Taikun Digital

Match types are officially completely meaningless. Google has been loosening the definition of match types for years. But it's at a point today where they've completely lost all meaning. Here's just one example: This ad set has 3 phrase match search terms in it. These keywords have matched to 1546 queries over the last month. Of these, 731 (47.3%) are exact match close variant. In what world is this exact match? Everything is broad match and broad match is any word in any language. #googleads #ppc

How affordable is YouTube ads right now? Insanely affordable. This comparison chart is aggregated data across over $8mm in spend across a range of clients. And this comparison is remarkably consistent too. The most expensive relative to Facebook was 32.9% and the cheapest was 27.5%. So stop waiting and get started!

Most ecom brands aren't testing enough creative. Our Performance Creative service for Ecom brands is proven to create more winning ads, increase scale and improve profitability.

Running TOF campaigns? Don’t guess. Measure. Step 1: Hold-out test your current account setup. Who converts with Meta ads vs. without? That’s your baseline incremental lift. This will tell you your Cost Per Incremental Conversion. Step 2: Add upper-funnel campaigns (engagement, awareness etc.). Re-test. Did incremental lift improve? If not, adjust. Measuring lift > guessing impact. Without it, you risk burning cash on campaigns that aren't helping.

Your campaigns don’t just drive direct conversions, they influence other channels too. Ignoring this leaves money on the table. Here’s how to fix it: Step 1️⃣ Create a custom conversion to track Google referrals: Separate conversions for all Google traffic (paid and organic), Brand Search, Shopping, PMax. Measure visits that come via Google after Meta ad engagement. 🛠️ Setup For all Google traffic use [Referring Domain] contains [Google] For a specific campaign such as Brand Search, reference your UTM: [all URL traffic where URL] contains [campaign=###] Step 2️⃣ Analyse placement efficiencies. Which ads and placements drive the most Google referral traffic? (Hint: Different placements impact referrals at different rates, Instagram Stories and Reels often win.) Step 3️⃣ Use this data to optimize. Double down on placements and creatives that amplify cross, channel lift. If your Brand Search gets a 10x ROAS, how do you scale this on Meta? 🤔 Why it matters If Meta ads are fueling high, converting Google traffic, you can justify scaling spend, even at lower ROAS. Stop measuring ads in silos. Build systems that show the full picture.

Spend goes up, Reach goes up, but so does CPMr. If this goes on for too long it can flip your model upside down, the CPC, AOV, CVR needed to make the account work is out of reach. Here's the playbook to reducing your CPMr, by Q4 2026 you may wish you started these things today... Inside Meta: - Creative diversity (levels to this) - New partnerships, running ads from new pages - Increasing exclusions if necessary - Account consolidation - not always required but having too many campaigns can increase frequency and therefore CPMr - Testing upper funnel objectives Outside Meta: - Improving Organic Search and Organic Social activity - New products - Partnerships with other brands, licensing "Who cares about CPMr, I still get a 10x ROAS" Ok I get it, but if your CPMr doubles like the example below, what part of your funnel is going to improve to maintain the efficiency?