Ashwin Pillai

🚨 Google Ads Update: Location Assets Just Got Smarter! 🚨 Advertisers can now connect business locations directly from Google Maps when setting up Location Assets in Google Ads! 🎯 No longer limited to just linking a Google Business Profile or chain store — you can now: 📍 Open an interactive map pop-up within Google Ads 📍 Search by keyword or address 📍 Select up to 10 locations to associate with your ads. You’ll still have full flexibility to tailor which locations appear at the campaign or ad group level using location groups or exclusions. 🔧 ⚠️ Heads-up: Only select locations your business actually owns — using locations you don’t control may lead to disapprovals. This new feature makes it easier than ever to align your ads with the right local presence and connect with nearby customers. 🚀 #GoogleAds #PPC #DigitalMarketing #LocationAssets #LocalAdvertising #MarketingUpdate

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Google Ads is changing. Your bidding strategy is now less important than this... According to this research paper, the Ads auction model is evolving. The focus is shifting from a simple transaction to a long-term user relationship. Previously, the auction was heavily weighted towards the advertiser with the deepest pockets—the highest CPC bid often secured the top spot. Now, the algorithm is being re-engineered to prioritize discounted user lifetime value. Google is analyzing user behavior (CTR, on-page time, conversions) to predict future engagement. They would rather keep a happy user in their ecosystem than maximize revenue from a single click that leads to a frustrating experience. What does this mean for your advertising strategy? Bidding high is no longer a guaranteed path to success. To win in this new environment, you must focus on the fundamentals of a great user journey: 👉 Laser-Focused Ad Relevance: Your ad must be a direct and compelling answer to the user's query. 👉 Fast Site Speed: Your landing page must load instantly. Every millisecond counts. 👉 Usable Content: The information on your page must be valuable and fulfill the user's needs. Advertisers who neglect these core components will find it increasingly difficult to compete, regardless of their bid. Since demand for Google's ad space always outstrips supply, they are well-positioned to reward those who create a positive user experience. The directive for marketers is simple: Adapt your strategy now, or risk becoming obsolete. #googleads #google #ai

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Running YouTube campaigns? Here's how campaign structure differs in Google Ads vs DV360 — with a quick example! While both platforms let you run YouTube ads, their campaign hierarchies are built differently, which affects how you manage targeting, budgets, and creatives. 🔹 Google Ads Structure 👉 Campaign ➝ Ad Group ➝ Ads 📌 Example: Let’s say you're promoting a new product. You might have: Campaign: “Product Launch - October” Ad Group 1: Males 25-34, Interests: Tech Ad Group 2: Females 25-34, Interests: Lifestyle Each ad group can have its own targeting, bidding, and YouTube ads (skippable, bumper, etc.). ✔️ Best for: Quick setup, basic targeting & smaller-scale campaigns. 🔹 DV360 Structure 👉 Insertion Order ➝ Line Item ➝ Ad Group ➝ Ads 📌 Example: Insertion Order: "Q4 YouTube Campaigns" (budget + flight dates for the whole initiative) Line Item 1: "Prospects - Awareness" (Skippable in-stream) Ad Group A: Age 18–34, Tech Enthusiasts Ad Group B: Age 35–44, Lifestyle Shoppers Line Item 2: "Remarketing - Consideration" (Non-skippable ads) … and so on. DV360 lets you layer in 1st-party audiences, Google audiences, brand safety controls, and manage multiple ad groups per line item. ✔️ Best for: Advanced audience strategies, large budgets, cross-channel media buys, and tighter control over pacing & frequency. 💡 Takeaway: Use Google Ads when you need speed and simplicity. Use DV360 when you want scale, precision, and deeper programmatic capabilities. Same YouTube ads, very different engines under the hood. 🔧🚗 #YouTubeAds #DV360 #GoogleAds #ProgrammaticBuying #DigitalMarketing #MediaStrategy #CampaignManagement

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Creative Testing That Actually Works (Meta Ads) Most brands “test” by swapping headlines. That’s not testing—that’s roulette. Here’s my 6-step framework that consistently finds winning ads: 1. 3 angles × 2 hooks × 1–2 formats (6–8 ads/round) 2. Same copy/offer. Only creative changes. 3. ABO. Broad audience. Advantage+ Placements ON. 4. Budget = 1.5–2× target CPA per ad, 48–72h. 5. Kill if TSR <25% or Outbound CTR <0.6%. Promote if TSR ≥30% & CTR ≥1.0%. 6. Clone winners, make hook spin-offs, then move to scaling (CBO/Adv+). If you want my plug-and-play naming + UTM kit and the full hook bank, comment MATRIX and I’ll share it. #MetaAds #PerformanceMarketing #CreativeTesting #UGC #DTC #LeadGen

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Stop testing landing pages in programmatic Some buyers still test landing pages like it’s PPC. But that’s not a good idea in programmatic. Most people don’t click - so you won’t have the data to evaluate performance. And if someone does click, it’s usually a cold user who isn’t in purchase mode. So every time someone asks why “traffic quality” is low - remember: This channel isn’t about traffic quality. Programmatic should focus on: - Creative - Inventory quality - The right measurement But - not clicks, not landing pages, not PPC logic.

