Dez will guide the audience through a proven approach to negative keyword management that minimises wasted spend and strengthens campaign efficiency.

He will cover how shifting from reactive fixes to a proactive approach creates cleaner signals, better targeting and most importantly, more profitable PPC campaigns.

The session gives marketers the frameworks and steps needed to maintain control even as match types broaden.

Understanding optimisation problems, especially optimisation problems that are solved by AI, is critical for us as PPC practitioners.

In this talk, Lucas will explain how we can break down artificial constraints to shift from locally optimal solutions towards global solutions that better align with actual business goals.

Whilst control will always be a cornerstone of PPC, Lucas will be exploring how the role of practitioners has evolved over time from micro managers to effective communicators with ad platforms.