Igor Ivitskiy's videos and podcasts

The hardest line in my PPC.London speaker brief: the aim is NOT to impress the room with complexity....

Last week I walked onto the SMX Advanced stage in Berlin and told a room of search experts that thei...

𝗬𝗼𝘂𝗿 𝗮𝗱𝘀 𝗰𝗮𝗻 𝗯𝗿𝗶𝗻𝗴 𝟭,𝟬𝟬𝟬 𝗽𝗲𝗼𝗽𝗹𝗲. 𝗢𝗻𝗹𝘆 𝟯𝟬 𝗰𝗮𝗻 𝗯𝘂𝘆. And nobody on the team did anything wrong. The ads...

I'm opening PPC.London on 25 September with the uncomfortable one: your best-performing campaign may...

𝗧𝗵𝗲 𝗶𝗻𝘀𝘁𝗿𝘂𝗰𝘁𝗶𝗼𝗻 𝗮𝗹𝗺𝗼𝘀𝘁 𝗻𝗼𝗯𝗼𝗱𝘆 𝘄𝗿𝗶𝘁𝗲𝘀 𝗱𝗼𝘄𝗻 𝗶𝘀 "𝘀𝘁𝗼𝗽". You can tell an agent what to optimise. You c...

𝗧𝗵𝗲 𝗶𝗻𝘀𝘁𝗿𝘂𝗰𝘁𝗶𝗼𝗻 𝗮𝗹𝗺𝗼𝘀𝘁 𝗻𝗼𝗯𝗼𝗱𝘆 𝘄𝗿𝗶𝘁𝗲𝘀 𝗱𝗼𝘄𝗻 𝗶𝘀 "𝘀𝘁𝗼𝗽". You can tell an agent what to optimise. You c...

𝗧𝗵𝗲 𝗺𝗼𝘀𝘁 𝗲𝘅𝗽𝗲𝗻𝘀𝗶𝘃𝗲 𝘀𝗲𝗮𝘁 𝗶𝗻 𝗽𝗮𝗶𝗱 𝗺𝗲𝗱𝗶𝗮 𝗿𝗶𝗴𝗵𝘁 𝗻𝗼𝘄 𝗶𝘀 𝘁𝗵𝗲 𝘀𝗲𝗻𝘀𝗶𝗯𝗹𝗲 𝗺𝗶𝗱𝗱𝗹𝗲. You bought the data warehou...

𝗧𝗵𝗲 𝗺𝗼𝘀𝘁 𝗲𝘅𝗽𝗲𝗻𝘀𝗶𝘃𝗲 𝘀𝗲𝗮𝘁 𝗶𝗻 𝗽𝗮𝗶𝗱 𝗺𝗲𝗱𝗶𝗮 𝗿𝗶𝗴𝗵𝘁 𝗻𝗼𝘄 𝗶𝘀 𝘁𝗵𝗲 𝘀𝗲𝗻𝘀𝗶𝗯𝗹𝗲 𝗺𝗶𝗱𝗱𝗹𝗲. You bought the data warehou...

The PPC Survey Top 50 is not ranked by follower count, and the published table shows why. The larges...

The PPC Survey Top 50 is not ranked by follower count, and the published table shows why. The larges...

Standing between a customer and an outcome pays only while the customer still has a decision left to...

Standing between a customer and an outcome pays only while the customer still has a decision left to...

𝗔 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝘁𝗲𝘀𝘁 𝘁𝗵𝗮𝘁 𝗰𝗮𝗻𝗻𝗼𝘁 𝗳𝗶𝗻𝗶𝘀𝗵 𝗶𝘀 𝗻𝗼𝘁 𝗮 𝘁𝗲𝘀𝘁. Most ad accounts run creative tests they have no ...

𝗔 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝘁𝗲𝘀𝘁 𝘁𝗵𝗮𝘁 𝗰𝗮𝗻𝗻𝗼𝘁 𝗳𝗶𝗻𝗶𝘀𝗵 𝗶𝘀 𝗻𝗼𝘁 𝗮 𝘁𝗲𝘀𝘁. Most ad accounts run creative tests they have no ...

Inside a single Google Ads category, click prices vary more than they vary between categories. So th...

Inside a single Google Ads category, click prices vary more than they vary between categories. So th...

𝗔 𝗽𝗿𝗶𝘃𝗮𝗰𝘆 𝘂𝗽𝗱𝗮𝘁𝗲 𝘀𝗵𝗼𝘂𝗹𝗱 𝗰𝗼𝘀𝘁 𝗮 𝗴𝗼𝗼𝗱 𝗺𝗲𝗮𝘀𝘂𝗿𝗲𝗺𝗲𝗻𝘁 𝘀𝘆𝘀𝘁𝗲𝗺 𝗮𝗹𝗺𝗼𝘀𝘁 𝗻𝗼𝘁𝗵𝗶𝗻𝗴. Most teams treat every cooki...

𝗔 𝗽𝗿𝗶𝘃𝗮𝗰𝘆 𝘂𝗽𝗱𝗮𝘁𝗲 𝘀𝗵𝗼𝘂𝗹𝗱 𝗰𝗼𝘀𝘁 𝗮 𝗴𝗼𝗼𝗱 𝗺𝗲𝗮𝘀𝘂𝗿𝗲𝗺𝗲𝗻𝘁 𝘀𝘆𝘀𝘁𝗲𝗺 𝗮𝗹𝗺𝗼𝘀𝘁 𝗻𝗼𝘁𝗵𝗶𝗻𝗴. Most teams treat every cooki...

Years ago I deleted 317 negative keywords from a client account in one afternoon, sure the person be...

Years ago I deleted 317 negative keywords from a client account in one afternoon, sure the person be...

𝗧𝗵𝗲 𝗱𝗮𝘆 𝗮 𝗽𝗹𝗮𝘁𝗳𝗼𝗿𝗺 𝗰𝗵𝗮𝗻𝗴𝗲𝘀 𝗵𝗼𝘄 𝗶𝘁 𝗰𝗼𝘂𝗻𝘁𝘀 𝗶𝘀 𝘁𝗵𝗲 𝗱𝗮𝘆 𝘆𝗼𝘂 𝗳𝗶𝗻𝗱 𝗼𝘂𝘁 𝘄𝗵𝗮𝘁 𝘆𝗼𝘂 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗸𝗻𝗲𝘄. Conversion...

𝗧𝗵𝗲 𝗱𝗮𝘆 𝗮 𝗽𝗹𝗮𝘁𝗳𝗼𝗿𝗺 𝗰𝗵𝗮𝗻𝗴𝗲𝘀 𝗵𝗼𝘄 𝗶𝘁 𝗰𝗼𝘂𝗻𝘁𝘀 𝗶𝘀 𝘁𝗵𝗲 𝗱𝗮𝘆 𝘆𝗼𝘂 𝗳𝗶𝗻𝗱 𝗼𝘂𝘁 𝘄𝗵𝗮𝘁 𝘆𝗼𝘂 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗸𝗻𝗲𝘄. Conversion...

AI answers in search cut organic clicks by roughly 40 percent this year and left paid clicks exactly...