Planning and measuring paid campaigns

You open the month-end report: budget spent, clicks came in, no orders. The number is smaller, and you cannot point to where the money actually went. Usually th…

Opening a Google Ads account and loading a budget is the easy part. The hard part is that the structure you set up on day one decides which searches your money…

The campaign is running, clicks look normal, the dashboard says "active" — and yet by the end of the month the gap between the invoice and the number of actual…

An evening goes into ticking 12-15 interests in Ads Manager — "Online shoppers", "Small business owners", "Engaged Instagram users". The logic feels sound: the…

When someone asks "how much does Instagram advertising cost," they want one number back. Ask five different business owners the same question and you get five d…

A competitor's TikTok clip picked up tens of thousands of views in a few days, you opened an account too — and now you don't know where to put the budget. The q…

You open Campaign Manager for the first time, type in a daily budget, and the platform shows you an expected cost per click several times higher than what you'r…

A client looking over a campaign report once asked a simple question: "Should we also run Yandex?" The answer usually goes to one of two extremes. Either "no, t…

You open the invoice at the end of the month: ad spend went from $2,000 to $3,000, and the "management fee" line grew right along with it — nobody told you that…

Someone lands on your site, looks at a few products, drops one into the cart — then closes the tab and never comes back. It happens dozens of times a day, and m…