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 evolution mirrors the growing complexity of consumer journeys, where decision-making spans multiple … [Read more...] about Beyond Keywords: How to Build Winning Campaigns with Audience Targeting and First-Party Data
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Crisis Marketing PPC: Adaptive Advertising Strategies During Market Disruptions
Unforeseen events like natural disasters commonly spark emergency announcements, but they’re not the only reason to send these alerts. As a business, it’s important to monitor news about your brand and overall industry to identify the need for a crisis marketing PPC campaign. But, what is a crisis marketing? And why are PPC ads the go-to advertising option in these … [Read more...] about Crisis Marketing PPC: Adaptive Advertising Strategies During Market Disruptions
How Automation will Reshape the Role of the PPC Manager in 2025
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 some rudimentary forms of tracking were available in-app, they lacked the integration and precision modern systems offer. Automation, which now drives … [Read more...] about How Automation will Reshape the Role of the PPC Manager in 2025
5 PPC Scripts I Use To Make My Life Easier
If you’re a paid search practitioner, you know how important it is to be efficient and proactive with your campaigns. As the world of paid search gets more competitive, and consumer behavior changes, advertisers need tools to help them automate tasks, discover actionable insights, and optimize their campaigns in real time. That’s where PPC scripts come in. What are PPC … [Read more...] about 5 PPC Scripts I Use To Make My Life Easier
Hero Conf San Diego 2024 – paid media conference
Hero Conf San Diego September 2025
So much more than just a conference... HERO CONF TICKETS There are many ways to join us at Hero Conf. Choose your ideal ticket type below. Free single day tickets will be available to apply for between Weds, Jan 15 - Fri, Jan 17. Find out more. Founding Supporter … [Read more...] about Hero Conf San Diego September 2025
10 Things I Wish I Knew Before Starting In PPC
I’ve been working at a digital marketing agency for nine years, the last three focusing specifically on PPC. I still have plenty to learn, but over that time I’ve picked up a lot about this industry. My goal here is to provide some early lessons, so you don’t have to make the same mistakes I did! 1. Learn About The Business First If you don’t understand the company you’re … [Read more...] about 10 Things I Wish I Knew Before Starting In PPC
Hero Conf UK April 2025
So much more than just a conference... Headline sponsor Founding supporter … [Read more...] about Hero Conf UK April 2025
How Top of Funnel Paid Search Advertising Can Be Effective
Imagine a world where you could appear at the top of the SERP as soon as someone has an issue your product or service can solve. Historically PPC has been pitched to businesses as a lower funnel and solely a conversion-driving strategy. It still is. It’s great at doing that, but can PPC successfully drive awareness? The answer, in many cases, is that it can… What is … [Read more...] about How Top of Funnel Paid Search Advertising Can Be Effective
How To Integrate Your Paid Media & SEO Teams
The integration of Paid Media and Search Engine Optimisation (SEO) teams is becoming an essential strategy for both marketing and business success. The traditional approach of managing these teams separately has often resulted in missed opportunities and inefficiencies. Bringing them together creates a comprehensive holistic strategy that optimises short-term wins and … [Read more...] about How To Integrate Your Paid Media & SEO Teams
How to safely use Broad Match keywords
For years, PPC marketers have avoided Broad Match keywords. They are notorious for matching irrelevant search terms alongside relevant ones. This imprecision stems from Close Variant matching, which includes matching a searcher's intent, synonyms, plurals, or misspellings. While Broad Match keywords can extend your reach well beyond that of Phrase or Exact Match keywords, the … [Read more...] about How to safely use Broad Match keywords
How Social Platforms Are Tackling Ad Fatigue
Ad fatigue is a modern-day phenomenon that social media marketers can’t afford to ignore. It occurs when users become disengaged or even irritated by seeing the same or too many ads, leading to lower engagement rates and diminishing returns on ad spend. As users are bombarded with marketing messages every day, ad fatigue has become an issue that social platforms must address … [Read more...] about How Social Platforms Are Tackling Ad Fatigue
