Google’s target bidding shake-up: Why PPC marketers have been here before

Watch this video on YouTube Reva Minkoff, Founder and President of Digital4Startups Inc., led our latest SMX Now webinar, examining Google’s changes to target bidding — and why paid search marketers shouldn’t panic. Drawing on nearly two decades of PPC experience, Minkoff argued that while the update represents a meaningful shift in how advertisers should manage Target CPA and Target ROAS, the industry has effectively been here before. Google’s target bidding strategies operated in a remarkably similar way around a decade ago. What changed with target bidding? Previously, target bid strategies could function more like efficiency safeguards.…

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