Jagadeesh J

Globally, 30% of Digital Marketing spent goes to Search Engine Marketing. Google generated $163Bn from Search Ads in 2022. Knowing & running SEM effectively is the most valuable skill for Digital Marketers. Here are the 30 practical pieces of advice from my 10-year experience.

@ishmohit1 SBFC and NH. Always 10/10

Few concalls are just 10/10

Apple's search can be optimized, but only through negation. That, too, is based on a small sample data. Apart from the keyword, there are three more ways to negate: Age, Gender & Devices While scaling, identify low-efficiency segments and remove them from targeting.

Google search increase > Offline business increase

Even in text book everyone enjoys life except mom.

@thekaipullai Working on PR activity on the prepwork for their $10Bn IPO.

In all this enthusiasm about India AI summit, I have only one question? Where's Krutirim?

So much data to analyze; And so little levers to optimize. Performance marketing today in one line.

There are two Search campaigns, each targeting a different product category for your brand. In November '25, both campaigns had a 40% impression share for the targeted keywords. However, Campaign 1 lost most of its impression share due to the budget, while Campaign 2 lost most of its impression share due to rank. Your top KPI for next month is to grow the sales from the Search campaign without decreasing the ROAS. Which campaign do you scale the most in December '25, and why?

The best place to look if you try to learn "How to write content that beats high authority sites".

@sandipsabharwal Today's IPO are a great example of delayed gratification. Just wait for a year, and get more than 50% discount.

#BajajHousingFinance came out with an IPO at Rs 70 Immediately after listing price was ramped upto Rs 190 in which many retail investors got trapped Now the promoter entity Bajaj Finance is selling stake at half of that price ~Base Price Rs 95 to trim its stake, a price below its 52 week price. This is not a comment on Bajaj Housing. It is just a warning to Retail Investors- Please do not get trapped in the rigging which happens post listing. Wait patiently for the right price.

@DavidGQuaid True. It's like calling the people working in the US military "Defence folks".

Are SEOs who work on websites with large authority even SEOs?

@MarketingMax Good example of a low base effect. Still, the total number will be 1-2% of the total visitors.

🚨 BREAKING: AI traffic to U.S. retail websites during Black Friday grew 805% compared to Black Friday 2024. AND ... According to Adobe, shoppers who landed on a U.S. retail site from an AI service were 38% more likely to convert to a sale, versus coming from a non-AI traffic source.

A crash course on how performance marketing works[Updated]. There are four types of people in the Digital targeting pool - Arun, Varun, Aanya & Anika. 1. Arun is a frequent online shopper. He buys deodorant online regularly. He bought a deodorant last month; Looking to buy one online next week. 2. Varun is an average online shopper. He buys deodorant sometimes online and sometimes offline. He is not looking to buy deodorant in the near future. 3. Aanya is an occasional online shopper. She has brought things online in the past by never buying perfume, and she is not planning to buy any now. 4. Anika hasn't shopped for anything online till now. 'Odorant' is the first online deodorant brand. If Odorant starts a Performance Marketing campaign optimized for purchase conversion today, the ad engine will target Arun first. Remember, Arun is also targeted by all other deodorant brands at this point, both large and small. Hence, we should note two things. - Arun's CPM will be very high and - He will have constant exposure to other deodorant brands in recent times Which means he is more challenging for an acquired brand to retain. Note: While his CPM will be higher, his CAC will not be too high, as he converts faster when he clicks. Now, if you scale the campaign, the engine starts targeting Varun. We can also target Varun from the start with campaigns optimized for soft conversions, such as add-to-cart. When he decided to buy deodorant, Varun became Arun. His CPM and brand exposure for his deodorant will increase. So it will be cost-efficient to reach him now only. But if you do, your CAC will be higher, since he will not convert like Arun (Low CR). BTW, what should we do with Aanya & Anika? Digital brand campaigns or top-of-the-funnel campaigns. But we should remember one important thing here. Reaching Aanya & Anika will be cheaper now. But they need a net more exposure than Arun & Varun. (Avg monthly exposure * more months) So the cost at the performance campaign level evens out at the best case, or it will be 3-4X as costly at the worst case. But they will have other behavioral influences at the user level over the long run. (BRAND MARKETING 101) So to summarize, if a product segment has a total addressable user base of 100, it typically has - 5 Aruns - 10 Varuns - 30 Aanya - 45 Anika And if all the deodorant bands running conversion-optimized PM campaigns target Arun. Many of them, running at a scale, target Varun, too. Thus, reaching Arun and Varun is usually more expensive. Hence, Aanya should be targeted through the brand/Top of the Funnel campaign. She is cost-effective to reach, and your brand will have a better hand when she becomes Arun or Varun. No one wants Anika. Hence, reaching her will be the cheapest. Deciding whether to target Aanya is a strategic decision for the brand to make.

@Giuliano_Mana The most powerful sleeping pill I have ever used.

It doesn’t matter what field you are in, read this.

@david_perell 100%. Stopped listening to recent Morgan Housel after two chapters due to this. I can't imagine his face when there is sentence with 'I' in it.

Every single time, the audiobook is better when the author reads it. Doesn’t matter how “professional” the professional narrator is. Stories hit different when it’s the real author speaking those words, even if they’re messy and unpolished.

What does the TOF campaign do to the Performance Campaign?

@RakJhun This probably a great example of the famous Data science quote "If you torture the data enough it will reveal whatever you want to see". A good follow up analysis should be in the lines of buying at 1PM and selling at 2PM daily to say does market eats your returns while you eat.

According to a study based on 25 yr data, an investor who bought Nifty 50 at close & sold it at open next day multiplied wealth 100x. He is worse-off if he held throughout because while Nifty rose 23465 pts in 25 yrs, 39084 pts were gained overnight & 15620 pts were lost intraday

@RakJhun Too short a time frame to compare a mid cap fund performance. I probably will see it on March '30 to say whether they are good.

Helios Mid Cap Fund has given an (annualized) return of 43.4% since inception (13th March '25) & outperformed the Midcap 150 Index's return of 32.63% & the Nifty's return of 19.64%. AUM has grown to ₹347 Cr. 64.85% is in Mid-caps. 28.79% is in Small-Caps. Cash Eq is 4.93%

SEO outcomes are 80% probabilistic today. Probability doesn't hold good at single event.

@suru27 Interesting. Which one is in the best and which one is in worst quadrant according to you?

V2Retail, Bazaar Retail n Kala Mandir came with their quarterly business numbers. In my humble view, these businesses may look similar on P&L growth but very different in business quality wise. In fact , one in the best of the quadrant n one in the worst n one somewhere in the middle In the short term, it's the only price which matters but as the horizon increases, the importance of business quality becomes more and more important. To add to it, business quality is dynamic.