Remarketing that does not annoy people
Following the same person around the internet with the same banner for 90 days is not remarketing, it is harassment. Here is how to do it properly.
Bidding on competitor brands: worth it or just a tax
Buying your competitor's name looks aggressive and sometimes it is smart. Here is when the numbers work, when they never will, and what it usually costs.
Cost per lead is climbing and nothing obvious changed
When your cost per lead drifts up with no clear cause, the answer is usually one of eight things. Here is the order I check them in.
Working with a Google Ads agency: what to demand and what to check
You are paying someone to spend your money. Here is what to insist on, what reporting to ignore, and the four things you should verify yourself.
How to launch a Google Ads account properly, from zero
The full launch sequence for a new Google Ads account: target cost per acquisition, tracking before spend, structure, first ads, budget and bidding.
How to audit a Google Ads account that is already spending
The order to audit an inherited Google Ads account: tracking first, then waste, structure, bidding and pages, and when to rebuild instead.
How long to give a new campaign before judging it
Killing a Google Ads campaign after ten days is the most expensive habit in paid search. Here is how to decide when you actually have an answer.
Writing Google Ads copy that gets chosen, not just clicked
A high click-through rate is easy to buy with vague promises. Here is how to write search ads that get picked by the right person and skipped by the wrong one.
What to actually look at in a Google Ads report
Most Google Ads reports are full of numbers that cannot change a decision. Here is the short list worth reading and the long list worth ignoring.
Reading the search terms report like a detective
The search terms report is the only place Google shows you what people actually wanted. Here is how to read it for intent, not just for negative keywords.