It feels as though while the programmatic supply chain transparency and optimisation continues to occupy marketers attention, the consistent and reliable PPC investment is, to some degree, being given much less scrutiny. Based on some member feed-back and input from our partners, the sense is that it’s time to review what we should be thinking about managing paid search and understanding the many opportunities for optimisation.
We invited Dan Chorlton, co-founder of GOA Marketing to talk us through what’s been happening with PPC lately, that may have slipped under the radar. To broaden the discussion, we also asked our members to bring their search specialists to explore more around managing search.