Budget increase, performance drops, budget decrease. Almost every marketer knows that short-sighted game, where decisions are made on a daily basis and campaign performance fluctuates to extremes, without a clear goal. I’ve seen this pattern destroy more campaigns than I can count. The...
There’s no one-size-fits-all answer when it comes to deciding how much of your marketing budget should go toward SEO versus PPC. But that doesn’t mean the decision should be based on gut instinct or what your competitors are doing. Marketing leaders are under more pressure than ever to show...
Video is dominating online across PPC ads and social media channels. Unfortunately, many advertisers still repurpose social videos for paid campaigns. What works organically on TikTok or Instagram often falls flat in performance-driven environments like YouTube Ads or Performance Max. This...
To my fellow marketers, I first wrote this title in the summer of 2020, back when I thought, “Wow, surely things couldn’t get worse.” Needless to say, I was wrong. Here’s the actual quote I started with last time: “If you’re reading this, then it is early July, you’ve made it this far in...
Regular audits are one of the foundational workflows in any paid media strategy. Whether you’re investigating account anomalies, evaluating growth opportunities, or preparing to transition strategies or vendors, audits are an essential pillar of PPC success. Here’s the thing: Not every...
