Advertising

Summary Optimizing landing pages for ads is now essential: Google's patent on AI-generated pages can replace your pages if performance is low. This guide explains how to audit the site, improve UX, product data and structured data, monitor visibility, and prepare server-side reporting to avoid losing conversions. Key takeaways Run a technical audit and fix critical errors first: technical issues lower the landing page score and reduce chances of appearing. Improve the title,

Summary Practical strategies to make Google Ads work for local businesses in sensitive categories. Three concrete approaches: content targeting, non-linear targeting, and creative-led targeting, with examples applicable to restaurants, beauty centers, professional studios, and local businesses. Key takeaways Use content targeting to place ads on relevant websites, apps, or YouTube channels, bypassing the limits of custom segments and increasing local visibility. Non-linear ta

Summary Practical guide for local businesses on advertising on Facebook and Instagram: how to choose between boosted posts and Ads Manager campaigns, use Advantage+, create effective video formats, set up retargeting and measure CPM, CPA, and ROAS to acquire leads and in-store visits. Key takeaways Use boosted posts to amplify already-performing content and gain quick visibility, ideal for local events and short-term promotions. Use Ads Manager for campaigns with measurable o

Summary This article provides a practical guide to what display ads are, how they work, formats, buying models, and metrics to measure their impact in multichannel campaigns for SMEs. Key takeaways Choose the right platform for your audience and goals: search, display, or social to maximize reach and reduce costs. Craft clear copy and CTAs, highlighting tangible benefits and a specific call to action. Run structured A/B tests and maintain visual consistency across formats to