Opus GrowthForumTake a store with 300 SKUs, about 40 of them low-margin accessories. Those can look fine on ROAS, but the target that works for the apparel line would lose money on them. The…
Ad strength gets treated like a score to chase, and I think that's mostly wasted effort. Going from Good to Excellent usually just means adding a few more unique headlines and…
Say most of your conversions come from people searching your brand name. PMax will happily claim those orders and the ROAS looks great, but most of those shoppers would have found…
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…
How much patience you give an ad set depends mostly on volume. Meta's guidance is roughly 50 optimization events in a week to exit learning, and big edits like budget jumps, new…
Google restricted FAQ rich results to government and health sites back in 2023, so for most small sites FAQPage markup no longer gets the expanded snippet it used to. Some people…
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…
I keep seeing people ask an AI to write a full set of Search ads from scratch, then wonder why half the headlines could belong to any competitor in the category. For most small…
Search Partners tends to get left on by default and then forgotten. Google pitches it as extra reach, but partner sites usually convert worse than Google's own results, and the…
Picture a dental clinic in a mid-sized city. Google's default location setting covers people who are in or regularly in the area, plus anyone showing interest in it, and for a…
Average position shows up in almost every SEO report, and hardly anyone can explain what it means. It's an average across every query a page appeared for, weighted by impressions.…
I'm not sure 3-second plays and hook rate deserve as much attention as they get when reviewing new video creatives. Take a dental clinic running two videos. One opens with the…
Say most of a store's sales come from people typing the brand name. PMax picks up those brand searches and reports them as its own conversions, so its ROAS looks great, even…
An AI asked which products to push or where budget is leaking gives much better answers once it knows gross margin per product. Without it, the assistant optimizes for ROAS, and a…
Pinning in Responsive Search Ads is one of those settings people either swear by or never touch. Pinning your brand name to position 1 is usually fine. Pinning everything else…
A client's Search campaign on Target CPA has been steady at around 40 conversions a month, and they want to double the budget ahead of a seasonal push. The usual advice is to…
Been going back and forth on this for a client with a well-known local name. Their brand term ranks first organically, with reviews and a sitelinks snippet, so paying for a brand…
Plenty of small stores run Conversions API next to the Meta pixel and have it only half wired. The pixel fires in the browser, CAPI sends the same purchase from the server, and if…
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…
The old advice was to canonicalize pages 2, 3 and 4 back to page 1, but Google has said it can handle pagination on its own, so a lot of people now self-reference each page…
When someone asks if a site "passes Core Web Vitals," the first thing to pin down is which number they mean. Lab scores from PageSpeed Insights come from a synthetic test with one…
Say you run a plumbing business with a website, a Google Business Profile and a few Search campaigns, and you want to know which channel actually books jobs. That means some kind…
Picture an account where form submit, phone click, WhatsApp click and a thank-you page view are all primary. Smart Bidding will chase whatever is cheapest, and that's almost…
Take an account that moves from Maximize Conversions to tCPA at 40 euros, and conversions fall from 25 a week to 9 in the first ten days. The usual advice is to sit tight because…
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…
Take a furniture store with around 300 real products but about 4,000 indexable URLs once colour, size and price-sort filters multiply. Half the team wants noindex on the filter…
For a $60 to $120 product with a 3 to 4 week consideration window, I'd split the audience. A single 180-day pool gets dominated by people who glanced at one category page six…
Has anyone pushed gross profit into conversion value instead of revenue? Take a store selling phone accessories at 20% margin next to branded cases at 60%. With revenue as the…