• What is PPC – Pay-Per-Click marketing?

    PPC stands for pay-per-click. PPC is a form of online marketing where advertisers pay each time a user clicks on one of their ads.  The most common form of PPC advertising is through search engines, such as Google Ads, where advertisers bid on keywords and their ads appear at the top of search engine results pages (SERPs) when those keywords…

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  • Google Analytics 4 guide for PPC

    Like many of you, the first time I looked at Google Analytics 4, I immediately closed it and said, “nope!” A year passed. Then we learned that Universal Analytics was going away in 2023, which finally forced me to explore GA4. It feels like going from Windows to Mac. You just have to know what you’re looking at. Universal Analytics…

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  • 5 ways to get PPC and SEO working together

    Causes of friction between SEO and PPC often occur because we tend to use different sources of truth for each channel and build silos of communication between teams. The main core areas of friction? Usually: Reporting  Landing pages Budget Here are five ways you can get your PPC and SEO campaigns working together. Tip 1: Collaborate on first-party data readiness…

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