The ivia blog.
In-depth guides on Meta Ads, Google Ads, Amazon advertising, tracking and profitable growth, written from real account management experience.
Amazon + Meta + Google: A Full-Funnel Plan for D2C Brands
Amazon, Meta and Google each do a different job. How they work together, how to split budget, and how to measure the halo between them.
→Read articleMeta Ads Structure: Why Fewer Campaigns Beat More Targeting
Interest stacks and a dozen ad sets feel like control. In practice they starve the algorithm. Here is the consolidated structure that wins.
→Read articleGoogle Search vs Performance Max: When to Use Each
PMax promises reach across every Google surface; Search promises control. How to decide — and how to run both without paying twice.
→Read articleTracking That Actually Works: Pixel, Conversions API, GA4 and Consent
Every optimisation decision sits on top of your tracking. The setup we use for Meta, Google and GA4 — and the mistakes we fix most often.
→Read articleA Creative Testing Framework for Meta and YouTube Ads
Targeting is automated now — creative is the lever. How to test concepts, which metrics to read, and when to scale or kill an ad.
→Read articleROAS vs MER vs CAC: Which Number Should Run Your Business?
Add up every platform's ROAS and they often claim more revenue than you made. The metrics that can't double-count — and how to use them.
→Read articleAmazon PPC 101: Campaign Structure That Actually Scales
Most sellers build a flat account and wonder why ACOS won't budge. Learn the three-tier architecture that actually scales.
→Read articleNegative Keywords: The Most Underused Lever in Amazon PPC
In most audits, negative keyword gaps are the single biggest source of recoverable waste. Here's how to fix them.
→Read articleHow to Calculate the Right Bid for Every Keyword
Stop guessing bids. The formula Target ACOS × CVR × Price = Target CPC works for every keyword in your account.
→Read articleProduct Launch PPC Playbook 2026: 60-Day Framework
The exact framework ivia uses to take new ASINs from zero reviews and zero organic rank to page-1 visibility.
→Read articleACOS vs TACOS: Which One Should You Actually Optimize?
ACOS is the metric everyone watches. TACOS is the one that actually tells you if your PPC is working.
→Read article7 Fast Fixes to Cut Wasted Spend This Week
Seven actions, under two hours, typically recover 15–30% of spend. No restructure required.
→Read articleSearch Term Harvesting: How to Move Winning Keywords Up the Funnel
The weekly process that grows your keyword base 4–6× in a year using your own search term data.
→Read articleManaging a Multi-SKU Amazon Catalogue: The Tiering Framework
Scale, Sustain, Reduce, Sunset — how to allocate budget across 20, 40, or 100+ ASINs without guessing.
→Read articleSponsored Brands vs Sponsored Products: When to Use Each
SB ads serve a different strategic purpose than SP. Here's the budget allocation logic and when each format wins.
→Read articleWant this done for you?
Reading about marketing strategy is one thing. Having it executed consistently, week after week, by people who do it full-time is another.