Blog
Notes on doing this properly
Mostly about measurement, waste and the places PPC tooling quietly gets the arithmetic wrong.
Why your search term report hides the waste it is supposed to show
A search term report has thousands of rows and almost no repeats. The pattern costing you money never appears as a single line item — which is exactly why n-gram analysis exists.
The most expensive distinction in paid search
Conversions fell. Is that a performance problem or did your tag stop firing? Getting this wrong costs more than any bidding mistake, and most dashboards do not help you tell.
Your ad test is probably reporting winners that do not exist
Comparing the best of five ad variants against a threshold designed for two comparisons inflates false positives dramatically. Here is the arithmetic, and what to do instead.
Make your next change an informed one.
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