Pay-per-click (PPC) advertising has evolved dramatically over the past few years. With artificial intelligence reshaping how we create campaigns, analyze data, and optimize performance, the PPC tools you choose can make or break your marketing efforts. The right PPC tools...
Continue Reading 15 PPC Tools Every Marketer Should Be Using in 2026
Advertising is not just a matter of metrics and media spend; it is fundamentally an exercise in understanding human behavior. In this article, I will outline a practical framework for integrating psychological principles into advertising, based on a methodology I...
Continue Reading The psychology of advertising: Turning human behavior into measurable conversions
Those days of easy PPC campaigns are long gone. Time was all it took was a budget, a few keywords, and the clicks would follow. Today’s ecommerce market is a high-speed battlefield where algorithms, automation, and consumer expectations evolve almost...
Continue Reading 7 key trends set to shape your ecommerce PPC strategy in 2026
Instagram Reels went from “cool new feature” to the heartbeat of the app in just a few years. Shortform video is now how people explore, learn, and decide what to try next. While Google still runs the show for high-intent...
For anyone managing a large e-commerce account, Performance Max presents a paradox. It promises unparalleled reach and efficiency, yet it can often feel like you’ve handed over the keys to a black box. You see the budget being spent, but...
Continue Reading Beyond ‘Best Practice’ – A Data-Driven Framework for Smarter Campaigns
The ground under digital marketing is shifting. Third-party cookies are dying, and browsers are locking down tracking. People are actually reading those consent prompts now. If you run paid media, this isn’t just a minor headache, as you need to...
Continue Reading From targeting to trust: How privacy-first PPC turns GA4 into a customer compass
Over a decade ago, I was the founder and CEO of a thriving international price comparison company. Back then, our business was booming: seven-digit monthly ad spends with Google, eight-digit revenues, and over 100 million paid leads delivered annually to...
As marketers, we’re all familiar with the sinking feeling when a client asks, “So… how do we know this is working?” You’re not alone — according to recent research, 39% of marketing decision-makers struggle to measure the impact of each...
When you consider digital marketing, two channels usually come to mind: email and PPC (pay-per-click). Both are used individually by most companies. They send email campaigns on one end and place Google or social ads on the other. But when...
Continue Reading How to deploy email to turbo charge your PPC results
I started my career in paid media back in 2011 at a small PPC agency called Periscopix. It was, in many ways, a much simpler time. Performance Max didn’t exist. Campaign management meant making one bid change a day. You...
From Google reliance to Microsoft Ads innovation, advertisers must embrace multi-platform strategies. Advertising, at its core, is about connecting people with valuable products and services. It’s the act of calling attention to something to attract interest, engagement, and sales. In...
Continue Reading Rethinking Paid Search: Diversification as the Future of Fair Advertising
The aim of this article is a simple one: To cause you to make UX a core part of your marketing strategy, not an afterthought. It shouldn’t be a separate team hidden in a corner that nobody talks to. It...
Continue Reading Why UX is the Secret Weapon for Maximizing Ad Performance
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