Even though rising acquisition costs, changes to data governance and user privacy laws have added hurdles, PPC and paid advertising is still a hugely beneficial and useful method of acquiring, converting and retaining customers.

Whilst you still have complete control over how much you’re willing to spend, as the market becomes more crowded, more competitive and more expensive, there may be a cap on the levels you can reach.

That’s why it’s crucial to move the needle on as many aspects of your PPC activity as you can in order to utilise every penny of your expenditure. Whether that’s from adjusting bid types, removing dormant keywords, testing your ad copy or simply ensure your high margin products are prioritised, you can get more return for your outlay.