The Strategy Gap: Social Video Is Not PPC Video
CMOs looking to improve ROAS should rethink video. This article outlines why social content repurposing is killing performance and what to do instead.
Lisa Raehsler
SEM Strategy Consultant
Company
Follow Me
Expertise
Favorite Tools
Lisa Raehsler is a digital advertising strategist, international speaker, and podcast guest known for her expertise in AI-driven PPC and paid media. As the founder of Big Click Co., she partners with brands and agencies to engineer campaigns that align automation, audience insights, and strategy to deliver measurable performance.
With two decades of experience and over 200 published pieces, Lisa’s insights appear in top publications like Search Engine Journal and PPC Hero, as well as in her own newsletters, The Paid Media Mix, on Substack and LinkedIn where she explores AI and performance marketing trends. She has presented at more than 50 industry events, including international conferences such as AdWorld Experience (Italy), Search Y (Paris), and SEMrush India, as well as leading U.S. events like Pubcon, Hero Conf, and the American Institute of Architects. She has been recognized as a Microsoft MVP and one of the Top Most Influential PPC Experts.
Articles
How To Use Paid Search & Social Ads For Promoting Events
Explore strategies for successful event promotion. Find out how to use paid search and social ads for events like conferences and webinars.
How To Write Better Ad Copy When Google Ads Uses AI-Assisted Features
Understand how Google Ads automation works and how to shape your ad copy for better performance.
How AI Is Changing The Way We Measure Success In Digital Advertising
AI is transforming PPC metrics, shifting from clicks to predictive modeling, automated bidding, and advanced attribution for smarter, more effective ad campaigns.
Layering Success: How To Target High-Intent Users In Google Ads
Learn how audience layering in Google Ads can help you reach the right people and maximize the effectiveness of your advertising campaigns.
Insights From Microsoft Ads Partners: Copilot And PMax
Discover Microsoft’s latest updates on Copilot and ads, including enhanced ad integration, Performance Max optimization, and insights into AI-driven conversational search.
PPC And Paid Media Budget Planning Tips For 2025
Don’t let budget uncertainty hold back your PPC success. This guide will help you allocate your resources strategically and maximize your campaign’s performance.
Why Connected TV Ads Are A Power Play For A Successful Ad Strategy
Reach engaged audiences on streaming platforms with precise targeting, maximizing your ad campaign’s performance.
How To Get Ad Creative AI-Ready In Search Ads
AI and PPC ads: the perfect combination for success. Learn how AI automation can boost your campaigns while marketers remain essential for creative input.
The 8 Best PPC Ad Networks
Choosing the right PPC ad network is crucial for successful advertising campaigns. Discover the top networks and what sets them apart.
10 Tips On How To Rock A Small PPC Budget
Optimize your PPC budget for maximum results. Find out how to balance cost, volume, and competition in your industry with a small budget.
10 Paid Search & PPC Planning Best Practices
Ensure the success of your PPC marketing program. Align your strategy, keep up with trends, and improve performance with new features.
12 Hidden PPC Features You Should Know About
Elevate your ad game with hidden optimizations in Google Ads and Microsoft Ads for enhanced campaign performance and efficiency.
6 Ways To Optimize Your PPC Performance
Discover 6 strategies and ideas to enhance your account performance.
6 PPC Strategies To Focus On Now
Refreshing your existing PPC strategy? Looking for new ways to reach your audience? Explore these areas as you seek to boost your returns this year.
4 Impactful PPC Ad Extensions You Need To Try Out
Are you making the best possible use of Google Ad extensions? Here are 4 you need to check out.
The Complete Beginner’s Guide To YouTube Video Advertising
YouTube is the largest video platform. Get your account up and running YouTube ads through the Google Ads platform.
15 Tips on How to Rock a Small PPC Budget
A smaller PPC budget and getting maximum results is challenging, but it can be done! Learn 15 tips to optimize budgets for your PPC program.
6 Top Tips to Improve Your Google Ads Relevance
Quality score data helps identify optimizations to improve ad relevance, landing page experience, and expected CTR. Learn about it here.
5 Tips for Managing PPC After the Coronavirus Outbreak
PPC advertisers had to learn to roll with the punches during COVID-19. Learn to manage paid search campaigns during this period of transition.
Getting Started With Your First Pinterest Ads Campaign: Step-by-Step
Pinterest Ads is a paid media platform unique from all others. Learn how to use Pinterest audiences, targeting opportunities, and more for paid social success.
How to Develop Your PPC Strategy
A successful PPC campaign begins with a goal-oriented strategy. Learn five common PPC goals and what you can do to accomplish each one.
How to Set Up Your First LinkedIn Ads Campaign: Step-by-Step
Being the largest professional network, LinkedIn advertising opens up opportunities for marketers to reach its unique audience. Read about the basics of LinkedIn Ads here.
6 Things I Wish Someone Told Me When I Was New to PPC
Are you new to PPC? This exciting area of marketing is constantly growing and changing. Here’s helpful information I wish I knew from the start.
Beating Loneliness in a Disconnected World
Here’s what has worked for me when I’m feeling lonely and in need of a friend.
7 Out-of-the-Box PPC Advertising Ideas You Should Try Now
Use these seven out-of-the-box ideas that can help improve your PPC performance.
10 Amazing Tips to Write Better Mobile PPC Ads
Want to reach and convert your audience on mobile devices? Write better PPC ads. Focus on these 10 key areas.
Facebook Algorithms & Personal Data: Are They Getting it Right?
New research reveals that some Facebook users don’t think the information Facebook has about their interests is accurate.
Bing Ads to Exclusively Serve Yahoo Search Traffic Starting in March
Microsoft has announced an expanded partnership with Verizon Media enabling Yahoo search traffic to be exclusively served by Bing Ads.
5 PPC Calls-to-Action Tips & 4 Gotchas You Need to Know
Review and maximize your PPC account goals and CTAs with these helpful tips.