Meta (Facebook and Instagram) advertising has a reputation for scale. All it takes is one scroll through LinkedIn to be overwhelmed with case studies, stats, job titles, and more, all focused around scaling businesses through Meta. How much of this is actually true... I’ll leave to your own judgement, but from my own experience, working in media buying for a decade and a … [Read more...] about Do Brands Need A Big Budget To Succeed On Meta Ads?
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How To Choose a PPC Agency
You have decided to hire a PPC agency to help grow your business. But you're unsure of where to start. Searching for advice online, there are some common steps and tricks many recommend following. These include: These are great tips, and you shouldn't neglect them. In this article, we will, however, dive a bit deeper and look at a few considerations that might not be as … [Read more...] about How To Choose a PPC Agency
San Diego Sessions: #2. The Next Level of ROI and Real Performance in Paid Media
This is the second in a series of articles by regular PPC Hero contributor - and Hero Conf speaker, Lisa Raehsler - in which we put some of the most anticipated talks from October's Hero Conf San Diego in the spotlight. Read Part 1: What’s Working in AI and PPC Right Now (and What to Watch Next) What does meaningful performance look like in 2025? As marketers, we’re … [Read more...] about San Diego Sessions: #2. The Next Level of ROI and Real Performance in Paid Media
Video Retargeting: Converting Warm Leads in Your PPC Funnel
Someone checked out your product video, browsed your pricing page or stayed on your site longer than most people do. All good signs, but… Then they left. What now? That gap between interest and commitment is where your warm leads hang around. Unless you go after them with something that catches their interest, they might just never come back again. At this point, they … [Read more...] about Video Retargeting: Converting Warm Leads in Your PPC Funnel
San Diego Sessions: #1. What’s Working in AI and PPC Right Now (and What to Watch Next)
This is the first in a series of articles by regular PPC Hero contributor - and Hero Conf speaker, Lisa Raehsler - in which we put some of the most anticipated talks from October's Hero Conf San Diego in the spotlight. AI-powered advertising is the new reality for advertisers navigating platform automation and shifting consumer behavior. At HeroConf, we’re digging deeper … [Read more...] about San Diego Sessions: #1. What’s Working in AI and PPC Right Now (and What to Watch Next)
How Small Businesses Can Compete With Big Brands In PPC
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
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
