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Let’s start with an assumption.

If you work in-house and have any level of responsibility to the performance of organic search you are actively engaged in “campaign content” for links.

And while this may be an unpopular opinion my view is that, in the majority of cases at least, such a strategy is misplaced at best.

But before you shoot me down understand that this is a view formed from completing more than 130 such campaigns for brands across almost every vertical and jurisdiction over the last 10 years.

But before you cancel all plans and revert to old school link building and on-page SEO, this post is not a mission statement about the state of the industry but inherently one designed to steer such campaigns back on track and to ensure they deliver on their original promise:

“Earning quality links and citations from websites and publications out of the reach of link building alone but while now also involving and benefitting a much wider group of specialists within any one organization to avoid internal conflict and to maximize ROI.”

The Solution

The solution is actually much more simple than you might think, too.

Below I share the new blueprint for content campaign success and an approach that will keep the entire business happy – right from PR and brand teams to those focused purely on SEO performance.

But before we dive deep into the “how to,” let’s focus for a second on the problem.

The Current Problem

For too long now, SEOs have focused on creating campaigns for the sake of it; almost a “brain out” reaction to everyone else doing it.

All too often we receive briefs to create content campaigns “for links” without interest, or thought, to what other benefits such activity could/should be measured by.

And so we quote for the time it takes to build the creative and supporting content around it (more on this later), only for the client to then revert back to a question around “how many links are we going to get” – old school thinking is killing new school tactics before we’ve even got started.


Well, let’s examine a typical example.

Bringing It to Life

Let’s say you are a brand in the travel space and come to your agency with a budget of £30,000/$40,000 for a “hero content marketing campaign.”

The measure, according to the brief, will be the number of links earned.

My response to such a brief is an immediate pushback as it entirely misses the point of the activity and creates a situation that will never be signed off.

The problem begins with a lack of understanding of the time it takes to produce the creative element of the campaign to begin with and to allow the necessary amount of time on distribution/PR to ensure it maximizes reach.

The most recent example cost £7 million in total – but, critically, 6 out of every 7 of those pounds were spent went on distribution.

Using that ratio then, we should, therefore, expect to apportion just £4,285 to the creation of the campaign – a clearly unrealistic number given the complexity of building a truly worthy and unique evergreen content piece.

In reality, to build something like this or this costs much more.

You can reasonably expect to double or treble such a number to end up with something that matches expectations.

And that’s before we get to the critical supporting content, which we will cover shortly.

On this basis then let’s say that 50% of the budget is used for creation.

This leaves us with £15,000/$20,000 for distribution and clearly enough to achieve lots with.

The challenge is that in sharing great content there is no guarantee that links will follow.

Therefore, predicting link output becomes difficult.

The value, in any case, is much deeper and wider than simply link equity.

Great Content’s Ongoing Value

Investment in quality creative is not something that can, or should, be measured in the traditional way.

Too often we see clients wanting to understand ROI a month after publication but this is missing the point.

A great example of this was a content hub I created as part of a campaign for a UK electricals retailer that saw us produce a collection of vegetable cooking tips.

Initial outreach and PR for the piece produced around 20 pieces of coverage.

Since then, it has earned hundreds more with almost 500 total links into the page since inception.

This is the perfect example of why we always measure over 12 months.

In not doing this, you will always see poor ROI from the initial activity and potentially miss out on producing further campaigns because of simple mismeasurement.

Add to this the fact that value is found in a plethora of other channels too, such as:

Brand awareness through earned coverage.

New long-tail rankings for the piece (the Cookbook piece ranks for almost 800 terms!).

The opportunity to share quality across social and paid channels to maximize engagement and reach.

The Solution

So, how do I go about ensuring we do ensure true value is understood, measured, and achieved?

The answer lies in supporting content, well-validated ideas, and tight planning.

Campaign Planning

Like all good processes, any content campaign worth its salt is underpinned by planning and a kick off that involves all interested parties.

To be effective, the campaign must be designed to be as effective as possible across all relevant channels.

Buy-in from all teams is key in order to make that possible.

What that list of attendees looks like is entirely dependent upon your organizational structure, but most commonly we include teams such as:





Ensuring key people from those teams are in the room from day one almost always solves one of the main barriers to success – lack of buy-in and, with it, access to all channels.

In that meeting, I follow a strict agenda that focuses minds on what the objective of the activity is and how that will benefit all parties.

This is done to ensure that access to all channels is guaranteed from the start, allowing the actual brainstorm to include ideas that are truly integrated.

The Brainstorm

This is done while ensuring that there is an inclusive brainstorm about how we leverage each channel to maximum effect.

Often this will create a list of ideas that will require extra creation planning and opens up the critical phase of our campaign process – the idea.

From the World of Storytelling…

That said, there are a few things that have helped me improve the overall impact by drilling further into the processes used by novel authors.

Much of that process revolves around asking questions rather than looking for answers, with much of the focus on looking at how to think more laterally about the task at hand.

