Creative targeting is quietly fragmenting your Meta audiences
Ten ads can behave like one when they make the same pitch. Give each buyer persona a distinct angle to expand your reach.
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Heather Brousell's latest articles
Why paid search could be your AI search advantage
The search terms, ads, landing pages, and product feeds you've already built can strengthen your visibility across AI search.
How campaign structure shapes Google Ads performance
Better automation starts with better account architecture. Learn how to strengthen signals, reduce overlap, and improve results.
How Google Display exclusions guide AI-driven optimization
Accidental clicks, bot traffic, and low-quality placements contaminate campaign data. Strategic exclusions help keep optimization on track.
Why Facebook account lockouts are rising and what’s driving them
AI moderation, stricter security signals, and platform scale are increasing false positives — often without meaningful human review.
How to reduce cost-per-hire with LinkedIn recruitment campaigns
Attract qualified, ready-to-move candidates using intent signals, pre-qualification, and funnel segmentation — without wasting budget.
Click fraud in Google Ads: Where exposure rises and how to reduce it
From Video Partners to Search, fraud exposure isn’t equal. Learn where invalid clicks spike and how to shift toward higher-intent traffic.
Why Google’s Performance Max advice often fails new advertisers
Early Performance Max adoption often reduces insight and control. Shopping campaigns provide clearer performance signals and faster learning.
Why OpenAI paused ChatGPT ads to fight Google’s Gemini
OpenAI bets its future on a distraction-free experience, sacrificing ad revenue to stop Google’s ecosystem from winning the AI crown.
How conversational AI is changing the economics of paid search
A closer look at how Microsoft Copilot uses conversational search to capture intent, reduce wasted spend, and improve ROAS.
You don’t need ads everywhere – Here’s how to pick the right platforms
Chasing every ad platform drains your budget. Learn how to pick the channels that actually reach your audience.
Why campaign-specific goals matter in Google Ads
Stop settling for generic goals in Google Ads. Here's how customizing them leads to smarter bidding, clearer reporting, and improved ROI.
How to build a predictable lead gen system with digital ads
Take control of your pipeline with a strategy built on data, testing, and real insights into your audience’s needs and behaviors.
Decoding ad spend: Key insights from the 2024 presidential election
Comparing the marketing strategies of both candidates, we'll examine spending breakdowns, tactics and factors that shaped the outcome.
Amazon non-endemic ads: Winning strategies for service-based businesses
Learn powerful ways to target audiences using Prime Video, Alexa and shopping data, driving quality leads and growing brand visibility.
7 best AI ad creative tools, for beginners to pros
Not a designer? Learn about the top AI ad creative tools to help you look like an expert and increase campaign performance.