Notes from a migration that went sideways
A site move that should have been routine, the three things that broke, and the boring checklist I now refuse to skip.
Read →Marketing · Analytics · Code
I run paid search & analytics for a living, and write about the craft underneath it — the experiments, the plumbing, the mistakes.
I'm Andreas Iversen, a solo digital-marketing consultant in Aarhus. This is where I keep field notes on Google Ads, SEO, measurement, and the small tools I build to make the work less tedious.
Writing
3 notesA twenty-line script that buys back an hour every week
Search-term reports are where negative keywords go to be ignored. Here's the little Google Ads script I use to surface the ones actually worth acting on.
Read →The ROAS number on your dashboard is lying to you
Blended ROAS hides more than it reveals. A short case for pulling attribution apart before you cut a campaign that's actually working.
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