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My guest on this week’s episode of Suds & Search is Amy Bishop, founder of Cultivate Marketing.

Amy is an in-demand speaker, a must-read blogger, and a frequent guest on webinars and podcasts. She’s an expert in paid search, paid social, and marketing strategy. She has presented at many of the biggest digital marketing events including Pubcon, State of Search, HeroConf, and SMX.

After you finish watching this episode, check out Amy’s column over at Search Engine Journal. Her writing is really excellent. She’s become one of my favorite bloggers focused on PPC.

I met Amy at Pubcon Florida this summer and heard her present. This has been a particularly volatile time for PPC marketers. Within the last 12 months, there’s been a series of major changes to Google, Facebook, and other advertising channels.

Amy’s advice? Diversify your channels so that you don’t have all your eggs in one basket.

Why should you look to expand into other channels even if you’re having success? Why is it important to have clearly defined personas? How do you measure the success of a multi-channel advertising campaign? I’ll get the answers to these questions and many others.

Grab something cold to drink and join me for a conversation with Amy Bishop. We’ll talk all about the dramatic changes to PPC this year, we’ll talk about developing a cross-channel advertising campaign for every stage of the funnel, and I’ll find out how Amy uses the audience report in Analytics to measure her multi-channel campaigns.