Bot submissions on your form, and what they cost you
Junk enquiries look like an annoyance. They are also conversions, which means the advertising is learning from them, and that is where the real cost sits.
Blog.
Written from the questions we get asked most often inside accounts. Every post answers its own title in the first paragraph, so you can decide in ten seconds whether the rest is worth your time.
What a landing page for paid traffic has to contain
A page that works for organic visitors often fails for paid ones, because the two arrive in completely different states of mind. One was looking for you. The other clicked something specific and is deciding whether to stay.
A broken tag is worst on your busiest week
Tracking does not fail dramatically. It fails quietly, usually after an ordinary site update, and the discovery happens when somebody tries to explain a month that no longer makes sense.
A Black Friday budget that does not eat the margin
Two things move against you at once during peak: your margin falls because of the discount, and your acquisition cost rises because everyone is bidding. Together they can turn a record week into a loss.
Black Friday is set up in October, not November
By the time the discount is live, the outcome is mostly decided. Everything that makes the expensive weeks work is built in the cheap ones before them.
Merchant Center disapprovals that quietly stop sales
Nothing announces that half your catalogue stopped showing. Sales just get quieter, and the explanation sits in a tab nobody opens between campaigns.
Traffic but no sales, and where it actually goes wrong
The analytics look healthy and the orders do not come. It is almost never a mystery once you look at where people stop, and the four places they stop need four different fixes.
The five things a monthly report should contain
A monthly report should let you decide something. Most of them let you feel informed, which is a different sensation and a more expensive one.
Should you run ads before the website is ready
Two pieces of advice get given here and both are stated as rules. Never advertise before the site is right. Just start and learn. The truthful answer depends on one thing, and it is not the state of the website.
Your leads are bad, not few
The form is busy, the cost per lead looks respectable, and the sales team has stopped bothering with them. That is not a volume problem, and treating it like one makes it worse.
How many creatives you actually need each month
Nobody can tell you a number without knowing your spend and your audience size, because those two decide how fast anything wears out. What they can tell you is how to work it out, and what to stop making.
Why your Meta ads cost more every quarter
CPM going up is the most reported and least understood number in paid social. Some of the rise is the market and none of your business. Some of it is your own targeting quietly shrinking the pool you are bidding into.
Ready to move the numbers?
Let us talk about your current goals, what is working, what is not, and where the biggest opportunities may be.