Section
Search ads, social ads, programmatic, video, affiliate and email.
Online Advertising
Cost per click is the most widely misread number in online marketing. Look only at it and you will pay more per customer than the competitor with the pricier click.
Online Advertising
Most accounts grow wild. After two years nobody remembers why a given ad group exists. A structure that is still readable after a hundred changes.
Online Advertising
A campaign type that plays across every channel and shows you almost nothing. For some firms it is the strongest lever available; for others an expensive trap.
Online Advertising
Three settings decide whether your budget reaches buyers or browsers. The differences have narrowed; the consequences have not.
Online Advertising
The negative list is the only part of an ad account that improves with age, provided somebody maintains it to a system rather than by accident.
Online Advertising
A number between 1 and 10 that decides whether you pay double or half. What it actually measures and which three levers really move it.
Online Advertising
Thirty characters a headline, ninety a description. Inside that frame it is decided whether your budget works or is merely spent.
Online Advertising
Less reach, considerably less competition and an audience sitting at a work computer. Why the second look pays off, especially in B2B.
Online Advertising
Shopping ads have no keywords and no ad copy. What gets served is decided entirely by the quality of your product data.
Online Advertising
Automated bidding is nearly always better if one condition holds. If it does not, it is markedly worse than a steady hand.
Online Advertising
The tighter the audience the better the advertising. That held until about 2021 and is now the most expensive misconception in most accounts.
Online Advertising
Six placements, six different situations. Run the same creative everywhere and you overpay in five of them.
Online Advertising
The platform is treated as a playground for young brands. For trades, retail and recruitment it is now one of the cheapest channels available.
Online Advertising
The most expensive click in all of online marketing. Whether it pays hangs on one number: the value of a won customer.
Online Advertising
People search here for ideas, not entertainment. For interiors, building, fashion and anything that gets planned, that is an underrated advantage.
Online Advertising
Moving image is expensive to produce and cheap to deliver. That inversion of the usual cost structure is what makes the channel interesting for mid-sized firms.
Online Advertising
Creative is now the most important lever, because audience targeting is largely automated. Yet almost nobody tests to a system.
Online Advertising
Every answered question under an ad is advertising you do not pay for. Every unanswered one is a recommendation you prevent.
Online Advertising
A customer photo outperforms any product shot. Without written permission it is also a legal risk you can see coming.
Online Advertising
The purchase happens inside the app, not in your shop. That raises the conversion rate and costs you the customer relationship, the data and the margin.
Online Advertising
Click rates of 0.05 per cent, ad blockers on every third device, questionable placements. And yet three cases remain where display is the cheapest answer.
Online Advertising
Ad slots are auctioned in milliseconds while a page loads. Understand the parties and you understand where your money goes on the way.
Online Advertising
Remarketing gives the best return and carries the greatest brand risk. Both hang on two settings.
Online Advertising
Advertising that looks like editorial works better and is legally delicate. The line runs at a single question: does a reader recognise the commercial character immediately?