Entries by Matt Lafferty

The Evolution of Google Ads Match Types

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In the realm of online advertising, Google Ads has long been a cornerstone for businesses seeking to connect with their target audience through Pay-Per-Click (PPC) campaigns. Over time, Google has continually refined its advertising platform, including the evolution of match types. While match types initially provided advertisers with greater control and precision, there has been […]

How to Use Impression Share to Project PPC Budget

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PPC advertising budgets can be one of the most difficult tasks for marketers to figure out as there are many factors affecting this decision. But don’t worry, Synapse is here to help. While it may seem daunting, there are a number of valuable (yet often overlooked) metrics that can be instrumental in figuring out the […]