Most digital advertising advice comes from agencies trying to sell you something or influencers who’ve never managed a real ad budget at scale. I’m neither.
I’m Seng Nickerson, and I’ve spent the last decade at the intersection of search marketing, digital advertising, and emerging technology. As a Principal Product Manager at Amazon, I lead worldwide search advertising programs that help hundreds of millions of products get discovered every day with unimaginable budgets. Before that, I spent five years running my own digital ventures, learning what it takes to make advertising work when every dollar counts.
What sets me apart isn’t just the scale I work at — it’s seeing where digital advertising is heading next. While most marketers are still catching up to today’s changes, I’m already working with the technologies and strategies that will define tomorrow’s competitive advertising landscape.
The Early AI Advantage
While everyone else was discovering ChatGPT in 2022, I was already deep in the world of conversational AI. Years before it hit the headlines, I was designing and deploying chatbots and cognitive services inside enterprise environments to help internal teams as well as marketing teams. I learned firsthand what separates AI tools that actually solve business problems from expensive tech demos that collect digital dust.
That early experience taught me something crucial: the most powerful advertising technology means nothing without clear strategy and proper implementation.
Why This Site Exists
Small and mid-sized businesses are drowning in digital advertising complexity. They’re bombarded with conflicting advice, overwhelmed by platform changes, and frustrated by wasted ad spend that delivers more vanity metrics than actual customers.
I built this site to cut through that noise. No corporate jargon, no sales pitches — just practical insights from someone who’s seen advertising systems work (and fail) at scale.
What You’ll Find Here
Strategic Foundations
- Product feeds that actually convert browsers into buyers
- Search and text ads that attract customers, not just clicks
- Social and display advertising that scales without burning budgets
Emerging Opportunities
- Conversational ads and AI-driven customer experiences
- Automation strategies that save time without sacrificing results
- How to leverage new technology before your competitors catch on
My Mission
Digital advertising shouldn’t require a computer science degree or a six-figure agency retainer. Every business — from the local bakery to the fast-growing startup — deserves access to strategies that actually work.
I translate complex advertising technology into clear, actionable steps that reduce waste and drive real growth.
What’s Coming
I’m building resources that go deeper than surface-level tips:
- Free Playbook: The most expensive mistakes I see businesses make in their ads (and exactly how to fix them)
- In-depth Guides: Strategic frameworks for each major advertising platform
- Case Studies: Real examples of what works (and what doesn’t) across different industries
Want early access? Subscribe below and you’ll be the first to know when new resources launch.
The Fine Print
The views expressed here are my own and don’t represent Amazon or any other employer. This site is designed to be educational first — sharing what I’ve learned to help businesses advertise smarter.
Ready to stop wasting money on ads that don’t work? Start with my free email series on the biggest advertising mistakes and how to avoid them.