Practical, plainspoken takes on paid media, websites, analytics, and growing your business online. Written by the people who do the work.
Duplicate pixels, events that fire twice and missing standard events all skew what Meta learns from. A 30-minute audit with Events Manager, Pixel Helper and Tag Manager, plus the fixes.
Most agencies describe themselves in similar terms. Two questions sort them into four clear roles, which makes it far easier to match the right type to what you are actually trying to do.
A naming convention for campaigns, ad groups and ads, a template you can copy, and what you can and can't control in Performance Max.
You make the shortlist, the evaluation goes your way, and then the deal goes to the company everyone could already name. If that keeps happening, you're probably not being outsold. You're being out-remembered.
Programmatic gets pitched a lot and explained very little. What it actually is, where it earns a place in your media plan, and where it doesn't.
Both are good, and built for different people. How they compare on design, hosting, maintenance, and cost, and the one question that usually settles it.
A small lift in conversion rate can be worth six figures without more ad spend. What it's worth, and five practical changes that get you there.
A simple naming pattern for campaigns, ad sets, and ads, with examples and a template you can copy, so your reporting stays readable as the account grows.
What each platform does best for an online store, why two come first, when TikTok is worth testing, and how to split the budget.
Sponsored Products, Brands, Display, and TV do very different jobs. What each one is for, where it shows up, and which to start with.
Visitor identification can name the company behind a visit, and sometimes the person. Who it suits, who should skip it and how to use it without crossing a line.
A healthy ROAS can hide a business that isn't growing. Four metrics, one worked example, and which to manage your marketing by.
The two sizes that cover almost every placement, which formats to use when, how to choose an angle, and how to test and refresh without starting over.
A website brings people in. A funnel moves them toward one action. How the two differ, what a funnel looks like in practice, and why you still need the website.
The five types, how to create one, and six ways to use them, from retargeting to keeping existing customers out of your prospecting.
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