One of the most successful elements of that is using what we call “the power of what if.”

This has been pivotal in helping us build out our supporting content plan.

To get to the “what if” moment, we must first utilize all traditional brainstorming tactics and extract as many stage one ideas as possible.

Questions that can help us get there include thinking not just about what opportunities the brand has, but also what threats exist:

What potential disaster would throw the brand or its audience off-balance?

What is the core conflict the audience is dealing with?

The journalistic questions structure can also help here, adding further depth with further questioning around the “who…what…where…why…and how” of each element.

The Subconscious

The quality of output from these sessions can also be improved further with thought to the actual environment used for such sessions.

There has been much written about how and why office space is not ideal for creativity and while there is an element of truth in it my “Structured Brainstorm Process” does much to alleviate these challenges.

By creating a series of mini brainstorms within an otherwise lawless creative session I have found a significant increase in the quantity of output from such sessions.

Those sessions require pre-meet research and cover off:

A session on the challenges faced and questions asked by each persona.

Time to cover off ideas for each relevant content type (think maps, videos, podcasts, data visualization, and so on).

What does the long-tail opportunity look like? What questions are being asked that we can help solve?

What is out there and trending in our space that we can jump on?

What are the key evergreen content opportunities that we should be investing in?

What content opportunity exists at each stage in the purchase funnel?

What are competitors doing that we could be doing much better? Often Reddit is a great hunting ground for this too with subreddits such as /r/coolguides and /r/dataisbeautiful particularly good places to look.

What seasonal opportunity is there out there?

The Subconscious Mind

Where I have had a real breakthrough, however, is in finding ways to activate the subconscious mind.

This may not be the case for you but I often find that I get most clarity around complex ideas or challenges as I am falling asleep – it’s why I always have a pad by my bed and often send myself emails in the early hours of the morning.

The reason for this is simple. As we fall asleep our conscious mind switches off, making way for our subconscious mind to take over and give you a fresh perspective on issues.

The conscious mind works on the simple, day to day tasks, but it is actually your subconscious mind that does the deep thinking and why it is perfectly placed to create your best ideas.

To switch across, we need to find a way to occupy our task delivery brain so bringing in props such as cleaning products to help tidy the room, or even do it over dishwashing has mind-blowing effects on output.

Idea Validation

Once the idea exists it is then incredibly important to validate it.

All too often creatives sit in locked rooms and convince themselves that their ideas are great without asking the very people that will turn that in reality.

This is where validation is game-changing.

Before rounding off on any idea it pays dividends to run the concept past key journalists; especially those highlighted as people you want to publish the piece.

Their feedback is critical and often helps shape the final concept, feeding in thoughts as to how we can use our new secret weapon – supporting content –  to maximize exposure.

The ticklist process below ensures you leave no stone unturned…


The Main Asset

If we look at some of the most successful campaigns, they all share one critical component – a world-class plan for wider content that sits around the main asset. Something I call supporting content.

Read any guide on successful content campaigns for digital impact and everyone will talk about being creative through content types, use of unique data, freedom of information requests, surveys, and so on.

But few go much further than the main asset.

Some of our most successful campaigns have gained traction more so from the supporting content than the actual main piece.

Take a project I ran for a UK electricals retailer some time ago, for example.

While the main piece was built around the story of food waste, traction came from supporting infographics that told the story of vast wastage and a  “feed your family for a week for £40” challenge we set influencers.

The latter idea made it to the homepage of the UK’s most trafficked newspaper site.

Or take another more recent example for a UK travel site, for instance.

The central piece of the campaign was a functional content tool designed to help visitors select a holiday that best suits their needs.

And while many sites were interested in the story around its creation, the most success came from supporting infographics, a survey conducted alongside it that produced placements from the likes of Yahoo and Stylist amongst others, as well as a piece for Ladbible looking at the price of a beer in those places.

Going the Extra Mile

That extra 10% in creation time can often yield significantly more coverage for the overall campaign, rebalancing the cost vs. reward, and often making the difference between success and failure.

The question, then, is how do you create a plan that includes such valuable added extras?

The Supporting Content Plan

To do this well, we go back to the brainstorming process but post validation of the main asset.

Once it has been through the full JULIA process (see earlier image) and all teams are bought into the approach, the next phase is to begin thinking about how related ideas can be spun out of it.

To do that we need to find a different way of brainstorming, one built out to maximize and reward lateral thinking.

Lateral Brainstorming

Conventional styles of thinking are great for thinking of big key and potentially commercially focused ideas.

To do it, we use the “newest” part of our brains to do it – an area known as the neocortex.

This area of the outer brain was developed to manage key skills like language and to help us function in the increasingly complex world that was developing around up. It is where conscious thought exists.

But in order to truly think differently, we need to activate another region of the brain; the part that takes up a whopping 95% of your overall brain mass.

Known as the Limbic system, the “subconscious” part of your brain is powerful beyond current comprehension, containing billions more synapsis than the bit of the mind we know well and think does all the work.

