Marketing Guides Without the Padding
Each of these answers one question in the first three sentences and then explains the detail. If you only read the top of the page, you should still have the answer.
- 17 guides
- Updated 2026
- Written from account experience
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What Is Performance Marketing?
Performance marketing is paid acquisition measured against a defined commercial outcome (a purchase, a qualified lead, a booked call) rather than against reach or engagement. Budget is allocated continuously toward whatever produces that outcome most efficiently, and every campaign is judged by cost per result against the margin it earns.
Read the full answer →Performance Marketing vs Digital Marketing
Digital marketing is the whole category of marketing done through digital channels, including SEO, content, email, organic social and paid advertising. Performance marketing is the subset in which spend is tied to a specific measurable outcome and optimised continuously against cost per result. Every performance marketing activity is digital marketing; most digital marketing activity is not performance marketing.
Read the full answer →Meta Ads vs Google Ads
Google Ads captures existing demand from people already searching for your product, so it typically shows a higher reported ROAS but is capped by search volume. Meta Ads creates demand among people who were not looking, so it scales much further but needs continuous creative investment. Most ecommerce brands past the early stage need both, with Google capturing the demand that Meta creates.
Read the full answer →How Much Does Performance Marketing Cost in India?
Agency management typically costs ₹40,000 to ₹1,50,000 per month for a specialist team, or 10 to 15 percent of managed ad spend once spend is substantial. Separately, you need enough media budget for the platforms to optimise: realistically ₹1.5L to ₹5L per month to start in most Indian categories. Creative production is usually priced on top of both.
Read the full answer →How Much Should I Spend on Meta Ads?
Enough for each ad set to reach roughly 50 conversions per week, which is what Meta's delivery system needs to exit the learning phase reliably. Work it out from your own numbers: 50 multiplied by your current cost per conversion, multiplied by 4.3, gives a realistic monthly minimum. For most Indian D2C brands that lands between ₹1.5L and ₹5L per month.
Read the full answer →ROAS, CAC, LTV and MER Explained
ROAS is revenue divided by ad spend for a campaign. CAC is total acquisition cost divided by new customers acquired. LTV is the total gross profit a customer generates over their relationship with you. MER is total revenue divided by total marketing spend across all channels. ROAS judges a campaign, CAC and LTV judge the business model, and MER is the only one that cannot be double-counted across platforms.
Read the full answer →How to Test Meta Ads Creative
Test distinct concepts against each other, not minor variations. Run each with enough budget to reach a meaningful number of conversions, judge them on hook rate, hold rate and cost per result rather than on click-through alone, and give each test three to five days before deciding. Then produce variations of winners and retire losers on a fixed weekly cadence so the queue never empties.
Read the full answer →How Long Does SEO Take to Work?
Technical fixes can show in Search Console within two to four weeks. New content typically takes two to four months to settle into a stable position. Competitive commercial terms usually take six to twelve months, and longer for a new domain with no link profile. Existing pages that already have some authority move fastest, which is why well-run programmes start there.
Read the full answer →How Much Does SEO Cost in India?
Credible ongoing SEO in India generally starts around ₹25,000 to ₹50,000 per month for a small business, ₹50,000 to ₹1,00,000 for a competitive local or mid-market site, and ₹1,00,000 to ₹3,00,000 plus for ecommerce or multi-city categories. A standalone technical audit typically costs ₹40,000 to ₹1,50,000 depending on site size.
Read the full answer →Technical SEO Checklist
In order of impact: whether important pages are indexable, whether crawlers can reach them, whether duplicate versions are consolidated with canonicals, whether the site is fast on mobile, whether internal linking passes authority to commercial pages, and whether structured data accurately describes the content. Indexation problems outrank everything else, because a page that cannot be indexed cannot rank regardless of quality.
Read the full answer →Core Web Vitals Explained
Core Web Vitals are three metrics Google uses to measure page experience: Largest Contentful Paint should be under 2.5 seconds, Interaction to Next Paint under 200 milliseconds, and Cumulative Layout Shift under 0.1. They are measured on real users, mostly on mobile, so the number that matters is field data from actual visitors rather than a lab score.
Read the full answer →Local SEO in India — Ranking in the Map Pack
Google ranks the local pack on three factors: proximity to the searcher, relevance of your profile to the query, and prominence across the web. Proximity cannot be changed, so local SEO works on the other two: a complete and correctly categorised Google Business Profile, consistent business information across the web, steady genuine reviews, and location pages with real local content.
Read the full answer →What Makes a Good Landing Page?
One goal, a headline that continues the promise made by the ad that brought the visitor, immediate clarity on what is offered and to whom, proof positioned beside the claims it supports, objections answered in the order they arise, minimal form friction, and fast loading on a mid-range mobile phone. Most underperforming pages fail at least three of these.
Read the full answer →What Is CRO (Conversion Rate Optimisation)?
Conversion rate optimisation is the practice of increasing the percentage of visitors who complete a desired action (a purchase, a form, a booked call) by diagnosing where they drop off and fixing those points. It works on traffic you already pay for, which means every improvement makes every other marketing channel cheaper at the same time.
Read the full answer →Conversion Tracking Setup
Define each conversion event precisely, implement it in GA4 and in each ad platform, add server-side tracking with deduplication so browser-blocked events are not lost or double-counted, standardise UTM parameters across every channel, and reconcile the totals against your actual store or CRM data before trusting any of it. Verification with real transactions is a required step, not an optional one.
Read the full answer →UGC Ads — A Practical Guide
UGC ads are paid advertisements made from creator-produced content that looks organic rather than produced. They work because they do not trigger the reflex to scroll past an ad. The brief is what determines whether they perform: a specific hook written in advance, a beat-by-beat structure, a named objection to overcome, and paid usage rights secured before anything runs.
Read the full answer →Content Strategy for D2C Brands
Build commercial pages first (category, product and comparison pages that capture people ready to buy) then supporting content that answers pre-purchase questions, then organic social that creates recognition. Most D2C content programmes invert this order, start with a blog, and produce traffic that never converts.
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