PPC — it’s a staple for most small and medium-sized businesses, in one form or another. And it’s no wonder: In their latest Economic Impact report, Google reports that “businesses generally make an average of $2 in revenue for every $1 they spend on AdWords.” The entire process is getting smarter, too. Google’s 2017 AdWords product roadmap heavily features AI and machine learning, which they say is “critical to helping marketers analyze countless signals in real time and reach consumers with more useful ads at the right moments.” This new technology promised to help brands track and measure the customer journey across channels, which will help ads be more relevant and yield higher returns. At the same time, the process is becoming increasingly complex. Google is expanding their available programs, with new formats, the mobile AMP for Ads initiative, better audience targeting, the new Purchases on Google program currently in beta, etc. Ready to improve your PPC marketing campaigns? Keep reading.
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