Articles by Lucy McCormick

5 Feb 2025 | 4 min read

Marketing

Unlocking the secrets of customer journey analytics for better campaign performance

Marketers face constant pressure to optimise campaigns and stretch their budgets further. But with complex customer journeys and fragmented data, how can they make truly data-driven...

4 Feb 2025 | 4 min read

PPC Marketing

How to nail PPC optimisation with AI-⁠powered call tracking

PPC optimisation has always been a critical challenge for marketers. With increasing competition, rising costs, and limited visibility into what’s actually driving conversions,...

30 Jan 2025 | 5 min read

Marketing

A beginner's guide to Performance Max campaigns and how to make them smarter

Google’s Performance Max campaigns are transforming how marketers approach advertising, offering an all-in-one solution to drive conversions across multiple channels. But are you...

28 Jan 2025 | 4 min read

PPC Marketing

AI for PPC campaign optimisation: Ready to revolutionise how you work?

Managing PPC campaigns has become more complex than ever. Marketers need to juggle multiple platforms, bids, and audience signals to drive results. But what if AI could handle the...

23 Jan 2025 | 6 min read

News

Smart Outcomes: the new AI-powered campaign optimisation tool

It’s getting tougher to win at PPC. Auctions are becoming more intense, costs are rocketing, and media budgets are shrinking.

10 Dec 2024 | 6 min read

Dynamic call tracking explained: A complete guide from Infinity

Tracking what drives pipeline is key if you want to scale your campaigns and maximise ROI.

29 Oct 2024 | 3 min read

PPC

Get ready for Black Friday: Tips to optimise paid media campaigns

As Black Friday approaches, we know things can get a bit hectic. Shrinking budgets and pressure to deliver results mean you’ll need to make your paid media campaigns stand out this...

22 Oct 2024 | 5 min read

PPC

Using call conversion data to boost PPC performance

Ever considered using call conversion data to ramp up your PPC performance? Well, if you haven’t, you could very well be missing a big trick! We spoke with the guys at Hewitt Matthews,...

15 Oct 2024 | 14 min read

Marketing

The best call tracking software for marketers

If you’re looking for the best call tracking software for marketers, you’re likely overwhelmed with all the different options. There are over 14,000 MarTech solutions on offer, which...