PPC

Tag: PPC

6 posts

Digital Marketing

A ROAS of 4 Can Still Lose You Money: Adding Break-Even to the Calculator

A ROAS of 4 is healthy at 70% margin and a loss-maker at 20%. The updated calculator takes your margin and works out the break-even that actually matters.

15 Oct 2024

Digital Marketing

Sometimes the Best Optimisation Is to Stop

We turned our programmatic display off on purpose and left it off. Switching a channel off is the cleanest test of whether it was doing anything.

20 Sep 2016

Digital Marketing

A Small ROAS Calculator, and Why I Built It

A simple ROAS calculator that clears the arithmetic out of the way, so the argument about a campaign is about the strategy and not the sums.

21 Jun 2016

Digital Marketing

The Bits of International PPC Nobody Warns You About

Running paid search beyond the English-speaking web - the search engines that aren't Google, the right-to-left text box that fights back, and why you translate by committee.

18 Feb 2014

Digital Marketing

Facebook Ads for B2B: Yes, It Can Work

B2B marketers dismiss Facebook because it has no search intent. Used as a top-of-funnel channel with the right targeting, it can still earn its place.

14 Jun 2012

Digital Marketing

Facebook Ads vs Google AdWords: When to Use Which

Clients keep asking whether to spend on Facebook Ads or Google AdWords. They're built for opposite moments in the buying process. Here's how I decide.

13 Oct 2011