To tap into it we need to use random stimulus to bypass our usual thought processes. A way to make the mind start from a new departure point.

And having tested a myriad of ways to do this the best process to date is one that actually seems counter-intuitive initially.

It’s a technique called Random Word Brainstorming and it’s actually pretty simple.

To do it all you need is a random word (I use a free random word generator such as this one or this one. This “seed word” is known as the initial stimulus and you must then work as a group to extract the underlying principles.

To do this think of as many words that can be associated with the word as possible.

An easy way of doing this is to break down its characteristics.

What is its function?

What are its aesthetics?

How is it used?

What metaphors can be associated with it?

What is the opposite of your word?

At this point, you bring your challenge in again and force as many connections between the random words generated and your brainstorming focus.

And don’t be despondent if the majority of the words and connections don’t work – all you need here is one or two good ones to make the time investment worthwhile.

So, for instance, if we are looking to do this for a fictional travel brand looking for an idea that will achieve cross-channel brand awareness, search value and engagement it may look like this:

Main Asset – a commercially focused internal holiday finder tool based on interests.

The challenge is clearly how do you make what is essentially a solid functional content asset interesting to the press and influencers?

While most would attempt to use the asset itself, the secret is to use our subconscious mind brainstorming to create a mix of related content around it to sell into those owning the key, relevant audiences.

Using the technique described above our team came up with the following ideas:

A survey on daydreams (which discovered that being on holiday is the most popular). This was further broken down by area to create regional press angles.

A quiz to decide where to go next on holiday based on the main asset.

Dream jobs – from the survey.

Regional survey and vox pops on favorite ways to spend time off.

Guide to picking your best holiday.

Where to go on your next holiday based on the price of beer.

In-depth city guide to the favorite city out of the survey.

Top 5 millennial hotspots.

The top 5 destinations according to parents.

Romantic destinations based on daydreaming habits.

The cost of daydreaming for UK employers.

All of the above ideas can be tied back to the functional tool but yet find a way of creating interesting angles for the various news outlets that may be interested in the overall concept.

These pieces will often end up as written articles or infographics and are therefore fairly light, in relative terms, on resource and cost but still link intrinsically back to the main asset, creating a “10x impact” – so often talked about in marketing circles but very rarely achieved.

With this campaign process in place however, you can get closer than ever before to actually delivering it.

More Resources:

Image Credits

Featured & In-Post Images: Created by author, February 2023

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Fix Multiversus Launch Error, Failed To Get The Process’ Path

Are you getting Launch Error – Failed to get the process’ path while trying to play MultiVersus on your PC? MultiVersus is a recent free-to-play crossover fighting game that is developed by Player First Games. It is already getting popular amongst gamers and a lot of users love to play the game. But, some users have reported experiencing Launch Error with the error message Failed to get the process’ path.

This error could be triggered due to various reasons. It could occur if you are missing administrator rights to launch the game. Another common reason for this error is the corrupted Easy Anti-Cheat (EAC) software. Besides that, antivirus interference, outdated graphics drivers, corrupted game files, enabled VPN, and third-party application conflicts can be some other reasons causing the error at hand.

Now, if you are one of the affected users experiencing the same error when launching MultiVersus on your PC, this post is curated for you. Here, we will be mentioning fixes that will help you fix the Failed to get the process’ path error on MultiVersus.

Fix MultiVersus Launch Error, Failed to get the process’ path

If you receive Launch Error “Failed to get the process’ path” when trying to play MultiVersus, you can try the below fixes:

Reboot your system.

Launch MultiVersus as an administrator.

Repair Easy Anti-Cheat (EAC).

Disable your antivirus.

Make sure your graphics driver is up-to-date.

Verify your game files.

Disable your VPN.

Troubleshoot in a clean boot state.

Reinstall MultiVersus.

Let us discuss the above-mentioned solutions in detail.

1] Reboot your system

The first thing you should do to fix the error is to restart your PC. There are some temporary glitches or errors in your system triggered by outdated cookies, cache, etc. In that case, restarting your system should fix it. Hence, simply reboot your computer and then try launching MultiVersus to check if the problem is gone or not.

If you still receive the same launch error, there might be some other cause of the error at hand. So, you can try the next potential fix to resolve the error.

Read: Rockstar Games Launcher Error Code 7002.1 with GTA 5 and RDR 2.

2] Launch MultiVersus as an administrator

If rebooting your PC doesn’t work for you, try launching the game with administrator privilege. You might be getting the error due to a lack of sufficient permissions to run the game. Hence, if the scenario is applicable, you should be able to fix the error by launching the game as an administrator. In addition to that, you can try launching the game launcher (Steam) with admin rights and see if the error is resolved.

Here is the procedure to make Steam and MultiVersus run as an administrator always:

Firstly, make sure you have closed Steam and related processes.

