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Paid Search: The Seven Fundamentals

Accumulated knowledge from 18+ years of consulting and testing what works with over 100 brands — from Fortune 500 to emerging companies. For paid search managers running Amazon Ads, Google Ads, Walmart Ads, and similar platforms.

What's covered:

• 227 pages and 27 chapters — not a light read, but packed with real examples, formulas, and step-by-step processes you can put to work immediately
• How to set ROI targets grounded in unit economics — so every bid decision ties back to actual profit, not arbitrary benchmarks
• How to audit Brand and NonBrand performance separately — the single most common mistake that hides wasted spend and inflates results
• How to build campaign architectures that give you control — organizing products, keywords, and placements so you can optimize each one independently
• How to optimize bids using a calculated ROAS target — applied consistently across keywords, auto-targets, and placements to scale what's profitable and cut what isn't
• How to audit your account and find the money you're leaving on the table — with actionable guidance covering the Seven Fundamentals
• And much more...