On Black Friday the auction inflates by multiples, sites crash, warehouses empty — and half the advertisers launch a “−20% off” on Thursday evening and wonder about the results. A promo peak isn’t a sale day; it’s a four-week operation: the offer, a creative wave, audience warm-up, a site stress test and a plan for…
Search captures existing demand. But what do you do when that demand is bought out, the auction is overheated, and there’s nowhere left to scale? You create demand yourself — and that’s exactly what Google built Demand Gen for: campaigns for its visual feeds (YouTube, Shorts, Discover, Gmail) that work like Meta’s feed, but inside…
Retail media is the fastest-growing ad segment for a reason: marketplace advertising catches the shopper one click from the cart, wallet in hand, intent formed. But this auction has its own laws: there’s no landing page — there’s a listing; no traffic of “your own” — there’s the platform’s algorithm; and the bid is computed…
Media buyers think about retention last: “my job is to bring them in; keeping them isn’t my problem.” That’s an expensive mistake. Email retention is the only channel where you touch the customer without an auction, CPMs or algorithms: the list belongs to you, an email costs pennies, and every repeat sale lifts LTV —…
A media buyer’s morning without a dashboard: ten platform tabs, the CRM, a currency-rate sheet, and a client asking “so, how are the numbers?” An hour goes just to assembling the picture — decisions start after lunch. Dashboards flip that equation: one screen of truth where spend is stitched to deals, plan to actual, and…
“Turned on delivery for my city” is not geotargeting — it’s an imitation of it. Real local advertising begins where you understand that a customer from the next block and one from across town cost differently, convert differently and search differently (“near me,” “downtown,” “delivery to X”). Geo is a full strategy layer: from radiuses…
Google’s app campaigns have almost none of the familiar knobs: no keywords, no audiences, no placements — the algorithm decides who sees your ad across Search, YouTube, the networks and Google Play. From the outside it looks like an “install faucet” button. Inside, it’s a system where two things decide everything: the quality of your…
Carry the e-commerce playbook into B2B and you’ll drown: leads are scarce, a click on “manufacturing CRM” costs like dinner, and the “conversion” happens three months after the first touch, once five people sign off. B2B PPC runs on different physics: a long cycle, a buying committee, narrow demand. The rules are different too —…
“Video is for reach and branding — Search and retargeting do the selling.” Media buyers have lived by that line for years and left money on the table. In 2026, video advertising on YouTube and Shorts is a full performance channel: conversion goals, smart bidding, and remarketing to viewers. But it only works under three…
Search A/B testing used to be simple: two ads in rotation, the higher CTR survives. RSA broke that mechanic: Google assembles the ad from your headlines and descriptions, the combinations run into the thousands, and “ad A vs ad B” no longer exists. But ad A/B testing didn’t die — it moved up a level:…
