Smart Bidding: Five ways machine learning improves PPC advertising

30-second summary: The machine learning-enhanced “Smart Bidding” capabilities available in Google Ads offer an easy way to see the campaign results you want while allowing you to take a more hands-off approach. You can use Smart Bidding on the campaign level or, if you prefer, you can apply it to your entire ad portfolio, allowing you to optimize all of your campaigns using Google’s ML algorithms

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Smart Bidding: Five ways machine learning improves PPC advertising

The fall of ad copy, long live ad copy

As digital advertisers, driving strong performance is at the heart of what we do. But, what is the true goal of paid search ad copy? If clicks, conversions, and demand generation are what is most imperative to client success and satisfaction, do you really need fresh ad copy to accomplish these goals

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The fall of ad copy, long live ad copy

Switching to HTTPS: Is it really worth it?

Ever since Google made the announcement that HTTPS is a ranking signal, there has been a lot of discussion around whether that extra ‘s’ is really worth the hassle. There are clear benefits to obtaining that sought-after green padlock, but there is also a lot of nervousness around actually making the switch.

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Switching to HTTPS: Is it really worth it?