18 years in paid search. Writing about advertising, sports, and whatever else comes to mind.
New York
Joined April 2022
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Nobody in their right mind is willing to argue with my on social media about advertising. I know a lot. But more than that I am willing to argue a point i do not believe to prove a point.
A guy I know from social media owns an ad agency. I’m a media buyer, and I see his ad on X, YouTube and Instagram 20+ times a day.
I’m not a prospect. I just know him.
Platforms claim to understand nuance and intent. Do they?
The irony of being an advertising professional: You need to be excellent at the fundamentals before you can break them. And you need to break them to REALLY succeed.
Most incremental attribution test results I see posted show a lift number and nothing else. What’s the minimum you’d want reported (interval, significance, test length) before taking one seriously?
CC: @oliviaakory
Advertising is the only industry where a company hires a vendor, decides the work is bad, then tries to do it themselves with no experience.
Nobody fires their hitting coach, watches a few YouTube tutorials, and posts “Day 1: me + an AI agent in the batting cages. Going pro.”
interview 2. Dazzled a partner with talks of lead quality.
Last step: interview in person. I need to buy a pair of dress pants to continue the process.
🤣😓
Meta rewards your creative. Google rewards your exclusion lists. The best Google buyers are just bouncers with spreadsheets.
I will link to the article on LinkedIn for anyone who cares to read.
linkedin.com/pulse/google-ad…
Derek Mollins retweeted
How to understand incremental attribution in 7 seconds:
Standard attribution: this guy gets credit for the train leaving.
Incremental attribution: the driver gets credit for the train leaving.
Which would you rather optimize for more of?
Your boy is good.
Took an interview today with a big law firm. I interviewed with their head of marketing. He has just as much Google Ads experience and more legal marketing experience than me.
Rare combo. Made me nervous. Nailed it though.
Round 2 next week.
Low lead quality on Google Ads? Sometimes the solution to a problem is to do the reverse.
Everyone uploads conversions to tell Google what’s good. Try uploading them to tell it what’s bad.
Remember when “proficient in Excel” was a legitimate job requirement? There was no AI. Just you, Google, and a forum thread that ended with “nvm figured it out.”
POV: Pharma-style commercial:
"Side effects of scaling an ad campaign too quickly may include runny nose, achy back, and shortness of breath. Ask your account manager if scaling is right for you."
Google just charged me $225 for a click. No lead. No sale. WTF?
Was that a dumb bid? Not necessarily. Expected value in a nutshell:
Does anyone else feel like half of being a marketing professional is deleting junk mail, unsubscribing from newsletters you never signed up for, and being harassed with invites from platform reps?
