Gemma Russell

Head of Paid Media

Bio

Experienced Digital Marketing Strategist with a demonstrated history of working both agency and client side. Skilled in paid media strategy including paid search, shopping, display, video, programmatic, social media, affiliates & email marketing.

Microconversions: How to Make Them Count for PPC

As PPCers, we focus on generating qualified leads, sales, revenue & profitability. With customer journeys becoming more complex and the advent of GA4 & AI – it’s time to rethink audience targeting and campaign planning. In this talk, we’ll cover – what is a microconversion, measuring them in GA4, plus applying this to audience creation and layering campaigns according to their differing objectives.