If Google pulled the plug on keyword targeting tomorrow…Would your paid media strategy survive? Paid search has changed. Automation is everywhere. Control is shrinking.And honestly? The old playbook isn’t going to save you anymore. If you want to stay in...
Continue Reading The Paid Search Survival Guide for 2025: How to Win Without Relying on Keywords
Social media ad spend is projected to grow globally by ~50% by 2029, reaching over $345 billion. If you’re involved in social media advertising, whatever your area of focus, Meta and Instagram are likely the channels with which you most...
Performance Max (aka PMax) is a Google Ads campaign type that was officially launched for all advertisers in November 2021. A few months later, in 2022, existing Smart Shopping and Local campaigns were auto upgraded to PMax. The launch of...
Continue Reading Why is the PPC industry divided over Performance Max?
In recent years, YouTube Shorts has emerged as the fastest-growing short-form video platform, revolutionizing the way users consume content. With 70 billion daily views in 2024—a 40% increase from the previous year—and 70% of YouTube watch time coming from mobile...
Continue Reading Why Contextual Advertising is the Future of YouTube Shorts
In an era of global connectivity, hyper-local marketing may seem like an outdated concept, but it’s far from obsolete. For small businesses, local influencers, and community-driven initiatives, targeting a specific local audience can create significant opportunities. By focusing on a...
Continue Reading Content Marketing and PPC for Hyper-Local Audiences: How to Dominate a Small Market
In this three-part series, I first reflected on the evolving role of the PPC manager and then explored how the industry is shifting its focus toward audiences and intent. Now, we turn our attention to the intersection of data and...
Continue Reading The Intersection of Creativity and Data: Rethinking the Art of PPC Advertising
The digital marketing landscape has undergone a seismic shift over the past decade. Once dominated by a singular focus on keyword targeting, the world of PPC advertising now thrives on a more nuanced understanding of audience behaviour and intent. This...
The role of the PPC manager in 2025 will be markedly different from when I first stepped into it back in 2006. At that time, nearly everything was manual. Conversion tracking, as we know it today, was almost non-existent. While...
Continue Reading How Automation will Reshape the Role of the PPC Manager in 2025
The 2024 presidential election offered a fascinating study in contrasting campaign strategies. Despite Vice President Kamala Harris outspending President-elect Donald Trump on advertising by $460 million, Trump secured victory. According to existing FEC filings, Harris allocated $346 million to radio,...
Continue Reading Unpacking the Data Behind Trump and Harris’ Presidential Election Ad Spending
The companies that get their wrists slapped by media regulators tend to be tiny. They either operate believing they and the tactics they employ are too small beer to get noticed – only to find out otherwise – or they...
Continue Reading Nike and Sky digital ads banned as ASA clamping down on online choice architecture
While the Digital Markets Act’s implementation in March 2024 brought some changes, its impact on cookie compliance for most businesses has (so far) been minimal. The adjustments primarily affect less common features, such as GA4 audience sharing, which is helpful...
Continue Reading A Handy Guide to Consent Management Platforms with Free Plans
Creating impactful PowerPoint slides is essential for delivering a memorable and effective presentation at conferences like Hero Conf. This guide will walk you through the key principles of slide design, storytelling techniques, and best practices to ensure your content resonates...
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