Author: Manas Tripathi

Performance has slipped and somebody has said the creative is tired. It might be. It might also be that your ads have […]

The answer everyone gives is correct and takes one sentence. Performance marketing is the accountable subset of digital marketing — the channels […]

Open any guide to B2B advertising on Meta and it will tell you to select the business decision-maker audiences, layer a custom […]

The campaign is built correctly. Conversion tracking fires. The landing page converts at a respectable rate. Cost per lead is falling month […]

Every advertiser’s instinct is that tighter targeting means less waste, and less waste means lower cost. On LinkedIn that is backwards. Narrow […]

Google recommends at least 30 conversions in 30 days before its Target CPA bidding works reliably. Fifty for Target ROAS. Meta’s learning […]

Read the advice on this subject and you will find fewer form fields, a clear value proposition, customer logos, one call to […]

Every funnel diagram makes the same promise: buyers enter at the top, move down in order, and emerge as customers. They do […]

Search this question and you will find a lot of confident numbers. ₹5 to ₹3,000 a click. An average of ₹24 for […]

Before you change a keyword, open your account and do one sum. Count the conversions your campaigns produced last month. Divide by […]

The standard advice on this is the 70/20/10 rule. Seventy per cent of your budget to proven channels, twenty to emerging ones, […]

Your ROAS is 4.2 and rising. Your cost per acquisition has crept up 18% this quarter. Your lifetime value to acquisition cost […]