PPC
Paid media: Google Ads, Microsoft Advertising and paid social - bidding, automation, measurement, policy and the parts of the platforms that quietly change.
What the guide covers
- The auction
- Keywords, queries and match types
- Campaign types and where ads appear
- What you are actually buying
- Account structure
- Conversion tracking is the spine
- Smart Bidding: what the machine optimises
- Creative and assets
- Budget, pacing and constraint
- Diagnosing a performance drop
- Automation and Performance Max
- Privacy, consent and signal loss
- AI in the ad stack
What we watch for
- Google Ads and Microsoft Advertising product and policy changes
- bidding, budget and automation behaviour changes, including PMax
- measurement: conversion tracking, consent mode, attribution, GA4 joins
- auction, CPC and benchmark data with a stated sample
- account structure and creative testing with real results
- ad policy enforcement, disapprovals and account suspensions
Across 9 sources.