketers would like to admit. Google Ads constantly posts new features, releases, policies, interface updates, discontinued features, and announcements. On top of that, many small changes don't warrant a separate announcement, and that's much change. This is why keeping up with Google Ads, Bing…
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Impression share is one of my favorite metrics because it gives me an idea of how many people I can reach with my clients’ ads. Unlike TV ads, which have been a staple of trust and prestige across the marketing and advertising industry, digital ads have proven to be more measurable, reliable, and transparent when understanding if your goals are being met. Because of digital’s viability, TV ad spend has constantly declined for the past ten years. Impression share metrics give us one more reason to trust digital over expensive TV spots.An impression is when your ad is visible to…
