Paid media
Traffic scale does not make every site premium inventory
A publisher should prove eligibility and buyer demand before comparing network RPMs because traffic volume cannot make unwanted or ineligible inventory premium.
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Paid media
Practical paid-media analysis on campaign economics, measurement, targeting, creative decisions, and what ad-platform metrics can hide.
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Paid media
Agency experience travels. Agency seniority often does not.
Moving in-house requires translating campaign delivery into business ownership while treating down-leveling as a contextual risk rather than an automatic rule.
Paid media
A healthy Google Ads dashboard can still hide a broken campaign
Google Ads can optimize perfectly against a worthless conversion signal, but once traffic quality is proven, auction economics—not another setting—may be the real reason to stop.
Paid media
A high CTR can still be the wrong kind of success
CTR measures the click, not the customer; the useful diagnosis follows intent through the creative, landing page, offer, checkout, and delivery bias.