Notes from live accounts
Written from running our own brands and our clients', not from a content calendar. Three tracks: the Mumbai market, operator notes, and the technical side of visibility.
Notes specific to competing in this city.
What Digital Marketing Actually Costs in Mumbai
Honest ranges for retainers, media budgets and in-house salaries in Mumbai, and the crossover point where hiring becomes cheaper than an agency.
Read 3 MIN READHow to Choose a Digital Marketing Agency in Mumbai
The questions that separate an agency that will do the work from one that will manage you, including the single term that matters most.
Read 3 MIN READWhy Your Mumbai Google Ads CPC Is So High
Click costs in this city vary enormously by category. What drives the difference, and why the expensive click is often the cheaper customer.
Read 3 MIN READMarketing a Dental Clinic in a Dense Mumbai Suburb
What actually fills chairs in a neighbourhood with a clinic on every street, and where most dental marketing budget is lost.
Read 3 MIN READLocal Pack Ranking in Dense Mumbai Neighbourhoods
Proximity caps how far a business can rank in the map results. What that means for reporting, and what to do about the area you cannot reach.
Read 3 MIN READThe Google Business Profile Work Mumbai Restaurants Skip
Aggregators take a commission on every order. The free channel that competes with them is usually neglected, and it takes an hour a week.
Read 3 MIN READWhy Your Mumbai Real Estate Leads Are Worthless
Cost per lead is close to a vanity metric in property. The number that matters is attended site visits, and the fix costs you leads on purpose.
Read 2 MIN READIndore: Thin Competition and Real Search Volume
Search demand in Indore is meaningful and the competition for it is a fraction of what it costs to compete in Mumbai. What that means for a local business.
ReadWritten from running our own brands, not a textbook.
Fixing a Google Merchant Center Return Policy Rejection
Merchant Center rejected our return policy repeatedly before we understood what it was actually checking. The fix, and the three settings that cause most rejections.
Read 3 MIN READThe Shipping Charge That Killed Our Conversion Rate
A Meta campaign with a strong click-through rate and almost no purchases. The bottleneck was a shipping charge that only appeared at the final checkout step.
Read 2 MIN READGoogle Ads Auto-Apply Deleted Our Keywords
An account collapsed with no change anyone remembered making. The change history showed auto-apply recommendations removing keywords and broadening match types.
Read 3 MIN READAmazon or Your Own Store: The Economics Nobody Models
Running the same catalogue on a marketplace and on our own store showed how differently the margin behaves once every fee is counted honestly.
Read 3 MIN READGetting the First Fifty Product Reviews
Review count gates several things you probably want, including Google seller ratings. Here is what worked for us, and what quietly risks your account.
Read 3 MIN READWhat Our Own COD Data Showed About Returns
Return-to-origin is not one number. Segmenting our own COD orders by traffic source and pincode changed what we did about it.
Read 3 MIN READReading Creative Fatigue Before It Costs You
A Meta account decaying is usually diagnosed as a targeting problem. The metric combination that names the real cause, and what resets attention.
Read 2 MIN READPaid Orders Your Store Never Recorded
A webhook that silently fails leaves customers charged and orders missing. How to find out whether it is happening to you.
Read 2 MIN READWhat Happens When a Marketplace Delists You
Losing a listing is recoverable and disruptive. Why it happens, what to do, and the structural lesson about renting your demand.
Read 2 MIN READSometimes the Answer Is Training, Not a Retainer
A number of businesses do not need an agency. They need their own people to stop making four avoidable mistakes.
ReadThe engineering side of visibility.
AEO and SEO: What Actually Changes
Answer engine optimisation is an emphasis inside SEO rather than a separate discipline. What genuinely differs, and an honest note on measurement.
Read 3 MIN READllms.txt: Worth Doing, Not Worth Paying Much For
A proposed convention with a plausible upside and a lot of overstated marketing around it. What it does, what it does not, and how to keep it current.
Read 3 MIN READStructuring a Page So an AI Will Quote It
Answer engines extract passages, not pages. The structural decisions that make a passage easy to lift accurately.
Read 3 MIN READFour Schema Mistakes That Break WordPress Sites Silently
Structured data fails without any visible error. The four faults we find most often, and how to catch them before they cost you rich results.
Read 3 MIN READCore Web Vitals on WooCommerce: What Actually Moves the Number
A green PageSpeed score with poor field data is the most common state we find. The fixes that change what real visitors experience.
Read 2 MIN READTest Your Site on the Phone Your Customers Actually Use
Testing on a fast desktop connection hides the problem entirely. What changes when you check on a mid-range Android over mobile data.
Read 3 MIN READThe GA4 Setting That Hides Your Best Channel
Payment gateway redirects break session attribution unless you exclude them. Most Indian stores have not, and their best revenue is credited to Razorpay.
Read 3 MIN READServer-Side Tracking: Probably Not Yet
It is genuinely valuable above a certain spend and genuinely not worth the complexity below it. How to work out which side you are on.
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