In early 2020, Barry Schwartz interviewed Purna Virji, the Senior Manager of Global Engagement at Microsoft Advertising and has a rich history in the SEM industry.
The first topic that Barry and Purna covered was inclusion and accessibility in search marketing. Purna explained if you make changes towards inclusion and accessibility for your search campaigns and websites, you can find new revenue and customer acquisition opportunities. Not only that, it’s good for those who require these things in the first place.
They also spoke about PPC automation and how using a metric called return on ad spend (ROAS), which can help wit automation. She even gave some PPC tips as well!
Purna Virji can be followed on Twitter @purnavirji.