Accounts Desk
Covers campaign structure and targeting
Explains how social accounts are built and organised for reliable delivery.
Paid Social Guide
A guide to paid social advertising for Australian advertisers: account structure, targeting, creative testing, conversion tracking and reporting.
Not yet published. What we cover, and who covers it, is set out below.
What we cover
Paid Social Guide covers the structure, targeting and creative work behind social campaigns, along with tracking, reporting and scaling decisions. It is written for Australian advertisers running their own accounts.
Written for in-house social buyers and performance agency teams.
- 01Account Structure
- 02Audience Targeting
- 03Creative Testing
- 04Conversion Tracking
- 05Catalogues
- 06Account Reviews
The desks
Each desk is part of the editorial team with its own beat, not an individual. The byline names the desk, and the structured data identifies it as an organisation.
Creative Desk
Covers ad creative and landing pages
Follows testing routines for social creative, copy and the pages they point to.
Reporting Desk
Covers measurement and account reporting
Looks at conversion tracking, reporting and the reviews that feed the next campaign.
How we work
Written for the people who decide
Running paid social accounts and campaigns for Australian brands. Articles are written for people with a concrete decision in front of them, not for those trying to sell one.
Numbers name their source
Every figure says where it comes from and when it dates from. Where the industry disagrees, that is stated, rather than quietly taking a side.
Nothing tracks you here
No cookies, no analytics, no third-party scripts. If that ever changes, the privacy policy changes the same day.
Where should we start?
The order is not set yet. If there is a question you have had to answer the hard way yourself, send it to the editors. It is the most useful thing you can send a publication that has not yet begun.