Do you ever catch yourself debating where to spend the next slice of budget—Google Ads, a study fair, another listing site, while the what you’ll say stays on autopilot? Tactics feel concrete, measurable… safe. Yet the bigger win usually hides in the story you choose to tell, and how faithfully you keep telling it. It’s like fishing: the pond…

Whenever I teach Google Ads basics, I make everyone review the search terms that triggered ads and build a negative‑keyword list. Spotting negative keywords isn’t hard, but it’s time-consuming and boring. No wonder it was one of the early tasks I’ve tried to hand to ChatGPT. Until last week, though, using AI was more work than doing it manually. With the…

Over the past few years, I’ve had this recurring moment in my work. I’ll be in a project, deep in the day-to-day – optimising a Google Ads campaign for example – and I’ll pause to ask something like: “Why are we spending so much money on a campaign that ends on a webpage that simply…

There’s a copycat school in Singapore. – They mimic the course offerings.– The website layout.– Run very similar campaigns. But there’s one thing they just can’t copy. Scroll down for two website screenshots. One is theirs. The other is from English Express – a real language school I’ve worked with for over a decade. Take…

Ever feel like your team is working hard, but you’re not sure it’s actually moving the needle on applications? In e-commerce, it’s easy to track. Every step brings a person closer to the sale: Higher education is different from e-commerce. But that doesn’t mean you can’t bring clarity and structure to your recruitment process. Sketch…

I’ll tell you something funny. I’m an SEO specialist, but yet I hardly use Google anymore. Many search marketers I speak with tell me something similar: “When I use Google, it’s mostly just to check how my clients appear”Instead, I use ChatGPT search. Its new feature automatically pulls up-to-date information from the web, providing direct answers…

When you need to get something done, you have two extremes to choose from—and a lot of grey space in between. This applies to pretty much everything, from fixing a leaking tap to running a marketing campaign. And, like in home improvement, the right choice depends on your goals, resources, and what you want to…

In my last email, I shared a case study of a language school that can take registrations and payments on its website, but didn’t get many signups. There were a number of elements in the journey that were confusing, and I pinpointed them in an audit. After a few rounds of changes and reviews, we…

Note: How ironic! I always send out 20% of emails a day early for testing, and I forgot to update the button link, so it sent you to the Keystone webinar. Talk about avoiding confusion… If you received this email yesterday, the button works now! Anyway, on to the email… Last week, I was working with…