Audit Desk
Covers account reviews and reporting
Sets out how to review an account and report search performance to sales teams.
Paid Search Desk
A working desk on paid search for Australian businesses: keyword research, campaign structure, negative keywords, shopping and conversion measurement.
Not yet published. What we cover, and who covers it, is set out below.
What we cover
Paid Search Desk covers the mechanics of search campaigns: keyword and query planning, bidding and budgets, shopping operations and conversion measurement. It is written for people accountable for return on search spend.
Written for search marketers, in-house PPC managers and agency teams.
- 01Keyword Research
- 02Match Types
- 03Negative Keywords
- 04Shopping
- 05Offline Conversions
- 06Account Audits
The desks
Each desk is part of the editorial team with its own beat, not an individual. The byline names the desk, and the structured data identifies it as an organisation.
Bidding Desk
Covers budgets, bidding and pacing
Explains budget controls and bidding approaches for different sales cycles.
Query Desk
Covers keywords, match types and negatives
Focuses on the search terms that decide where budget ends up.
How we work
Written for the people who decide
Keyword, bidding and landing-page work for search advertisers. Articles are written for people with a concrete decision in front of them, not for those trying to sell one.
Numbers name their source
Every figure says where it comes from and when it dates from. Where the industry disagrees, that is stated, rather than quietly taking a side.
Nothing tracks you here
No cookies, no analytics, no third-party scripts. If that ever changes, the privacy policy changes the same day.
Where should we start?
The order is not set yet. If there is a question you have had to answer the hard way yourself, send it to the editors. It is the most useful thing you can send a publication that has not yet begun.