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For more than twenty years, paid search has been built around a simple concept. Users type in a query and advertisers bid to appear alongside the results. The keyword auction has shaped how budgets are planned, how campaigns are structured and how performance is measured. That model may soon be challenged. Generative AI is changing…

Introduction Meta Ads is one of the best advertising platforms for targeting specific audiences. When used effectively, audience targeting can help reduce wasted spend, improve return on investment (ROI), and ensure that your ads reach people who are most likely to engage, convert, or take action. This guide aims to look at the different targeting…

Brand bidding, or brand advertising, is a key part to any paid media strategy and should be implemented by any brand tackling PPC in 2025. Essentially, brand bidding means you are bidding on keywords that include your own brand name or a competitor’s brand name. Why Try Brand Bidding? By bidding on your own brand’s…

Understanding metrics on Google Ads can be overwhelming, especially when you are learning technical skills. Starting with the basics and getting an in-depth understanding is vital when it comes to analysing data. Click-through rate (CTR) can help improve the efficiency of your Google Ads account. It is a crucial metric when analysing the effectiveness of…

When it comes to driving your business forward, PPC is one of the most efficient and widely used routes in the digital marketing world. Just like getting into the driver’s seat of a car, setting up your PPC campaign requires preparation and the right mindset. This guide outlines all the essential steps to help you…

PPC is a huge part of the digital marketing space, with search advertisers estimated to have spent $190.5 billion globally in 2024 (Statista, 2023). It’s a massively influential and useful tool to use for businesses of all sizes to achieve a range of objectives, usually to generate more sales or leads. While we find a…

Since making the switch from traditional shopping campaigns to Performance Max campaigns, there has been a lot of learning taking place. Our understanding has improved greatly as we gain more insight into the effectiveness of the machine learning and AI that forms a huge part of this campaign type. To ensure the campaigns are performing…

AI is integrating more and more into our everyday lives, but it’s nothing new when it comes to Google. Google Ads has been using a branch of AI – ‘machine learning’ – for some time now, which means digital marketers are already utilising this technology in ad copy creation, audience targeting and day-to-day optimisation. Using…