BackLeft https://backleft.com/ Facebook and Google Advertising Tue, 24 Mar 2026 03:29:37 +0000 en-US hourly 1 https://wordpress.org/?v=6.9.4 http://backleft.com/wp-content/uploads/2011/10/backleft-favicon.png BackLeft https://backleft.com/ 32 32 Google Attribution Windows http://backleft.com/google-attribution-windows/#utm_source=rss&utm_medium=rss&utm_campaign=google-attribution-windows http://backleft.com/google-attribution-windows/#respond Tue, 24 Mar 2026 03:29:37 +0000 https://backleft.com/?p=4171 You launched a campaign Monday. By Wednesday it has a 0.8x ROAS. You’re about to turn it off. Stop. Google’s default attribution window is 30 days click, 1 day view. You’re looking at 48 hours of data and making a month-long decision. Here’s what’s actually happening: Someone saw your ad Monday. They didn’t buy yet. […]

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]]> http://backleft.com/google-attribution-windows/feed/ 0 CPM Warning System http://backleft.com/cpm-warning-system/#utm_source=rss&utm_medium=rss&utm_campaign=cpm-warning-system http://backleft.com/cpm-warning-system/#respond Thu, 19 Mar 2026 20:49:03 +0000 https://backleft.com/?p=4170 Many advertisers wait until CPA jumps to realize something is wrong. By then the budget is already being spent less profitably. Here’re the signals to watch for before your CPA moves. Search: CTR drops on stable impression share. Your ads are still showing, but people stopped clicking. Check your top keywords’ ad copy first. If […]

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]]> http://backleft.com/cpm-warning-system/feed/ 0 Exact Match Audit http://backleft.com/exact-match-audit/#utm_source=rss&utm_medium=rss&utm_campaign=exact-match-audit http://backleft.com/exact-match-audit/#respond Wed, 11 Mar 2026 20:46:28 +0000 https://backleft.com/?p=4168 Bidding on [exact match keywords] and think you’re in control? You’re not. Google quietly decided that ‘intent’ matters more than syntax. So your [brackets] are no longer a guarantee. Here’s what may actually be happening in your Search Terms Report right now: Bidding on [project management software] and showing up for “free project management tools.” […]

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]]> http://backleft.com/exact-match-audit/feed/ 0 Google Shorts Decay Paradox http://backleft.com/google-shorts-decay-paradox/#utm_source=rss&utm_medium=rss&utm_campaign=google-shorts-decay-paradox http://backleft.com/google-shorts-decay-paradox/#respond Mon, 09 Mar 2026 20:43:42 +0000 https://backleft.com/?p=4167 Did your YouTube Shorts campaign ROAS drop? Was it gradual? Or did it fall off a cliff? Was it significant, maybe a 30%+ drop with no warning and no changes in the account? If so, here’s what may have happened: YouTube Shorts found your best buyers fast. Converted them on the spot or pushed them […]

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]]> http://backleft.com/google-shorts-decay-paradox/feed/ 0 Blended CAC http://backleft.com/blended-cac/#utm_source=rss&utm_medium=rss&utm_campaign=blended-cac http://backleft.com/blended-cac/#respond Thu, 05 Mar 2026 21:42:38 +0000 https://backleft.com/?p=4166 Your Google dashboard says things are working.  Your bank account disagrees. This is the most common situation I see in accounts spending $25k+ per month. Platform ROAS looks stable. Sometimes great. But revenue is flat, margins are tighter, and it’s not obvious why. Here’s what may be happening: Google is claiming credit for conversions that […]

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]]> http://backleft.com/blended-cac/feed/ 0 PMax Brand Poaching http://backleft.com/pmax-brand-poaching/#utm_source=rss&utm_medium=rss&utm_campaign=pmax-brand-poaching http://backleft.com/pmax-brand-poaching/#respond Tue, 03 Mar 2026 21:41:05 +0000 https://backleft.com/?p=4165 Does your Google PMax ROAS look great? But, maybe your actual business isn’t growing? Here’s what may be happening: PMax is designed to find the path of least resistance. And the easiest conversion in your entire account is someone who is already searching for your brand by name. So that’s where it goes. It takes […]

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]]> http://backleft.com/pmax-brand-poaching/feed/ 0 It’s Time to Think About Your Holiday Ad Strategy http://backleft.com/its-time-to-think-about-your-holiday-ad-strategy/#utm_source=rss&utm_medium=rss&utm_campaign=its-time-to-think-about-your-holiday-ad-strategy http://backleft.com/its-time-to-think-about-your-holiday-ad-strategy/#respond Tue, 29 Aug 2023 16:47:42 +0000 https://backleftprodev.wpenginepowered.com/?p=4098 I realize it’s still August and a long way from Black Friday, Cyber Week and the gift-giving season, but it’s definitely time to start thinking about the holidays (much like Costco already is), and how to be the hero and start driving traffic to your site. Even though this is typically a time of year […]

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]]> http://backleft.com/its-time-to-think-about-your-holiday-ad-strategy/feed/ 0 Custom UTMs in emails. Are they worth it? 🤔 http://backleft.com/custom-utms-in-emails-are-they-worth-it/#utm_source=rss&utm_medium=rss&utm_campaign=custom-utms-in-emails-are-they-worth-it http://backleft.com/custom-utms-in-emails-are-they-worth-it/#respond Fri, 11 Aug 2023 05:04:59 +0000 https://backleftprodev.wpenginepowered.com/?p=4095 The other day I was looking at Google Analytics and I noticed on a new client’s Klayvio emails, the UTMs on all the links is just this: “?utm_source=Klaviyo&utm_medium=campaign” I always recommend customizing and expanding the UTMs to each individual link so each link is unique and trackable and also includes at least: utm_source utm_medium utm_campaign […]

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]]> http://backleft.com/custom-utms-in-emails-are-they-worth-it/feed/ 0 5 tips for setting up Facebook’s ASC campaigns http://backleft.com/5-tips-for-setting-up-facebooks-asc-campaigns/#utm_source=rss&utm_medium=rss&utm_campaign=5-tips-for-setting-up-facebooks-asc-campaigns http://backleft.com/5-tips-for-setting-up-facebooks-asc-campaigns/#respond Mon, 03 Jul 2023 21:20:11 +0000 https://backleftprodev.wpenginepowered.com/?p=4086 Facebook’s Advanced+ Shopping Campaign (ASC) is designed to pick up where campaign optimization and pixels left off. With other campaign types not working nearly as well as they used to, I.E. look-a-like (LAL) audiences, interests & affinity and even retargeting, Facebook created the ASC campaign. ASC is designed to be super broad and optimize to […]

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]]> http://backleft.com/5-tips-for-setting-up-facebooks-asc-campaigns/feed/ 0 Benefits & Drawbacks of Tracking ROAS http://backleft.com/benefits-drawbacks-of-tracking-roas/#utm_source=rss&utm_medium=rss&utm_campaign=benefits-drawbacks-of-tracking-roas http://backleft.com/benefits-drawbacks-of-tracking-roas/#respond Mon, 24 Apr 2023 04:21:52 +0000 https://backleftprodev.wpenginepowered.com/?p=4069 Return on Ad Spend (ROAS) is a metric widely used to measure the profitability of digital advertising campaigns. Essentially, a calculation that estimates revenue earned from every dollar spent.  It’s typically expressed as an integer with an X, like 2.5X, which means for every dollar you spent, you earned $2.50. While there is a movement […]

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