Tag: ROAS
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Report gaps: 5 things your campaign hid this week
At 3am, the report and your CPM disagreed Your CPM spiked 28% on two exchanges between midnight and 6am. The platform reported average CPM for the day. Average looked fine. It wasn’t fine. A significant portion of your overnight budget ran at a price that a real-time system would have redirected. The average absorbed the problem and made it invisible. This isn’t a reporting failure. It’s a structural issue. Daily averages are designed to summarise, not to signal. When the signal matters most, in the hours when no one is watching, the summary is all that remains. You paid for…
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Agency KPIs: built to protect them, not you
How agencies design their KPIs No one sat down and decided to design a KPIs framework that would obscure performance. That’s not how these things happen. Agency KPIs emerged the way most professional standards do: organically, over time, shaped by what was possible to measure, what was possible to influence, and what was possible to demonstrate to a client in a quarterly review. The result is a framework that centers variables where human expertise shows and attributes clearly. Reach. Frequency. CPM efficiency. Campaign setup quality. Reporting turnaround. Strategic recommendations delivered. These are real inputs. They reflect genuine work. The problem…
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Smart bidding: the right answer to the wrong question.
Therefore: what smart bidding set out to answer Start with what’s true: smart bidding is good at what it does. If you’re running Google campaigns, you’ve used it or considered it. It reads auction signals in real time. Furthermore, it factors in device, location, time of day, search intent, historical conversion patterns. It adjusts bids at a speed and with a data density no human trader could match. But notice the precision of that last sentence. For the problem it was built to solve. Smart bidding doesn’t optimize your marketing system. It optimizes performance within a defined boundary and that…