things worth writing down
What I’ve learned spending other people’s money.
Short, practical pieces on audiences, media buying, search and social, the questions clients ask me most often, written down once so you can read them for free.
Audienceswho is actually buying
Media buyingmaking the spend work
Searchgetting found on purpose
that’s me →
Eman, Cairo
100+
brands
retail, property, beauty, food and more
7
markets
across three continents
10+
years of experience
in digital performance marketing
Brands I've worked with
over 100 brands
Agencies I partner with
7 agencies
Latest writing
6 articles
latest
audience
How to choose your target audience?
Your target audience is the group of people most likely to buy what you sell, described precisely enough that you can write an ad to them.…
2 min read · 3 Apr 2023 · Read
seo
The Definitive Guide to SEO
SEO is the practice of making a website easier for search engines to understand and easier for people to use, so it ranks higher in unpaid…
3 min read · 27 Aug 2023
paid social
The Power of Paid Advertising on Social Media
Paid social advertising is no longer a supplement to organic posting, it is the main way a business reaches people on social platforms. Organic reach has…
3 min read · 27 Aug 2023
social media
The importance of social media
Social media matters to a business because it is where reach, reputation and customer relationships now happen at the same time. It lets you find people…
2 min read · 6 Apr 2023
seo & geo
GEO vs SEO: How to Get Your Brand Named by AI Search
GEO, generative engine optimisation, gets your brand named inside AI answers rather than ranked on a results page. Here is how it differs from SEO and…
4 min read · 14 Sep 2026
media buying
What Is a Good ROAS? Benchmarks by Industry and How to Improve Yours
A good ROAS is usually 3 to 5 for e-commerce, but the honest answer depends on your margin, not a benchmark. Here is how to work…
4 min read · 14 Sep 2026
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whereCairo, Egypt
Digital wiz Eman
Creative mind,
creative work.