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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…
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Spotlight
7 ways to create better ads: Insights from eye-tracking research
In the crowded world of advertising, one essential question remains: how do you know if your ad is any good? Most marketers judge their ads based on key performance indicators including CTR, CPM, CVR, CPC, ROI, and so on. As valuable as these metrics are, they offer only a partial view of an ad’s effectiveness…
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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 anything but ordinary.…
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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…
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How to Design High-Converting Landing Pages for PPC Campaigns
Do you know that the average conversion rate of landing pages is 9.7%? That is why businesses now understand that landing pages function as silent performers. They are essential for achieving successful performance marketing results. The well-designed landing pages, in fact, function as main conversion drivers that turn random clicks into meaningful customer actions. So,…
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