Yearly Archives: 2026
2026
The value of value (how to give Google a clue)
On the face of it, maximise conversion value beats maximise conversions. If you can align…
How to give your target CPA more leverage
The squeeze I was emailing a client recently, trying to explain why their campaign had…
Why Exact Matches Still Matter - and When They Don't
Google’s direction of travel has long been away from the primacy of the keyword –…
What Ad Tests Are Really Telling You
When you run ad tests with enough data, certain patterns emerge repeatedly. Two of them…
What to Consider When Adjusting ROAS Targets
It sometimes occurs to me that if I was put on the spot and asked…
Could 'Topic Coherence' Be Affecting Your CPCs?
I was late to this party. News about the leak of Google’s internal Search API…
Recent Posts
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The value of value (how to give Google a clue)April 17, 2026/0 Comments -
How to give your target CPA more leverageMarch 19, 2026/ -
Why Exact Matches Still Matter – and When They Don’tMarch 6, 2026/ -
What Ad Tests Are Really Telling YouFebruary 19, 2026/ -
What to Consider When Adjusting ROAS TargetsFebruary 5, 2026/ -
Could ‘Topic Coherence’ Be Affecting Your CPCs?January 8, 2026/ -
Google Ads and the Heat Pump PrincipleNovember 13, 2025/