Topic: roas optimization
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2025 Holiday PPC: Master Bidding, Budgets & Audiences
Start PPC campaigns early, as consumer research begins in October with extended browsing phases leading to holiday purchases, requiring marketers to nurture early intent while preparing for compressed decision-making. Use smart bidding strategies tied to profitability, applying seasonality adjust...
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AI's True Value: Outcomes Over Adoption
The true value of AI in marketing lies in its ability to deliver measurable business outcomes, such as improved conversion rates and return on ad spend, rather than just technological adoption. Effective measurement requires defining specific performance questions, establishing baselines, and imp...
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Stop Competitors From Wasting Your Ad Budget
Competitor-branded searches drain PPC budgets with low conversion rates, requiring negative keywords and platform tools to focus spending on high-intent traffic. Use negative keyword lists and AI campaign brand exclusions to block competitor searches, while monitoring search reports to update exc...
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Ditch Cost Per Conversion: Measure This Instead
Focusing solely on cost per conversion can limit growth, as the primary goal should be achieving a required volume of conversions, with cost being a secondary consideration. Efficiency metrics can be misleading, similar to an apple orchard where minimizing cost per apple leaves most of the crop u...
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