With the new algorithm changes from Google and Yahoo!, having a good quality score is an added challenge in the PPC world; and your ad text is a big part of having a great quality score. Here are five tips I have used personally that helped me gain control of my accounts through ad text testing. 1. Call to action: Speaking with Google and Yahoo! frequently, they suggest that … [Read more...] about 5 Ideas for A/B Testing Your PPC Ad Text
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We’re Gonna Have Some Fundamentals!
All of us who work in pay-per-click (PPC) advertising look at accounts and stats day in and day out. After a while, we can easily start to lose focus and lose our grip on the basics. Today, I will discuss the most fundamental yet most important aspects of managing a well-planned and great-performing PPC campaign. Ad Testing The most powerful tip I can give to anyone running … [Read more...] about We’re Gonna Have Some Fundamentals!
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
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
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
How Google and Meta Campaign Support Is Undermining PPC Agencies
A recent poll conducted via LinkedIn revealed 83% of PPC campaign managers believe campaign support from Google and Meta falls short. While this is based on a modest sample of self-selecting users, it reinforces the view that many working in the pay-per-click industry are frustrated, and that both the big platforms have been slow to address campaign support concerns. The … [Read more...] about How Google and Meta Campaign Support Is Undermining PPC Agencies
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
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
Seven Social Media Marketing Trends You Need To Be On Top Of in 2025
Social media isn’t just a space for selfies and hashtags anymore, it's where brands connect, influence, and sell. Did you know that in 2023, 106.8 million Americans made purchases directly through social platforms? That number is expected to rise above 118 million by 2027. The way businesses market is changing fast, and staying ahead of these trends isn’t optional; it’s … [Read more...] about Seven Social Media Marketing Trends You Need To Be On Top Of in 2025
Google Won’t Save You: The Growing Threat of AI Bot Traffic in Digital Advertising
As digital marketers gather insights, optimize campaigns, and analyze performance data, there’s a growing invisible threat undermining their efforts: AI-powered bot traffic. In an era where automation and artificial intelligence are being woven into every layer of marketing, the dark side of this innovation is catching many off guard. And Google isn’t going to save you. Meet … [Read more...] about Google Won’t Save You: The Growing Threat of AI Bot Traffic in Digital Advertising
