Seznam, Heureka & Co.: the Czech advertising platforms beyond Google
Launching in the Czech Republic? Google is only part of the picture. A local PPC specialist’s guide to Seznam, Heureka, price comparison sites and travel portals.
Optimizing for margin with Shoptet: how to get product margin into PMax (part 1)
PMax splits budget by revenue, not margin. Part 1: how to get product margin from Shoptet via Google Sheets and Mergado into your feed and custom_label.
Revenue forecasting and MMM. Things I couldn’t pull off as a PPC specialist before.
Problem: Twice a year, a client asks me two questions I haven’t been able to answer properly for a long time. “How much will we make next quarter?” and “Where should I put more budget to get the best return?” The honest answer used to be: “Based on my gut feeling and the ROAS in…
Can an e-shop owner run PPC with AI? Yes. And that’s exactly where the trouble starts.
Yes, an e-shop owner can run PPC with AI. But free ChatGPT is not enough and AI does not know strategy or question your brief. Three risks before you start.
How to Evaluate PPC Campaigns When You’re Losing 40% of Your Data
Problem: You’re looking at your ROAS in Google Ads, it’s showing 8:1, and you’re looking pretty pleased with yourself. But that dashboard is lying to you twice over today—it missed some conversions entirely (cookie banners, Safari, GTM blocking), and the ones it did track are likely being claimed by someone else too (Sklik, Meta, Microsoft)….
AI compute costs 133 CZK, the client pays 577 CZK. How I bill for AI so it’s fair.
Problem: AI saves me 60 to 80% of my time on routine PPC tasks. A Google Ads audit, which used to take me 3–4 hours, now takes about an hour (25–35 min agent run + 30–60 min review). A KW gap analysis, for which I used to set aside half a day, the agent spits…
CMS migration and website redesign: the path to WORSE performance for your site
Problem: Throughout my career, I’ve seen dozens of CMS migrations and website redesigns. Only two of them didn’t tank organic traffic. Two. The rest ended in a slump—sometimes by 15%, sometimes by 60%, and in the worst cases, the client reverted to what they had before after six months, just hundreds of thousands poorer and…
Google Consent Mode v2: Implementation via GTM and Cookie Parsing
Why is Consent Mode v2 crucial? Disclaimer: I’m not a specialized web analyst, so take these tips with a grain of salt as there might be inaccuracies. Plus, every situation requires an individual assessment and different approaches (speaking from experience). Problem: Don’t rely solely on the dataLayer GTM implementation: Cookie parsing for consent…
Measuring R+ reservations from Previo: The key to PPC optimization for hotels
Website tracking is crucial for hotels! The Problem: Accommodation providers need to know which marketing channels are driving actual bookings, not just visits. This helps when deciding where to allocate your advertising budget. This article is primarily for hoteliers who use the Previo booking form on their own website. The Solution: Utilizing native events sent…
Pipedrive → Google Ads without Zapier: how AI wrote an offline conversion tracker for me in 45 minutes
Problem: Offline conversions are the holy grail of B2B PPC. Without them, the Google Ads bidding algorithm is just swimming in raw leads—from the typical “I’ll read it in a week” to “I’m signing the master agreement”—and everything carries the same weight. Most “standard” ways to get CRM data back into Google Ads are paid…
