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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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
16 tips to shake up and optimise your Google Ads Performance Max campaigns
If you’re running Google Ads, it’s likely you’ve already tested Performance Max (pMax) and, just as likely, enjoyed mixed results. That's because, unfortunately, it’s not a ‘set it and forget it’ feature. You will need to invest considerable effort to achieve good results. What is Google Ads Performance Max (pMax)? In theory pMax should work like a dream. You get more … [Read more...] about 16 tips to shake up and optimise your Google Ads Performance Max campaigns
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
Store Visit Tracking: How to Use Google Ads to Drive Footfall to Your Local Business
How do you optimise campaigns when in-store visits are more valuable than online conversions? This is particularly pertinent for restaurant, retail store, and service businesses clients; where the real magic happens face-to-face. The answer is with store visit tracking. Whether you love it or loathe it, Performance Max has transformed how we measure and optimise for physical … [Read more...] about Store Visit Tracking: How to Use Google Ads to Drive Footfall to Your Local Business
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
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
Is paid search as we once knew it dying? The evolution of Google Ads and the future of PPC
In recent years, the world of digital marketing has been buzzing with one big question: Is paid search as we once knew it dying? With the rise of social platforms like TikTok becoming new search engines, evolving user behaviors, and shrinking Google market share, it’s clear that the digital landscape is transforming rapidly. But what does this mean for PPC professionals? Let’s … [Read more...] about Is paid search as we once knew it dying? The evolution of Google Ads and the future of PPC
The Role of AI in PPC: Magic or Overrated?
AI in PPC continues to evolve. In time we can expect to see its application expand into even more areas of paid advertising. What's clear for now, however, is that AI is a helper. It can, for example, identify and segment audiences, and test numerous ad variations. Google claims that by switching from focusing on CPC to an AI-enhanced ROAS bid strategy, advertisers typically … [Read more...] about The Role of AI in PPC: Magic or Overrated?
How to Set and Manage a PPC Budget
When it comes to maximizing your revenue and making sure that your marketing dollar is put to good work for your business, nothing is more important than PPC budget management. Here is why budget management is a significant factor in PPC campaigns: Setting Your PPC Budget A clear financial plan is an extremely important asset for the success of PPC campaigns in … [Read more...] about How to Set and Manage a PPC Budget
Remarketing Strategies with Automated Nurturing Sequences in Google Ads
Remarketing can be a winner for your ad strategy, but too many businesses use outdated tactics. Most remarketing campaigns rely on basic audience segmentation and generic messaging. That might have worked a few years back, but it doesn’t cut it today. It’s time to modernize your remarketing campaigns and try something different. Automated nurturing sequences are a more … [Read more...] about Remarketing Strategies with Automated Nurturing Sequences in Google Ads