Then, press Win+E to open File Explorer and then move to the Steam installation directory. You will find it at the following location by default: C:Program Files (x86)Steam

In the appeared Properties window, navigate to the Compatibility tab.

After that, you need to locate the executable file of MultiVersus which you will find in its installation directory. You will most likely find the application at the following location: C:Program Files (x86)Steamsteamapps

Now, repeat steps 4 and for the MultiVersus game.

Finally, try launching the game and see if the error is fixed or not.

If you still get the same error, you can try the next potential solutions to resolve the error.

RELATED: Fix Battlefield 2042 Easy Anti-Cheat Error Code 10011.

3] Repair Easy Anti-Cheat (EAC)

There are some chances that this error might be triggered because of your Easy Anti-Cheat (EAC) software or the corruption associated with it. EAC is basically used to reduce cheating in online gaming. However, corrupted EAC software can cause a lot of errors and issues in your games. In that case, you can try repairing EAC and see if the error is gone or not.

You can follow the below steps to repair EAC:

Firstly, open Steam and go to LIBRARY to open your games list.

Next, follow the onscreen instructions to complete the repair process.

Once done, reboot your PC and run Steam and MultiVersus, and check whether the error is resolved or not.

If repairing EAC doesn’t work for you, try the next potential fix to resolve the Failed to get the process’ path error.

Read: Valorant Vanguard anti-cheat has encountered an error.

4] Disable your antivirus

Your overprotective antivirus suite can be the main culprit behind the Failed to get the process’ path error in MultiVersus. It might be blocking the game from launching and triggering the error at hand. So, to check that, you can try disabling your antivirus temporarily and then launch the game. If the error doesn’t appear again, you can be sure your antivirus was causing the error.

Now, disabling your antivirus while playing the game is not recommended as it might invite viruses and malware to your system. Hence, you can try adding the MultiVersus game executable to the exception, exclusion, or whitelist of your antivirus. This will prevent your antivirus from blocking the game or related process.

If your antivirus is not the problem, you can move on to the next potential fix to resolve the error.

Read: Lost Ark Launch Error Code 23, Game client encountered an application error.

5] Make sure your graphics driver is up-to-date

You can also use the Device Manager app using which you can update all your device drivers manually. Other than that, you can also get the latest version of your graphics driver from the official website of the device manufacturer and then install it on your system. Even using a free third-party driver updater to automatically update graphics and other device drivers is a good option.

Once you are done updating your graphics driver, reboot your PC and then try launching MultiVersus to check if the error is fixed or not.

6] Verify your game files

You might experience the error at hand if the game files are corrupted, broken, or missing. So, if the scenario is applicable, all you have to do is verify and repair the MultiVersus’s game files. Steam provides a dedicated function to verify the integrity of game files. It will check for infected files and replace them with the clean ones available on the servers.

To verify and repair game files of MultiVersus on Steam, follow the below steps:

First, open the Steam app and move to its LIBRARY section to open up the list of your installed games.

Steam will initiate the game files’ verification process.

When the process is complete, you can try relaunching the game and see if the error is gone.

If the Failed to get the process’ path error still appears when launching MultIVersus, you can try the next potential fix to resolve it.

See: Unable to start the game on Ubisoft Connect.

7] Disable your VPN

If you are using a VPN, try disconnecting it and then check if the error is resolved. Your VPN and Easy Anti-Cheat software might not go well together and thus, cause the error at hand. Hence, if the scenario is applicable, you should be able to fix the error by disabling your VPN. If the error still appears, you can move on to the next potential fix.

8] Troubleshoot in a clean boot state

Another cause of the error could be third-party software conflicts. Hence, if the scenario is applicable, you can try performing a clean boot state and check whether it resolves the error or not. You can follow the below steps to perform a clean boot on Windows 11/10:

Firstly, press Win+R to open the Run dialog box and enter msconfig inside the Open box to bring up the System Configuration window.

Now, go to the Services tab and make sure to checkmark the Hide all Microsoft services checkbox. This will ensure that you do not disable any essential Microsoft services.

Lastly, reboot your computer and try opening MultiVersus to see if the error is fixed or not.

If the error still appears, we have one more fix for you. So, move on to the next potential solution.

9] Reinstall MultiVersus

If none of the above fixes help you get rid of the error, you can try reinstalling the MultiVersus game to fix the error. This launch error might be triggered because of the corrupted installation of the game. Hence, uninstalling and then reinstalling the game should fix the error. You can follow the below steps to do so:

Firstly, open the Steam client and open LIBRARY.

Next, complete the uninstallation process by following the prompted guide.

When done, reinstall MultiVersus on Steam and launch it to check if the error is resolved.

Hopefully, this will fix the error for you.

Read: BLZBNTBNA00000012 Error has occurred while launching Call of Duty Warzone Pacific.

Why is MultiVersus not launching or opening?

