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Author: Pete Whitmarsh
I joined Search Laboratory as a PPC Account Manager in 2010 and gained experience managing a number of large Pay Per Click accounts across a wide range of different vertical sectors. In 2011, I took on the management of the growing PPC team, overseeing the account management of clients of all shapes and sizes. Our clients span 18 countries and we offer services in over 35 languages making our PPC truly global. Today we employ 11 PPC account managers and I enjoy driving the team forward and keeping abrest with the ever changing world of PPC. As Head of PPC at Search Laboratory I adopt a scientific and mathematical approach to SEM and always work to industry best-practice.
Can you remember back to those days when you naively viewed the internet as an innocent playground of interesting things, before your outlook was forever sullied by initiation into the digital marketing community?
Before your blinkers were taken off and you realised that 95% of everything on the internet has been specifically put there – after a lot of thought, time and investment, I might add – to make money?
The PPC (pay per click) landscape is continually changing as Google introduces new features, and advertisers become more savvy with regards to the customer information that they're tracking, and more accomplished at processing and extracting insights from that wealth of data.
Here are five key areas that I am predicting will have an increasing amount of impact on our PPC activities in the year ahead.
Widely heralded as a victory for Google, the recent outcome of the American Federal Trade Commission’s exhaustive 19-month investigation into allegations of anti-competitive practices nevertheless contains at least one point that should have some (minor but beneficial) impact on the PPC marketplace in the near future.