PPC
Google Display & Video 360 API gets major update
Google announced the public beta of Display & Video 360 API v4 last week, alongside significant updates to v3. Key changes in v4. Mandatory optimization objective field for new insertion orders Removal of Campaign and InsertionOrder resource targeting management Renaming of FirstAndThirdPartyAudience to FirstPartyAndPartnerAudience Additional features in v3 and v4. Asset-based creative support Integral Ad Science quality sync integration Expanded geographic region targeting options Why we care. The beta release of Display & Video 360 API v4 and new v3 features gives advertisers enhanced capabilities for programmatic advertising management. Between the lines. The mandatory optimization objective requirement suggests Google is pushing for more structured and purposeful campaign set...
How to find your next PPC agency: 12 top tips
With so many PPC agencies claiming to be experts, how do you separate true performers from the ones who just talk a good game? This guide walks you through a no-nonsense evaluation process to find an agency that delivers real results. 1. Define your goals first Before reaching out to agencies, have a clear understanding of what you want to achieve with PPC. Are you looking for lead generation, ecommerce sales, local service inquiries, or brand awareness? Knowing your objectives will help you ask the right questions and assess whether an agency is a good fit. Also, factor in your budget constraints and expected ROI. A good agency should work within your financial limits while setting realistic performance expectations. Dig deeper: How to set and manage PPC expectations for teams and sta...
How to prevent PPC from cannibalizing your SEO efforts
If you manage both SEO and PPC, striking the right balance is key to maximizing efficiency and ROI. When paid search campaigns compete with high-performing organic listings, brands end up spending more while gaining little additional traffic. Keyword cannibalization dilutes search performance, inflates costs, and reduces overall marketing effectiveness. This guide will help you recognize the warning signs of PPC cannibalization, test its impact, and implement strategies to ensure both channels work together for optimal results. Signs your PPC campaigns are cannibalizing your SEO rankings Declining organic click-through rates If your organic rankings remain stable but CTRs are dropping, your paid ads might be stealing traffic from your organic listings. This is usually the result of bran...
Marketing attribution models: The pros and cons
As third-party cookies phase out, measuring marketing performance is becoming more complex. Advertisers rely on various attribution methods, each with strengths and limitations. Choosing the right one requires understanding their differences. For instance, Google Analytics doesn’t capture LinkedIn lead gen forms, while multi-touch attribution (MTA) does. MTA, however, misses YouTube views and other upper-funnel initiatives MMM accounts for. This article breaks down the pros and cons of: Google Analytics (session-based) attribution. Advertising platform (click- and impression-based) attribution. Multi-touch attribution. Salesforce (CRM-based) attribution. Shopify (ecommerce) attribution. Media mix modeling (spend-based) attribution. Common attribution models: The pros and cons 1. Google ...
The top Super Bowl 2025 ads released before and during the game
Last week, Avinash Kaushik said, “The best way to make a Super Bowl ad effective is through ‘spike and sustain’ marketing.” He also explained that releasing teasers, ads, and extended versions before the Big Game is part of the “sustain” strategy, building momentum ahead of the “spike” in viewership. Super Bowl LIX drew 113 million viewers, according to Nielsen. Many brands embraced this strategy, unveiling their commercials early to build buzz and maximize exposure. By midday Sunday, more than 40 ads had already been released, and several organizations had analyzed those aired before Feb. 9. Pre-game Super Bowl ads that made an impact For example, iSpot.tv identified “Budweiser | Super Bowl LIX ‘First Delivery’” as the early winner based on consumer surveys. A young Clydesdale foal, e...
The latest jobs in search marketing
Looking to take the next step in your search marketing career? Below, you will find the latest SEO, PPC, and digital marketing jobs at brands and agencies. We also include positions from previous weeks that are still open. Newest jobs in SEO, PPC and digital marketing Sr. SEO Strategist/Account Manager, PureSEM (Remote) Salary: $70,000 – $100,000 You’ll be responsible for driving strategy and communications for 5-7 clients and will manage a team of SEO specialists to deliver the work driving their continued success. Your growing team will include a technical analyst, content manager, tracking specialist, multiple writers, and link developers. SEO Lead, Fella Health (Remote) Salary: $50,000 – $80,000 You’ll work closely with our Head of Growth to pioneer an AI-enhanced SEO strategy that dri...
Meta simplifies Advantage+ campaign setup, adds leads campaigns
Meta is expanding its AI-powered advertising tools to help businesses get better results from their campaigns, with early tests showing significant cost reductions and performance improvements. Details. Meta is rolling out these new features: A streamlined Advantage+ campaign setup that automatically applies AI optimizations to sales, app, and leads campaigns — removing the need for marketers to choose between manual or automated campaigns New Advantage+ leads campaigns specifically designed to help advertisers find high-quality leads more efficiently. Early tests show a 10% lower cost per qualified lead compared to campaigns without these AI features An expanded opportunity score system that gives advertisers a 0-100 rating on their campaign setup and provides actionable recommendations f...
