Paid Media
Aligning SEO and PPC
Why SEO and PPC work better together, and practical ways to share data, coordinate keywords and create a consistent search presence.
2 min read
9 articles
Paid Media
Fixing Underperforming PPC Campaigns
A systematic checklist for diagnosing and fixing underperforming PPC campaigns, plus a client management protocol for paid media.
2 min read
Paid Media
Getting More from Microsoft Ads
Why Microsoft Advertising deserves a place in the media mix, and practical tips to get more clicks and conversions from it.
2 min read
Paid Media
Improving Google Ads Quality Score
What Google Ads Quality Score measures and how better ad relevance, landing pages and expected CTR lower costs and improve ad positions.
2 min read
Paid Media
Performance Max: When to Use It
What Performance Max campaigns are, when they work well, when to be cautious and how to set them up for better results.
2 min read
Paid Media
Tracking Leads to Prove PPC ROI
How to track leads from click to customer so PPC campaigns can be optimised for revenue, not just form fills.
2 min read
Paid Media
When PPC Makes Sense for a Business
When pay-per-click advertising is the right choice, when other channels work better and how to set up PPC for local service businesses.
2 min read
Paid Media
Where AI Ad Targeting Falls Short (and What to Do Instead)
Automated bidding and AI targeting need data to work. Learn where they struggle and how to combine AI with manual control in paid media.
2 min read
Paid Media
Writing Great Ad Copy
The anatomy of effective ad copy for search and social, from headline and benefit to proof and call to action, with tips for testing.
2 min read
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