I hate to admit it, but I probably spend more time surfing YouTube than I probably should. You know how it goes: A friend sends you a link to some funny or random video on YouTube, then you find another video to watch and then you’re hooked. As someone who manages PPC accounts for a living, I wondered, why am I not on YouTube trying to grab a share of this captive … [Read more...] about Integrating YouTube Promoted Vidoes Into Your PPC Accounts
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The psychology of advertising: Turning human behavior into measurable conversions
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 developed known as The Ad-diction Method. This approach enables marketers to increase conversions and lower … [Read more...] about The psychology of advertising: Turning human behavior into measurable conversions
7 key trends set to shape your ecommerce PPC strategy in 2026
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 overnight. As 2026 approaches, a new era of paid advertising is emerging, redefining how brands attract and convert … [Read more...] about 7 key trends set to shape your ecommerce PPC strategy in 2026
How to win attention with Instagram Reels
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 search, attention is drifting. Young users often start with social media when they want to discover where to eat, what to buy, or how to solve a quick … [Read more...] about How to win attention with Instagram Reels
Beyond ‘Best Practice’ – A Data-Driven Framework for Smarter Campaigns
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 on what? Why do the same handful of products soak up all the attention while thousands of others gather digital dust? This isn't a bug in … [Read more...] about Beyond ‘Best Practice’ – A Data-Driven Framework for Smarter Campaigns
Breaking Free from Misleading Ad Results: Using First-Party Data for Smarter Measurement
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 marketing channel. Personally, I think that number is conservative. Measurement has always been difficult, but in the last few years, it’s … [Read more...] about Breaking Free from Misleading Ad Results: Using First-Party Data for Smarter Measurement
Lessons From 15 Years in Paid Media: The Mistakes That Still Haunt Me (and How You Can Avoid Them)
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 had full control. It was also the year that Prince William and Kate Middleton got married, and the year Charlie Sheen made headlines for all the wrong … [Read more...] about Lessons From 15 Years in Paid Media: The Mistakes That Still Haunt Me (and How You Can Avoid Them)
Rethinking Paid Search: Diversification as the Future of Fair Advertising
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 practice, however, the industry has evolved into a highly complex auction where billions of … [Read more...] about Rethinking Paid Search: Diversification as the Future of Fair Advertising
Why UX is the Secret Weapon for Maximizing Ad Performance
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 needs to sit at the heart of your marketing efforts because that’s how businesses win today. What UX Really Means When I first started in UX about seven … [Read more...] about Why UX is the Secret Weapon for Maximizing Ad Performance
How AI is increasing the threat from ad hijacking & impersonation fraud – And how to fight back
AI makes it increasingly easy to fool people. It can manipulate truth, create convincing fakes, and erode trust. And nowhere is this more dangerous than in digital marketing, where ads, brands, and budgets are on the line. In this article, I’ll explore three major ways fraudsters exploit paid advertising - impersonation fraud, brand bidding, and phishing ads - and how … [Read more...] about How AI is increasing the threat from ad hijacking & impersonation fraud – And how to fight back
LinkedIn Ads Analytics: B2B Metrics That Matter
LinkedIn is the go-to place for professionals looking to connect, share, and do business. Now, it has become a powerful resource for B2B marketers. But running ads here isn't enough. You must pay attention to the right B2B metrics. Otherwise, you could be wasting time and money. With 1.1 billion users globally, LinkedIn is an essential tool for B2B social media. It often … [Read more...] about LinkedIn Ads Analytics: B2B Metrics That Matter
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
