Author: AurelianSystems
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Bayesian Attribution for PPC: The Full Guide for Performance Marketers
Last-click attribution systematically over-credits Google Search and under-credits every other channel. Bayesian attribution for PPC gives you the true picture of which channels actually drive conversions.
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Paid Search vs Social Media ROI: Which Delivers Better Results?
Paid search vs social media ROI is not a universal question — the answer depends on your industry, margins, conversion intent, and what MMM reveals about your specific cross-channel dynamics. Paid search (Google, Bing) typically excels at capturing high-intent demand: customers actively searching for solutions, comparing options, or ready to buy. Social media (Meta, LinkedIn,…
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Multi-Channel Ad Spend Optimization
Multi-channel ad spend optimization is the process of allocating your paid media budget across platforms — Google, Meta, LinkedIn, YouTube, TikTok — using cross-channel attribution data rather than platform-native reporting. The goal is simple: put more budget in channels that drive revenue, less in channels that don’t, with statistical confidence you aren’t chasing noise. The…
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Marketing Attribution vs MMM: Which Is Better?
Marketing attribution and marketing mix modeling answer different questions:
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Ad Spend Too High for Small Business? Industry Benchmarks by Monthly Budget
Industry benchmarks for healthy ad spend by monthly budget level and business type — know where your numbers should be.
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LinkedIn Ads Generate No Leads? Here’s What’s Wrong
LinkedIn Ads generate clicks but no leads for most B2B SMBs — not because the platform doesn’t work, but because the targeting, creative, or offer is misaligned.
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How to Calculate ROAS: Formula Guide
ROAS = Revenue from Ads / Cost of Ads. That is the complete ROAS formula. If you spend $5,000 on Google Ads and generate $20,000 in attributed revenue, your ROAS is 4:1 — meaning for every $1 spent, you earned $4 in revenue. But here’s where it gets complicated: the “Revenue from Ads” number is…
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Bayesian Marketing Mix Modeling: The Complete Guide for Modern Marketers
Marketing mix modeling (MMM) has been a staple of large consumer brands for decades — but the traditional approach produces outputs that are hard to trust, harder to act on, and nearly impossible to explain to a CMO. Enter Bayesian marketing mix modeling: a probabilistic framework that doesn’t just tell you what your budget allocation…
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12-Day Content Calendar for SMB Marketing Teams
A simple 12-day content calendar for SMBs that need practical marketing content tied to customer questions, ad spend, and revenue decisions.
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Why Ad Platforms Overclaim Results
Every ad platform has an incentive to tell you their ads work. That is not a conspiracy — it is just business. But if you make your marketing budget decisions based solely on what ad platforms report, you are working with systematically biased information. How Platforms Overstate Results 1. Attribution Windows [Case Study: Retail Chain,…