Blog
Whatever I learn in the daily work, I write down here.
Smart Bidding will not correct a measurement mistake. It will act on it faster and with more of your money. Here is how to see what the system actually sees.
If the system only sees that a form arrived, it will bring you forms. Here is how to give it back the information about which ones became business.
Automation is good at volume and speed. It is bad at judgement. A simple split that decides what you should let go of.
If a competitor gives more for the same price, bidding will at best buy you the same result at a higher cost. How to see where your offer actually stands.
It is not only the search crawler on your site any more. Language models read it too, and they read differently. What you can do this week to be quotable.
Part of the conversion count in your account is no longer an observation, it is an estimate. That is not a problem, but it calls for different decisions.
The targeting options are the same for everybody. What differs is what you know about your own customers. That can be built, starting today.
Part of the buying journey moved somewhere with no click and no campaign id. What you can still measure, and what not to believe in your report.
PMax removed the manual levers, not all of the information. What you can still see, and what to demand from whoever runs it.
The word audit now covers everything from a screenshot summary to a serious review. What to expect, and what a machine cannot decide for you.
While the feed sat at the bottom of the developer backlog, it cost you nothing. In automated systems it is one of the strongest levers you still control.
Producing twenty variations now takes ten minutes. The problem is not volume, it is what goes out under your brand name. Four guardrails to put in first.
Good automation is not the cleverest one. It is the one that removes the most repeated work at the smallest risk. A three question filter.
Machine written text feels foreign not because it is wrong, but because it asserts nothing. One editing pass that makes it usable.
Weak output is usually weak input. Five elements without which the answer is necessarily generic.
If the conversion data is wrong, Smart Bidding optimises towards the wrong data. Five recurring mistakes and how to check for them.