MultiVersus might not launch if your PC doesn’t meet the minimum system requirements. Apart from that, missing required administrator permissions can also cause the launch issue. Other than that, outdated Windows OS and graphics drivers can also be one of the reasons why MultiVersus is not launching. Other reasons for the same could be in-game overlays, weak internet connection, antivirus interference, and corrupted game files.

How to fix MultiVersus not launching?

If MultiVersus is not launching, ensure that your PC fulfills the minimum system requirements to launch the game. You can also try opening the game as an administrator and see if the problem is resolved. Apart from that, update graphics drivers, make sure there is no internet problem, verify the integrity of your game files, disable the overlay apps, or disable your antivirus to fix the problem.

Why is MultiVersus down?

MultiVersus servers might be down if there is a server outage issue. Or, it might be the case that the servers are under maintenance and thus, are down at the moment. So, to play the game, you will have to wait for the servers to be up and running again.

That’s it.

Now read: Elden Ring Easy Anti-Cheat Launch Error, Failed to initialize the game launcher.

How To Structure A Ppc Campaign In The Age Of Automation

Over the years, much has been written about how to structure a PPC campaign for maximum performance.

When I was recently asked to lead a panel on the topic, I covered some of the classic structures like single keyword ad groups, single product ad groups, etc.

But now that automation in PPC is much more prevalent, what are some new considerations for the perfect structure?

1. Automation Requires Consistent Structure

Maintaining a consistent structure has always been important to:

Make management easier.

Prevent yourself or your team from getting lost in bigger-sized Google Ads accounts.

But where humans can usually figure out where to find things in an inconsistent structure, the machines may have a much harder time.

Here’s an example.

One of our clients was using a combination of a few automations:

A script to ensure campaigns are staying within a target monthly budget.

An automated feed with inventory.

An automation that creates campaigns from the inventory feed.

One day, they noticed their budgets had been exceeded for Nissan vehicles.

After investigating, we found that the feed with inventory was sometimes putting the word Nissan in all caps and sometimes not.

As a result, the automation that created the campaigns had started creating two Nissan campaigns as you can see in the image below.

Automation can be broken when there are inconsistencies in account structure, like in this example where words are sometimes capitalized in different ways.

The automation that checks budgets had been set up to expect the brand to be proper cased: “Nissan” and so the campaign with upper casing “NISSAN” was causing extra budget to be spent.

Fixing this wasn’t rocket science but the issue could have been prevented if naming conventions had been more consistent.

When things are automated, the risk is that humans pay less attention and don’t catch simple mistakes like this before they cause an issue.

In other words, the problem is more likely to be discovered after it has caused overspend.

Whereas, in the past when campaigns were manually built, this issue would probably have been noticed by a person while they were creating the campaign by hand.

2. Automation Layering Is Necessary for Best Results

Taking a small detour from account structure, the previous example highlights another interesting aspect of modern PPC.

Multiple automations are necessary to get the best results.

While I described the three automations that worked hand in hand to turn product data into a budget controlled set of campaigns, I didn’t cover the fourth automation, the one that flagged the issue.

This automation monitors anomalies in costs. When a secondary campaign for Nissan vehicles was created with its own budget, costs rose dramatically from one day to the next.

This can be flagged automatically by an alert or script so that the human account manager can investigate what may be amiss.

As we deploy more automations that manage our PPC, it’s important to also have more automations that monitor what is happening and keep us abreast of the status.

While this can be helpful to discover new traffic and build more volume, it’s dangerous to run an account on autopilot in a world of close variants.

We either need to spend our time manually reviewing and vetting close variants or we should deploy automations that ensure they don’t drag down our performance.

Human management of close variant queries basically just means more time doing query management. One of my previous scripts can help you more quickly see the performance of the keyword and its related close variants side by side.

Staying on top of close variants in an automated fashion can take one of many forms.

For instance, we can rely on Smart Bidding to ensure that if there is a lower-performing close variant, it will automatically get a lower bid so we still meet our target CPA or ROAS.

Some of the close variants may have a similar meaning but have a different level of commerciality, requiring different bids to perform at the needed level.

In another form of automation layering with close variants, we could:

Take a script like the one that assists us with manual query analysis.

Add a few lines of code so that it automatically adds negative keywords when a close variant meets certain predefined criteria associated with low performance.

3. Automation Doesn’t Require You to Restructure

Getting back to account structure, there is a misconception that warrants addressing.

Advertisers sometimes change their account structure in the hopes of getting better performance after enabling automated bidding.

The idea is that Google’s machine learning will learn faster if the account structure is made less complex (i.e., keywords are combined into fewer ad groups and fewer campaigns).

It turns out that this restructuring is entirely unnecessary.

The simple explanation is that Google’s machine learning learns from every single query.

It uses the many signals (like time of day, device, user signals, etc.) to help it predict the likelihood that a particular query will lead to a specific conversion.

As you can probably guess, it’s the way you’ve set up conversions that matters much more.

That’s why it’s possible to turn Smart Bidding on and instantly get decent results because the machine has already learned what to expect from historical performance.

