Founder, BYLT Media · Reviewing Editor, The SEM Dispatch
Gold Contributor4/moFounder of BYLT Media, a paid media agency, and the performance marketing consultancy Marketise Me; he organises SEM Stories & More, Scotland's dedicated performance marketing conference, and serves as Reviewing Editor of The SEM Dispatch.
Writes with BYLT Media
Teodor Yordanov is the founder of BYLT Media, a paid media agency focused on paid search, Google Shopping and Performance Max, and of Marketise Me, a performance marketing consultancy. He has spent his career inside Google Ads accounts, working across Search, Shopping, Performance Max and Demand Gen, with a particular interest in the measurement and attribution questions that determine whether any of it is actually working.
As Reviewing Editor of The SEM Dispatch, he reads every filing before it runs. His role is to check that the tactical detail holds, that the structural argument is coherent and that the piece says something a practitioner could actually use, rather than something that merely sounds credible.
He also organises SEM Stories & More, Scotland's dedicated performance marketing conference, which brings together paid media practitioners to share methods rather than credentials.
Google is auto-migrating DSA, broad match, and auto-assets to AI Max from September 2026. Here is what you actually control, and how to migrate on your own terms first.
Campaign-level negative keywords, granular brand exclusions, and channel-level reporting have all landed in Performance Max. Here is what actually changed and how to use it.
Andromeda rewired what Meta optimises for. Most accounts still fight the algorithm. Here is the structural response that actually works in 2026.
Meta's generative AI tools doubled adoption to 8 million advertisers in four months. They are genuinely useful, but not for the reason most coverage suggests.
Attribution has quietly become a board-level argument. A pragmatic, defensible framework for moving beyond last-click without losing the finance team's confidence, drawn from three years of rebuilding measurement at scale.
Google's core updates have become more frequent and their effects more lasting. Recovery is possible, but the approaches that work are different from the ones that fill the SEO forums in the weeks after a rollout. A structured framework for diagnosing impact and identifying the improvements with real leverage.
YouTube Shorts inventory has matured enough to evaluate seriously as a performance channel. The CPMs are lower than long-form, the audience size is substantial, and there is now enough campaign data to understand when it earns its place in a media plan.
The debate about Performance Max versus Standard Shopping campaigns has produced more heat than light. The honest answer depends on the account, the catalogue and the measurement setup. A structured framework for making the right call for your specific situation.
Link acquisition through digital PR has become the dominant approach for brands that cannot buy links and will not build doorway pages. But the category covers a huge range of tactics with wildly different outcomes. An honest assessment of what actually earns authority-relevant coverage in 2026.
Advantage+ Shopping campaigns are Meta's version of Performance Max: powerful when structured correctly, capable of spending inefficiently when left to their own devices. A systematic audit checklist for accounts that have been running ASC for three months or more.
Hreflang is one of the most implementation-dependent signals in SEO. At enterprise scale, the failure modes are predictable, structural and expensive. A diagnostic guide to the five patterns that cause the most organic visibility loss in international sites.
Most Performance Max underperformance is a feed problem. The campaign structure and bidding get the attention, but it is the product data quality, title logic and custom labels that determine what gets served, to whom and at what margin.
Google's page experience signals have evolved substantially since the 2021 rollout. INP has replaced FID, the CrUX data window has changed, and the ranking weight has been quietly recalibrated. A practical update on what actually matters for technical SEO teams in 2026.
Geo holdout tests are the closest thing paid media has to a controlled experiment. Here is the operational detail most guides skip: how to design a valid test, pick your markets, set your confidence threshold and read the results without fooling yourself.
Google Business Profile remains the single most influential signal in local pack rankings, but the specific optimisation levers have shifted. A practitioner update on what is currently moving the needle and what is noise.
Broad match has a reputation it mostly earned in 2018. The match type has changed significantly, and dismissing it entirely is leaving incremental volume on the table. Here is how to give it a fair trial without blowing your budget on irrelevant queries.