Consolidate or segment? A Performance Max decision framework
Too much consolidation wastes spend. Too much fragmentation hurts optimization. Find the right balance for your Google Ads account.
Topic: Return on ad spend
Google Ads can now calculate Target ROAS from profit margins
Google Ads’ new Target ROAS calculator uses profit margins to help advertisers set bidding targets around profitability.
Why Performance Max isn’t a YouTube ad strategy for ecommerce
YouTube can create demand that Search and Shopping can’t capture. But it needs creative and measurement built for how the channel works.
The August 17th Post-Mortem: What Google’s Smart Bidding update really changed
Join us on October 15th where Mike Ryan shows how Google’s August 17 update reshaped ROAS, CPCs, budgets and advertiser behavior.
Retail media is evolving. Here is what marketers should value now
Navigating fragmented retail media networks is exhausting. Discover how to evaluate key partners, prove incrementality, and build a cohesive commerce strategy.
Google Ads’ Smart Bidding update appears to have ended bid suppression
New analysis suggests Google’s Aug. 17 Smart Bidding update is driving higher CPCs and lower IS for budget-limited campaigns.
Google’s target bidding shake-up: Why PPC marketers have been here before
Reva Minkoff explored Google’s target bidding changes and why lessons from a decade ago could help PPC marketers adapt.
Manual vs. automated Google Ads campaigns: How to allocate your budget
Balance scale and control by matching automation to conversion volume, account maturity, and performance needs.
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.
The 11x ROAS account that lost money on every order
High ROAS can mask negative contribution, weak incrementality, and costly inventory decisions. Here's how to measure what really matters.
What your Google Ads hour-of-day report doesn’t tell you
Smart Bidding sees the auction-level signals your hourly report can’t. Know what you’re giving up when you cut an hour.
When paid media optimization starts working against you
Cheap clicks can look efficient while producing weaker results. Learn how to connect paid media to sales, revenue, and profit.
Your paid media ROAS isn’t 5x. Or 2x.
Your platform claims the sale, your backend gives credit elsewhere, and neither can tell you if the ad caused it. Incrementality does.
How to improve Google Ads lead quality with CRM data
Connect your CRM to Google Ads, define qualified leads, and optimize campaigns around the leads that actually drive business value.
Google explains what advertisers should expect from Smart Bidding changes
Google says its Aug. 17 Smart Bidding update will make budget-limited campaigns more predictable.
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.
Google says AI Max unlocks billions of new monetizable searches
Google says AI-driven intent matching boosts conversions, expands ad opportunities, and reshapes how advertisers reach complex queries.
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 to build curiosity into high-performing social ads
A strong hook only gets you so far. Learn how open loops, storytelling, and gradual reveals can keep viewers watching.
Your ad platforms may be reaching fewer customers than you think
As identity signals decline, match rate has become a critical metric for improving audience reach, advertising efficiency, and ROAS.
How to move beyond lead volume in B2B PPC
The longer the sales cycle, the less lead volume tells you. Build a feedback loop that helps Google Ads optimize for qualified opportunities.