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So, Google hit's back against scraping with the abolition of ?num=100. Google is one of the BIGGEST crawlers of the web. Google ISN'T a scraper, but, we could argue that AIOs are the equivalent of scraping although there is attribution to the content source, it's a grey area. SO, we say goodbye to 1 request for 100 results and hello to 1 request for 10 results, making the request count 10x larger now for top 100, which is going to hit ALL rank trackers that rely on scraping i.e. direct or via proxy etc. BUT, is this really such a bad thing? Well, here goes: 📊 1. TRACKING RANKINGS OUTSIDE OF TOP 10 - IS IT WORTH IT? For a long time, SEOs have benefitted from tracking positions away from page 1, typically because they provide insight to "journey progression". You could have, over a 12 month period, keywords appear in the top 100 then progressively move forward to page 1. So, YES it is worth knowing where you stand in respect of growth or loss. As to the ACTUAL value in rank tracking - there is value in helping to demonstrate progress to clients. BUT, the reality is that in most instances, RANK TRACKING IS flawed because you are only ever going to track a FRACTION of the true number of served keywords. Tracking 50, 100, 250, 500 keywords - it's all well and good, but, rank tracking IS shortsighted - because it doesn't show the bigger picture. You could be reporting progress on a tiny volume of the served queries. A client may JUDGE you solely on the performance of those tracked terms - so there are fallacies to it. 💲 2. COSTS / TOOL PERFORMANCE So ultimately, making 10x the requests is going to mean an increase in costs for rank tracking platforms. The question is, where is this cost absorbed? in the margins of the rank tracking provider? the end user? or is the compromise to reduce the depth of tracking from 100 results top top 30, top 40, top 50? 10X the requests may also mean performance issues, if rank trackers now need to make 10x the requests 📈 3. POSITION HISTORY DATA (TOOLS LIKE AHREFS) Tools like Ahrefs provide HISTORIC position data for the top 100, but, moving forwards, will this remain the same? I would imagine tools like AHREFS will find a way to carry on with top 100 performance data collection for forward reporting and to maintain consistency between historic and forward data collection. 🔎 4. IMPACT ON POSITION OVER IMPRESSION Impressions are vanity, clicks are sanity BUT, impressions give a good forward view of demand and overall serving over time. We have seen many sites that lost clicks to AIOs see "visibility" compensation with a growth in impressions. BUT, it looks like a LOT of the impressions were actually coming from AI tools leaning on Google's SERPS, we know chatGPT was using Google, so, it's likely that BOTS making query requests likely drove a portion of those growing impressions - ultimately, these are "empty" impressions because they never lead to a click. #seo #seo2025 #seonews

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Running ads for multiple niches and across different locations isn’t just about pressing “Go” on Meta or Google Ads. Too many agencies and marketers make the mistake of running ads on platforms just because the client requests it. But here’s the truth: 👉 Your audience might not even be on that platform. 👉 They could actually be spending most of their time on Snapchat, TikTok, or even a niche platform you haven’t considered yet. That’s why research and analysis matter more than assumptions. Marketing success comes from: ✔️ Understanding the market and the audience. ✔️ Identifying where they spend their time online. ✔️ Testing, analyzing, and optimizing campaigns. ✔️ Guiding the client to the right platform—not just the one they “wish” to run ads on. 📈Performance marketing is not about pleasing the client with the platform they choose—it’s about delivering results with the platform that actually works. At the end of the day, the right platform choice = better targeting, better ROI, and happier clients.

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How SNOCKS scaled 25x revenue while increasing profit per customer every single year. Most eCom brands see conversion rates DROP when scaling to new audiences SNOCKS did the opposite  → €2M to €50M revenue while revenue per user increased from €2.01 to €4.99. The secret?  350+ systematic A/B tests using behavioral psychology (not guesswork). Result: €13M+ attributed directly to our optimization efforts. See exactly how we did it in the carousel below. Swipe through to see the exact tests we implemented for them 👇

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Why most D2C brands should pick Shopify? Here’s why 👇 1. Ads learn faster → cheaper CAC Shopify is natively aligned with Meta/Google. Events fire cleanly, pixel mapping is straightforward, and the algorithms get clearer purchase signals. Better signals = better targeting = better ROAS. 2. Checkout you don’t have to babysit A fast, trusted, standardized checkout (Shop Pay, UPI, COD, wallets) that converts out of the box. No plugin soup, fewer edge-case failures, less “why did carts die at step 3?” 3. App ecosystem built for D2C reality Subscriptions, RTO reduction, WhatsApp flows, reviews, bundling, upsells battle-tested tools you can plug in and iterate without custom engineering every tiny thing. 4. Cleaner data for CRO Shopify’s backend reporting gives you the operational truth you need (add-to-cart, checkout steps, product/collection performance) without living inside 20 dashboards. You can decide and ship changes faster. 5. Speed and stability without heroics Theme + a few well-chosen apps beats a fragile stack of random plugins. Pages load faster, flows break less, and engineering debt stops taxing every test you want to run. 6. Landing pages that actually steer Meta Collection/LPP builds focus intent. When shoppers engage the right page elements, Meta learns the right audience, your ads get smarter every day. 7. Team velocity Marketers/designers can launch tests (copy, sections, offers, bundles) without sprinting through dev queues. More tests shipped = more wins found. Quick test (try this today): Pull 60 days of data: clicks, sessions, conversion rate, revenue. If clicks ≫ sessions, or drop-offs spike at PDP to checkout, it’s not your creatives. It’s platform friction. Fix the plumbing, then scale the spend. Bottom line: Your ads, landing pages, and CRO can only work as hard as the platform lets them. Shopify removes the drag so your best ideas actually show up in the numbers. 💬 I'm curious to know if you have ever moved from Woo/Wix/Magento to Shopify? What changed for you? Drop your experience below 👇 #D2C #Shopify #LandingPages #ConversionRateOptimization #EcommerceTips #CRO #PerformanceMarketing

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