James Gurd on enhanced campaigns and PPC best practice

As one of the core toolkits of digital marketers, paid search has been rapidly changing. From constant tweaks and updates to the search engine results page, through to consumers changing their habits by using mobile devices, professionals working in this field are constantly trying to stay ahead of the game in order to generate the greatest return on investment.

The recent changes that Google brought out with AdWords through ‘Enhanced Campaigns’ highlighted the need for new, up-to-date material for this critical area of digital marketing. To that end, we have recently updated our PaidSearch (PPC) Best Practice Guide.

Ecommerce and digital marketing consultant James Gurd is the lead author of our updated guide. James worked with leading practitioners from the field of paid search to make sure that the guide (which stands at over 300 pages in length and close to 120,000 words long) was as relevant as possible for all people interested in learning about and improving their paid search skills.

We spoke to James to find out more about the report and discuss how this will be useful for digital marketers today.