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Cross-channel measurement across paid search, organic search, GA4, consent, attribution, landing-page quality, and linked Google platforms.
Match evolution awareness, bidding strategy guardrails, brand vs non-brand portfolio theory, uplift incrementality intuition, parity scripts cautions, feed hygiene for shopping surfaces.
Paid search foundations: auctions at a glance, relevance, structure (campaign/ad group/ads), negatives, conversions, basic metrics—without platform-specific jargon only.
Incrementality framing, causal design literacy, modeled conversions skepticism, cross-channel synergy vs double counting, Privacy Sandbox ramifications at strategy level, algorithmic exploitation ethics.
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