Paid Media ⁽⁵⁾

Aaron West

Retail Media and Amazon Ads: Advertising Where People Are Already Buying

Retail media is advertising placed on a retailer's own digital shelf, right where people are already shopping and ready to buy. Its strength is obvious: you reach shoppers at the moment of purchase, with the retailer's real purchase data behind both the targeting and the…

Aaron West

Google Ads, Shopping and PMax: What to Control, What to Let the Machine Do

In Google Ads today, you no longer set the bids or hand-pick the audiences in most campaigns. The machine does. What you still control, and what now decides whether your campaigns work, is the quality of what you feed it: clean conversion data, a good…

Aaron West

Creative for Performance: What Actually Makes an Ad Convert

As platforms automate more of targeting and bidding, the creative is the biggest lever you still control, and increasingly where the difference between a winning and losing campaign actually comes from. But performance creative isn't about looking good. It's about being instantly clear, hooking attention…

Aaron West

Budget Allocation: The Paid-Media Decision That Actually Decides Your ROAS

The most important paid-media decision isn't made inside a campaign. It's how you split the budget across channels. And the question that should drive it isn't "which channel has the best ROAS," it's "what does the next euro return, and would that sale have happened…

Aaron West

Paid Media: The Principles That Outlast Every Platform

Paid media is a field where the platforms change constantly and the principles barely change at all. There's always a channel of the year, a new ad format, an algorithm update that's supposedly rewritten the rules. The teams that actually win don't chase any of…