PPC Management

Fair, clear and not misleading sounds like seven simple words. It covers considerably more than adding an FCA number and a risk warning to the bottom of an advert.

Meta policy, advertiser verification and FCA financial promotion rules all sit on top of each other. Get one layer wrong and the advert is rejected. Get it wrong repeatedly and the account itself is at…

Google’s bidding algorithms do not know what a customer is worth to your business unless you tell them. Feed them £0, or £1, and they have nothing useful to optimise towards.

A 180-day audience treats last Tuesday’s visitor and a six-month-old visitor as the same person. Split them apart and you can finally see which part of the budget is working.

Poor performance does not automatically mean you need a new PPC agency. But if you have lost confidence in the people managing your advertising, something usually needs to change.

Changing agency should not mean starting again. How to protect your campaigns, tracking, historical data and performance during the handover.

Eight questions that separate the teams who will run your account from the ones who hand it to a junior in week two.

High costs, weak lead quality and vague reporting are obvious warning signs, but some problems are harder to spot. Here is what to look for.

Compare the cost, expertise, control and scalability of building an internal PPC team versus working with a specialist agency.

PMax hides where your money goes. Here is how to force the reporting open and find the spend doing nothing for you.