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From Price Comparison Pioneer to Google CSS Expert: How to Dominate Your Niche on Google Shopping
Over a decade ago, I was the founder and CEO of a thriving international price comparison company. Back then, our business was booming: seven-digit monthly ad spends with Google, eight-digit revenues, and over 100 million paid leads delivered annually to thousands of online shops worldwide. Google was our closest partner—until they decided to go against…
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Breaking Free from Misleading Ad Results: Using First-Party Data for Smarter Measurement
As marketers, we’re all familiar with the sinking feeling when a client asks, “So… how do we know this is working?” You’re not alone — according to recent research, 39% of marketing decision-makers struggle to measure the impact of each marketing channel. Personally, I think that number is conservative. Measurement has always been difficult, but…
How to deploy email to turbo charge your PPC results
When you consider digital marketing, two channels usually come to mind: email and PPC (pay-per-click). Both are used individually by most companies. They send email campaigns on one end and place Google or social ads on the other. But when you use these two channels together, you can get better outcomes more often than when…
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Lessons From 15 Years in Paid Media: The Mistakes That Still Haunt Me (and How You Can Avoid Them)
I started my career in paid media back in 2011 at a small PPC agency called Periscopix. It was, in many ways, a much simpler time. Performance Max didn’t exist. Campaign management meant making one bid change a day. You had full control. It was also the year that Prince William and Kate Middleton got…
Rethinking Paid Search: Diversification as the Future of Fair Advertising
From Google reliance to Microsoft Ads innovation, advertisers must embrace multi-platform strategies. Advertising, at its core, is about connecting people with valuable products and services. It’s the act of calling attention to something to attract interest, engagement, and sales. In practice, however, the industry has evolved into a highly complex auction where billions of dollars…
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