by Sola Mathew | Sep 5, 2026 | Digital Marketing
Running paid ads for beauty brands taught me how quickly creative, customer trust and commercial reality can change campaign performance. I learned that firsthand while working in-house at BPerfect Cosmetics before moving agency-side as a Paid Ads Specialist at FWD...
by Sola Mathew | Aug 18, 2026 | Digital Marketing
Have you ever wondered why your ads stop working when you spend more? Your campaign is doing well at $5,000 a month. So you get excited and push it to $10,000, expecting your sales to roughly double. But that does not happen. The extra spend brings in far fewer new...
by Sola Mathew | Aug 17, 2026 | Digital Marketing
Google ads just rolled out a bidding update that could quietly double your acquisition costs and most advertisers have no idea it is happening. If you run Google Ads with Target CPA or Target ROAS, you need to open your account today and effect the change if it...
by Sola Mathew | Aug 13, 2026 | Digital Marketing
If you have been asked how to enable TikTok mass authorisation and had no idea where to start, this post clears it up in five simple steps. I get this question a lot, usually from creators and affiliates who have been told by a seller to “turn on mass...
by Sola Mathew | Aug 4, 2026 | Digital Marketing
Everyone asking how to scale ad spend profitably starts in the same place. They ask how much more they should spend. More budget. More campaigns. More creatives. A bigger machine. It feels right, because throughput feels like something you should be able to buy. But...
by Sola Mathew | Jul 23, 2026 | Digital Marketing
Your digital marketing strategy is probably built on a guess. Most business owners wake up, decide they need to run ads, and immediately launch a campaign on whatever platform or app they happen to use personally. They try to sell fast fashion using long text posts on...
by Sola Mathew | Jul 16, 2026 | Digital Marketing
Are you blindly trusting your marketing data? If so, you are probably making at least one of the data driven marketing mistakes I am about to show you. Surprisingly, in an era where AI is analysing, cleaning, and acting on your data automatically, these mistakes are...
by Sola Mathew | Jul 8, 2026 | Digital Marketing
Digital consumer psychology is the difference between a brand that grows and one that spends money hoping for the best. I recently completed a module in Digital Consumer Psychology as part of my MSc in Digital Marketing at Liverpool John Moores University. I got into...
by Sola Mathew | Jun 17, 2026 | Digital Marketing
Stop obsessing over your checkout page. If your ads aren’t converting customers the way they should, the problem almost always started long before anyone got that far. The Old Playbook, and Why It Broke For decades, the marketing playbook was simple. It relied...
by Sola Mathew | Jun 16, 2026 | Digital Marketing
If your business isn’t growing online the way you want it to, you’re probably only using half the playbook. Every business that sells online, whether it’s digital products, physical goods, or services, grows through the same two channels. The organic...
