One of the great tragedies of the digital marketing world is that “PPC” folks and “paid social” folks don’t see themselves at the same marketing table – even as ad networks push them closer and closer.
Advertisers who are “Google-first” or “Meta-first” tend to struggle to make the leap to the alternate platform. Yet, as paid media (i.e., more than just SERP and feed-based) becomes the norm, advertisers will need to get comfortable translating their strategies across platforms.
Ad networks have already begun to blur the lines through account structure settings, audiences, and creative. As the landscape of digital channels and the demands of brands evolve, we’ll delve into: