Resource Round-Up: 7 Essential Resources for Digital Marketing and PPC

Staying ahead in PPC and digital marketing requires constant learning and adaptation. This collection of essential resources will sharpen your skills and boost marketing campaign performance.

1. The future of search, social, and community

I recently attended a webinar from Reddit that I absolutely loved. It highlighted how some consumers believe search is evolving with influencers, AI, and paid results cluttering our feeds and making it harder to find reliable answers. As search journeys become more fragmented, many people are turning to Reddit for trustworthy opinions from communities—it’s becoming the go-to place for product research. This presents an opportunity for advertisers to reach an untapped market to promote their products to audiences in the mid-to-lower sales funnel.

Speaker: Rob Gaige at Reddit, Inc.

2. How to Evaluate Search Partners on Google Ads & Microsoft Ads

Last updated August 2024, this post is a great resource to help understand the search partner network in both Google Ads and Microsoft Ads.

The Search Partner network can provide valuable conversions if its CPA and ROAS align with your account's goals, but it may also be a waste of money if not carefully managed. It's important to evaluate the performance of each campaign individually rather than turning them off blindly, as some may perform well while others do not.

Author: Brad Geddes at Adalysis

3. Value-based bidding for lead gen (Google Ads)

I like that this tutorial on value-based bidding is presented in manageable shorter videos. This helps to simplify a more complex Google Ads feature.

"Ginny Marvin shares easy-to follow guidance to help you navigate setting up value-based bidding for lead generation. She covers everything from identifying the right conversion actions, measuring and assigning values, testing and optimizing, and addressing common concerns."

Host: Ginny Marvin at Google Ads

4. How To Get Ad Creative AI-Ready In Search Ads

In my most recent post, I do a tactical break-down on how advertisers can prep Google Ads creative to be AI ready.

Automation can improve the efficiency of your PPC campaigns, but humans inputs are very critical to guide that process.

Author: Me, Lisa Raehsler at Search Engine Journal

5. Navigating the Challenges and Opportunities in Paid Media with Lisa Raehsler

I was thrilled to be a guest on the Digital Marketing Domination podcast this month. We had a deep dive into paid media, discussing everything from AI optimization to effective keyword research for B2B.

Host: Jamil Zabaneh at J&L Marketing, Inc.

6. Microsoft vs Google

From an overall and organic perspective, this article details differences, market share, and AI integration of Google vs Microsoft Bing. I love this because I believe as an search industry we do not focus enough on Bing, despite the vast opportunity to reach searchers who tend to live in the Microsoft/ Bing ecosystem.

Author Winston Burton at Search Engine Journal

7. Modern Marketers podcast

I tuned into the Modern Marketers podcast from Think with Google, thinking it would be all about promoting Google Ads, but I was pleasantly surprised. Hosted by Joshua Spanier, VP of marketing at Google Media Lab, the podcast dives deep into the stories of game-changing marketers and founders. It turned out to be incredibly inspirational, offering valuable insights into how these leaders practice modern marketing, drive transformation, and the lessons they’ve learned —definitely worth a listen.

Host: Joshua Spanier at Think with Google

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