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...
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,...
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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...
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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...
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...
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How integrated data can shape your marketing strategies
In a world inundated with data, marketers often find themselves navigating an overwhelming and fragmented digital ecosystem. From dealing with scattered data sources to convincing stakeholders of long-term value, today’s marketers are facing a growing list of measurement challenges. At...
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How you can prove SEO & PPC drive revenue
In the world of marketing, much of the conversation revolves around PPC, SEO, traffic, and lead generation. But what happens after the click? What happens once someone fills out a form or lands on your site? More importantly, how do...
Does paid search strategy exist?
Do you want to know my least favourite phrase in all of professional life? “Be strategic, not tactical.” I heard this a lot during the early stages of my career. On the face of it, it seems like a sufficiently...
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...
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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...
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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...
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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...
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