Notes on Paid Media

Responsive ads: how to evaluate combinations instead of single ads

In responsive ads, the system combines headlines, descriptions and images into dozens of versions. Evaluating a single ad no longer makes sense. What gets…

Algorithm transparency: what to ask the platform and your manager when results shift

When results change overnight, whoever pays wants an explanation. Algorithms rarely give a complete one, but there are useful questions to ask the…

Forecasting spend and results with AI: simulators, ranges and statistical honesty

Platform simulators and budget forecasts help planning, but they are estimates, not promises. The most honest way to use them is as ranges, compared with…

Ads generated for each person: what changes for brand approval and compliance

If each person sees a different version of the ad, there is no longer a single creative to approve. Brand approval and compliance come to depend on rules…

Automation in small accounts: when AI lacks data and how to compensate

Automated campaigns work best with plenty of data. In accounts with few conversions, the algorithm has fewer examples to learn from, and results fluctuate…

Auditing an automated campaign in 45 minutes: signals, terms, assets and conversions

Auditing an automated campaign does not take hours. In 45 minutes you can check the essentials: objective, conversions, terms and placements, assets…

Conversational search: how longer questions are changing keywords

People increasingly type full questions instead of two or three words. This changes keywords, ads and landing pages. Those who adapt early gain in…

Visibility in AI answers and ads: a combined content and PPC strategy

AI-generated answers show brands and sources, and ads are starting to appear alongside them. For advertisers, visibility no longer depends on a single…

Visual and camera search: ad opportunities for shops and services

Pointing a camera at an object and asking what it is, where to buy it or how to use it is already part of everyday life. For shops and services, visual…

Voice search and assistants: what is left for local advertisers

Voice search and assistants have not replaced the screen, but they have shaped habits: direct questions, short answers, immediate actions. For local…