How To Get The Perfect Budget Mix For SEO And PPC
PPC drives results fast. SEO builds over time. Here’s how to budget for both with realistic expectations and measurable business outcomes.
Brooke Osmundson
Director of Growth Marketing
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Brooke serves as the Director of Growth Marketing at Smith Micro Software, with over 10 years of paid media experience. She helps the business grow their digital strategies using tactics from paid search, social media, programmatic marketing, and more. With her experience and passion in analytics, strategic planning and everything digital, she helps create relevant customer experience strategies at every stage of the user funnel.
Previously, she’s held positions at NordicClick Interactive as the Senior Director of Digital Strategy, and an in-house E-Commerce PPC Specialist/Analyst for Invitations by Dawn, Inc.
Brooke has been featured in several international marketing publications, including The Journal of Digital & Social Media Marketing and Econsultancy. She’s spoken at countless industry conferences and events including SMX, PubCon Pro, MnSearch, Zenith, and Agents of Change. She’s also contributed to multiple US Search Awards winnings for “Best Use of Video in a Search Campaign” and “Best Use Of Search – B2B”.
When not working, you can find her enjoying a round of golf, catching up on the latest episodes of Law & Order SVU or completing never-ending house renovations.
Articles
What Is Paid Media: The Different Types & Examples
Not all paid media is created equal. Know what works where – and why – before you pour money into your next campaign.
Demand Gen Vs. Lead Gen: What Every CMO Needs To Know
Not all leads are created equal. Learn when demand gen or lead gen makes sense – and when it’s time to pivot.
What Are Good Google Ads Benchmarks In 2025? [STUDY]
See how your paid search metrics compare across 20 industries with fresh data from thousands of real campaigns.
Google Marketing Live 2025: Here’s Everything That Was Announced
With 30+ updates from GML 2025, Google Ads is going full AI. Here’s what actually matters for campaign performance and planning.
An In-Depth Guide To Apple Search Ads
Master Apple Search Ads with this in-depth guide covering ad types, bidding strategies, targeting options, and campaign setup tips for app marketers.
Google AI Measurement Upgrades Announced At Google Marketing Live
Google Ads launches new AI-powered measurement tools to help marketers of all sizes prove performance, boost ROI, and better use first-party data.
Google Announces Largest Ads Bidding Update In Over A Decade
Google launches Smart Bidding Exploration, a new feature to help advertisers unlock untapped conversions by expanding eligible queries without changing audience targeting.
It’s Official: Google Launches AI Max for Search Campaigns
Google introduces AI Max for Search, expanding query reach, adaptive creative, and better controls to boost performance while maintaining transparency for advertisers.
The 8 Most Important PPC KPIs You Should Be Tracking
Discover the essential PPC KPIs, beyond CTR and CPC, to measure profit, incrementality, and real business impact from your paid media.
SEO Vs. PPC: What’s The Best Strategy For Your Business?
SEO or PPC: Which is better for your business? Understand the trade-offs and advantages to make an informed decision.
Channel Reporting Is Coming To Performance Max Campaigns
Google introduces new channel-level, search term, and asset reporting for Performance Max. The updates give advertisers greater transparency into campaign performance across all Google surfaces.
Google Now Allows Top Ads To Appear At Bottom Of Search Results
Google now allows top-performing ads to appear at the bottom of search results, offering more visibility while reinforcing the importance of ad quality.
Navigating The Complexities Of International PPC Working With Agencies
Learn how to successfully manage international PPC campaigns with multiple agencies, avoid common pitfalls, and balance global consistency with local market needs.
Google Ads 2024 Safety Report Unveils AI Protections
Google’s 2024 Ads Safety Report reveals stricter enforcement, AI crackdowns, and key policy shifts every marketer should pay attention to.
How To Install The Google Tag For Conversion Tracking
Proper conversion tracking with Google Tag offers real insights into ad performance to optimize campaigns and reduce wasted ad spend.
Microsoft Monetize Gets A Major AI Upgrade
Microsoft revamps Monetize with AI-powered Copilot, new performance tools, and improved navigation to boost publisher productivity and ad revenue.
HubSpot Announces 200+ Features At Spring Spotlight 2025
HubSpot unveils AI agents, new Workspaces, and key upgrades to Marketing Hub Enterprise in its Spring 2025 release, focused on speed and scale.
Reddit Introduces Faster Ad Setup and Pixel Integration
Reddit launches new campaign import, GTM integration, and QA tools to make Reddit Ads setup and optimization faster and simpler for small businesses.
Google Updates Unfair Advantage Policy, Advertisers React
Google updates its Unfair Advantage Policy, clarifying ad slot dominance rules. Here’s what it means for advertisers and how the PPC community is reacting.
Navigating Time Zone Differences: Scheduling Ads For Maximum Impact
Get better ad results by adjusting PPC schedules across time zones using automation, segmentation, and data-driven bidding in Google Ads and Microsoft Ads.
Google’s VP of Ads and Commerce Outlines 2025 Priorities
Google Ads is doubling down on AI, personalization, and new ad formats in 2025. Here’s what’s changing and how advertisers should prepare for these shifts.
10 Google Shopping Product Feed Optimization Tips & Tricks
Master Google Shopping product feed optimization with these expert tips. Improve visibility, conversions, and ROAS with smarter data, better images, and structured attributes.
How To Navigate Performance Fluctuations In Google Shopping Campaigns
Learn how to navigate the ups and downs of Google Shopping campaigns. Find out how to troubleshoot performance fluctuations and communicate effectively with clients.
13 Google Ads Settings To Check When Running International PPC Campaigns
Don’t let international PPC campaigns overwhelm you. Dive into these Google Ads settings to ensure targeted results and avoid costly mistakes.
Google Responsive Search Ads Just Got More Flexible
Google Ads just updated Responsive Search Ads to improve asset pairing and messaging consistency. Here’s what’s changing and how it could impact your PPC performance.
15 Interview Questions To Ask Your Next Digital Marketer Candidates
Want to hire the best digital marketer for your team? Find out the key interview questions to ask and find the right candidate this year.
Smart Bidding In Google Ads: In-Depth Guide
Drive better results with Smart Bidding in Google Ads. Learn how to use this advanced feature to optimize your PPC campaigns.
Google Demand Gen Campaigns Just Got A Major Update
Google is rolling out new enhancements to Demand Gen campaigns, including expanded channel controls, AI-powered creative updates, and improved retail features.
Meta Threads Takes the Next Step By Launching Ads
Meta tests image ads on Threads, offering new opportunities for advertisers. Learn why this matters, how it works, and what brands should do now.