https://www.semcommunity.com/paid-media The flagship desk. Strategy, structure and hard-won field notes from practitioners who run the accounts, across search, social, programmatic and video. en-GB Sat, 20 Jun 2026 11:51:47 +0000 The SEM Dispatch (Next.js) https://www.semcommunity.com/paid-media/ppc/ai-max-search-dsa-migration-september-2026 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. Fri, 12 Jun 2026 00:00:00 +0000 https://www.semcommunity.com/paid-media/ppc/ai-max-search-dsa-migration-september-2026 Teodor Yordanov Paid Media https://www.semcommunity.com/paid-media/ppc/performance-max-negative-keywords-brand-controls-2026 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. Thu, 11 Jun 2026 00:00:00 +0000 https://www.semcommunity.com/paid-media/ppc/performance-max-negative-keywords-brand-controls-2026 Teodor Yordanov Paid Media https://www.semcommunity.com/paid-media/social-media-advertising/andromeda-account-structure-post-2025 Andromeda rewired what Meta optimises for. Most accounts still fight the algorithm. Here is the structural response that actually works in 2026. Wed, 10 Jun 2026 00:00:00 +0000 https://www.semcommunity.com/paid-media/social-media-advertising/andromeda-account-structure-post-2025 Teodor Yordanov Paid Media https://www.semcommunity.com/paid-media/social-media-advertising/meta-ai-creative-tools-2026-volume-strategy 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. Tue, 09 Jun 2026 00:00:00 +0000 https://www.semcommunity.com/paid-media/social-media-advertising/meta-ai-creative-tools-2026-volume-strategy Teodor Yordanov Paid Media https://www.semcommunity.com/paid-media/measurement/death-of-last-click 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. Fri, 05 Jun 2026 00:00:00 +0000 https://www.semcommunity.com/paid-media/measurement/death-of-last-click Teodor Yordanov Paid Media https://www.semcommunity.com/paid-media/video-advertising/youtube-shorts-lower-funnel 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. Fri, 08 May 2026 00:00:00 +0000 https://www.semcommunity.com/paid-media/video-advertising/youtube-shorts-lower-funnel Teodor Yordanov Paid Media https://www.semcommunity.com/paid-media/ppc/pmax-vs-standard-shopping-decision-framework 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. Tue, 28 Apr 2026 00:00:00 +0000 https://www.semcommunity.com/paid-media/ppc/pmax-vs-standard-shopping-decision-framework Teodor Yordanov Paid Media https://www.semcommunity.com/paid-media/social-media-advertising/meta-advantage-plus-shopping-audit 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. Fri, 03 Apr 2026 00:00:00 +0000 https://www.semcommunity.com/paid-media/social-media-advertising/meta-advantage-plus-shopping-audit Teodor Yordanov Paid Media https://www.semcommunity.com/paid-media/ppc/performance-max-feed-architecture 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. Tue, 10 Mar 2026 00:00:00 +0000 https://www.semcommunity.com/paid-media/ppc/performance-max-feed-architecture Teodor Yordanov Paid Media https://www.semcommunity.com/paid-media/measurement/geo-holdout-testing-first-run 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. Sat, 14 Feb 2026 00:00:00 +0000 https://www.semcommunity.com/paid-media/measurement/geo-holdout-testing-first-run Teodor Yordanov Paid Media https://www.semcommunity.com/paid-media/ppc/broad-match-second-look 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. Thu, 22 Jan 2026 00:00:00 +0000 https://www.semcommunity.com/paid-media/ppc/broad-match-second-look Teodor Yordanov Paid Media