There’s nothing inherent in changing the account structure that helps the machine “learn” so if you see better performance after simplifying account structure, consider it may actually be due to another reason, such as:

You may have different settings in campaigns that before.

You’re looking at less granular data.

On the point of seeing better results because your data is less granular, this points to a common human error in analyzing data.

When you have one ad group that used to get three conversions in a month and then goes to two conversions the next month, that’s a big jump that will cause a big shift in the CPA.

But if you blend those numbers into all the data of the account where you have hundreds of conversions, that small change of 1 conversion in one ad group won’t show up as quite such a significant change.

4. Structure for Your Business Needs

So if you don’t have to restructure things to make automated bidding work better, then what is the right structure?

Just as it’s always been, this depends on your business.

For example, your budgets may dictate that you have to run different campaigns for different business lines. Or your profitability goals may require you to have several campaigns, each with a different target ROAS.

If you need a refresher on the right tROAS to hit break-even on a Google Ads campaign, here’s a graphic that shows how to calculate it.

So if you sell many products or have multiple services with different levels of profitability, you’ll need multiple campaigns, each with their own targets.

These strategies all have their merits and the key point is that if it’s worked for you so far, you don’t need to change it just because you want to start automating bids with Smart Bidding.

5. Set the Target You Need, Even If It’s a Big Change

If we’re going to have different campaigns for different target CPA or ROAS, why is it that Google says we shouldn’t change the target more than 20% at a time?

If the point of our structure is to support business goals, and if our business goal all of a sudden requires a drastically different target, perhaps due to a big sale, why shouldn’t we set the values we need.

Why would changing the tCPA all of a sudden interfere with that?

The answer is that it doesn’t.

However, what does happen is that a new target changes the CPCs that go into the auction.

The query mix changes!

And changes in query mix can be really difficult to analyze.

The specific problem in the case of a different query mix as a result of a big change in tCPA or tROAS is that new queries may perform very differently from the ones you’ve always appeared for.

It’s not actually broken, because if you analyze the queries you already appeared on before, those will most likely still be performing consistently.

It’s the new queries that have shifted the averages and make it seem like the system’s performance is different.

Aggressive query management through automation layering as described before can provide the answer in this case.

You can set the new target CPA your business really needs while using automated query management to keep the query mix relatively close to what it was before.


Advertisers need to be aware of some of the pitfalls of automation so that they don’t make decisions based on incomplete information.

Automation has caused account managers to be more likely to see mistakes in consistent structures after something has gone wrong rather than at the time the structure was created and before it caused an issue.

This can be fixed with better alerting, monitoring and auditing.

Automation doesn’t require simpler account structures. We still need to run the structures that make sense for our business.

If anything, we should devote more time to measuring conversions correctly rather than wrangling account structures into some weird shape we think will help the machines.

And finally, as we need to do more work to keep automation from the engines in check, we should consider how scripts, tools, and other automations that we control can help us offload some of that manual work so we can remain most active in what we do best – being strategic.

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In-Post Images: Created by author, February 2023

How To Close Game Or App On Ps5

In order to enjoy smooth and lag-free gameplay on PS5, closing games after finishing is mandatory.

It’s true that when you shut down the PlayStation, all the running games and apps turn off automatically. But it’s not the right way. By continuously doing this, a random bug will create without your knowledge, which will freeze your game while you play.

Here, I will explain two proper methods to shut down a game or app.

So, tag along.

How to Close Games and Applications on PS5

To close any games or apps on PS5, press the PS button on your Playstation 5 Dualsense controller. Highlight or go over to the game or application you want to close. Press the Options button on your controller and select the Close Game or Close App option.

Looks easy, right? However, you can check the steps below, where I have provided the steps with images.

The problem may occur if the games are stuck or freeze. Don’t worry. There is a way to close the game in that situation. I have explained that later in this article.

Now, let’s see how to close games with the PS5 controller.

Here are the methods to turn off a game & application on PS5:

1. From the PS5 Home Menu

Press the PS Button on your controller to return to the home menu.

Go over the game or app you want to close.

Press the Options button on your controller.

Select the Close Game or Close App option.

The games or apps will close.

Here’s a complete guide on how to fix PS5 not downloading games.

2. From The Switcher Function

Press the PlayStation button to open the quick menu.

Select the Switcher option. There you can see which games and apps are still active and have recently been used.

Go to the game or apps you want to close.

Press the Options button.

Select Close Game or Close App.

The games and applications that are running in the background will be closed. When you open another game from the switcher or turn off your PS5, it automatically turns off other running games.

But if you keep the PS5 in Rest Mode, it won’t close your recently played games. You may resume playing a game where you left off by keeping it in Rest Mode.

The two methods work when the PS5 is running. You must also know how to shut down the PS5 games when it freezes or gets stuck.

In that case, you can’t shut down any games or apps using your controller. You have to do it from the PS5 console.

