Writing
Notes on paid media and agents
Working notes on the parts of media buying that are mechanical enough to write down, and what changes when something reads your accounts every day.
- What a frequency ceiling actually costs youMost accounts set one and never revisit it. The number that matters is not the ceiling but how long you sit against it.5 min
- Why “the algorithm changed” is almost never the answerFour cheaper explanations to rule out first, in the order they are worth checking.6 min
- Read-only agents are more useful than they soundAn agent that cannot touch your account still removes the slowest part of the job, which is knowing where to look.5 min
- Writing a playbook a machine will not misreadThe rules you keep in your head are more conditional than you think. Getting them down is most of the work.6 min