Keywords are the base variable between all channels, and they are how a user communicates with a search engine. A lot of organizations strive to attain PPC and SEO synergy, but sharing keyword data remains the most important aspect of maximizing the effectiveness of these two strategies. Usually PPC and SEO are handled by two different teams, so it is important to set a regular cadence for collaboration and communication. 

There has been a lot of buzz lately about Google's big changes across all advertising products.

The keynote address at last week’s Google Marketing Live conference was packed with announcements that will impact digital marketers for years to come. The presentation ran for over an hour, so there was a lot to digest. We put together a complete guide to help you quickly navigate all this new material.

Machine learning and assistance continue to be the overarching focus for Google. According to Sridhar Ramaswamy, Senior VP of Ads, Google wants to “be there and be useful” for consumers and advertisers by focusing on being valuable, transparent and trustworthy.

Google’s latest innovations help accomplish three things for advertisers: Better Results, Simpler Experiences, and Deeper Insights.