Press and hold the power button of the console until it shuts down. 7 to 10 seconds should be enough to shut down the console. Don’t remove the pressure from the power button until you hear the beeping twice. Once you hear the beeps, both the console and the game will shut down.

Once it’s off, give it a rest for a while. Turn it back on by pressing the power button. Now your PlayStation 5 should run without any drawbacks.

Quickly check our epic post on PS5 1080p 120hz not working.

Final Thought

As you can see, it doesn’t take more than ten to fifteen seconds to close any game. So, don’t turn off your PS5 while there is a game still running. It can negatively affect both the console and the games.

I hope you successfully close all the games and other applications without complications.

Comment below if you have any questions.


Razer Book 13 Review: So Close To Greatness

See also: The best Razer laptops you can buy right now

Some of the “gamer” aesthetic Razer is so well-known for makes its way to this ultrabook. However, this is definitely not a gaming laptop. If you’re looking for an ultra-slim laptop for gaming, you will want a Blade Stealth. The Razer Book 13 is a different beast altogether.

But if it’s not for gaming, then what is it good for? Let’s dive in.

Razer Book 13

See price at Amazon

About this Razer Book 13 review: I tested the Razer Book 13 over the course of a week. It is the 2023 version of the laptop with an 11th-gen Intel Core i7 processor, 16GB of RAM, and 256GB of storage. I purchased the laptop myself.

What you need to know about the Razer Book 13

C. Scott Brown / Android Authority

i5/8GB/256GB Razer Book 13: $1,199/£1,199/€1,299

i7/16GB/256GB Razer Book 13: $1,599/£1,579/€1,699

i7/16GB/512GB Razer Book 13: $1,999/£1,999/€1,999

The Razer Book 13 is Razer first attempt to make a laptop for the general market. Pretty much every other Razer laptop is focused on gaming. Most come with high-end graphics cards, some come with high refresh rate displays, and all come with customizable Chroma lighting.

This laptop, though, relies on integrated graphics — even if you spring for the high-end model. The display refresh rate is the usual 60Hz. Of course, it still has per-key Chroma support because Razer isn’t about to drop all of its identity, now is it?

Underneath the laptop’s backplate, you’ll find a vapor-chamber cooling system. This will help keep the device from overheating on your lap while you work. Incidentally, this is where you’ll also find the easily upgradable M.2 SSD.

Finally, as mentioned earlier, the Razer Book 13 has per-key RGB lighting. You almost never see this in productivity laptops. That should help prevent you from being all business all the time with this machine.

How’s the screen?

C. Scott Brown / Android Authority

At 1,920 x 1,200, the display of this model isn’t as crisp as it could be. There is a more expensive 4K option, but having that many pixels requires a trade-off in battery life. The battery capacities of all three models in the Razer Book 13 line are the same (55WHr), so only go 4K if you desperately need it. Keep in mind that the M.2 SSD is also easily upgradeable. So if you can live without 4K, you are essentially spending $400 extra just to get more storage.

How’s the battery life?

C. Scott Brown / Android Authority

At the end of last year, Apple caused a firestorm with the launch of its M1 chip. The ARM-based processor boasted incredibly fast speeds while simultaneously sipping on the battery. Pretty much all laptop battery life comparisons fell short of the M1 Macs.

How is the keyboard? What about the touchpad?

How does the Razer Book 13 perform?

C. Scott Brown / Android Authority

It should come as little surprise that the 11th-gen Intel Core i7 in this unit is a total monster. I saw not one hiccup or performance issues whatsoever.

I’ve been getting back into making music recently and installed Cubase 10.5 on the Razer Book 13. I loaded up about a dozen virtual instruments and 16 audio tracks all with multiple plug-ins. The machine barely even got warm during playback and the export of that session.

Unless you have niche needs, the Book 13 will very likely be able to keep up with whatever you want.

Of course, we couldn’t skip bringing up gaming in a review for a Razer laptop. To test out how the integrated Iris Xe graphics hold up, I played the 2023 remake of Resident Evil 3. The game played pretty well considering the lack of a GPU. However, I needed to bump down the graphics quality and the bottom of the laptop got pretty hot. Still, I could play the game without issue.

This shouldn’t be that surprising though. The Razer Book 13 is not a true gaming laptop. Still, it’s nice to know that if you really want to game on it, you have options.

Design: I love the way this laptop looks and feels. Its tiny footprint belies its power and versatility.

Battery life: There are laptops out there with better battery life, true, but seven hours of usage without a charge is nothing to complain about.

Display: I am a true convert to the 16:10 aspect ratio now. The extra bit screen real estate makes a big difference with my workday tasks. Plus, the display gets so bright that working outside would be possible.

Processing: With plenty of RAM and an 11th-gen CPU, the Razer Book 13 cuts through tasks like a hot knife through butter.

RGB keys: While this isn’t a gaming laptop, it’s nice that Razer kept its signature per-key RGB Chroma function here. It’s not a make-or-break feature by any means, but it’s a unique perk that most other productivity laptops don’t have.

