Pay-Per-Click (PPC) advertising provides small businesses a rapid route to search results and social feeds. In contrast to organic marketing, PPC depends on a model in which businesses bid on keywords and pay per click. Micro-enterprises can generate qualified traffic by employing a robust small business PPC strategy that includes precise audience targeting and budgetary … [Read more...] about How Small Businesses Can Compete With Big Brands In PPC
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Is the Secret to Your Paid Social Success Hidden in Your Organic Content?
In the ever-evolving world of social media marketing, paid and organic strategies often operate in isolation. But is that separation holding us back? The key to paid social success could be hiding in plain sight - within your organic social content. Bridging the Gap Between Organic and Paid Too often, paid and organic teams work in silos: content creators focus on … [Read more...] about Is the Secret to Your Paid Social Success Hidden in Your Organic Content?
ChatGPT Shopping, Product Feeds & the Future of Discovery
The Future of Shopping is a Chat. Are You in It? What if your next sale didn’t come from Google, Meta or TikTok… but from a conversation with ChatGPT? That future just got a lot closer. OpenAI has officially announced a new feature called Search Product Discovery, and it could completely change how people find and consider products online. In short, ChatGPT is … [Read more...] about ChatGPT Shopping, Product Feeds & the Future of Discovery
Manual Bidding Strategies Are Still Important To PPC
Google and Meta are pushing Performance Max and Advantage Plus on PPC Agencies as the next must-embrace thing. Hand over your client's hard-earned marketing budget and let the AI-driven algorithms find what placements and inventory drive the best results. You just focus on the fun stuff like ad copy, creatives and landing pages. For some, that's the dream. Unfortunately, … [Read more...] about Manual Bidding Strategies Are Still Important To PPC
In-House or Outsource? The Feed Management Question Every Brand Should Ask
If you're still treating your feed like a static spreadsheet, you're playing yesterday’s game. Product feeds used to be the backend bit you would send to Google once a month before hoping for the best. Today? Your feed is your growth engine. PMax, Meta, TikTok, dynamic ads - every one of them depends on how well your product data is structured, enriched, and optimized. With … [Read more...] about In-House or Outsource? The Feed Management Question Every Brand Should Ask
7 reasons the Paid Media Manager is more vital that ever
In today’s rapidly evolving digital marketing landscape, the role of the paid media manager is undergoing a significant transformation. Once focused narrowly on platform optimizations and cost-per-click efficiency, today the paid media manager must wear many hats: strategist, data analyst, creative collaborator, and business partner. This article, based on a talk given at Hero … [Read more...] about 7 reasons the Paid Media Manager is more vital that ever
How to maximize Shopping Ad visibility with feed optimization
In today’s competitive digital landscape, visibility is everything—especially when it comes to shopping ads. With Google Shopping, Meta Advantage+, and other platforms playing an increasingly central role in product discovery, feed optimization has become a critical factor in ensuring your products are seen, clicked on, and ultimately purchased. This article explores how … [Read more...] about How to maximize Shopping Ad visibility with feed optimization
How integrated data can shape your marketing strategies
In a world inundated with data, marketers often find themselves navigating an overwhelming and fragmented digital ecosystem. From dealing with scattered data sources to convincing stakeholders of long-term value, today's marketers are facing a growing list of measurement challenges. At the heart of this struggle is a critical tension: balancing short-term platform efficiency … [Read more...] about How integrated data can shape your marketing strategies
Best practices to boost results with Performance Max
In an era defined by rapid digital transformation, performance marketers are increasingly challenged to rethink their strategies, reimagine tools, and reinvent the way they connect with audiences. Google’s Performance Max (PMax) campaign type, despite representing one of the most significant shifts to the broader advertising landscape in recent years, is still not as well … [Read more...] about Best practices to boost results with Performance Max
From Average to Awesome: How to Master the Art of PPC Account Management
Whether you're in B2B lead generation or e-commerce, the principles of high-performance PPC are largely the same. This article shares what I believe separates an average PPC account manager from an awesome one, and outlines four core strategies to help you level up. The Difference Between Average and Awesome Let’s rewind to 2017. Snapchat filters were everywhere, and I … [Read more...] about From Average to Awesome: How to Master the Art of PPC Account Management
How Microsoft Is Transforming Search and Advertising with AI
In recent years, Microsoft has undergone a profound transformation, particularly in its search and advertising business. The driving force behind this shift? Artificial intelligence (AI). While AI may feel like an overused buzzword these days, its impact—especially through Microsoft's partnership with OpenAI and the integration of tools like ChatGPT and Copilot—has been … [Read more...] about How Microsoft Is Transforming Search and Advertising with AI
Performance Max’s Biggest Updates… and What They Mean for Advertisers
The PMax that drove many marketers to reconsider their future in Google Ads is well and truly gone. The black box days are being traded in for greater data visibility and enhanced advertiser controls, thanks to some fantastic community outreach and product efforts from Google. The fact that so much of the meaningful change in Performance Max has come over the past 12 (or … [Read more...] about Performance Max’s Biggest Updates… and What They Mean for Advertisers
