Practical articles on paid search, paid social, e-commerce and measurement: what we look at, in what order, and why.
When a month goes off plan, budgets, pacing and bid targets tend to be changed together. Treating them as three separate decisions, each with its own evidence, makes performance easier to diagnose and easier to improve.
Search term reviews are where money is saved, and where useful demand can be lost without anyone noticing. Relevance and performance are separate questions, and a query should be excluded only when both point the same way.
A creative brief built only on media metrics tends to ask for more of whatever already performs. Starting with the commercial problem the business needs to solve changes what gets made, in what order, and why.
ROAS measures attributed revenue against media spend. Profit depends on margin, fulfilment, returns and whether the sale was additional at all. A worked, hypothetical calculation shows why the two can move in opposite directions.
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Automation is most useful for preparing, organising and checking work. Decisions that commit budget, change what customers see or depend on commercial context stay with a person who can see the evidence.
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Good commentary explains what matters and what to do next, rather than narrating every movement in a dashboard.
Ad longevity can guide creative research. It cannot establish a competitor’s profitability.
A shared process should make creative work easier to find, review and improve.
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