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With Google’s introduction of Performance Max, a highly automated campaign type, it’s difficult to understand which levers are available for advertisers to pull on. Now that shopping campaigns are a thing of the past, the old standard ways in which you would optimise...

Microsoft Ads (previously called “Bing Ads”) has  traditionally  never been advertisers first choice when it comes to online paid advertising. Whenever we would float the idea of advertising on it you’d hear things like “But it has limited reach”. Or “the audience...