Articles by Navah Hopkins

Managing PPC accounts is a lot like playing a game: Once you understand the rules, you can start getting into creative strategy. Account audits are an important part of understanding the rules—essentially it’s getting the board ready to play. While there are different checks to be done in a PPC…

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Retargeting (also called remarketing) is a core strategy in PPC, where you take a group of people determined by previous action or behavior (audiences) and target their ads towards or away from that group of people.And there’s no shortage of statistics that show us why it’s such a core strategy….

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Machine learning and automation can seem pretty terrifying for PPC: These technological advances could lead to the end of human-run campaigns in favor of robots that will never have the adaptability to scale a campaign and will certainly never have that “human touch.” A big part of these fears come…

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When Google makes a change, there tends to be a period of panic and anger—and the recent changes to match types were no exception. The internet threw up its arms in justified frustration—account structures and workflows honed over the years just got hosed down by “close variants.” In my view,…

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Dynamic Search Ads (DSAs) have the potential for high volume and profit—but they also have the potential for budget cannibalization and waste. Harnessing their powers for good requires planning ahead, establishing clear goals and workflows, as well as knowing when to transition budget to more restrictive strategies. I’m going to…

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