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Say you're testing ChatGPT Ads on about 300 a month. After two weeks you've got maybe nine conversions, and the cost per conversion looks bad next to your Google Search numbers.…
Microsoft Ads can import a Google Ads account in one go, and people still argue about whether that's a shortcut or a trap. My view: import the structure, not the settings.…
I've been reading up on Reddit Ads for B2B software and still can't tell if it's a real channel or just a fun way to burn a few hundred dollars. The case for it is that people in…
Everyone gets tempted to over-specify job titles on LinkedIn. Say you sell payroll software and target only "Finance Manager": the people who actually sign off are often a CFO or…
Google keeps pushing AI Max for Search, and I'm not sure the default makes sense for small accounts. It bundles broad match expansion, text customization and final URL expansion…
Say a B2B software company has about 1,500 a month to test on LinkedIn. One person wants to start with website retargeting because it's cheap and the visitors are warm. Another…
Where should ChatGPT Ads clicks land? The usual answer is to reuse the page your Search campaigns already send people to, since it's tested and converts. I'm not convinced that…
Spark Ads let you run a TikTok post that's already getting organic traction as a paid ad, under the original handle, with the likes and comments still showing. Plenty of people…
Picture a B2B software company running paid search with a 90-day sales cycle, where only about one demo request in twenty closes. Google Ads only sees the form fill, so Smart…
Everyone pitches Microsoft Ads as the cheap alternative, and it's true that CPCs often sit well below Google's, so the same budget buys more clicks. But a low CPC on its own tells…
Picture running Google Ads for a B2B services firm with a three-month sales cycle. Smart Bidding sees the form fill as the conversion, but sales only cares about the fills that…
Pinterest keeps coming up in ecommerce threads, and I think it's because people there are planning, not scrolling to buy. Someone pins a sofa today and purchases in three weeks,…
Lead Gen Forms pre-fill name, email and company from the member's profile, so completion rates are usually much higher than on a landing page. The catch is lead quality. Those…
Something I keep coming back to with early ChatGPT Ads tests: on a small budget, do you spread across several intent clusters to learn which prompts convert, or run one tight…
Has anyone actually measured what LinkedIn's prefilled Lead Gen Form fields do to lead quality on a B2B account? The form pulls name, company and job title straight from the…
Microsoft Audience Network is on by default in a lot of new campaign setups, and plenty of people leave it running without checking what it does to the account. The CPC is usually…
I'm running a LinkedIn campaign for a B2B software company that sells to finance teams, and I keep going back and forth on targeting. Exact job titles like "Financial Controller"…
Is a matched audience upload worth building when your list is small? On paper it's the obvious move, since you're targeting people you already know exist. But LinkedIn needs a…
Shared negative lists are tempting when you have a dozen campaigns and the same junk terms (free, jobs, careers, "how to") turning up everywhere. Google lets you attach one list…
Picture a B2B software company that offers a demo and swaps its LinkedIn landing page for Lead Gen Forms. Prefilled profile data cuts cost per lead roughly in half in week one,…
I'm still not sure how to read ChatGPT Ads, and I don't think the usual yardsticks fit. My guess is the clicks behave more like search than social, since the person has just asked…
I keep seeing people hit import on Microsoft Ads and call it done. The import copies campaigns, keywords, negatives and bids pretty faithfully, so the account looks finished in…
Picture a home fitness brand running cold prospecting on TikTok where the top performer opens on the product in the first frame. The team wants to keep that style because it…
Looking at how people set up LinkedIn audiences for mid-market B2B tests, the usual instinct is to target exact job titles like "Head of Operations" because it looks precise. But…
Say you run a project management SaaS with a free trial and want to test Reddit Ads. You can target people two ways: by subreddit or by interest category. Subreddit targeting…
Picture a meal kit brand with one polished 30-second brand video that's run on TikTok for a month with flat CPA. The team wants to brief three more polished cuts. I'd test a…
The Google import in Microsoft Ads is the obvious shortcut, and it saves real hours on structure. The mistake is treating it as finished. Bing volume is usually a fraction of…
When you move a Google account over, most people focus on campaigns and bids and leave the UET tag for later. I'd install it on day one, before any spend. Microsoft's audience…
In a niche B2B audience of a few thousand, frequency climbs fast, and within a couple of weeks it's usually past 5 or 6 while CTR starts sliding. The standard advice is to cap…
Take a B2B agency getting about 15 form fills a month from Search on a fixed budget. The usual advice is to stay on Maximize Conversions until you hit 30 conversions in 30 days,…