Advertising in ChatGPT: how to assess the channel and design a useful test
A new advertising channel can trigger a rush to be first or a decision to wait until everything becomes clearer. A more useful starting point is a…
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Practical guidance on choosing advertising channels, planning campaigns and measuring their effectiveness.
AI in Google Ads campaigns: what to automate and what still needs human oversight
Automation is no longer an optional layer added to mature Google Ads accounts. Smart Bidding can determine bids at auction time, AI Max can extend query matching,…
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What a conversion is and how to assess ad profitability
A conversion is an action you designate as important to a business goal: a purchase, booking, suitable enquiry or call. Not every action carries the same weight.…
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Preparing ads for multiple language markets
Translating an ad is the start of preparing a campaign for another market. After the click, people expect a language, price, delivery option and terms consistent with…
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When to change the ad, offer or product page
When a campaign disappoints, changing an ad headline is tempting because it is quick. But weak sales can result from what happens before the click, on the…
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Google Ads or social media: choosing an advertising channel
Choose an advertising channel based on how customers reach a decision. A search ad can answer an existing need, a social ad can introduce a solution to…
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Why ads get clicks but no enquiries or purchases
A click means an ad attracted attention. It does not show that visitors found the right offer, understood the terms or completed an action. When advertising spends…
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What should an advertising landing page include?
An ad creates an expectation. The landing page needs to fulfil it. If the ad promises a cost estimate, visitors should immediately see what will be estimated…
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