Digital Marketing
Budget Is the New Quality Score in Google Ads
Google's August 17 change makes budget-limited Target CPA and ROAS campaigns drift back to targets. Here's what that means for efficiency and spend.
Google Ads.
Digital Marketing
Google’s GTM Update Means One Extra Event for Wildcard Triggers
Google's October 8 GTM update adds a new gtag.config dataLayer event. Here's how that extra event changes wildcard trigger behavior.
Digital Marketing
When 6x ROAS Is Actually 1.5x: Explaining iROAS
Reported ROAS flatters media. iROAS estimates only the sales ads actually caused. Here's how to read the number, the tests behind it and the break-even point.
Digital Marketing
Lookalike Audiences: A ‘Fair’ Model Still Skewed 91.2% Women
Lookalike audiences are built in five steps. Here's how they still work in 2026, and why a 'de-biased' seed skewed 91.2% women.
Digital Marketing
A/B Testing in 2026: Run Tests That Decide, Not Just Declare
Platform A/B tests can name a winner without proving anything. Here's how to set one up so the result actually changes your next budget, bid or creative.
Digital Marketing
YouTube Masthead opens to certified online gambling Oct 21
Google is widening YouTube's top-of-homepage Masthead to certified online gambling advertisers from October 21, expanding a sports-betting-only allowance.
Digital Marketing
AI Default Settings Put Regulated Paid Media Compliance at Risk
Default AI settings in Google Ads and Meta can rewrite approved copy, expand URLs and change creative. Here's how regulated brands stay compliant.
Digital Marketing
First-Party Data Lifts Conversions 27% When Consent Is Done Right
Owned customer records now decide how well ads target and measure. Here's how first-party data works, why consent is the weak link, and what to fix.
Digital Marketing
Smart Bidding Needs 30 Conversions Per Campaign
Fragmented Google Ads accounts starve Smart Bidding of data. Consolidate redundant PPC structure and keep only strategic splits to stabilise bids.
Digital Marketing
Google Ads Search Ruling: 5–6% CPC Risk to Check
Court-found pricing tweaks quietly raised Google text-ad CPCs. Here's the 5–6% top-slot hike, the ad types covered, and what to audit now.
