If you’ve ever run Google Ads and wondered where your budget went, negative keywords are probably a large part of the answer. They’re the most under-used feature in paid search advertising, and getting them wrong — or ignoring them entirely — is one of the most reliable ways to waste money on ads. The concept … Read more
Meta made $134 billion in advertising revenue in 2023. The vast majority of it came not from sophisticated brands with dedicated media agencies, but from small and medium businesses who largely have no idea whether their ads are working. That’s not an accident. It’s the product. This isn’t a “social media bad” screed. Meta ads, … Read more
Paid advertising is the closest thing digital marketing has to a tap you can turn on and off. Need more enquiries this month? Run ads. Quiet period sorted. The trade-off is that the moment you stop paying, the traffic stops. But used correctly, paid ads are one of the most powerful tools in the kit. … Read more
