All Posts

Article originally published on  Search Engine Land. By now, we’ve all seen the headlines warning of a downturn in the economy. Some advertisers have preemptively reduced marketing expenses to prepare for this downturn, and other brands have even paused their budgets altogether.  But despite all the negative news and apprehension, digital advertising is still growing! In fact, unlike the recession in 2008, digital advertising is  expected to grow 13% in 2022  and remain stron

Are your paid media campaigns stagnating? It's time to look inward. Here are three instances when your organizational structure is to blame. In my 20 years of experience, I’ve seen the inner workings of countless marketing teams. I’ve observed what works and what doesn’t. Most importantly, I’ve witnessed how an organization’s structure and culture can immediately impact campaign performance. And I’ll admit, it’s frustrating sometimes to watch companies trip over themselves ba

Aside from audience targeting and bid optimization, here's how advertisers can leverage machine learning to enhance the creative process. It’s a fascinating time to be a marketer. The advent of AI and machine learning has changed the PPC game, touching every aspect of a search marketer’s daily job. Much has been written about using AI to improve advertising performance through audience targeting or bid optimization. But another massive shift we’re seeing is AI’s impact on cre