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The Power of Retargeting: How PPC Ads Can Re-Engage Potential Customers
Picture this: you visit an online store, browse a cool hoodie you love, but leave without buying it. Later, you’re scrolling on social media, and boom—there’s that same hoodie, practically calling your name! That’s retargeting in action. Retargeting is all about gently reminding people of what they’re interested in. It’s like waving at someone you know, saying, "Hey, … [Read more...] about The Power of Retargeting: How PPC Ads Can Re-Engage Potential Customers
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The Intersection of Creativity and Data: Rethinking the Art of PPC Advertising
In this three-part series, I first reflected on the evolving role of the PPC manager and then explored how the industry is shifting its focus toward audiences and intent. Now, we turn our attention to the intersection of data and creativity, examining how these two elements together drive success in PPC advertising. Building on insights from previous articles (How … [Read more...] about The Intersection of Creativity and Data: Rethinking the Art of PPC Advertising
The Most Common Mistakes We See in SaaS PPC Campaigns
Building successful PPC campaigns for SaaS presents unique challenges even to the most seasoned marketers. First off, sales cycles are lengthy compared to other industries, which makes tracking final conversions tricky. Moreover, the specifics of the SaaS niche requires that PPC campaigns align with the customer’s journey and product/pricing model. And that’s just the tip of … [Read more...] about The Most Common Mistakes We See in SaaS PPC Campaigns
18 Hidden PPC Conversion Killers—And How to Fix Them
Every successful campaign needs strong negative keywords, good quality scores, and proper match types. You should optimize your landing page speed, set up proper bid adjustments, and write compelling ad copy. These are the fundamentals, and they are crucial. But you already know that. What you might not know are the hidden issues that plague even technically perfect … [Read more...] about 18 Hidden PPC Conversion Killers—And How to Fix Them
Beyond Keywords: How to Build Winning Campaigns with Audience Targeting and First-Party Data
The digital marketing landscape has undergone a seismic shift over the past decade. Once dominated by a singular focus on keyword targeting, the world of PPC advertising now thrives on a more nuanced understanding of audience behaviour and intent. This evolution mirrors the growing complexity of consumer journeys, where decision-making spans multiple … [Read more...] about Beyond Keywords: How to Build Winning Campaigns with Audience Targeting and First-Party Data
The Future of Video Advertising on YouTube: Predictions Of Trends and Innovations
Social media trends come and go. Marketing techniques that work today may be old news tomorrow, but one thing has remained popular over the past few years – video. When it comes to video-first platforms, YouTube continues to dominate as a powerful platform for long- and short-form video advertising, drawing billions of users each month and over 100 million subscribers. But … [Read more...] about The Future of Video Advertising on YouTube: Predictions Of Trends and Innovations
How to Master Performance Max for Microsoft Advertising
If you work in digital marketing, there’s no doubt you’ve heard the term "Performance Max" countless times over the last few years. When layered on top of your existing advertising strategy, Performance Max can drive incremental conversions to your business and boost advertisers’ overall ROI. In fact, when combining Performance Max and search campaigns, advertisers are … [Read more...] about How to Master Performance Max for Microsoft Advertising
Crisis Marketing PPC: Adaptive Advertising Strategies During Market Disruptions
Unforeseen events like natural disasters commonly spark emergency announcements, but they’re not the only reason to send these alerts. As a business, it’s important to monitor news about your brand and overall industry to identify the need for a crisis marketing PPC campaign. But, what is a crisis marketing? And why are PPC ads the go-to advertising option in these … [Read more...] about Crisis Marketing PPC: Adaptive Advertising Strategies During Market Disruptions
Cross-Channel Attribution in 2025: Why Smart Marketers Are Tracking Less Data
Cross-channel attribution isn’t about chasing every click; it’s about asking the right questions. What’s really driving growth? Which touchpoints matter, and which don’t? In 2025, your competitive edge isn't more data. It's clarity. The attribution problem no one talks about Attribution is often framed as a math problem: allocate X% credit to each touchpoint. In 2025, … [Read more...] about Cross-Channel Attribution in 2025: Why Smart Marketers Are Tracking Less Data
How Automation will Reshape the Role of the PPC Manager in 2025
The role of the PPC manager in 2025 will be markedly different from when I first stepped into it back in 2006. At that time, nearly everything was manual. Conversion tracking, as we know it today, was almost non-existent. While some rudimentary forms of tracking were available in-app, they lacked the integration and precision modern systems offer. Automation, which now drives … [Read more...] about How Automation will Reshape the Role of the PPC Manager in 2025
