Performance Advertising

Broad match is a proposal, not a promise. Negatives are how you answer it.

Retargeting does not create demand, it closes it. Budget it like a closing tool and cap it like one.

Fewer campaigns usually means faster learning. But consolidation fails predictably in three situations, and knowing them is worth more than any template.

The first three seconds decide whether the other twenty-seven exist. Most budgets are spent producing the part nobody reaches.

Most accounts do not have a bidding problem. They have a pacing problem that looks like a bidding problem.

Server-side tracking recovers signal. It does not restore the pre-privacy world, and it will not fix a broken measurement model.

Modern platforms find your buyers if you stop blocking them. Your job is to remove the people you should not be paying for.

Automation does not remove judgement, it moves it. You stop setting bids and start setting the objective the machine optimises.

You cannot bid your way out of a bad feed. The attributes decide which auctions you enter at all.

Testing twelve unrelated videos is not a test, it is a shuffle. A real framework isolates one variable at a time and knows in advance what winning looks like.