Managing budgets across multiple paid media channels is one of the most important skills in a PPC marketer’s toolkit. You’re constantly deciding how to allocate spend across channels and campaigns, ...

With climbing costs, intensifying competition and changing privacy rules, marketers are spending more and feeling less ...

Determining a budget split between upper and lower-funnel is a recurring topic in paid media. Upper-funnel campaigns (typically awareness and interest) create future demand, while lower-funnel ...

As they struggle to estimate the impact of their paid social and creator marketing activity, more marketers are turning away from deterministic measures of media success, and towards hybrid approaches ...