PPC Insights
Google Ads and Microsoft Advertising, explained for the people who own the budget: account structure, Performance Max, first-party data, brand bidding and how to pay for PPC management, from our paid search team.
Articles
8 min readDemand Gen campaigns for e-commerce: when they earn their budget
Where Demand Gen campaigns fit next to Search, Shopping and Performance Max, how we set them up for e-commerce, and how to tell if they add sales or only claim them.
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10 min readGoogle Merchant Center: the feed fixes that move Shopping revenue
The Google Merchant Center feed fixes we work through for Shopping and Performance Max, in the order we do them, and how to report the result as revenue and margin.
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9 min readPPC management fees: why percentage of spend is the wrong model
Why paying a PPC agency a percentage of ad spend rewards bigger budgets over efficiency, and how a fixed fee scoped on account complexity is easier to budget and approve.
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7 min readGoogle Ads account structure that protects your CPA
The Google Ads account structure we use when clicks are expensive: campaigns split by intent and value, negative lists built from search terms, and bidding pointed at revenue.
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7 min readCustomer Match in Google Ads: use the data you already hold
How we turn CRM data into Customer Match lists in Google Ads: segments by customer status, exclusions that protect acquisition budget, reactivation messages and blended CPA.
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7 min readPerformance Max best practices without losing control
How we run Performance Max so it adds new sales rather than claiming brand searches: brand exclusions, negatives, feed titles from search term data, and Search kept alongside.
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9 min readSEO vs. SEM: How They Differ and When Each Strategy is Best
When you’re looking to boost visibility online, two strategies often come up: SEO and SEM. Both approaches can help you attract users through search, but they work in very different ways.
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