Google Ads

Will Google Ads put paid search marketers out of a job?

brightonSEO San Diego 2023

In this talk, Susan will walk through the where Google Ads is today, and what it's evolving into.

These changes are changing the role of a paid search marketer, but in fairly predictable ways - she will review what drove these changes, what to expect next, and what our role will evolve to in the world of paid search.

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Going from PMeh to PMax

brightonSEO San Diego 2023

Since 2021, Google Ad’s Performance Max campaigns have wiped Smart Shopping and Local Ads from view while promising big things in their automated toolset.

But Google’s one-size-fits-all automation approach has proven to be more expensive than some of those now-sunsetted services.

So what do you do when your PMax goes PMeh?

Learn the tricks to recover your wins, even through the fog of automated advertising.

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Google Ads for B2B: How to overcome challenges, platform limitations

brightonSEO San Diego 2023

B2B marketers tend to be excluded from most articles, case studies and examples.

Even when we get mentioned, our marketing efforts are bucketed as “B2B” and not industry-specific.

However, there are many sub-categories of B2B marketing (e.g., SaaS, ecommerce, education, healthcare).

After working with hundreds of B2B accounts, Andrea has found there are multiple factors that people tend to overlook or don’t even consider using because it is not “B2B” specific.

That’s a costly mistake.

This session will cover basic challenges when using Google Ads for B2B marketing, as well as more advanced obstacles.

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