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“It seems that the big issues in PPC all come back

to the basic principle of getting the right message in

front of the right audience – we have an ever-

growing range of targeting options & technological

solutions, our challenge is making sense of all the

latest options & deploying them successfully.”

“Trying to think outside of the enhanced campaigns

box but I can’t. Still for me the most challenging for

advertisers and search professionals. The impact

for forward thinking companies that have embraced

mobile business models is negative (at least for

now) whilst the slow adopters go unpunished and

are left with flexible options.”

“For me it’s still the human vs. tech debate. How

important is technology in PPC, and how much

human intervention is needed to guarantee

quality?”

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“I would put forward the debate centred around ‘you

are what you measure’. This can incorporate

viewable impressions, post impression and post

click and the whole piece around display ad impact

on other channels and then the attribution of

budget.”