Zero-click: how to measure the value of people who see the brand and never visit the site
More and more searches end without a click: the answer appears on the results page itself. For those who advertise and produce content, this means a brand…
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Notes on Paid Media
Comparison searches and best X for Y: the new decision search and how to advertise in it
Searches such as "best tool for X" or "A versus B" show someone making a decision. They are expensive, competitive and very valuable. Advertising on them…
Brand as protection: why branded search deserves its own strategy in 2026
Brand search is usually the cheapest and the best converting. For that very reason it is the easiest to overvalue. In 2026, with competitors bidding on…
Covering the long tail with automated campaigns: a control guide
The long tail (rare, very specific searches) accounts for a large share of traffic but cannot be covered with manual lists. Automated campaigns catch it…
Local intent in search: near me has evolved, so what now?
Near me has become so common that it is now inferred: someone searching "pizzeria" on a phone gets local results without typing anything more. Local intent…
Search inside apps: Amazon, YouTube, TikTok and Pinterest as search engines
Many decision searches now happen inside apps: on Amazon for products, on YouTube for learning and comparing, on TikTok and Pinterest for discovery. Each…
How to read benchmarks and industry studies without being misled
PPC studies and benchmarks circulate with attractive numbers: "average CPC of X", "average conversion of Y". They serve as reference, but rarely as a…
Multilingual search in Portugal: advertising to tourists, expats and immigrants
Portugal receives tourists, remote workers, students and immigrants who search in many languages. Those selling accommodation, services, training or…
Customer questions as strategy: turning doubts into ads and pages
Customer doubts are the best source of ideas for ads and pages. Every question repeated in support, on WhatsApp or in on-site search is an opportunity: you…
Negative keywords in the broad-match era: keeping the list useful
With broad match gaining ground, negative keywords remain essential, but the logic has changed. It is no longer about listing everything you do not want…
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