Microsoft Advertising removes Max CPC from new standalone bidding campaigns
Microsoft will remove Max CPC controls from new campaigns using several standalone automated bidding strategies starting Oct. 1.
Topic: Customer acquisition cost
Google Ads adds dedicated reporting for new customer acquisition
Google now lets advertisers measure new customer acquisition without affecting bidding, replacing a reporting workaround.
The demand capture trap that’s making search more expensive
Search can only capture existing demand. Learn why YouTube helps create future buyers, making search campaigns more efficient over time.
Why separating brand and non-brand campaigns improves ROAS
Strong ROAS can mask where your budget goes. Here's how separating brand campaigns drives revenue growth and new customer acquisition.
How SEO reduces blended customer acquisition costs
SEO’s value extends beyond organic conversions. See how it supports other channels and improves acquisition efficiency over time.
The 4-step health check for your target ROAS and CPA
Your bidding strategy is only as good as the targets behind it. Validate them with practical formulas and real campaign data.
How ad platforms count and report conversions differently
Your ad platforms don't have to agree to be useful. Learn what different attribution methods are actually telling you.
How to win SEO budget conversations with your CFO
Your CFO doesn't care about rankings or traffic. Frame SEO around business risk, CAC, and pipeline to build a stronger investment case.
Why frontloading your ad spend usually backfires
Launching with a bigger budget doesn't guarantee faster growth. Here's how to build momentum without wasting spend.
AI search is driving customers. Can you measure it?
AI search is becoming a measurable source of customer discovery. Here's what nearly 30 million calls reveal and what marketers should do next.
How to win competitor traffic with Demand Gen and negative-intent conquesting
Traditional competitor campaigns can be expensive and ineffective. These alternatives help you reach buyers more efficiently.
How to make Performance Max focus on net new customers
Reduce overlap between Google and Meta with a four-step framework that uses brand exclusions, audience exclusions, and Customer Match data.
Why some channels reward breadth and others require commitment
Small-budget tests can mislead you. Learn how response curves affect channel evaluation, budget allocation, and growth decisions.
How to structure paid social creative testing for better performance
Platforms can recognize when creative variations are nearly identical, making differentiated concepts more valuable than cosmetic tweaks.
Google expands customer acquisition targeting with “new prospects” mode
Google’s new AI targeting mode is designed to help brands reach entirely new brand-unaware audiences earlier in the discovery journey.
How signal decay hurts your top-of-funnel performance
The campaigns introducing customers to your brand may be getting the least credit for revenue. Here’s how to recover lost conversion signals.
How to use customer acquisition and retention goals in Google Ads
Set smarter bids using first-party data, customer match lists, and lifecycle segmentation, while avoiding common reporting distortions.
Microsoft makes it easier to import Google PMax campaigns
Microsoft is making it easier to expand Google PMax campaigns into Microsoft while gaining more visibility and control over performance.
6 Google Ads mistakes that hurt ecommerce campaigns
Expanding beyond paid social? Learn how to structure campaigns, control spend, and unlock demand without relying on the Meta playbook.
Google PMax gets new exclusions, expanded reporting features
Google’s Performance Max now includes customer-list exclusions, demographic insights, spend forecasts, and network segmentation.
Why CPC keeps rising – and what to do
CPC is on the rise across most industries. Here's what's driving the trend and how you can protect your margins.
What incrementality really means in affiliate marketing
Some affiliates claim incremental sales but only intercept checkout customers. Learn how to spot partners that drive real revenue.
Stop paying for traffic: The enterprise CMO’s guide to ROI-driven SEO
The new search playbook ties content to revenue: win AI recommendations, cut defensive ad spend, and hold agencies to P&L results.
AI Max increases revenue 13% but drives higher CPA: Study
Independent research and an exclusive with Google's Ads Liaison confirm AI Max's real-world trade-offs — and the end of Dynamic Search Ads.
Google Ads adds ROAS-based tool for valuing new customers
Google Ads is testing a ROAS-based tool that suggests conversion values to help advertisers bid smarter for new customers.
Google’s Demand Gen gets more shoppable — and more measurable
Google’s Demand Gen updates make video ads more shoppable and measurable across YouTube and Google.
Microsoft adds new customer acquisition goals and deeper visibility to PMax
Microsoft’s latest updates give advertisers more control over PMax, from acquiring new customers to improving visibility and measurement
AI displacing traffic? Time to leverage your most undervalued channel.
AI is reshaping search visibility. Learn how to reclaim reach by activating owned audiences and turning email into a scalable growth engine.
How to use broad match without losing control
Broad match now runs with Smart Bidding. Learn how drift happens, why it matters, and how to keep performance aligned with real intent.
Why click-based attribution shouldn’t anchor executive dashboards
Click metrics tell part of the story, but overreliance skews budgets and strategy. Build PPC measurement frameworks tied to real outcomes.
YouTube tests retroactive cost cuts for underperforming Demand Gen campaigns
Google is testing retroactive cost reductions in Demand Gen tCPA campaigns, giving advertisers a financial buffer when early performance falls short.
Google Ads quietly tests auto-setting “New Customer Value”
Google Ads is testing auto-set “New Customer Values,” sparking confusion and transparency concerns among advertisers.
Broad match drives higher revenue per conversion – but at a cost: Study
An Adalysis study finds exact match most efficient, but broad match can deliver higher revenue per conversion despite higher CPAs.
Agency-grade PPC audits: How to turn reports into growth roadmaps
Want PPC audits that actually move the needle? Front-load insights, add context, and end with an action plan that clients act on.
Google Ads Performance Max gets new controls, reporting, creative insights
Google's new Performance Max features include better audience targeting, enhanced asset insights, and smarter acquisition reporting.
What to do when Google Ads performance declines
Facing a Google Ads slump? Use this step-by-step framework to regain control, communicate clearly, and optimize strategically.
How to justify your SEO budget in 2025
When SEO is on the chopping block, show its worth with compounding ROI, diversified traffic, and clear impact at key decision moments.
How to use Performance Max for high-value customer acquisition and retention
Set up high-value goals in PMax, avoid inflated ROAS, and improve tracking accuracy with clean data and smart segmentation.
Google rolls out 1st Order Promotions for Shopping Ads
Google's new 1st Order Promotions for Shopping ads let merchants automatically offer exclusive discounts to first-time customers.
Ecommerce advertising: Strategies to drive online sales
Learn top ecommerce advertising strategies for 2025. Discover how to boost ROI with paid search, social ads, retargeting, and performance marketing.