A lot of PPC work is still the same routine: pull a report, export it, drop it into a spreadsheet, cross-reference it against another export, then actually analyze it. The analysis is the valuable part. Everything before it is friction. That friction is what’s starting to disappear, and the mechanism behind it — Model Context Protocol, or MCP — is worth understanding even if you never touch a line of code.
Read more »This week’s PPCChat discussion focused on dealing with high-maintenance clients, how PPC experts explain it to clients, and how they handle challenging situations. Here’s a screencap of the discussion, hosted by Julie F. Bacchini.
Read more »Welcome to the September 2026 PPC roundup! This month brought several noteworthy updates across Google Ads, Microsoft Advertising, and other major platforms. Here’s a quick look at the key changes and what they mean for advertisers.
Read more »PPC campaigns use a mix of keyword match types to capture as many relevant search queries as possible. However, this can sometimes lead to keyword cannibalisation, where multiple keywords from the same account compete for the same search query, reducing efficiency and making campaign optimisation more difficult.
Read more »Amazon advertisers are used to thinking about CPCs, bids, ROAS and auction competition. But a new lawsuit filed by the U.S. Federal Trade Commission (FTC) could put a much bigger question on the table: Do advertisers actually pay what Amazon’s advertising auction says they should pay?
Read more »
