YouTube video ads basics: the common ad formats
An introduction to four common YouTube video ad formats (TrueView in-stream, bumper ads, outstream and discovery ads), their features and how each is charged.
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Better questions. Clearer decisions
Perspectives and practical methods for the questions on your mind.
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Google Shopping ads basics: what are Shopping ads?
Using the printed store flyers that fill Taiwanese letterboxes as a starting point, this post explains what Google Shopping ads are and how they serve both advertisers and…
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Google Display Network basics, part 2: how to review GDN ad performance
Before reviewing Google Display Network results, confirm your campaign goal. This post walks through the Google Ads report areas and the basic GDN metrics: clicks, impressions, CTR, unique…
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Google Search Network: Ad Rank and Quality Score
How Google decides which search ads to show and in what order: the three elements of Ad Rank (maximum CPC bid, Quality Score and ad extensions) and the…
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In the data era, YouTube can drive conversions, not just build brands
Three steps, drawn from work with a leading Taiwanese hair transplant brand, for using YouTube video ads to drive conversions: a full data funnel, small-budget tests before peak…
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Google Display Network basics, part 1: what are GDN ads?
An introduction to Google Display Network (GDN) ads: what they are, how they are charged (CPC or CPM, both set by auction) and how to decide whether they…
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SAME WORD / DIFFERENT RULES
We all call it a conversion- Ads
- Meets attribution rules
- GA4
- A defined event fires
- CRM
- Meets lead criteria
Compare definitions before comparing totals
THE QUESTION BEHIND THE NUMBERS
One meeting. Three versions of the truth
Before comparing numbers, compare sources and definitions. Understanding the differences is the first step towards common ground.
Build a shared understanding01 / COO PERSPECTIVES
COO perspectives
Data is the beginning of a better question. Notes on decisions, teamwork and everyday judgement.
- Decision making
- Teamwork
- Business judgement
02 / METHODS & TOOLS
Data insights
Make complex data something people can discuss and use: how to set up the tools and read the numbers.
- GA4
- Data Studio
- Measurement
03 / FROM DATA TO ACTION
Advertising insights
Better strategy begins with understanding people: reading audiences through data and connecting marketing to the business.
- Audience
- Message
- Measuring results