Marktech Blog
Our specialists share performance marketing insights: Meta Ads, Google Ads, analytics, optimization and more.
Google Ads Benchmarks in Brazil: Search CTR, CPC and CPM
CTR, CPC and CPM for search campaigns in Brazil, in reais: median and quartiles from a sample of Marktech portfolio accounts, with open methodology.
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How Much Did CPC Rise Beyond Inflation? Clicks vs. the IPCA
A panel of accounts, the same in both years: how much search CPC rose in Brazil in 12 months, in nominal terms and net of IPCA inflation.
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Why CPC Rises Without Any New Competitors
Squashing, RGSP, Smart Bidding and results-page changes: the mechanisms that raise Google Ads CPCs without a single new advertiser in the auction.
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How to Allocate Budget Across Media Channels
Return curves, convex optimization and equal marginal returns: the method we use at Marktech to allocate budget across media channels.
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Your A/B Test May Be Lying to You
Stopping a test when the result looks good nearly quadruples false positives. We simulated 10,000 A/B tests to show the effect of peeking.
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Marketing Mix Modeling: Attribution Beyond the Click
How Marketing Mix Models estimate each channel's contribution without relying on clicks, and what we saw applying Meridian, Google's open-source MMM.
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MarTech and AdTech: What Are They?
Understand what MarTech and AdTech are, the difference between the two terms, and how to use technology to improve your ad results.
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How the Google Ads Auction Works
Understand how the Google Ads auction works: the blind auction, Ad Rank, Quality Score, and how to pay less per click.
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Facebook Ad Frequency: What Is the Ideal Number?
Understand ad frequency in Meta Ads: where to track it, what influences the metric, and the ideal value to avoid creative fatigue.
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