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In this three-part series, I first reflected on the evolving role of the PPC manager and then explored how the industry is shifting its focus toward audiences and intent. Now, we turn our attention to the intersection of data and creativity, examining how these two elements together drive success in PPC advertising. Building on insights from previous articles (How … [Read more...] about The Intersection of Creativity and Data: Rethinking the Art of PPC Advertising

How to Craft Click-Worthy Content for PPC in 2025

Pay-per-click (PPC) advertising remains one of the most dependable and effective modes of digital marketing. In 2025, as the online landscape continues to evolve, creating engaging and click-worthy PPC content has become more critical than ever. With increased competition and a growing demand for personalized experiences, businesses must fine-tune their PPC campaigns to stand … [Read more...] about How to Craft Click-Worthy Content for PPC in 2025

The Ultimate Guide to Audiences in Google Ads

Audiences are at the core of successful Google Ads campaigns. They allow you to go beyond targeting keywords and focus on who you're advertising to. By using audiences, you can show relevant ads to people who are most likely to convert by clicking, engaging, or making a purchase. This guide will walk you through what audiences are, the different types available, and how to use … [Read more...] about The Ultimate Guide to Audiences in Google Ads

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

AI-Powered Ad Copy: Writing Ads that Convert Without Losing the Human Touch

AI is redefining the landscape of Pay-Per-Click (PPC) advertising. According to Goldman Sachs, AI is expected to generate $200 billion in marketing value by 2025, making it one of the most transformative technologies in the industry. From automated bidding systems to dynamic keyword insertion, AI is optimizing every aspect of PPC advertising—including ad copy. AI-powered ad … [Read more...] about AI-Powered Ad Copy: Writing Ads that Convert Without Losing the Human Touch

“Create New Chart:” Understanding Google Ads’ New Charting Option to Visualize Conversions

Google Ads has introduced a new feature under the Conversions tab called "Create new chart", enabling advertisers to visualize their conversion data more effectively. This enhancement mirrors some of the charting capabilities found in Google Analytics 4 (GA4), offering a user-friendly way to track and analyze performance metrics for Sales and Leads. By breaking down conversions … [Read more...] about “Create New Chart:” Understanding Google Ads’ New Charting Option to Visualize Conversions

Hero Conf Advisory Board

Mission and Purpose Our Hero Conf advisory board provides invaluable new ideas, feedback and opportunities for us to grow our event and ensure that the quality of our conference content is upheld. The board endeavours to inspire the team who bring Hero Conf to life. The board members seek out new ways for Hero Conf to improve with each conference … [Read more...] about Hero Conf Advisory Board

The Evolution of AI in Google Ads: Balancing Innovation with Responsibility

As a PPC specialist, I've seen first-hand how AI has revolutionized Google Ads. While the technology offers impressive capabilities for optimization and efficiency, we need to focus on transparency and accountability when implementing these tools. Without these foundations, we risk losing consumer trust and violating privacy regulations. The Transparency Challenge of AI in … [Read more...] about The Evolution of AI in Google Ads: Balancing Innovation with Responsibility

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

The Ultimate Campaign Quality Assurance Checklist for 2024

Quality assurance is a large part of running PPC initiatives. When new campaigns are built for an account, it is of utmost importance to to conduct a thorough quality assurance (QA) process to ensure that everything is set up for success. Below is a comprehensive guide to all the boxes you need to tick before setting your campaigns live. Campaign Settings Quality … [Read more...] about The Ultimate Campaign Quality Assurance Checklist for 2024