If you’re running paid media for an e-commerce brand, it’s worth paying close attention to where budgets are quietly shifting. While most marketers are still crowding the usual suspects: Meta, TikTok, Google Search – the savvier brands are moving a step ahead. They’re leaning into YouTube. And not in a
As OpenAI tools like ChatGPT begin surfacing product listings and shopping results directly in their interfaces, the accuracy, quality, and optimisation of product feeds are now more critical than ever. A comprehensive audit, like the one outlined below, ensures that businesses are fully aligned with best practices for Google Shopping
Most marketers think they’ve got a handle on ROAS. They don’t. It’s one of the most misunderstood metrics in paid media – and yet, it’s the one businesses obsess over the most. Open Meta Ads Manager or Google Ads, and you’ll see a shiny ROAS figure staring back at you.
Managing a large marketing budget isn’t just about finding new ways to spend money – it’s about protecting, growing, and multiplying every pound that goes out the door. So if you handed me an 8-figure budget today, here’s exactly how I’d approach it to drive sustainable, scalable performance. Step One:
Track micro-events for better retargeting:– Video Plays– Button Clicks How to set it up– Install TikTok Pixel with GTM– Track_ 🔹 Page Views 🔹 Add To Cart 🔹 PurchasesBuild custom audiences off the back of these events. Why it’s important to do this:– Cheap CPM– Fast-growing audience– Less competition TikTok Pixel – A
If you have ever run LinkedIn lead generation campaigns, you will know that while volume can be impressive, the quality of leads can often be hit or miss. Good news – LinkedIn has just rolled out a feature that could make a real difference: Qualified Leads Optimisation. For anyone using
If you are spending hours agonising over your Meta campaign setup, you are overthinking it. Trust me – after years of managing ad spend at every level, I can tell you that success on Meta comes down to a few simple, disciplined principles. Fancy structures and endless variations might look
One of the fastest ways to sabotage a new search campaign? Setting expectations that are completely detached from reality. If you have just built a fresh campaign for a client, the worst promise you can make is instant profitability. Telling them they will see a strong return within a week
If you are thinking about handing over your advertising campaigns to AI ad management tools, it is worth taking a step back. These tools can be incredibly useful for small tasks – tweaking budgets, pausing underperforming campaigns, and offering surface-level recommendations. But there is a major flaw. AI tools only
Retargeting has long been one of the sharpest tools in the paid media toolbox. When it comes to LinkedIn Ads, tapping into warm audiences – people who already know who you are – can be a brilliant way to generate high-quality leads. Whether it is retargeting website visitors, ad engagers,
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