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Even though anybody can set up Google Ads, less than 10 percent of internet users click on paid ads. This means that the novice has virtually no chance of driving a campaign successfully beyond the initial setup. Experts spend countless hours embedding themselves in the world of knowledge, trends, analytics, and keywords that make Google Ads a powerful brand engagement tool.


Switch Off My Cookies! This was the gist of the tense, urgent message left for me by the IT Manager of one of our large corporate clients. Somehow, she had become embroiled in a debate with her company's legal department, who had decided that having a cookie policy was too much of a bother. Or less kindly, cookies carried too much risk for the technophobes who likely had no inclination to find out what a cookie was.

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