An informed PPC strategy is about more than crunching the numbers, says Paolo Santanicchia.
To produce ads that deliver, you need to understand the factors that cause them to convert.
The psychology of advertising: Turning human behavior into measurable conversions
ppchero.com/the-psycholo...
They promised us jetpacks...
The future may not look like we expected, but that doesn't mean we can afford to take our eye off the ball.
As 2026 draws near, SevenAtoms' Andy Behoar has 7 trends set to shape your ecommerce PPC strategy next year
ppchero.com/7-key-trends...
"Treat Reels like any other high-reach placement as part of your holistic paid marketing. When Reels warms the audience, Search and Shopping often convert more efficiently."
How to win attention on Instagram Reels
ppchero.com/beyond-googl...
What's Privacy-First PPC?
It's about, says Jesse Galanis, targeting "smaller audiences who actually said yes, better ads, and measurement that works."
It's not without challenges but it builds trust which "actually makes your numbers better and your brand stronger."
ppchero.com/from-targeti...
Diversification isn’t a luxury says YOUR PPC DOCTOR Serge Nguele. Instead "advertisers must embrace multi-platform strategies."
Microsoft ads in particular offers advantages over Google.
Read:
Rethinking Paid Search: Diversification as the Future of Fair Advertising
ppchero.com/rethinking-p...
Diversification isn’t a luxury in PPC says Your PPC Doctor and @heroconf.com PPC speaker, Serge Nguele. Instead "advertisers must embrace multi-platform strategies."
Read more 👉
Rethinking Paid Search: Diversification as the Future of Fair Advertising
ppchero.com/rethinking-p...
And you can watch a recording of the talk here, for FREE:
www.youtube.com/watch?v=PsPT...
How is AI increasing nefarious threats to your PPC campaigns?
ppchero.com/how-ai-is-in...
Based on his @heroconf.com in April, Jonny Giddens explore the three major ways fraudsters exploit paid advertising - impersonation fraud, brand bidding, and phishing ads - and how marketers can fight back.
Some strategies never get old.
In his first article for PPC Hero Joseph Williams considers the long tail. Low competition keywords might be individually low volume, but they can soon add up, delivering real value to your campaign.
ppchero.com/a-long-tail-...
Introducing...
@ppchero.com author Lisa Raehsler of Big Click Co. and her Hero Conf talk:
AI strategies for smarter PPC
Lisa will break down the most effective AI applications in PPC.
Catch Lisa in Gaslamp on September 23 at 3:20 pm
www.ppchero.com/speaker/lisa...
San Diego Sessions: #2.
@lisarockssem.bsky.social continues the rundown of must-catch talks coming to Hero Conf San Diego next month.
In this one she looks at the upcoming presentations on performance, and how we should best understand it in 2025.
www.ppchero.com/san-diego-se...
The rapid expansion of AI Overviews and the placement of paid ads within these summaries is fundamentally altering the relationship between paid and organic search.
Luke Hickman offers guidance to those seeking to navigate and find success within this new frontier.
www.ppchero.com/the-converge...
Is paid social ad success linked to organic social content?
That's the question posed by Sally Hawkesford, director of SHC.
Sally dissects the importance of your creative in an ad campaign and how the secret to your success could lie within our organic strategy.
www.ppchero.com/is-the-secre...
Have you handed over all your campaign bidding decisions to the platforms themselves?
Hold your horses, says Derick Turner, in this new article.
Find out why manual bidding strategies in PPC still matter
www.ppchero.com/manual-biddi...
Product feeds used to be peripheral. Today your feed is your growth engine.
That makes the question of whether you should outsource your feed management or keep it in-house even more important.
Zoe Bates of FeedSpark walks you through how to answer it.
www.ppchero.com/in-house-or-...
Despite its theoretical benefits and opportunities, many advertisers are still struggling to take full advantage of the potential of Performance Max.
(That's not their fault, though!)
Oliver Ewbank is here with 16 ways to help you up your pMax game.
www.ppchero.com/16-tips-to-s...
Worried about being automated out of your job?
Don't be. While AI is going to change your job, and oblige you to adapt, Salome Joia has 7 reasons the paid media manager role is more vital than ever.
www.ppchero.com/7-reasons-th...
New at PPC Hero!
Following her trail-blazing talk at April's @heroconf.com UK, Anicca Digital's Head of Paid Media Holly Kelly returns to our pages to tell you how to improve your shopping ad visibility with a few practical tweaks to your product feed.
www.ppchero.com/how-to-maxim...
Great article from Hero Conf speaker Hannah Zora Strong. A must-read if your activity is a mix of online and off.
Your marketing happens online, but what if your conversions take place offline, in real bricks and mortar buildings? How do you connect the view (or the click) with the sale?
Hannah Zora Strong takes you through the set-up and management of store visit tracking.
www.ppchero.com/store-visit-...
Isolated data can limit your marketing potential, while integrated data sets can drive more informed media planning, creative development, and strategic decisions.
Sarah Clarke demonstrates how to transition from siloed data approaches to holistic strategies.
www.ppchero.com/how-integrat...
Marketers know SEO and PPC fuel growth—but how do you prove it in hard numbers? Without clear measurement, it’s tough to secure budget, optimize spend, and show real ROI.
New by Mitch Richards of Future Perform:
How you can prove SEO & PPC drive revenue
www.ppchero.com/how-you-can-...
In PPC we talk about strategy and strategic decision-making all the time, but what do we mean?
Andy Goodwin, Head of Paid Search at Brainlabs, asks:
Does Paid Search Strategy exist? And if so, what is It?
www.ppchero.com/does-paid-se...
Despite having been around for a while, and being increasingly central to our ad activity, pMax is still not understood very well.
Based on his talk from April's Hero Conf UK, Google's Murtaza Lukmani has the goods on what you shouldbe doing for the best results:
www.ppchero.com/best-practic...
Always!
New!
Anyone can be a good PPC account manager. To be great, says @marketingsoph.bsky.social requires more. It takes understanding, not just knowledge, application not just ticking off tasks.
From Average to Awesome: How to Master the Art of PPC Account Management
www.ppchero.com/from-average...
If search is changing faster than anyone can fathom, PMax is giving it a run for its money.
The last year has seen so many updates that Google Ads' now flagship product is almost unrecognizable.
But what have those changes been and how do they affect advertisers?
www.ppchero.com/performance-...
👂 Listen up if you want to come to either San Diego or UK editions of #brightonSEO and #HeroConf this fall for free. ⏳
Our free one-day ticket ballot is OPEN - Join, meet and learn with thousands of search marketers and advertisers.
San Diego September entry form: docs.google.com/forms/d/e/1F...
New to PPC Hero!
Concerns about search cannibalisation are among the main sources of PPC scepticism among clients. Is it possible to show that PPC and SEO activity can run concurrently without conflicting?
Chris Ridley and his Evoluted team took on the challenge.
www.ppchero.com/how-to-elimi...
New to PPC Hero!
A write-up of her talk at last month's @heroconf.com UK, it's Lunio's Dani Mansfield:
Google Won’t Save You: The Growing Threat of AI Bot Traffic in Digital Advertising
Dani reveals what you need to be alert for, and how you can combat the threat.
www.ppchero.com/google-wont-...
