PAID SEARCH

THE PROBLEM IN PAID SEARCH 

Since the beginning, online marketers have focused on KPI’s, which, while useful, haven’t provided a full picture of their performance. As times have changed and technology and methodologies have improved, we now have a better understanding that the purchase cycle online is highly nuanced and contains numerous steps, versus the old days, when we leveraged “last click” marketing. Despite this fact and that campaigns and attribution settings continue evolving, Google ads structure hasn’t really changed fundamentally, despite Google’s best efforts. 

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WHAT WE'VE DISCOVERED

• Most online marketers have dabbled with Performance Max, but many don’t trust or understand it.

• It doesn’t take a lot of research to run into people who pin their missteps on machine-learning instead of on themselves and their strategies, as well as an understanding of their industry.

• There is a path to success via machine-learning and AI, but it’s not published, and most have not spent the time to figure this out for themselves.
  
   

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THE SOLUTION

By future-proofing our strategies and envisioning a new approach to the ways of doing Google Ads, we’ve taken the best from our 20+ years of experience and have used that to fuel our understanding of Performance Max and the landscape where our work has changed. Long gone are the days of long-tail diminishing keyword returns and busy work in Google Ads. 

 

Instead, we focus on areas of your business which drive a greater potential chance of improving performance. Our jobs as PPC experts in Google have changed dramatically, and we’ve embraced this future and have realigned our strategies and service offerings to put us in a unique position to deliver success for our clients, not just for today, but for the future as well.