PPC Live #4 | February 2nd 2023

Resources are best accompanied whilst watching how the event went down:

 

Watch Past Talks

Don’t Sleep on Microsoft’s Audience Network! Sophie Logan

Top Tips:

  • What differentiates the Microsoft Audience Network from the Google Display Network in particular is that you’re leveraging Microsoft’s data for your audience targeting
  • Native PPC Platform – Placements include Microsoft Outlook, MSN, Edge and premium website
  • Audience Ads is auto-applied so ensure you actively remove this targeting setting from your search campaigns
  • Run a separate Audience Ads Campaign to target the Audience Network

GTM – By “The Tracking Yoda” – How To Become A Pro Tiffany Shears

Top tips:

  • GTM works as a translator between the website code and the platforms
  • Events are the best way to track but you can also use the thank you page or raise element visibility
  • Don’t overcomplicate it but ensure you are naming meaningfully and accurately
  • Triggers often work across different platforms so you can use the knowledge for different platforms

Proving the value of PPC into your overall marketing strategy Azeem Ahmad

Top Tips:

  • Aligned channels and focus on the North Star Goal
  • Combine short-term victories with long-term consistency using the trust vs performance model
  • Ensure you have the data that talks to the C-Suite: Earned leads/sales, own traffic data from your/your clients’ websites and (obviously) costs

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