What I don’t like about the Razer Book 13

Keyboard: Without a doubt, the keyboard is the worst aspect of this laptop. The travel and accuracy are so poor that they drag this machine down significantly.

Webcam: A laptop that costs this much shouldn’t have a bad webcam, but this one does. To be fair, the webcam is incredibly small and tucked tightly into very thin bezels. Still, that didn’t stop Dell from offering better-quality imaging with the XPS 13 series.

Price: Unless you’re fine with forgoing a touch screen, this laptop starts at $1,599. That’s a lot of money, especially when you factor in the other two issues described here. For the next iteration of the Razer Book 13, the company either needs to up its hardware game or drop the price, because that much money simply isn’t worth it.

Razer Book 13 review: The verdict

C. Scott Brown / Android Authority

As mentioned earlier, this is not the laptop for gamers. If you’re a gamer and you’re looking for a powerful laptop with a great GPU, even the most expensive Razer Book 13 is going to fall short.

That being said, this laptop would be a fine machine for someone who wants a great-looking work laptop with plenty of power and battery life. The display won’t let you down, even if you don’t spring for the 4K model.

How To Launch A National/International Google Ads Campaign The Right Way?

Launching a new campaign is exciting! It could mean testing a new platform, strategy, or market.

With that said, new campaigns are expensive.

They can be temperamental as they overcome learning periods.

Sometimes account managers will invest heavily, in the beginning, to bypass the learning period, meaning ROAS will be lower.

I fully empathize and sympathize with Alessandra from Milano, when she asks:

The short answer: Yes, start with one market and prove out your strategies, ROAS, and path to scale. All campaigns require at least 2-4 weeks to get ramped up. At that time, you can assess if you have a winning core strategy to apply to other markets.

Long answer: Read on!

National/International Campaigns Have Very Specific Rules of Engagement:

Accounting for market subtleties in how people search/think.

Market demand for different products/services.

Regulatory considerations.

It’s easy to fall into the trap of overcomplicating a campaign because it’s “enterprise.” What matters is that the fundamentals are sound.

The short answer: Yes, start with one market and prove out your strategies, ROAS, and path to scale.

Fundamentals: Campaign Settings, Budgets & More

A campaign succeeds or fails based on its settings. If you’re going to target more than one location in a single campaign, you invite the following pitfalls:

Budget allocation is driven by highest search volume instead of profitability.

Ad delivery could be off due to time-zones being locked in at the account level.

As a general rule, I prefer limiting campaigns to a single time-zone. This ensures ad scheduling (dayparting) is accurate, and budgets aren’t forced to accommodate too many markets.

Some brands will create an account per country (especially if an important currency isn’t available in a given country).

Depending on the brand, this is either a crucial step due to the volatile exchange rates, or an organizational choice.

On the other hand, some features (like household income and certain extensions) are only available in some countries.

Market Subtleties & Demand

Google Trends is one of my absolute favorite free keyword research tools.

It allows you to see volume and trends for keyword concepts by location over time.

A common mistake in new accounts is running proven campaigns in new markets without adjusting for how that market searches.

For example, comparing [dui lawyer] and [dui attorney] over the past 12 months, we see that each term has pockets of influence:

In B2B, these subtleties are even more important because auction prices tend to be expensive.

Take this [marketing software] vs [marketing tools] example:

Launching campaigns in different countries requires more than putting winning keywords in google translate.

Far too often, the meaning isn’t quite right and you’ll waste important marketing dollars.

Creative Choices Matter

Just because an ad rocks one market doesn’t mean it will perform in all.

I’m a big believer in leading with questions and using language that addresses the user.

While that works well in the US, it should not be applied wholesale without testing against other creative strategies.

My favorite example of cultural differences is Japan vs US take on landing page layout.

In the US, we gravitate towards cleaner design and expect the landing page to guide us to the conversion action.

In Japan, it’s ok for a page to be busier (especially if it makes room for more trust symbols).

Blindly applying either experience to the other market would fail.

Take the time to do a/b tests on creative and research design trends in the market you want to enter.

Regulatory Considerations

Digital marketing would be a lot simpler if we all lived under a single set of laws.

While different markets will have their own eligibility criteria, they are united in privacy protections. GDPR/CPPA compliance is crucial if you want to avoid the crippling violation fees.

This is especially important as the cookie depreciates and we’re increasingly reliant on email collection.

Landing page design/theory requires privacy policies to be a major component (as opposed to a throwaway footer).

Final Takeaways

Launching campaigns in new markets requires research and adaptation.

Rather than launching all markets at the same time, use the ramp-up period to do the leg work for an upcoming geo.

This way you can invest the (at least) 2-4 weeks your new campaign deserves.

Be sure your legwork includes:

Keyword research to account for different search patterns and trends.

Legal and compliance considerations per geo.

Have a question about PPC? Submit via this form or tweet me @navahf with the #AskPPC tag. See you next month!

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Featured Image credit: Paulo Bobita

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