by vicki | Apr 29, 2026 | Paid Social Strategy
Ask most businesses how they manage their paid media and the answer will describe a series of separate operations. Meta is handled by one person or one agency. Google is handled by another. TikTok is being tested by a third. Each has its own brief, its own reporting...
by vicki | Apr 22, 2026 | Paid Social Strategy
The way most businesses structure their paid media reflects a historical accident more than a strategic logic. Social ads sit in one budget line. Search ads sit in another. They are often managed by different people, evaluated by different metrics, and treated as...
by vicki | Apr 8, 2026 | Paid Social Strategy, TikTok Ads
Most brands approach TikTok advertising in one of two ways. The first is dismissing it entirely as a platform for teenagers doing dances, unsuitable for serious performance marketing. The second is treating it as a trend-chasing exercise, producing reactive content...
