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:…
November: the auction is boiling, CPMs at the ceiling, and your best campaigns “run out of budget.” February: traffic is cheap, but the budget’s already cut “because it’s off-season.” That’s reactive money management — and it consistently loses to planning. Seasonality in performance marketing isn’t a surprise, it’s a schedule: demand peaks and valleys repeat…
You pay for every click in an auction where specific companies stand across from you with their bids, offers and creatives. Not knowing them means playing poker without looking at the table. Competitor analysis in PPC isn’t industrial espionage — it’s the systematic reading of open data: who bids against you, which angles they take,…
Course red flags, the free fundamentals covering 80% of theory, and why your learning budget is a testing budget – not lecture access.
