Opinion

The biggest risk in Google Ads today is that automation will make exactly the right decision based on the wrong business outcome. Feed it signals from spam leads, weak conversions,…

Early in my career, I was responsible for reporting metrics for a company’s homepage. A member of the usability team wanted to know how much traffic a particular widget was…

If you run paid media, you already know the feeling. Google Ads says you drove 400 conversions last month. Meta claims another 250. Microsoft adds 60 more. Add them up,…

Many B2B advertisers still evaluate PPC performance with one simple question: “How many leads did we generate?” But in long B2B sales cycles, that question can be misleading. Qualified pipeline…

Predictability is not the exact adjective we can apply to Push notifications. One day, they are at their all-time high; another, Google rolls out an update, and everything goes south…

Rising CPCs aren’t just the result of more competition inside search auctions. They’re increasingly the result of what happens before anyone places a bid. AI Overviews, shrinking organic click volume,…

Paid search has changed. Auction dynamics shift by the hour, competitor bids adjust in real time, and search behavior varies across devices, times of day, and audience segments in ways…

Not a week goes by without me reading about ChatGPT ads in my LinkedIn feed. I’m guilty of it, too.  There’s so much happening so quickly. The product feed integrations,…

Every performance marketer has seen this movie. Search ROAS looks great, social ROAS looks mediocre, so the budget shifts to search. Three months later, search performance quietly erodes, and nobody…

Marketing mix modeling (MMM) is becoming more accessible, but getting started remains a challenge. After several conversations about MMM adoption, I noticed the same question kept coming up: “We believe…