How has PPC and paid media evolved—and what skills do marketers need to thrive in an era of automation, AI, and emerging platforms?

In this episode, PMW’s News Reporter Reem Makari speaks with Clotilde de La Noue, Acting Head of Digital and Performance Marketing at the Financial Times; Lydia Wigley, Paid Media Strategy Director at Croud; and Tom Chandler, Founder of The Digital Lighthouse. Together, they explore the shift from manual to automated processes, the importance of cross-channel collaboration, and the growing role of machine learning in paid search.

They also reflect on the challenges of convincing senior leaders to invest in new platforms like TikTok; why traditional PPC skills like testing and rigor still matter; and how marketers can better communicate complex strategies to different stakeholders. Plus, they share predictions for the future of performance marketing and tackle some common myths about PPC and paid media.

~ Episode breakdown ~

(2:27 – 6:53) Evolution of PPC: From manual bidding to AI integration

(6:53 – 11:59) Challenges, opportunities, and the value of traditional PPC skills

(11:59 – 22:17) Cross-channel collaboration and communicating with senior leaders

(22:17 – end) Future trends, emerging platforms, and myth or fact: PPC edition

~ Further reading ~

Pay Per Click (PPC)

Performance driven paid media the most critical investment for 62% of marketers

Google or Meta? The best way to spend your paid media budget during peak

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