Rethinking Paid Search Marketing for High Commercial Impact
In this episode, Dots Oyebolu meets with Amy Hebdon, Founder of Paid Search Magic. Amy shares insights from two decades of paid search experience, reflecting on the evolution of digital advertising and uncovering what truly drives strategic success in PPC.
Key Takeaways:
(01:33) Paid search can be deeply strategic, offering room for creativity and problem-solving when done right.
(02:49) Google Ads transformed digital advertising by prioritizing relevance over banner visibility.
(04:46) Understanding Google’s motivations helps marketers respond more effectively to platform changes.
(07:50) Despite changes in technology, ad opportunities will persist because ads remain Google’s revenue engine.
(08:50) Broad match works in some accounts but fails in others — nuance beats blanket advice.
(13:41) Great audits begin at the strategic level, aligning mission, objectives, and tactics using the MOST framework.
(16:01) High ad strength isn’t a reliable indicator of campaign effectiveness; focus on message clarity and fit.
(19:14) Marketers must accept the quirks of Google's enforcement systems — appeals and pivots are often necessary.
(26:51) Proving value means aligning with client goals and telling the full story behind paid media’s impact.
Resources Mentioned:
Spectre
Insightful Links:
https://marketing.org.nz/resource-hub/digital-marketing/the-future-of-paid-ads-and-organic-content
https://www.linkedin.com/pulse/how-ai-changing-paid-search-skmktgagency/
https://www.sortlist.com/blog/search-engine-advertising/
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