If you have ever opened a PPC report and thought, “I trust the results, but I don’t fully understand the language”, you’re not alone. This glossary explains the most common PPC terms you might see in your monthly reports, in plain English, so you can better understand what is happening and what to focus on…
If organic traffic feels harder to come by lately, you’re not imagining it. Search results pages in 2025/2026 look very different to what most brands optimised for just a few years ago. Even when rankings remain stable, clicks are often down. That’s not because SEO has stopped working, but because organic listings now compete with…
Over the past year, a subtle but important shift has been happening in the way people search for products and services. Traditional search engines aren’t disappearing, but a growing number of users are now turning to AI assistants like ChatGPT, Copilot and Gemini to help them find answers, including recommendations for suppliers, agencies and specialists….
When a campaign is performing well, it’s easy to assume the hard work is done. But paid advertising doesn’t stand still for long, and that’s why we see fluctuations in PPC performance, even when nothing significant has changed in the setup. Audience behaviour shifts, competitors test new ideas, and even small changes in the market…
If you’re investing in paid advertising, where you send your traffic matters. One of the most important decisions you can make is whether to direct users to your homepage or a dedicated landing page. There isn’t a one-size-fits-all answer because both options have merit depending on the campaign, audience, and goals. This post explores when…
Your website should be a core part of your business strategy. When it’s done right, it works around the clock to attract, engage, and convert visitors into loyal customers and clients. But to perform at its best, it needs the right foundations. At Web2Market, we’ve built and optimised websites for businesses of all sizes, and…
When you’re investing in online advertising, you expect results straight away, but businesses often see clicks coming in without a matching rise in enquiries. The truth is, more traffic doesn’t always mean more leads. To really grow your lead volume, every step of the journey, from ad click to conversion, needs to be optimised. Here’s…
Performance Max campaigns have always offered broad reach across Google’s network, from Search and Shopping to YouTube, Display, Maps, and more. But until now, advertisers had no real way of knowing which channels were really driving results. That has changed, and Google has now launched channel-level performance reporting. Don’t worry if you can’t see it…
Google Ads can deliver brilliant results, but only when they run with purpose. Over time, it’s common for accounts to drift as campaigns are left on autopilot, old assets keep running, and performance quietly starts to dip if you don’t have hands-on management. If results have slowed or your ads just aren’t delivering like they…
When it comes to successful Google Ads campaigns, it’s not just about smart bidding or clever targeting. If your ads are leading users to website content that doesn’t deliver what they’re expecting, you’re likely missing out on conversions and paying more for the clicks you are getting. Why Alignment Matters Your ads and your website…