Paid Ads & PPC guides

Automated bidding absorbed most of the levers paid media specialists spent a decade mastering. What remains under an advertiser's control is the offer, the landing experience and the creative, which is awkward for an industry where the ad account and the camera rarely sit in the same company.

These guides compare paid media suppliers by what they control besides the bid: who makes the creative, how many new variations ship each month, who builds the landing page, and what the reporting connects a sale back to.