Conversion tracking is an essential component to tracking any Google ads campaign. This is because without accurate tracking, it becomes difficult to understand which keywords, campaigns, and audiences are actually generating leads or sales. What is Enhanced Conversions? Enhanced Conversions is a Google Ads feature designed to improve the accuracy of conversion measurement. It is…
AI may seem like a relatively recent development in the world of PPC, but the trend towards automation is, in fact, nothing new. In this article, I’ll outline what we’re seeing, why this is a continuation of an 18-year automation trend, and what we expect to see next. Finally, I’ll answer the big question: what…
Most ecommerce search campaigns do not fail because of a single mistake. In many cases, performance plateaus slowly, costs rise, efficiency lowers, and growth becomes harder to sustain. When that happens, it can be tempting to dial up bids and budgets. But more often than not, the real constraints sit deeper in the foundational elements…
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…
When it comes to improving efficiency and maximising the results from your PPC activity, many overlook the landing page their ads are taking users to. With the cost involved in bringing users to your website through Google Ads, it’s vitally important to ensure the page users land on is functional, well-designed and encourages users to…
The success of a marketing campaign is measured through ad metrics, serving as a key indicator of how well the campaign is doing in relation to key performance indicators (KPIs). These metrics are pivotal for evaluating the effectiveness of strategies, offering a comprehensive overview of your marketing plan’s performance. In this blog, we take a…
In today’s marketing climate, getting the biggest return possible from your investment is as important as ever. However, when it comes to PPC, it can be easy to squander money without realising. Making the most of your budget is particularly hard today given Google’s increasing pressure for advertisers to spend more across Google Ads. Simply…
Bidding on branded keywords can be a bit of a controversial topic in the world of PPC. Is it really beneficial for your business? Is it a waste of money? Here we will explain what branded keywords actually are, some scenarios where bidding on branded terms can provide positive or negative results, and whether utilising…
Another year, another edition of Google Marketing Live! At this year’s event, they announced a collection of ways to improve campaigns, deliver better experiences and understand what is actually driving performance. In this blog post, we take a look at all of these new features, what they are, and what they mean for you! AI-powered…
If you work in marketing, you will have definitely heard of ‘CPC’ or cost per click. It forms a central part of paid advertising, and analysing it is a crucial element of any PPC strategy. But lets start from the beginning… What does it actually mean? How do you calculate it? What are the different…
Imagine for a moment that you’re launching a new product. You’ve put in years of work and there’s a lot of excitement internally about the launch. You know people search Google for related products, so you create a search campaign targeting relevant terms. So far, so good! You work through Google’s wizard-driven steps. You add…
Whatever sector you are in, if you are offering products or services online then you should have a remarketing strategy running alongside your current search or shopping campaigns. Remarketing campaigns often make the difference between success and failure, especially when a user is in the consideration phase and may be stuck choosing between your business…
For years, savvy advertisers have controlled spend using sensible manual adjustments. Slowly, those manual adjustments are all going away! From bid management right down to ads creation, Google is slowly taking over the reins. In this blog, we take a look at how to safely navigate the move to Google Ads automation… Have you ever…