Writing
Notes on Running
Ecommerce Paid Media
What I learn running accounts, written down. Mostly how the platforms actually behave, which is usually not how the documentation says they behave.
Topics
Browse by
What You Run
Grouped the same way the services are, so a post always has somewhere to go next.
Google Ads
Search, Shopping and Performance Max — where the waste hides and what actually moves return.
Meta Ads
Creative, audience structure and measurement after iOS 14.
Shopify & SEO
Technical fixes, collection pages and the organic channel that lowers what you pay for paid.
Ecommerce Strategy
Budget, channel mix, and deciding what the next dollar should buy.
AI Search
Getting named when a shopper asks ChatGPT, Gemini or an AI Overview for the best option.
Measurement
Tracking, attribution, and knowing which number to believe.
Latest
Most Recent
Posts
Answer Engine Optimization: Most of the Work Is Not on Your Site
You added the schema, rewrote the headings as questions and built the FAQ blocks. You are still not named. The checklist was aimed at the smaller half of the problem.
Google Ads vs Facebook Ads: The Question Is Answered by a Number
Everyone answers this with a pros and cons list. The answer is actually a number you can look up in twenty minutes, and it decides the question before preference gets…
What a Customer Should Cost You
Every page on this topic tells you what other stores pay to acquire a customer. None of them tells you what you can afford to pay, which is the only number that…
LLM SEO: What Actually Changes, and What You Cannot Measure Yet
You asked ChatGPT who sells what you sell and you were not named. Then you asked again and the answer changed. Here is why, and what to do about it.
In-House vs Agency vs Consultant: What a Store Actually Needs
Every comparison of this treats it as two options and prices neither. There are three, the third one is what most stores at this size take, and the numbers are knowable.
What Google Ads Actually Costs a Shopify Store
Every page ranking for this question prices a lead. A store does not buy leads, it buys orders against a margin. Here are the three costs, with published numbers.
The Negative Keyword List Every Store Should Start With
Every guide explains negative match types and tells you to read the search terms report. None of them hands you the list. Here is the list, and where to put it.
The Google Shopping Feed Fixes That Move Revenue
Every feed guide hands you the same list of attributes. None of them tells you which of your products to fix first, or how to know afterwards whether it worked.
How to Audit a Google Ads Account (Ecommerce Checklist)
The order I actually work in when taking over an ecommerce Google Ads account, ranked by what tends to be costing the most money.
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