Opus GrowthForumIf you're selling a sales-led B2B SaaS product to finance teams, LinkedIn's job title, seniority, company size and industry targeting gets you an audience that's big and only…
Most setups I've read about end up with two numbers that never match. GA4 defaults to data-driven attribution, so paid search gets credit for assists that last click would hand to…
I'd turn search partners off by default, especially on smaller accounts. Google blends them into the same campaign, so the overall CPA can look fine while a chunk of spend goes to…
Meta gives you a few ways to judge a video ad early: 3-second plays over impressions (hook rate), thumb-stop ratio, and hold rate at 15 seconds. People argue about which one…
Picture a client's monthly report with a Domain Rating column sitting next to Search Console clicks. DR drops from 34 to 31 and nobody can explain it, because that number comes…
Google cut FAQ rich results back to a small set of government and health sites in 2023 and dropped HowTo rich results entirely, yet a lot of commercial service pages still get FAQ…
Pinning in RSAs splits people. One camp pins the brand name to position 1 and the CTA to position 3 and calls it control. The other says every pin removes combinations the system…
Meta pushes Advantage+ audience as the default, and a lot of people turn the interest suggestions off entirely. I'm not sure that's the right call at low volume. Say you sell a…
Take a dental clinic that exports Google Ads data to CSV every Monday and pastes it into ChatGPT. By the time the answers come back the numbers are a few days old, so live access…
Take a mid-size skincare brand running retargeting where frequency hits 4 by week two and CPA quietly doubles. The usual fix is a rule like "refresh creative at frequency 3 or 4,"…
Search Console totals have the same problem almost everywhere: branded queries carry a big share of the clicks, so the non-brand story gets buried. Splitting them out with a regex…
Say you've got a named list of a few hundred target accounts and a small budget. Do you upload it as a company audience or build targeting from job titles and company size? I'd…
I keep going back and forth on how wide to draw the radius for a single-location plumber. Say the shop sits in a town of 200k with a few suburbs around it. A 10 mile radius covers…
Microsoft Ads gives you a few ways to attach remarketing audiences to Search campaigns: bid-only (you adjust bids for people on the list, everyone else still sees the ads),…
Hook rate gets treated as proof that a video ad works, and I think that's where a lot of teams go wrong. Say a supplement brand gets a 40% hook rate on a dramatic opening, but…
Take a store where about 20% of orders come back within 30 days. If you import gross purchase revenue, Smart Bidding is learning from money the store never keeps, and it will…
How closely to check an AI assistant's preview comes down to one thing: the summary is the assistant describing its own plan, so it always reads clean. For a small budget tweak,…
Search partners are still on by default for a lot of Search campaigns, so the keep-or-kill question keeps coming up. The case for keeping them is volume. Partners add impressions…
Say you run a small ecommerce site and have an AI write alt text for a few hundred product and blog images. Generic stuff like "blue running shoe" is fine for most of them, but…
Say a store has a campaign at 6x ROAS on a handful of products, and the owner wants to triple the budget this week. My instinct is to push back, or at least not do it all at once.…
Google cut FAQ rich results back to mostly government and health sites in 2023, so the visible payoff is basically gone. Plenty of agencies still stick FAQPage markup on every…
For B2B accounts with long sales cycles, the question is which event to optimize on once offline conversions are imported into Google Ads or LinkedIn. MQLs come in fast and give…
Faceted navigation URLs like /shoes?color=black&size=10 get argued about constantly. Canonicals to the parent category are the default advice, but Google treats a canonical as a…
Local service shops split on this all the time. Some send the review link after every finished job, others only ask when the tech thinks the customer was happy. Take a plumbing…
A lot of advice treats Clarity heatmaps as a redesign brief, and I'm not convinced. Say a B2B software page gets 200 clicks a month from Microsoft Ads. The heatmap shows nobody…
Honestly, I think exact headline matching gets overrated. When you hand an AI a Search ad and ask for a landing page, the first draft usually repeats the headline almost word for…
A lot of stores running Advantage+ shopping hit this exact question. Excluding past purchasers makes new-customer CPA look better, and that's the number most people report. But it…
AI Max worries me on small budgets. Say a dental clinic turns it on for a Search campaign. Google widens matching beyond your keywords and pulls in queries it considers close,…
Take a home goods store with 4,000 SKUs using the title template "Brand, Product Type, Key Attribute". The case for brand first is that Google weighs the start of the title…
Cutting ads overnight and pushing budget into business hours is old advice, and with Target CPA or Maximize Conversions I'm not sure it holds anymore. Smart Bidding already uses…