As the digital advertising landscape shifts towards a cookieless future, harnessing the power of first-party data becomes increasingly crucial. Google’s Customer Match provides a robust solution for paid search advertisers to scale reach and engagement with both new and existing customers. Here’s how you can optimize your campaigns using Customer Match to stay ahead in this evolving ecosystem. The internet has evolved significantly since the inception of cookies in the early 90s. Initially designed to store user information, cookies are now central to advanced ad tracking and targeting. Howeve ..read more

Since its launch in 2020, TikTok has catapulted in popularity, boasting over 1 billion monthly users. (With some estimates at around 1.5 billion in 2024). That inevitably makes TikTok ads an attractive proposition to brands. As one of the fastest-growing social media platforms, TikTok has revolutionized how brands connect with their audiences. It distinguishes itself from other platforms with universal appeal across generations. Initiaally Gen Z was the target but audiences have expanded to encompass millennials and even boomers. At the heart of TikTok’s popularity are its customized content f ..read more

Software as a Service (SaaS) companies know the importance of running ads to get trial signups, demos, and paid subscriptions. Despite this, most of them reserve their ad budgets for LinkedIn and Google. Meta is usually an afterthought when, in fact, it should be one of the primary repositories of budget. Some top SaaS companies, like Hubspot, Stripe, and Adobe, take Meta ads very seriously. Stripe is currently running 200 ads on its Meta ad account, and Adobe has 450.  Do you want to run Meta ads for your SaaS and reach your audience on both Facebook and Instagram? Here’s a tried and te ..read more

Many business owners have experienced running Meta ads without any tangible results, despite the platform sometimes suggesting it picked up transactions. Nevertheless, I am here to tell you to trust the algorithm! With the wrong signals, Meta can waste your hard-earned spend. However, there are plenty of opportunities for clients to get great results by following a simple structure. Now, more than ever, marketers with budgets large and small are looking at the most effective ways to grow online. Meta could still be that channel for you. Why scale with Meta ads? While channels like paid search ..read more

Marketing professionals, especially those specialising in PPC, are navigating an evolving landscape. As we move through 2024, several challenges shape our strategies and tactics: declining search keyword performance, rising media costs, and fewer branded searches, to name a few. Historically, we’ve managed paid campaigns in ways that matched the capabilities of the technology at the time. With recent developments in AI across the major platforms, it’s more important than ever to take full advantage. It’s also clear that relying solely on bottom-of-the-funnel activities is no longer viable. Whi ..read more

Everyone knows if you don’t give regular care and attention to something it can start to deteriorate. This could apply to your house, garden or even your health and fitness. This concept – called ‘campaign drift’ – can equally apply to your Google Ads or other digital advertising activity. If you allow campaigns to become static, your regular routines to falter or become stale, then even the best performing account can start to suffer. Optimisation and Routines Most PPC professionals will have some sort of routine. Some will be very formal and others will take a less structured approach, while ..read more

In the ever-evolving landscape of digital marketing, efficiency and precision are paramount. Google Ads, a cornerstone of many businesses’ advertising strategies, continues to innovate to provide best-in-class standards of support for its users. The latest enhancement to their support system is the addition of the “End Customer Company Name” field when contacting support via email. This feature is designed to refine the support experience, ensuring users get the most effective assistance in the shortest possible time. Why The ‘End Customer Company Name’ Update Matters For many businesses and a ..read more

For all the fears of industry collapse, PPC remains in rude health. Arguably it has never been healthier, with a projected $190 billion set to be spent on search advertising in 2024. After years of same-old, same-old the sector the introduction of AI and other recent technological advancements means it’s more important than ever to keep an eye trained on market movements. Here are some of the most important PPC trends businesses and individuals should keep track of in 2024. AI and Automation Top of the list for obvious reasons. Up until recently, AI was ticking along in the background perfectl ..read more

Do you want a FREE one-day ticket to Hero Conf in November? We’re seriously excited to be returning to San Diego on November 19 & 20, which is why we’re giving away hundreds of free single day passes. If you are lucky enough to win a free Hero Conf ticket, you’ll also be able to attend all the talks of that day’s brightonSEO – happening at the same time in the same venue. To be in with a chance, all you have to do is enter your details at the registration form linked below before it closes on Thursday at 12pm PT. After that we’ll put all the names in a hat and randomly selec ..read more

In part one of this in-depth look at how marketers and brands can minimise their traffic dependency on Google search, Ann Stanley of Anicca Digital explored the opportunities offered by social search. In the second part she examines the ways in which generative AI – typically presented as a threat – can offer solutions as well. Generative AI and its impact on Search While Machine Learning and Generative AI has been used in marketing for several years, it was the launch of ChatGPT by OpenAI in November 2022 that truly captured the industry’s (and world’s) attention. The released highlighted bot ..read more