David Forman, Chief Operating Officer at Clarity Creative Group

Digital marketing expert David Forman discusses the world of paid media and its continued relevance in the era of social media dominance. With a focus on Google Ads and Microsoft Bing Ads, he delves into the key components of running a successful paid digital advertising campaign. Emphasizing buyer intent keywords and aligning ad content with the target audience's interests, David sheds light on the importance of ad quality scores and landing page relevance. He also explores the latest updates in Google AdWords, including AI-driven dynamic ads and Performance Max campaigns. As a bonus, David shares valuable tips for paid search managers to optimize their strategies and achieve better results.