ChatGPT has been building out an advertising product, including automated bidding and platform targeting. Whether a Kolkata SME should care depends less on the platform and more on where your customers currently are. What is being built Advertising inside AI assistants places sponsored results alongside AI-generated answers, with automated bidding…

Google reports that improving video creative can more than double return on ad spend. That is a larger effect than most targeting changes produce, and it points at where small advertisers are usually spending their attention wrongly. Why creative outweighs targeting now As ad platforms have automated targeting and bidding,…

Google has been steadily moving advertisers from Display campaigns to Demand Gen. If you are running Display, it is worth understanding what you gain, what you lose, and what genuinely changes in the reporting. What Demand Gen is Demand Gen is Google’s campaign type for visually led advertising across YouTube,…

Paid search has moved from advertisers choosing exact keywords and bids to automation making most of those decisions. For a small advertiser, that shift has changed which skills matter. What has actually changed Paid search has moved from manual control over keywords, match types and bids toward automated systems that…

Asking an agency for more leads and asking for better leads produce completely different campaigns. Most briefs do not specify which, and then both sides are disappointed. The trade-off is real Broadening targeting produces more enquiries at a lower cost each, with a lower proportion worth pursuing. Narrowing it produces…