The seeds of Wheelhouse were sown 24 years ago on the banks of the Bohorok River in Sumatra. It was here that I met a recently retired American couple in their mid-50s. For the previous two months, they had been staying in a picturesque guesthouse overlooking the river—reading, writing, hiking, rafting, and paying frequent visits to the Orangutan sanctuary we’d all come to visit (which was just a short hike away.)

Our PPC team uses a variety of tactics honed over years of managing performance-driven PPC accounts. Today I want to share one, quite powerful tactic hiding in plain sight, disguised as a mundane account setting: ad delivery options.