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Performance Max is a goal-based PPC campaign type that allows digital marketers to access all of their Google Ads inventory from one campaign. The aim is to help advertisers boost conversions and increase engagement across Google’s’ channels; Search, Discover, Display etc. How does it work? PPC marketers can set their own conversion goals to be used by the automated bidding technology. Ultimately the difference between...
Evergreen PPC campaigns can run throughout the year without the need for constant updates and edits, but today we’re going to look at how to continue benefiting and driving leads from your evergreen PPC campaigns – for longer. An evergreen PPC ad should contain your core targeted keywords. These are keywords that are highly relevant/common to your business, industry or product. These PPC campaigns usually...
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A higher click-through rate can improve your quality score and lower your cost per click (CPC). But how can you improve your CTR without overspending on Google Ads? Firstly, what is click-through rate (CTR)? Your click-through rate or CTR is the ratio of clicks to impressions.An impression is gained when your PPC ad appears on the SERP (search engine results page) and a click is...
PPC is an increasingly competitive channel, and to get the most of your ad budget, keeping up with trends is essential.  New PPC trends are emerging all the time, and it can be difficult to identify the ones that are worth prioritising.  So to save you the hassle, we’ve highlighted some key trends that will be worth keeping up with in 2023, starting with automation....
When creating a digital marketing strategy, you will need to consider the power of link-building and how it can supercharge a campaign. It’s likely you’ve heard a lot about link-building when it comes to SEO, but there is also a strong and important connection between link building and PPC marketing. We are going to explore the relationship between link-building and PPC, and how you can...
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Summon Blog

Summon are a digital marketing agency in London. Here we share our views on industry developments & latest news. Feel free to comment or share.

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