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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,…
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Spotlight
In-House or Outsource? The Feed Management Question Every Brand Should Ask
If you’re still treating your feed like a static spreadsheet, you’re playing yesterday’s game. Product feeds used to be the backend bit you would send to Google once a month before hoping for the best. Today? Your feed is your growth engine. PMax, Meta, TikTok, dynamic ads – every one of them depends on how…
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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…
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Why are Google Ads CPCs increasing?
Google advertisers have witnessed a steady climb in cost-per-click (CPC) in recent years. Across the board, search advertising is becoming more expensive. In 2024, 86% of industries saw higher CPCs compared to the previous year, with an average jump of about 10% year-over-year. The average CPC reached £3.40 (up from £3.08 the year before) and…
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 Conf…
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